47 - Should brands boycott Facebook? lol, no.

Here is our official take on the boycott and whether you as a brand should participate.

Small business vs big business

• The narrative that advertisers can put pressure on Fb to change (like Fox news), LOL.
• FB relies on small businesses. Annually, Facebook generates US$70 billion in advertising sales and about a quarter of it comes from big companies such as Unilever
• Not fair to smaller companies that can’t afford expensive advertising
• Shifting to google and twitter. These aren’t any better
• Stop organic too? Inconsistent
  

Dont be naive

• Opportunity for large advertisers to negotiate?
• Part of Patagonia/REI/BenJerrys brand. Not really Coca Cola / Unilever
  

What should your brand/agency do?

• The financial impact isn't significant, but it is creating a lot of noise. FB needs to address PR.
• Brands and agencies need to decide whether or not to participate. Don’t feel pressured.