Your Facebook page is rented land. The landlord decides who sees your posts, and the rent tends to go up. The ground you actually own is your website, your phone number, and the list of customers who've said yes to hearing from you.
Stand on the rented land as much as you like, but build on the land you own. Attention is rented, but trust is owned. That's the last of the ten pieces.
The whole talk, as video and as audio: https://markheinz.com/notes/the-whole-picture