Has Facebook’s luck finally run out?
The storm of scandals continued with another revelation from the New York Times this Wednesday that might be the final sign for advertisers and brands to jump ship. It turns out, that top execs, like the much-maligned Facebook COO Sheryl Sandberg, have been playing the blame game while shifting responsibility for their own shortcomings.
Despite the recent feel-good campaigns to gain people’s trust after the Cambridge Analytica and privacy leaks, Facebook has failed to regain any ground with publishers and marketers who want to put their message in the hands of the world’s largest social networking site.
Up to now, whatever you said about Facebook, you couldn’t say it was a two-faced company. It says one thing to you and does something completely different. This is very hard if you are a marketer. I’m not anti-Facebook. But I have always believed that marketers need people who recognize their dollars, and that they should drive and control their brands and they should control their data, and I think this will probably give them additional gumption to stand up and be heard.
Rishad Tobaccowala, Chief Growth Officer for the Publicis Groupe
Accountability is becoming the main concern with agencies as they take a good long look at continuing to promote their businesses and brands with Facebook. The recent scandals and apparent lack of care to change the way they really do business is causing ripples across the marketing world while agencies look for better, more stable options.
Advertisers have long taken the position that Facebook was gamed by third parties and bad actors but had always believed that Facebook was taking whatever steps it could to prevent that.
Rob Norman, a senior adviser at Group M
Facebook’s main source of revenue comes from the trust it has built with agencies, offering them an unparalleled reach into specific demographics, or so they thought. The recent statement released on behalf of Zuckerberg and Sandberg says it all. They simply don’t care because they are too big to fail.
This has been a tough time at Facebook and our entire management team has been focused on tackling the issues we face. While these are hard problems we are working hard to ensure that people find our products useful and that we protect our community from bad actors.
We’ve become too dependent on the almighty web of social spying and simply given them too much power. We’ve believed their stories, drank their Kool-Aid, and swallowed the blue pill to keep our reality nice and oblivious. We are taking a stand and will be changing privacy sharing information and rethinking strategy when it comes to accessing a network that just doesn’t care about the well being of its users, its businesses, and most importantly, its impact.
Agencies can make recommendations, but marketers need to decide at what point is this going to be a liability for them.
Marla Kaplowitz, Chief Executive of the 4A’s