Own as much of your digital real estate as you can, as talked about at startbloggingonline.com. Don’t build a Facebook page, get your own domain and build your own blog or website. It’s both easier and cheaper than you think. Create your own email list, rather than having your listen controlled by these social media, corporate entities.
Social media billionaire barons don't do what they do because they like you. They do it because they can make money out of you. Don't trade away the sweat of your labour for a few magic beans.
Don't muck about on someone else's platform, get your own and make that your base. Sure, join all the other platforms, but work them, don't let them work you.
The message, your message should be under your control as much as possible.