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Broome, WA – Two western australian small business owners experienced significant disruption after their Meta (Facebook and Instagram) business accounts were unexpectedly suspended, highlighting the risks of relying solely on social media platforms for business operations. while one account has been restored, the other remains inaccessible, causing significant financial and reputational damage.
The Small Business Development Corporation (SBDC),a WA government agency,offers free advice to small businesses statewide. Director Caragh Waller cautioned businesses against assuming ownership of their social media presence, emphasizing that content hosted on platforms like Meta resides on company-owned infrastructure, not as an independant asset.
“We advise businesses to avoid concentrating all their resources within the meta ecosystem,” Ms. Waller stated. “It’s comparable to constructing a building on leased land – ensure you own the underlying foundation.”
“It’s akin to building a house on someone else’s land. Your house is your business, so make sure you own the land.”
The suspensions resulted in a “huge financial hit” and potential reputational harm,according to those affected. Cindy Kempton, owner of a business in Broome, remains locked out of her accounts. Meta restored the accounts of fellow business owner, Sarah Enticknap, after inquiries from the Australian Broadcasting Corporation (ABC).
Cindy Kempton says the closure of her meta accounts has caused a string of issues for her business. (ABC Kimberley: ruby Littler)
Ms. Enticknap reported an 80% revenue decrease over a three-week period following the initial suspension. the incident underscores the vulnerability of businesses heavily reliant on Meta’s platforms for customer reach and sales.
Both Ms. Enticknap and Ms. Kempton expressed frustration with the lack of clear interaction and a clear review process from Meta. They called for improved explanations regarding account suspensions and a more accessible appeals system.
Understanding the Risks of Platform Dependence (Evergreen Context):