You have already figured out the value of these platforms. They provide a service and continuously improve and upgrade it with new capabilities. They were initially on desktop computers; with the pervasiveness of smartphones they incorporated mobile into their offering. As new devices come to the market they adapt their platform to deal with them. As a small business owner you worry about the content – the platform provider takes care of insuring you against technology evolution.
As a small business owner you cannot afford custom solutions – they will distract you with the need to constantly upgrade to track technology changes. Those of you who have embraced platforms – you are at head of the game. The rest of you – what are you waiting for? This is an opportunity for you to lower your risk and costs and focus your energy where it should be – on your business!