14/09/2026
If the algorithm changed tomorrow, could you still reach your customers?
The Australian Governmentâs proposed My Feed, My Way changes have sparked plenty of conversation about social media algorithms and how much control users should have over what appears in their feeds.
But for us, it raised a different question.
How much of your ability to reach your customers actually belongs to you?
Businesses spend a lot of time and money building audiences across social media, paid advertising and other third-party platforms. These channels are incredibly valuable, but the rules can change.
Algorithms change. Platforms change. The way people discover and interact with businesses changes.
Your customer relationships still need to work.
Thatâs why having a strong, connected customer database matters.
When someone moves from being a follower to a website visitor, an enquiry, a lead or a customer, what happens to that information?
Does it make it into your CRM?
Does your email platform, such as Mailchimp, know what they're interested in?
Can your sales team see the right information and follow up?
Can your support tools access the context they need to help that customer later?
When those systems are properly connected, youâre building more than an audience. Youâre building a customer relationship you can continue to understand, support and communicate with.
And importantly, this isnât a post telling businesses to stop investing in social media.
Itâs about making sure the work youâre doing to attract an audience doesnât stop at the platform.
While My Feed, My Way is an Australian proposal, we think thereâs a useful lesson here for businesses everywhere.
You canât control what platforms do next. You can control what happens to your customer data once someone enters your world.
Weâve unpacked the idea, and where CRM, email marketing and connected systems fit into it, in our latest blog.
đ Read the full article via the link in the comments.
