Facebook Ad Boycott Risk: The Mark of El Zucko
July 2, 2020
I have a general rule: Those with power are likely to stomp on little people like me. What happens when companies that need access to Facebook users get cute with El Zucko?
Mr. Zuckerberg may not have a sword like El Zorro’s, but he has a digital cattle probe, and he can crank up the voltage.
Moral: A big advertiser better be a heck of a lot bigger than El Zucko, or the advertiser will end up with some memorable Facebook moments. Not all of these love taps with the cattle probe will be “likes.”
The trust outfit published “Facebook Frustrates Advertisers As Boycott over Hate Speech Kicks Off.” The message I carried away from the trust outfit’s “real” news story was that Facebook keeps on being Facebook.
Let’s consider the advertisers’ options:
First, advertisers can route their digital advertising to services which disseminate content on AdF.ly type networks. If you are not familiar with this fine option, check it out. If AdF.ly is a bit too avant garde, there is lovable Alphabet Google YouTube. Ads can appear in interesting contexts. Because the AGY systems are dynamic, one may not know where ads appear. Not to worry, right?
Second, advertisers can run into the arms of those lovable Amazonians. Pitching consulting services on Amazon is tricky, but it is not impossible. Options range from zippy videos for the Twitch.tv consumers, or one can team up with a vendor of something and package one’s consulting service with the tangible product as an after purchase “training” or “support” option.
Third, advertisers can hunt down the ad sales professionals at print publications. These individuals are easy to spot. Their schedules are vacant like their eyes. Well, maybe that is a haunted look related to fear. Just buy space in ever popular publications like the local newspaper. Alternatively why not buy double truck ads in the Wall Street Journal and the New York Times. Those must work. IBM ran it’s “we are in a yellow submarine” ad a few days ago.
Fourth, advertisers can pay search engine optimization experts to pump their message hither and yon using every conceivable type of digital channel available. Everyone loves irrelevant content and links to big company Web sites where emails can be provided and money spent.
Fifth, hang it up. Emulate the businesses which are closing. Blame it on the pandemic, the surge, or whatever.
Net net: Facebook for the foreseeable future has considerable power. El Zucko can keep on doing what he does best; that is, whatever he wants. When he decides to raise ad rates and change the rules of his game, he will. There are ways to implement differential pricing and other types of hair shirt freebies for certain advertisers.
The mark of El Zucko may be a painful burn and a giant Z on an expanse of advertiser skin in the game.
Stephen E Arnold, July 2, 2020
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