In the image above is your organization’s message like the one on the left or right?
Or in words:
Is your message this?
===> FACEBOOK <=== and our message with millions of others like it.
Or is this your message?
===> OUR MESSAGE <=== that is also on facebook.
“Don’t build your house on rented land” would be the analogy. In other words, don’t build your brand on someone else’s platform. Do you want control of your message, or be at the mercy of mega corporations that change the rules regardless if it is beneficial for your organization?
Use social media as a valuable tool to serve your organization, not your organization being the tool of social media companies.
If your professional organization is online, you need to own your own digital real estate with a proper domain and website.