Posts on social networking sites can be like feathers in the wind; you never know just how far they’ll spread. A simple share or like by an influential person or page can take a post that’s months old, and turn it viral; but for most posts, according to a study done by Bitly, they have about three hours to get their message across before they disappear (interestingly, YouTube is anomalous here; links shared from YouTube tend to last around seven hours before fading away).
If you’re sending out an important message about your business, that leaves you with two options (or three, if you consider posting your message as a YouTube video an option): pay to boost your post, or keep reposting your message again and again to try and reach as many people as possible. As a small business, it can be near impossible to make your voice heard over discriminatory algorithms and the noise of an endlessly refreshing newsfeed.
Having your own social network increases the shelf life of your posts drastically – there’s just not as much to compete with. It helps you to ensure that your messages are getting to the people who care about your business, and what you’re doing – without having to pay extra.