So, over here in Australia, last night Facebook decided to ban ALL news links for Australian users. We cannot post anything from news anywhere in the world, and you cannot share Australian news sites. This is because the government is trying to get the tech giants to pay

... for the content they share. Or because Murdoch is driving them to de-platform Facebook. Or somewhere in the middle...

But the upshot is that overnight, anything news related is booted. Pages with a million followers have lost ALL their content.

What does this mean?

Honestly, who knows from the perspective of the news. It may come back, it may not.

But the fact that they could do this overnight, should give marketers who use FB, Google and similar for their entire marketing strategy serious cause to pause.

If your whole marketing strategy depends so much on companies that can turn it off overnight, what are you doing? You need to ensure that you are owning a good part of that marketing strategy by using your own data, your own channels, your customer journeys. You need to optimise.