If you’ve been watching the news lately, then you probably already know that Twitter seems to be going up in flames with Elon Musk at the helm. It’s too soon to say whether the service will actually go out of business, but it’s fair to observe that things are probably not going the way he planned when he bought the company.

Aside from the normal gossipy angle of the situation, it turns out there are a couple of deeper lessons every online marketer should take away from the situation. Let’s take a quick look at each one…

First, You Shouldn’t Bite Off More Than You Can Chew

I am all for business owners and entrepreneurs getting their hands dirty when it comes to online marketing. However, I don’t usually recommend that they start big campaigns entirely on their own. Look at what’s happening to Twitter and you’ll see why. Being an expert in one part of a business doesn’t necessarily make you a genius in another. That’s why advice and perspective can be so valuable.

And Second, Nothing Is Forever

It’s estimated that Elon will lose billions as a result of his Twitter takeover. But I actually feel much worse for the marketers and advertisers who rely on that channel to reach their customers. They’ll feel the hit a lot more deeply than he will.

We’ve seen time and time again that nothing lasts forever in the internet. It wasn’t all that long ago that MySpace and Ask Jeeves were big names; now they are the answers to trivia questions. The point? Don’t get so invested in any single online marketing channel that you can’t live without it. Someday you just might have to.