I watched companies invest heavily in followers on one social network. When Hyves lost ground to Facebook, it showed how fragile that investment could be. You build an audience in a place you do not control. My original article proposed email as a more stable center alongside changing social channels.
A direct connection
An email address lets you reach someone outside a platform algorithm. It does not mean you own that person or guarantee they will keep reading. It works only when recipients choose your messages and find them worthwhile. Say clearly on your site and profiles what subscribers will receive: explanations, new articles or updates on a specific subject.
Use social networks for conversation and discovery. Point to an article or newsletter when relevant. In turn, sometimes direct email readers to a conversation taking place on a platform. One channel need not replace the other.
Maintain the relationship
Hyves and Google+ are historical examples now, but they show why you should not build everything on one platform. Keep the list relevant, respect unsubscribes and send only messages people agreed to receive. The Dutch ACM explains email marketing rules. A direct channel lasts only when people voluntarily stay.