Companies and brands are starting to quit social media.

This quitting takes many forms. Many are reducing or ending their presence on sites such as Facebook and placing new emphasis on other social sites.

Another approach is to back off on organic reach and instead use social advertising primarily or exclusively.

And yet another approach is getting off social media altogether.

There are several good reasons for this:

Social sites such as Facebook take away control.

With Facebook’s “monopoly on everybody” — which is to say that Facebook has long been the social network with the most users and therefore the strongest network effects — companies were told that they had to be on Facebook because that’s where the customers were, and also because, on social media, messages can go viral, resulting in what is essentially free advertising.

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