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Zuckerberg: advertisers will be back to Facebook 'soon enough'

bbc.com

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Re: Zuckerberg: advertisers will be back to Facebook 'soon enough'

#31

Post by gruez »

goodrubyist wrote: post #17
Barrin92 wrote: post #7

Of course he's right. If anything I'm surprised advertisers aren't cutting back more given how much revenue they're probably losing during the pandemic. Real change has to come from two sources. Firstly regulation, Facebook will never "self-regulate" and this corporate activism is a joke. And secondly, from employees who in sufficient numbers have at least some leverage.

You do realize that regulating Facebook and other social media companies in order to force them to limit speech on their platforms would expressly violate the First Amendment? And, thank God for 1A, given the enormous amount of interest people have in limiting speech.

>You do realize that regulating Facebook and other social media companies in order to force them to limit speech on their platforms would expressly violate the First Amendment?

Yet FCC is still around regulating speech on broadcast television.

Re: Zuckerberg: advertisers will be back to Facebook 'soon enough'

#32

Post by the_unknown »

And yes, he's absolutely correct. Some advertisers such as the big Canadian banks aren't even hiding it now switching from announcing a boycott to a limited-time withdrawal: "Participating brands will suspend all advertising on the platform for the month of July."

https://globalnews.ca/news/7129688/facebook-boycott-canada-b...

Re: Zuckerberg: advertisers will be back to Facebook 'soon enough'

#33

Post by nostromo »

shoguning wrote: post #5

My interpretation of what's going on: CEOs finally have leverage against their marketing departments to do black-out testing on social media ad spend. It's difficult to actually measure impact of ad spending, and marketing teams spin results to their advantage. They will observe what happens and re-introduce spending where it actually works.

2020 is very atypical and not a good time to run a "marketing off" test.

Even if you did an A/B or multivariate test across different markets, you'd probably be measuring local responses to Covid more than you'd be measuring Facebook marketing effectiveness.

Re: Zuckerberg: advertisers will be back to Facebook 'soon enough'

#34

Post by shoguning »

sokoloff wrote: post #29
hellomyguys wrote: post #26

Earlier quoted context omitted.

>It's difficult to actually measure impact of ad spending, and marketing teams spin results to their advantage. Have you used any self-serve ad tool? It's quite easy actually.

It's quite easy to get a measurement on your screen. That doesn't necessarily translate to measuring the impact of ad spending. If I have social media ads, paid search, and retargeting ads all live on multiple platforms, there is undoubtedly interaction among them and the quite-easy self-serve ad tool is likely to show me a simplistic "last click attribution" at best.

Exactly. For really large companies with many channels, it's very difficult to disentangle this.

Here is a good discussion of the difficulty: https://thecorrespondent.com/100/the-new-dot-com-bubble-is-h...

Re: Zuckerberg: advertisers will be back to Facebook 'soon enough'

#35

Post by kache_ »

cairoshikobon wrote: post #18

Last two things I got from FB Ads: "Smart" Wallet in Nov 2019: Never arrived. Owner now keeps posting dramatic posts without issuing anyone a refund. Bamboo Socks: Never arrived. No email after the first order confirmation last year. No nothing.

You don't vehemently boycott everything that is advertised to you? P:

Re: Zuckerberg: advertisers will be back to Facebook 'soon enough'

#36

Post by fullshark »

shoguning wrote: post #5

My interpretation of what's going on: CEOs finally have leverage against their marketing departments to do black-out testing on social media ad spend. It's difficult to actually measure impact of ad spending, and marketing teams spin results to their advantage. They will observe what happens and re-introduce spending where it actually works.

My interpretation: old media doesn't understand new media.

Re: Zuckerberg: advertisers will be back to Facebook 'soon enough'

#37

Post by throwawaysea »

I hope he doesn’t cave in. All the companies who signed onto the campaign to stop advertising on Facebook are essentially against the fundamental principles freedom of speech and expression. I don’t plan to buy from them any longer, because they’re normalizing censorship.

Re: Zuckerberg: advertisers will be back to Facebook 'soon enough'

#38

Post by shoguning »

fourstar wrote: post #30
shoguning wrote: post #20

Earlier quoted context omitted.

Seems synergistic with what I said, no? Reduce budget and do some testing at the same time.

In what world do you think CEOs don't have power over their marketing departments?

On paper, of course they can do whatever they want. This just gives them more cover to do it, shielding them (at least partly) from internal blowback.

Re: Zuckerberg: advertisers will be back to Facebook 'soon enough'

#39

Post by product50 »

Barrin92 wrote: post #7

Of course he's right. If anything I'm surprised advertisers aren't cutting back more given how much revenue they're probably losing during the pandemic. Real change has to come from two sources. Firstly regulation, Facebook will never "self-regulate" and this corporate activism is a joke. And secondly, from employees who in sufficient numbers have at least some leverage.

You are absolutely wrong on both counts.

THe only real change will come from users. If Facebook users start boycotting (and to be clear no users are doing this), that is what will hurt them. So while you and I continue to be outraged, a lot of users don't care enough and just goto Facebook to see what their friends are doing and clicking on that ad. And the wheel keeps on turning around.

Employee activism won't matter much for Facebook. Unlike Google, Zuckerberg holds all the keys and he is firm/unwavering to his principles. Also, the core set of employees stick with him. Check out how Chris Cox just rejoined Facebook.

Re: Zuckerberg: advertisers will be back to Facebook 'soon enough'

#40

Post by ianlevesque »

product50 wrote: post #28
cairoshikobon wrote: post #18

Last two things I got from FB Ads: "Smart" Wallet in Nov 2019: Never arrived. Owner now keeps posting dramatic posts without issuing anyone a refund. Bamboo Socks: Never arrived. No email after the first order confirmation last year. No nothing.

Last 10 things I bought from FB ads. All arrived and our family loves it. Anecdotes are just that - one off instances. What matters is the trend. And a lot of users buy from Facebook Ads and are happy with it. That is why Facebook revenue keeps growing at 25% yoy on a massive base of $70B.

HN has gone nuts. Downvoted to oblivion when quoting figures from quarterly reports.
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