The “Owned Audience” Lifeboat

This current slump is the perfect reminder of why we shouldn't build our entire businesses on rented land. My Twitter impressions are down 75%—it's brutal. But look at the right side of the image: my newsletter open rates are perfectly steady at 45%. Why? Because an algorithm doesn't stand between me and my subscribers' inboxes. The platform can hide my tweets, but it can't stop me from hitting 'send'. If you're panicking about the slump right now, let this be your wake-up call to start an email list. It's your only true lifeboat when the social media ship starts to sink.