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Facebook and Instagram Ads Boycott

Posted by jcattel @jcattel, Wed, Jun 24 9:37am

Is your organization taking part in the Facebook and Instagram ads boycott? Many big brands (Ben & Jerry's, Patagonia, Upwork) have already joined. I haven't seen any healthcare organizations discuss publicly if they are joining the boycott. I am seriously considering recommending for a pause in Facebook and Instagram ad spend at our org, and I'd love to hear how others are thinking this through.

For more info: https://www.cnbc.com/2020/06/23/ben-jerrys-joins-boycott-of-facebook-and-instagram-ads-in-the-us.html

We're having internal discussion about it now, so I'll let you know what is decided!

Liked by Marcia Francis

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@audreylaine

We're having internal discussion about it now, so I'll let you know what is decided!

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Thanks, Audrey!

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I hesitate because during our lockdown in NJ, those two platforms especially are how we have been connecting with our patient base. We need to let them know we are still here, especially in emergencies. Our ER visits have dropped to a scary amount, due to public fear of entering a hospital. Our EMS teams are responding to far too many pronouncements at homes. Our only advertising has been: mental health, maternity and emergency.

Liked by Matthew Rehrl

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@ewhitmore

I hesitate because during our lockdown in NJ, those two platforms especially are how we have been connecting with our patient base. We need to let them know we are still here, especially in emergencies. Our ER visits have dropped to a scary amount, due to public fear of entering a hospital. Our EMS teams are responding to far too many pronouncements at homes. Our only advertising has been: mental health, maternity and emergency.

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You make a great point! Thanks for sharing, Eileen!

Liked by Matthew Rehrl

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Further to Eileen's post, I'm concerned about the delays/deferrals of regular health care. I'd be happy to amplify tweets that promote the safety of regular health care to avert unnecessary use of emergency care. @gendlinsmuse is my handle. – link me in if you've developed some more general 'safety in regular care' types of posts.

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As more companies are joining this effort I wanted to reengage this thread to see if anyone has given further thought. Especially any health systems that have recently affirmed commitments to diversity, equity and inclusion on their social channels.

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I'm interested in this as well. Our organic reach just does not compare to our paid reach. We're recruiting for a research study and will have to get creative about how we continue to reach new research subjects without spending any ad dollars on Facebook and Instagram. About 40% of new research participants come in from our Facebook and Instagram advertising efforts.

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Our health system has determined it is appropriate to pause all of our Instagram and Facebook ads in July. As we have affirmed our commitment to diversity, inclusion, and equity this is an important step in also showing that in our actions. Our team is looking at shifting spend to other digital means during July to compensate and exploring other alternatives such as LinkedIn.

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Excellent points. As an aside, Facebook’s voting shares has one person (MZ) with 57% of the vote, so in this sense they are rather immune to short term economic loss.

However, the one area where they are most susceptible is by government regulation, particularly in regards to transparency, monopoly power and regulation as a media company rather than as a technology company.

If we want to move Facebooks needle long term, it’s probably going to be in the legislature.

Liked by Women of Teal

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We considered it, but because much of our department is furloughed, we don't have many other options for advertising right now. With COVID-19, we lost a lot of patient volume (hence the furloughs) and are trying to build back up by advertising. We want people to know that we're open for care but also taking precautions to prevent virus spread.

We are, however, keeping an eye on the situation, and if we receive comments from users or from employees, we will re-consider pausing.

Liked by Matthew Rehrl

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We are also considering this, at least for ad buys but not yet for posts. Easier to pull ads and harder to think about what transitioning away from Facebook/Instagram as a whole would mean long term. Good alternatives aren't obvious. Very curious how others are making this decision.

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We are only pulling ads for the month of July and have a plan to turn on ads again in August. The initial calls for boycott from the NAACP and Anti-Defamation League were focused on a month-long campaign for July. Many large brands have chosen to extended that beyond July and into the new year as they "evaluate all platforms" they use for advertising. We also recognize the use of Facebook by key demographics that we need to reach with critical health information (especially amid the ongoing pandemic) and so as we turn ads back on in August we have messaging available should we get inquiries about our use of Facebook/Instagram ads. In any case, our organic posting to the platforms has continued throughout. We will continue to monitor the fluid situation but have that as our initial plan. Going forward though choosing what is actually advertised on the platforms will be key.

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We are proceeding very similarly to @kaufeltkm for the same reasons. It has certainly hurt reach, especially when we have few other "levers" to pull to reach our target audiences, but we feel the statement is important. Is anyone talking about it proactively? That is one step we are not doing at this time.

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