But the new policies, like labeling posts from public figures who break its terms of service, didn’t assuage critics. The coalition of civil rights groups organizing the boycott called the announcement “a small number of small changes.” Demands like adding a high-ranking executive focused on civil rights, providing face-to-face customer service for hate speech victims and removing extra protections for elected leaders were still unmet.
And, though it wasn’t officially included on their public list of proposed changes, the boycott organizers also have a more fundamental complaint: Zuckerberg has too much control.
“Mark Zuckerberg has way too much power for a company of this size and reach,” said Arisha Hatch, vice president and chief of campaigns at Color of Change, one of the boycott’s organizers. “He is the one that is blocking progress in this moment.”
Zuckerberg, who famously co-founded Facebook as a student before dropping out of Harvard University, has always been the most important person at the company, partly thanks to his out-sized control of its board. Recently, he has consolidated even more power. Since 2018 the founders of Facebook’s other properties, like Instagram and WhatsApp, have left the company, giving Zuckerberg more say over its product empire. And a number of board members -- including former Gates Foundation CEO
For some, the lack of dissenting voices within and around Facebook is worrying. “This behemoth of a company, that’s operating more as a public utility, must be more accountable,” said NAACP CEO and boycott organizer Derrick Johnson.
Zuckerberg is not the only important executive at the company. He has long relied on Chief Operating Officer
“The way decisions escalate in Facebook are very much what you’d expect in any complex organization where there was a hierarchy,”
As Facebook’s advertising boycott
The company has also been touting a voting information campaign announced earlier this month with the goal of registering 4 million new U.S. voters before the 2020 presidential election. On Friday, Facebook said it would arrange a third-party audit of its quarterly report detailing how much content it takes down for rules violations.
But so far, the piecemeal changes have done little to placate the company’s critics. “It’s unclear what the perfect solution is,” said Mark Shmulik, an analyst at Bernstein Securities. “There’s no kind of silver bullet here to fix it -- it’s a very broad, ambiguous problem.”
On the larger issues, Facebook has shown little sign of relenting. Diminishing Zuckerberg’s control over the company is almost entirely out of the question. Repeated shareholder proposals to change Facebook’s voting structure or replace Zuckerberg as chairman have failed to clear the company’s board because Zuckerberg himself has voted against them -- the CEO has almost 60% of the vote thanks to a special class of shares unavailable to public investors. The arrangement has raised the question of who, specifically, Zuckerberg is accountable to.
“This is where you have a runaway train,” the NAACP’s Johnson said on Monday on Bloomberg Television. “And that runaway train is causing harm to the public and it’s causing harm to our democracy.”
The group calling for a Facebook boycott has several demands around removing hateful content that could prove difficult for the company to adhere to. Facebook said it’s already doing the best it can to find and remove posts promoting hate. In an interview on Bloomberg Television Monday, Clegg said Facebook does not profit off hate speech, and that it had an “industry-leading record” when it came to dealing with issues related to the “dark side of the internet.”
But Clegg added: “I don’t want to pretend this is an easy straightforward task, that there is a switch we can flick and all hate speech suddenly disappears.”
Hate has always been a problem for open platforms, in part because it’s difficult to define. In some cases, a post that clearly appears to be a rules violation to some people, is considered allowable by others. This dynamic played out late last month after a series of posts from President Trump struck many as a clear threat of violence. However, Zuckerberg said the posts were not actually a violation of Facebook’s policies. The posts remained
At Color of Change, Hatch understands that the social network, with more than 2 billion monthly users, probably cannot remove hate speech entirely, but she believes Facebook can do more within its current structure. “Certainly when things are flagged they need to be removed, and certainly when things are coming from the current president or an elected official, it needs to be removed,” Hatch said.
Even though the boycott has
The vast majority of the company’s advertisers are small businesses, not name-brand marketers. Smaller companies rely on Facebook’s direct response ads, which drive specific outcomes like a website visit or an app install. Facebook’s top 100 advertisers accounted for roughly $4.2 billion in sales revenue last year, Pathmatics estimates, or just 6% of all Facebook revenue. So far, only a handful of the company’s 100 top-spending advertisers from 2019 are pulling money from Facebook ads.
“As important as these advertisers are to Facebook, it would likely take a far broader advertising boycott over a longer period of time to materially impact Facebook’s ad revenue,” Stifel Nicolaus & Co. analysts wrote Monday in a note to investors. Facebook stock ended the day Monday up 2.1% despite the new additions to the ad holdout.
Facebook will have more opportunities to try to alleviate concern this week in a series of meetings, including a round table discussion with advertisers and Facebook executives on Tuesday. Color of Change would also like to meet with Facebook this week -- but the group is holding out unless Zuckerberg also attends, a spokesperson said. It’s possible that the boycott, which is formally running through July, could extend further depending on how Facebook responds, Hatch said.
“It’s definitely a live, dynamic campaign,” she said. “We’re hopeful we won’t have to make any further adjustments or asks. But that’s up to Facebook really.”
(Updates with details on Color of Change meeting in 21st paragraph.)
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