Daniela Molta is an assistant professor of digital advertising at Syracuse University’s Newhouse School of Public Communications. For 12 years, Molta worked in advertising and communications at major brands such as Facebook and Netflix.
Social media companies have been accused of interfering with global elections, spreading misinformation, eroding mental health and even facilitating genocide in Myanmar.
As of late, social media platforms gave life to election misinformation and conspiracy theories that fueled the angry mob at the U.S. Capitol. For example, the Facebook group “Stop the Steal” amassed over 320,000 followers in less than 24 hours after Election Day, becoming a hub for voter fraud claims that undoubtedly emboldened last week’s protesters at Capitol Hill. It’s worth noting, Facebook removed the group shortly after its creation.
Social media platforms became a stage for organizing the events of insurrection. On Twitter, one person asked, “Whos running arms and ammo to dc for when the fun starts.”
Yet, Americans continue to support these platforms through our everyday interactions: posts, stories, comments, likes, messages and so on.
We must remember, the primary way Facebook, Instagram, Snapchat, TikTok and Twitter make money is through advertising revenue. The more you engage on these platforms, the more data they have on you. They then use this data to sell advertisers ads that are tailored to you. One of the most effective ways to influence a company to change course is by impacting its revenue stream. When it comes to social media companies, this translates into action by the advertisers who spend money with them and the consumers who make money for them.
This past summer, major advertisers such as Coca-Cola, Starbucks and Verizon boycotted Facebook and other social networks for profiting off hate and outrage by pausing their advertising spend. Facebook made some concessions, such as labeling politicians’ posts that violate their policies, and by fall the majority of advertisers were back to spending on the platform. Despite advertisers’ efforts, Facebook Inc. increased their revenue by over $5 billion in the second and third quarters of 2020, versus the same period in 2019.
Now is the time for consumers to use their voice to take a stand. There are myriad issues to confront. Find the one(s) that speak to you and:
Begin talking to others about your concerns, in real life and on the platforms. The more people who show they care, the higher the chance that these companies will hear and address the issues. In marketing, we call this building awareness, and it’s the first step in any communication goal.
Limit time on the platform. Less engagement means less revenue for said platform. Ask yourself, is Facebook (or insert platform of choice) really serving you? Do you feel content, mindful and happy while using social media apps? If your answer to either is no, consider a conscious effort to spend less time using them. This creates the dual benefit of supporting a healthy mind and less revenue opportunity for the platform.
Commit to it. If the summer boycott showed us anything, a short period of limitation isn’t going to make a difference. Whether you plan to build awareness for an issue or limit your time (or both), commit wholeheartedly.
Social media as we know it is not going away. Gone are the days of expecting that the leaders of our country or the companies will do the right thing. It’s time for those who give social media companies life and revenue to hold them to account. Let’s educate ourselves on the issues and start giving voice to our concerns. That’s what the platforms were built for, after all.
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