Marketers, Stop Being Part Of The Facebook, Inc. Problem — Start Being The Solution

If users are Facebook’s lifeblood, then advertisers are its lifeline. Advertising pays Facebook’s bills, and ethics-minded brands would have instant impact if they cut off funding. Aside from 2020’s one-month , marketers and advertisers have remained complicit in the social media problem. In fact, in Forrester’s 2021 Global Marketing Survey, 54% of B2C marketers said they planned on increasing social advertising spend this year vs. only 11% who said that they would decrease spend.

Marketers and advertisers, contrary to what you may think, you have options. Now is a great time to reassess your social media presence and get comfortable with the idea that it’s OK to break up with social media. For our enterprise audience, here are some steps to get you there: Treat social media as an inbound research and insights tool rather than just an outbound messaging tool. Social media should be a key contributor to systems of insight over systems of engagement because it gathers consumer and customer information through social listening programs and social customer service feedback.

Understand that social advertising’s long-vaunted precision will suffer with new consumer privacy rules and . You should already be pivoting your marketing plan to adapt to a data deprecation world. It’s a great time to reevaluate your social ad spend and get ahead of privacy changes by diversifying your media buys and considering new media channels like retail media networks.

If it makes sense for your brand and industry, create private communities instead of social-media-platform-hosted communities. Brand-hosted communities on brand.com websites, such as Sephora’s Beauty Insider Community, the Fitbit Community, and Intuit’s TurboTax community and support forums, give you more brand control over your community’s activity and first-party customer data.

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