The Risk In Relying On Social Media For Your Business
A Conversation with Jake Dempsey, CEO of Project Broadcast
Most small business owners and entrepreneurs rely on social media to stay connected with their audience—but what if that strategy is more fragile than it seems?
In a recent interview with Jake Dempsey, CEO of Project Broadcast, we explored why business owners need to shift from building rented audiences on platforms like Facebook and Instagram to building owned relationships with their customers. Here’s what we learned.
You Don’t Own Your Followers
“You’re not Facebook’s customer. You’re their product,” Jake explains. Social platforms make money by selling access to your attention. As a result, business owners don’t control whether their messages reach their own audience. The algorithm does.
Even if you run your own Facebook group or have a decent following, it doesn’t mean your audience is actually seeing your posts. Jake shared how many business owners were shocked during a Facebook and Instagram outage when they had no way to reach their customers. That moment became Project Broadcast’s largest signup day in history. Business owners were scrambling for a way to stay connected—and realized they didn’t have one.
The Danger of a Middleman
Social media is essentially a middleman. It decides what gets shown, who sees it, and when. If your posts don’t generate revenue for the platform, they won’t prioritize them. The truth is, algorithms are designed to maximize ad revenue—not to help your content get seen.
That means you could post the most valuable content in the world and still get crickets if the platform’s algorithm doesn’t favor it.
What Does It Mean to Own Your List?
Owning your list means having direct access to your contacts—via phone numbers, emails, or other opt-in channels. There are no gatekeepers. No shadow bans. No “reach score.”
Jake puts it simply: “If I asked you to message all your Instagram followers directly—you couldn’t. That’s the problem. Owning your list means Sally is your customer. You know how to reach her, directly.”
This ownership translates to:
- A real asset you can leverage long-term
- Higher Trust
- Better Engagement
- More consistent sales
Why Text Messaging Wins
- 98% read rate
- 96% of texts read within 2 minutes
- Informal and easy to reply to
Texting creates a direct line between you and your customer. Jake notes that texting lowers friction, which leads to better interaction. You can respond with a heart emoji or a quick “Thanks!”—something people rarely do in email.
In contrast, email often feels more formal, structured, and burdensome. While it’s still a valuable channel, it doesn’t provide the immediacy or intimacy that texting does.
Getting Started: Build with Purpose
Jake recommends starting with a simple strategy:
- Add a clear call-to-action in your social content: “Text me at [your PB number] for updates.”
- Share your Project Broadcast number in your bio and captions.
- Set up automated keyword campaigns and landing pages.
- Send a non-commercial “welcome” text with your contact card.
And most importantly—don’t only send promotional content. Jake warns against becoming a “Valpak”—only showing up in people’s inboxes when you want them to buy something. Instead, offer value consistently, whether it’s a helpful tip, a behind-the-scenes look, or just a friendly check-in.
Final Thoughts
Owning your list is more than a tactical decision—it’s a mindset shift. It’s about recognizing that your customer relationships are the most valuable asset you have. And if you build them on borrowed land, you risk losing everything when the platform changes, crashes, or cuts your reach.
Start small. Be intentional. And start owning your audience today.
