Whether you’re a solo entrepreneur, a small business or a large enterprise, having an online presence is a necessity. And while businesses have always had to deal with unfavourable changes to online platforms, these issues are multiplying now that concentration has set in and competition between them has levelled off.
Stories of businesses losing access to their social media accounts are increasingly popping up. Entire industries have pivoted because of changes to algorithms, only for platform owners to switch them up again on a whim. Some have ceased to exist entirely while others have changed hands and ushered in completely new sets of rules.
On top of it all, most of the platforms in question are U.S.-based – a big problem when Canada is pushing toward more sovereignty.
In other words, it’s never been a worse time to hitch your online wagon to someone else’s train.
Spencer Callaghan is the brand and communications director for the Canadian Internet Registration Authority, the non-profit organization that sells the dot-ca domain name. He’s self-admittedly biased because of who he works for, but he’s not wrong in advocating for businesses of all sizes to control their own online fate.
He joins Do Not Pass Go this week to warn of the dangers of businesses putting too much effort into opaquely run platforms, and to share his advice on how they can own rather than rent their respective online presences.
