The Evolution of Digital Presence
In the late 2000s, I came to an unsettling realization: most individuals require a decade to truly understand the dynamics of digital infrastructure. Like many, I was drawn to Facebook for its unparalleled access and the ease of building an audience. However, it didn’t take long for me to recognize a critical issue—I didn’t own my platform. My content and relationships existed within Facebook’s ecosystem, where the control over data and audience engagement lay entirely with them. If an algorithm shifted, or if my account faced suspension, everything I had cultivated could vanish in an instant.
Creating My Own Space
In response, I took proactive steps in 2010 to establish my own digital foundation. I launched a blog and developed an email database through udookonjo.com, long before many of my contemporaries considered such strategies. During a time when social media was still gaining traction, I prioritized building a space that I could control. The newsletter evolved, and my audience began to expand, providing me with a sense of ownership over my digital presence.
The Distractions of Social Media
However, I found myself drawn to the immediate rewards of social media. With substantial growth on Instagram and Facebook, I began to deprioritize my established assets. The allure of significant reach and incoming business inquiries was undeniable. The concept of being where your audience resides is compelling, and investing heavily in social media platforms appeared to be the correct strategy based on short-term metrics.
The Perils of Rented Land
This situation embodies the risk of relying on “rented land.” While most leaders acknowledge the dangers of such reliance in theory, the tangible rewards often tempt them into a short-sighted focus. The disruption of these platforms can lead to substantial losses. My wake-up call came when both my Instagram and Facebook accounts were suspended in May. With nearly 200,000 followers accumulated across these platforms, the impact of this loss was profound. Relationships I’d built over years, whether with coaching clients or potential business partners, became inaccessible.
The Real Cost of Losing Digital Presence
This experience has reaffirmed for me the tangible costs associated with losing a digital foundation. At a recent dinner, a friend attempted to showcase my work but found my accounts absent. Instead, she encountered third-party mentions, highlighting the significant gap in my professional visibility. This absence not only creates psychological hurdles but also disrupts a vital pipeline for business inquiries and collaborations.
Reestablishing Control
Despite the setbacks, my core digital infrastructure—a database and email newsletter built over 15 years—remains intact. This aspect offers a comforting reminder that ownership is paramount. As I navigate these challenges, I am reminded of the importance of nurturing digital assets that I genuinely control. My email list and newsletter community are unencumbered by algorithms, granting me the freedom to communicate directly with my audience.
Defining True Ownership
To understand what you truly own in the digital landscape, clarity is crucial. If your email list resides on a platform with full export permissions, and if you manage your domain and hosting, you maintain ownership. This extends to your intellectual property as well. The fundamental question is whether, should a platform shut down tomorrow, you possess anything of real value outside of that ecosystem. Building and protecting your assets—be it your newsletter, website, or community—is essential for long-term success.
The Path to Lasting Wealth
Ultimately, this discussion revolves around leadership and the critical distinction between access and true ownership in the digital economy. My experiences, including networking with peers across Africa, have reinforced the value of authentic relationships over mere online metrics. The connections I’ve nurtured are resilient, independent of social media platforms, and vital for building wealth and influence. As I work toward reinstating my online presence, I remain committed to fostering an authentic and self-owned digital landscape.
Udo Okonjo is the CEO of Fine & Country West Africa and the founder of Radiant Collective Capital, dedicated to building infrastructure for women’s leadership and wealth since 2010.
