Advertiser’s Boycott of Facebook is Not Enough to Change Facebook

A few weeks ago, when Twitter highlighted a Trump tweet as violating its rules for posting content, I got a call from a National TV Network who asked me a straightforward question. They wanted to know what it would take for Twitter, Facebook, and other social media sites that were too lenient in their curation of content to let hate speech and fake news permeate their social networks to change their ways?

Part of my answer focused on the fact that I have always believed Facebook, Twitter, and many other social networks are publishers of content and should come under the same guidelines that newspapers, Broadcast TV, and others follow that edit their news before it ever airs.

However, Facebook, Twitter, and others argue that they are not publishers and instead of vehicles for people to post content that should come under their guidelines and only edit out material that violated each of their own given policies.

The other part of my answer to this network’s direct question was something that I have also stated for some time. I said that the only thing that could change Facebook, Twitter, and other social media with lenient posting polices is a significant boycott from the hand that feeds them, in this case, the advertisers.

During the last two weeks, many big advertisers have indeed joined the #StopHateForProfit movement and pulled advertising from Facebook, Twitter, and other social media platform that have not controlled hate content on their sites.

However, as Fast Company points out, this move by some of these advertisers are a bit misleading:

“Over the past few months, many marketing departments across all major brands have already been fundamentally changing (read: slashing) their budgets and media spending for the rest of the year. One marketing exec I spoke to, on condition of anonymity, said their company had already canceled all the media they could through the fourth quarter.
And if they weren’t cutting, they were renegotiating.

Either way, cutting off ad spending on Facebook for the month of July, or even the rest of 2020, isn’t necessarily a defiance move, but perhaps one of extreme convenience. Not only do these brands save the money they had already planned to reserve, but now they also get an added PR boost attached to it.

Cutting your ad budget and reaping earned media plaudits for joining this boycott is a marketer’s dream come true.”

Even if these advertisers’ motives to pull out of advertising deals with Facebook and other media giants are questionable, it shows that they and this boycott have clout.

Last week, Facebook CEO Mark Zuckerberg posted this note that, in essence, shows this boycott has gotten his intention.

Mark Zuckerberg last Friday:

“Three weeks ago, I committed to reviewing our policies ahead of the 2020 elections. That work is ongoing, but today I want to share some new policies to connect people with authoritative information about voting, crackdown on voter suppression, and fight hate speech.

The 2020 elections were already shaping up to be heated — and that was before we all faced the additional complexities of voting during a pandemic and protests for racial justice across the country.”

While this advertiser boycott is good, I don’t think it goes far enough to make Facebook and Zuckerberg bring the radical changes needed for Facebook to be a better and safer social network. A one month or full ban through 2020 will not force Facebook to make the changes necessary to keep fake news and conspiracy theories off this site.

Zuckerberg’s belief that Facebook is a forum for self-expression needs to be completely overhauled. It needs to be refocused to be one with the same checks and balances as major publishers like the WSJ, NYT’s, and other major publications have to ensure that what is posted on Facebook has been fact-checked before it ever reaches its users.

An editorial in the San Jose Mercury goes even further:

“It’s disgraceful that CEO and founder Mark Zuckerberg’s company divides America, threatens our democracy and gives the tech industry a black eye. His unrepentant behavior may lead to undesirable regulation by Congress, a body filled with politicians who don’t understand the innovation economy.”

“He announced some policy changes a week ago designed to crack down on disinformation and hate content. Facebook will now start labeling content that violates its policies. But it will leave the posts on its site if the “the public interest value outweighs the risk of harm.”

In other words, Facebook has no problem publishing material on its platform that it knows is false or crosses the line as hate speech.”

I think the advertisers have a lot of pressure that could be placed on Facebook by making their advertising boycott have more teeth and stating they will not come back until Facebook changes.

But I agree with the San Jose Mercury editorial that it could take Congress to change Facebook permanently and force it to keep disinformation and hate content off its site forever.

Given Zuckerberg’s position at this moment, I fear that just as it did in the last election, Facebook will impact the 2020 election in many ways. I don’t see how his labeling of inappropriate content makes any difference if that content still gets posted.
Facebook represents a successful Silicon Valley company. Too bad it is giving Silicon Valley a black eye.

Published by

Tim Bajarin

Tim Bajarin is the President of Creative Strategies, Inc. He is recognized as one of the leading industry consultants, analysts and futurists covering the field of personal computers and consumer technology. Mr. Bajarin has been with Creative Strategies since 1981 and has served as a consultant to most of the leading hardware and software vendors in the industry including IBM, Apple, Xerox, Compaq, Dell, AT&T, Microsoft, Polaroid, Lotus, Epson, Toshiba and numerous others.

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