Why Social Media is the Worst Middleman for Your Business
A Conversation with Jake Dempsey, CEO of Project Broadcast
Social media has changed the way we market our businesses—but it’s also quietly taken away a lot of our control. Platforms like Facebook, Instagram, and TikTok are incredible for building visibility, but when it comes to true ownership of your audience, they fall short.
“Even in your own Facebook group, your reach is terrible. Facebook decides what people see, and it’s not always your content.” – Jake Dempsey, CEO of Project Broadcast
Why the Algorithm Doesn’t Work for You
Social media platforms operate on one core incentive: ad revenue. That means their priority is not helping your post reach your customers—it’s helping advertisers reach users.
The result? Your followers may not see your content unless it drives engagement that fits the algorithm’s criteria. Even in groups where users have opted in, visibility isn’t guaranteed.
Jake explains, “You could post in your own Facebook group and not even reach half the people in it. That’s crazy.”
Case Study: The Day Facebook Went Down
One of the most powerful proof points Jake shared was the day Facebook and Instagram experienced a massive outage.
“Business owners were freaking out,” he said. “They couldn’t talk to their audience. They had no backup.”
That day became Project Broadcast’s biggest day of signups ever. The message was clear: business owners realized they didn’t have a direct line to their customers – and they needed one.
Social Media = The Middleman
Platforms decide who sees what, when, and how often. That’s the definition of a middleman.
The question is: Why would you build your business on someone else’s land?
What You Can Do Instead
- Start building your own list. Use landing pages, forms, and QR codes to collect contact info.
- Offer value-based CTAs. Don’t just ask for likes. Ask people to text you, join your tips club, or sign up for a weekly message.
- Use tools like Project Broadcast. With keyword triggers, automated campaigns, and contact cards, it’s easy to begin building.
Social media is still a powerful discovery tool—but your goal should be to move those followers into a space you control. Start creating that transition today.
