What brands need to do if they want to break up with Facebook
With more than 90 major advertisers and counting announcing plans to dump Facebook, a significant question lingers: Where will brands go next for their digital marketing needs?
The case for the breakup is clear: Brands want to distance themselves from third-party business practices that do not align with their values. Specifically, they are disenchanted by what even some members of Congress are calling Facebook’s “lackadaisical” approach to enforcing community standards, allowing an epidemic of paid political misinformation and hate speech to persist on the user-driven platform.
However, with Google, Facebook and Amazon representing just under 70% of global digital ad revenue, a clean break from the tech giants is easier said than done. Advertisers, like anyone facing a breakup, must look within. After all, they don’t want to make the same mistakes and they cannot just throw newly freed up advertising dollars at a new social network ad platform, where similar conflicts could easily follow.
