[Quoted] Facebook advertising boycott: Campaign harming brand but not bottom line of media giant

“It’s low-stakes advocacy with high goodwill upside. These companies aren’t big Facebook spenders, and are only committing to suspend advertising through July. For wanderlust brands, pulling adverts when much of the world isn’t traveling makes sense apart from a boycott.”

Social media companies have come under increasing pressure to cut down on the amount of hate speech that circulates on their platforms. “Stop Hate for Profit” is one such movement, and it gained steam when a series of prominent outdoors brands, including North Face and Patagonia, announced they were pulling their advertising from Facebook.

At the risk of sounding cynical, this seems like an easy play for brands that were already cutting back on ad spending in a pandemic. But that doesn’t mean it can’t garner those companies some good PR, and if enough big spenders join the publicity party, it could potentially put a tiny dent in Facebook’s ad revenue. But when that’s the core of your business model… it’s an emerging crisis worth watching.

The boycotts have already proven to be excellent PR for the early-adopting brands, which may be the biggest encouragement for others to join the cause. We’ve seen study after study the past few years indicating that American consumers, especially the sought after 18-34 demo, want brands to engage in corporate advocacy.

Side note, it was really cool to appear alongside Matt Navarra in this piece. Matt’s one of my favorite voices for smart social media commentary. Follow him on Twitter.

Thanks to William Turvill for reaching out, and bearing with my wonky email client on deadline.

Read the full story in the U.K. Press Gazette.

See more of my media appearances here.

KONY 2012: Awareness and accuracy; Idealism and cynicism

Joseph Kony is an evil man. But are the people who likely made you aware of him in the first place even worse? Over the course of just a few days, the world responded to the message of Invisible Children’s short film, Kony 2012, then shot the very messenger that brought them the news. And by the end of it all, at least one man was naked on a street corner.

It was a unique event.

The video itself was the eleventh by Invisible Children, and even in its short lifespan, the most effective. As of the writing of this post – three weeks after the video’s release – Kony 2012 had been viewed over 100 million times on YouTube and Vimeo. MSNBC wrote in greater detail about how the video went viral, while the Chronicle of Philanthropy provided a more philosophical, yet briefer account.

So, Kony 2012 was achieving its goal – to make Joseph Kony famous. There is no denying that the world is now more aware of the man than before the campaign. However, in the process of making Kony famous, Invisible Children too became noteworthy, and when one attracts a certain amount of attention, it is only a matter of time before a critical lens is applied.

Continue reading “KONY 2012: Awareness and accuracy; Idealism and cynicism”