Marketing on Facebook or Twitter is a horizontal landscape. Those on the platform are your only traffic. Having a website outside of these types of platforms is

Marketing on Facebook or Twitter is a horizontal landscape. Those on the platform are your only traffic. Having a website outside of these types of platforms is a vertical market because one does not have become a platform tribal member to engage. A number of restaurants and brick and mortar shops only use platforms to promote events and products. This means I have no idea of the soup of the day or when special trivia night is. It is less expensive to just engage on a platform than maintain a non-tribal website. Those in the tribe do not see the exclusion they created with their horizontal market. Irony is that a number of social media posts reference other sites. So the non-tribal website is scooped up by media platforms, creating a tilted vertical market.