That's because the customers you're after will be on someone else's massive platform on which you have little or no say on how things are done. Likewise, running a business with a Facebook storefront is convenient, but it means the social network will collect a huge amount of data on your customers which you might not want it to have. Luckily for Apple, Facebook's phone was a total fiasco but the two companies aren't exactly comfortable with each other; if Apple could figure out how to make a social network that people would use, it would. That's also what your business should do, as part of its marketing strategy: build a social network. The social network you build will add to your business value, and you'll have control over it.

Source: New Zealand Herald March 21, 2017 16:02 UTC