Advertisers Shut-Out Social Media TheHockeyNews.com

In a story that was published towards the end of June, the New York Times reported a growing number of advertisers are boycotting social media and that “the primary target” is Facebook. The article said there is unease among some marketers with how Facebook handles “misinformation and hate speech.”

The Anti-Defamation League keeps a running list of advertisers that are withholding their dollars from social media platforms at StopHateForProfit.org. Among the companies listed is Ford, a decades-long and valued advertiser with The Hockey News. 

Our readers, and advertisers such as Ford, support independent and responsible journalism with every dollar they invest in our brand. Again, I’d like to extend our thanks to all of you. Without this support, The Hockey News would not exist.

Facebook, Twitter and other social media outlets provide blank canvases for everyone to espouse their views, and in many cases, the platforms turn into cesspools of hate speech, attract bad actors, and allow for manipulation and fake news. Most use these platforms in polite and professional ways of connecting with people as does The Hockey News.

As the problem deepens, reputable companies are rethinking their strategies and questioning why they’d want to immerse their brand’s reputation and precious advertising dollars into that septic tank. 

In addition to being the owner and Publisher of The Hockey News, I am an accredited corporate governance professional, and I challenge every publicly traded company’s board of directors to start thinking about all of your stakeholders when it comes to allocating your advertising dollars. 

When I say your stakeholders, I am not singling out your customers, your shareholders, your employees or your suppliers. It includes all of them, in addition to society at large.

Rather than throwing your money at social media platforms based purely on data intended to daze and amaze, ask the tough questions. Look at the big picture and determine whether investing in outlets that are complicit in fostering divisiveness is the best play in the long run, for the greater good.

If companies don’t support all their stakeholders, the company’s reason to exist will cease. Their stakeholders must include a society that treats everyone equally and support journalistic platforms that are trusted sources. 

Facebook and Google each year syphon more and more advertising dollars from newspapers, magazines and non-profit communities. They have convinced corporate suits that eyeballs matter more than brains, and supporting a strong and equal society of stakeholders plays second fiddle to profits.

Of course, personal gain is part of the equation. Management bonuses are typically tied to profits and don’t take into account the impact on all stakeholders. Unfortunately, many corporate CEOs are laser-focused on their compensation packages and profits are their priority. Let the competitors worry about doing good for the sake of society. 

Well, the results are in and advertisers have finally seen where their billions of dollars have gone. It has created a dysfunctional and perverse landscape where the likes of Mark Zuckerberg can become multi-billionaires by, in part, allowing people to spew hate, virtually unfettered.

To read more about this, I encourage you to read Kara Swisher’s opinion column, “Clean Up Your Act, Facebook, or We’re Leaving,” from the June 30 edition of the New York Times.

As advertisers in The Hockey News, Ford, Subaru, Procter & Gamble and Apple have demonstrated, they support professional, independent journalism and understand that our readers are a critical component of their stakeholder equation.

As long as companies such as these continue to support equality and ethics, all stakeholders of a fair and decent society will benefit.

With that in mind, you can reciprocate by considering them and their stance on equality and dignity when making purchasing decisions. Ford, for example is launching an all-new F-150. You might want to show your support of the company by at least taking a look at the truck at Ford.com

That is how it works. Support those that support the greater good of society, and thank you for your continued support of tradition media including The Hockey News.