Late-Breaking News…. My first global news interview on the subject of Social Business and you will hear it here first! This is a B2B Russian Business Story where I was the featured interviewee today on the controversy and repurcussions of large corporate U.S. CPG firms halting Facebook advertising in their message to end and not be associated with as brands, social media hate speech .
Covered in the B2B Russian Business wire RiaNovosti, only in country access is available so as you will see below I have translated a recap of the story…
July 10, 2020, 09:00
Facebook is not suffering because of the outflow of advertising, but possible reputational risks – expert
* USA * FACEBOOK * ADVERTISEMENT *
WASHINGTON, Jul 10 – RIA Novosti, Mikhail Turgiev. Social network Facebook hasn’t experienced the consequences of an outflow of advertisers, however, she will have to very carefully deal with the fight against insults and misinformation on the platform so that it doesn’t other partners turned away, says digital marketing expert Jasmine Sandler
Formerly the National Association for the Advancement of Colored People (NAACP), Color of Change Civil Rights Organization U.S. Anti-Defamation League (ADL) human rights organization and others human rights activists urge businesses to stop posting ads on Facebook in July to protest over “hate publications,” violence and racism. “After that, North Face, Coca-Cola, PepsiCo, Unilever, Starbucks, Volkswagen and SAP say they won’t advertise on Facebook, and some of them on others social networks. The total number of companies joining the appeal has exceeded for a thousand.
“Now (there are no financial implications for the social network), but if it grows and will affect most advertisers on Facebook who represent a small business and represent 94% of the 70 billion dollars (Facebook revenue) per year, then this will be a problem. Facebook must work with it skillfully and effectively so that it doesn’t happen, she said to RIA Novosti.
According to her, the social network will have to be very consistent. adhere to the 2019 policy regarding hate speech, but given close attention to this topic, now the implementation of these rules as applied to users and advertisers may take longer.
According to Sandler, instead of financial, amid the aggravation of the racial theme discrimination in the United States may result in reputational risks.
“Facebook must remain neutral as a platform, as they do all media. If they have too much bias like an open platforms towards hate speech and threats of violence, they will have a reputational risk that a conservative audience completely leave Facebook and no longer consider it deserving trust, “the specialist believes.
This, in turn, may call into question its ability maintain the role of the giant in the social networking industry, believes interlocutor of the agency. However, she recognizes that it is due to Facebook audience size still remains attractive platform for advertisers.
“Facebook is the gorilla in the social media world with 1.7 billion users, making it a playground for large consumer goods advertisers. Of course there are others options including Google AdWords and its advertiser network, Twitter, LinkedIn, TikTok and so on, as well as targeted publishers such as USA Today, The New York Times and so on and so forth, “said Sandler.
Facebook did a good job on its consumer base, so it’s difficult to say that advertisers, especially in the B2C sector, will do without him, she thinks.”As long as they have an audience, advertisers will need them as part of their digital marketing, “said the expert