Automakers' Facebook boycott a gamble: Tough to lose social audience amid crisis

摘要

Recovering from the economic effects of the coronavirus pandemic just got a little harder for some automakers. Ford Motor Co., Honda North America Inc. and Volkswagen Group of America all vowed last month to drop paid Facebook advertisements for about 30 days, voluntarily giving up a key piece of their digital ad strategies as they try to bounce back from dismal second-quarter sales. The trio of automakers is among dozens of advertisers across multiple industries that have said they are boycotting the social media giant for failing to prevent the spread of disinformation and hate speech. Honda and VW specifically called out Facebook and Instagram, saying they would drop advertising for the month of July. Ford said it would halt paid advertising on all social media channels for 30 days, starting Tuesday, June 30, even as it prepares to launch the Bronco SUV and Bronco Sport crossover in a few weeks. Lara Koslow, managing director at Boston Consulting Group, said taking such a stand, especially in a challenging sales environment, could have a short-term impact on a company's bottom line. But she believes those involved in the boycott could benefit in the long run.