Facebook Boycott: How To Pivot Your Ad Dollars #StopHateForProfit

Facebook’s 3 billion monthly users is larger than any country,
organization, or religion in the history of humanity.

With that size comes influence. And
responsibility
.

Social networks, Facebook especially, have a responsibility to
reduce their negative impact on society. That’s the premise
behindthe
#StopHateForProfit Facebook boycott campaign
from the ADL,
NAACP, Sleeping Giants, and a few other non-profits. The boycott
challenges brand advertisers to stop all ads on Facebook owned
properties during the month of July.

stop hate for profit logo

The purpose of the Facebook boycott is to reduce bad actors on
the platform, specifically any content promoting violence, white
supremacy, or voter suppression.

Facebook can do a lot of good in the world. We want them to make
these updates to improve the health of the platform.

Joining The Facebook Boycott

Social Fresh has joined the boycott because we believe Facebook
can do more in these areas.

The North Face was the first household name to sign on. As I’m
writing this, more big brands are coming on board including
Verizon, Unilever,
Coca-Cola, and more.

If your business is considering joining the boycott, it’s
important to have a plan and be intentional. Let’s walk through
some questions you should consider. And get specific about how to
pivot your ad dollars away from Facebook – and still be
successful.

4 Questions To Ask Before Joining The Facebook Boycott
Question 1: Do you believe in the campaign?

Don’t join the Facebook boycott out of fear. Truly consider if
your business aligns with the cause. And why. Understanding why you
support this boycott is important. How does it align with
your brand
purpose
?

For example, two of our brand values at Social Fresh are a focus
on inclusion and improving platform health on social networks. The
boycott aligns with these values by both protecting targets of hate
on Facebook and reducing the impact bad actors.

Question 2: Can you join the boycott?

We are in a trying time. Many businesses are struggling. And
many depend on Facebook and Instagram ads for a large part of their
revenue. If it is going to do significant harm to turn your ads
off, do not join the boycott.

Question 3: Where will the money go?

Whether you are stopping $5k worth of ads or $500k, decide where
that money will go. I have some suggestions for you below. It comes
down to 3 main options: supporting relevant causes, alternative ad
platforms, and working with publishers.

Question 4: What statement will you make?

If you choose to support the Facebook boycott, say why. Even if
you cannot pull your ad dollars, explain that. Maybe you can pull
10% of your ad budget for the month and work on becoming less
reliant on Facebook in the long term.

Talk about that, and why even that small step is important for
your business. Anyone will be able to see if your business is
running ads on Facebook, so if you support the boycott say so early
to get ahead of being called out.

Those 4 questions ground your decision to join the
#StopHateForProfit boycott (or any boycott).

Let’s walk through 5 steps to help you reallocate your
Facebook dollars to meaningful marketing options.

5 Steps For Reallocating Facebook Ad Dollars 1. Identify
Your Business Goal

Every business has different business realities. Can you invest
your ad budget in a relevant cause? Does it need to drive sales?
Decide what percentage of your Facebook ad dollars needs to drive
business results for July and define those results.

If the freed up ad budget needs to work for your business
through other ad channels, that’s fine. Make it a conscious
decision.

2. Make A Statement With Your Ad Budget

Consider how your ad spend can both work for you and make a
statement. Jerry Daykin,
Media Director at GSK, suggested that brands “need to think about
where they are investing positively.†Specifically, look to
invest in “a direct partnership with a minority-owned/focused
publication to really validate the point.â€

Look for partnership opportunities with businesses or causes
that align with your brand values.

3. Invest In Alternate Ad Platforms

If you need your ad budget to work hard for the business, there
are many platform alternatives to Facebook ads.

Scott Monty, former Global Head of Social at Ford and executive advisor, recommends
focusing on the results you need. “Use Youtube and Google for
awareness, split 80/20. And for sales, use Twitter and Pinterest,
split 50/50.â€

Don’t try to spread your budget across a dozen new channels.
Choose 1-3 options that make sense for your business.

Mindy Thomas, Marketing Director at Paul Mitchell Schools, said
for their locations, lead generation is always the main objective.
They are advising schools that opt into the boycott to split their
budget 70% to Google and 30% to Snapchat ads.

4. Look To Creators and Influencers

Like many marketing channels, influencers and smaller media
outlets were hit hard during the pandemic. Podcasters and YouTubers
have seen drops in revenue. Look for industry-specific creators and
niche influencers that align with your needs.

Podcasts are a great low lift option that any business can tap
into.

I recommend using a free audience search tool like SparkToro. It focuses on helping you
find podcasts, influencers, or YouTube channels that might be the
best fit for the audience you need to reach.

5. Test Something New

If your business has been wanting to test ads on Snapchat,
TikTok, or LinkedIn, now is your chance to invest in something
new.

Shama Hyder, Founder and CEO of Zen Media, recommends a PR focused
approach. “Most companies try to advertise direct and push to
their site but a much better move is to amplify 3rd party
credibility.â€

Once you see earned coverage results, Shama recommends that
businesses should “amplify those using LinkedIn ads and Twitter
ads.â€

Another alternative for brands to consider is spotlighting their
thought leaders or executives. Scott Monty also recommends brands
“look into Reddit as a place for community involvement –
particularly an AMA,
if appropriate.â€

Will It Work?

People have asked me if I think this boycott can effect change
at Facebook.

In short, yes.

I don’t think Facebook is going to lose a ton of money from
this – that’s not the point. It’s about public pressure and
consistent improvements to the platform.

There are two main reasons I think the #StopHateForProfit
Facebook boycott is working and will create change:

  1. It’s building on the anti-racist and anti-hate movement of
    Black Lives Matter. The energy and power of the BLM movement has
    created real change. Brands are responding in real-time.
  2. Anyone can track who is running ads on Facebook through
    their Ad
    Library
    . That makes the boycott transparent on a massive scale.
    And, that ad library would not exist if it wasn’t for past public
    pressure on Facebook.

Public pressure from advertisers has already resulted in
positive changes on Facebook. We won’t solve everything in one
month, but every step to reduce the negative impact of social
platforms is important. Brands that get involved to drive change
are making a difference.

Source: Marketing Blogs
Facebook Boycott: How To Pivot Your Ad Dollars
#StopHateForProfit