Is your social selling strategy costing you customers? Social selling promises to build relationships, boost trust, and drive sales, but if it’s your only tool, you might be sabotaging long-term loyalty.

I come from a time when we had landlines, and conversations had to be kept short and to the point because every second on the phone bill counted. Then came the mobile handset era, I still remember the Nokia 3310 days, when everyone had the same ringtone.

Now technology keeps advancing. We find ourselves in a world of crowded social feeds, fleeting attention spans, and algorithm changes without warning. It’s almost zero control over how your audience experiences your brand.

That’s why I decided to explore the hidden risks of relying solely on social selling and how smart brands use owned platforms to lock in customer retention and sustainable growth.

Ready to stop chasing likes and start owning customers? Let’s get into it.

What is Social Selling? 

Social selling is using social media to connect with potential customers by having real conversations while aiming to drive sales. Your goal is to earn their trust so that when they’re ready to buy, you’re the first person they think of.

Salesforce has also defined social selling as a lead-generation skill where salespeople use social platforms to talk to potential customers.

Social Selling vs Social Media Marketing 

Social media marketing involves sharing content on social platforms to connect with your audience, showcase your products/services, and turn interested followers into repeat customers.

Social media marketing sparks interest and grabs attention, while social selling converts that interest into tangible sales by engaging directly with customers on social platforms through personalised conversations.

The Promise and Problem of Social Selling

Social selling exploded because it meets customers where they already spend time: social media. It’s personal, conversational, and authentic. Done right, it builds trust and accelerates sales. I’m not speaking from theory; I’ve built an online presence on LinkedIn and landed high-value clients directly from it.

But the reality check?

I have no control over LinkedIn’s algorithms, impressions, or how my content reaches my intended audience. And neither do you. Social platforms own the space, the rules, and the algorithms. One day you’re visible; the next, a tweak buries your posts. Your audience’s attention spans are shrinking as they scroll through endless content.  

This takes me back to Keynote Speaker and Social Selling Expert Richard van der Blom’s recent open letter to LinkedIn, in which he expressed how tough it’s been even after 20 years of being active there.

It becomes a problem if all your social selling happens on platforms you don’t own; your entire customer base is at the mercy of someone else’s rules and algorithms. When you’re building all your relationships on rented land, you’re not just finding customers, you’re also quietly losing control of how, when, and whether you can even reach them again. 

Hosting your business on someone else’s platform is like throwing a high-profile luncheon in a house you don’t own. The owner can change the locks, rearrange everything, or kick you out on the spot… and you’ll never get the chance to say goodbye to your guests.

Although social selling creates 45% more opportunities, 78% of social sellers outperform professionals or business owners who don’t use it, and 51% social selling leaders are more likely to hit their quota, social platforms are rented spaces that you can’t fully rely on. It’s a strategy that might get you customers fast, but it won’t keep them for long. 

The Power of Owned Platforms for Retention

Here’s where owned platforms become your secret weapon. Newsletters, email lists, and exclusive communities give you direct access to your audience. No gatekeepers, no algorithm changes, or other platform distractions.

1. Owning the channel means owning the relationship. It lets you:
2. Deliver personalized, valuable content consistently.
3. Build trust over time, not just in moments.
4. Create a loyal base that’s engaged, responsive, and ready to buy again.

Brands that master owned platforms enjoy higher retention rates and stronger customer lifetime value. Think of your go-to brands like Duolingo, Coca-Cola, and even LinkedIn; they own their media.

Strategies to Combine Social Selling with Owned Channels

Social selling should be your front door, not your whole house. Use social channels to attract and engage, but funnel those connections to owned platforms to deepen relationships and retain customers.

Here’s how:

1. Offer gated content or freebies on social that require an email sign-up.
2. Invite your social audience to join exclusive communities or newsletters.
3. Use personalized email campaigns to nurture leads beyond the social feed.
4. Share exclusive offers, sneak peeks, or behind-the-scenes content on owned platforms.
5. This multi-channel approach keeps you in control and your customers engaged long-term.

Platforms change fast. Take this, for example: TikTok launched TikTok Go to pay creators for promoting local businesses, YouTube rolled out an AI-powered search carousel, and LinkedIn has already scaled back alternate feed tests. Algorithms shift, features disappear, and what works today might vanish tomorrow.

If your business depends solely on someone else’s platform, your audience is at their mercy. One tweak to the rules, one drop in reach, or one policy update, and your hard-earned connections could vanish overnight.

That’s why owning your media is non-negotiable. Build your audience on channels you control. Capture emails, host your content on your own site, and create spaces where your relationships and sales aren’t dictated by someone else’s algorithm. Social selling is powerful, but only when paired with media you truly own.

Conclusion

Stop Chasing Followers, Start Owning Your M.E.D.I.A.

Social selling is powerful, but it’s not enough. If you want to grow a business that lasts, you have to own your audience, your messaging, and your customer relationships.