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PR + Social


Facebook Boycott: What To Know, Ask & Do

PR + Social / 7.2.20 / By Michael McGinnis

If you're involved in the world of social media, you’ve probably heard of the #StopHateforProfit Facebook boycott. It’s a quick-moving campaign combating hate speech on Facebook and the tech giant’s relative lack of action against dangerous rhetoric by urging corporations to pause all Facebook and Instagram advertising for July.

The movement has gained speed quickly and left many wondering what they should do. Let’s jump into it.

What To Know

#StopHateforProfit began with organizations like Color of Change, the NAACP, the ADL and others.

On June 17, these organizations asked “all businesses to stand in solidarity with our most deeply held American values of freedom, equality and justice and not advertise on Facebook's services in July.”

Patagonia, Adidas, The North Face, Ben & Jerry’s, Verizon, Unilever, Coca-Cola, Honda, Target and Puma are just a few of the companies participating worldwide.

Facebook brought in more than $70 billion in ad revenue in 2019.

The top 15 brands in the boycott account for 1.5% of Facebook’s monthly revenue in the US and Canada.

Some companies have expanded their advertising pause to all social media and some have gone as far as postponing social spend for the rest of 2020.

According to ADL CEO Jonathan Greenblatt, “It's always been about making a point and pushing the company to work with us to make the changes that we need."

What To Ask

What content do you produce?

How does Facebook advertising fit into your marketing strategy today?

How would you evolve your paid media strategy if you join #StopHateforProfit?

How will your target audience respond if you do boycott? If you don’t?

Should you stop organic posting on Facebook and Instagram, as well?

What To Do

Assess your company’s goals to figure out if Facebook/Instagram advertising is necessary right now.

Redirect social ad dollars toward other marketing channels.

Consider donating those ad dollars toward a charitable organization combating hate speech, violence and racism.

Take this chance to rethink your marketing strategy and reevaluate the platforms you use.

More Resources

Check out the full webinar our team just hosted on this very topic or get the CliffsNotes version from Malorie Benjamin, our VP of media services, who was featured on 13WHAM/FOX Rochester this morning!

If you'd like to connect with Malorie on any paid media campaigns you're currently running, you can reach her here.


Michael McGinnis

Mike McGinnis is DS+CO’s content manager and social media enthusiast with a proven record of creating big ideas that generate real impact.