Why #StopHateForProfit Means So Much More Coming From a Small Business
Facebook is currently undergoing a significant exodus of advertisers from its platform – and while the big names are the ones making the news, it’s the small businesses that are the most impressive.
Now, I’m not saying this because my company is taking part in the #StopHateForProfit movement – though I am happy that we are able to live out our beliefs in a way that hadn’t occurred to me until this movement started. We are a proud supporter of the #BlackLivesMatter movement. As we move forward towards our future, I am actively seeking ways that we can be deliberately inclusive of BIPOC voices in leadership.
Personally, I’ve had an issue with Facebook, their reporting system, and their “Community Standards” for a while. I’ve reported things that I find incredibly objectionable, including racist, sexist, homophobic, and other hateful material. Very rarely is anything ever done, in fact most of the time I get the following response:
So, when I finally got it through my thick head that I could choose not to support Facebook through paid advertising, I realized that this was a small thing I could to to help RMR Safety live out our beliefs publicly.
I also realized that it was going to cause us to take a hit in our growth – and this is why the participation of other small businesses like ours says far more than that of Coca-Cola or any other mega-corporation.
You see, over the last six years Coca-Cola has spent an average of $4 BILLION on advertising per year. Their spending on social media is just a tiny drop in the bucket for them – they still have lots of other ways of getting their message out.
Small businesses? Not so much.
Show me the small business that has millions of dollars to spend on a TV ad campaign, or hundreds of thousands on a national newspaper campaign. Show me the small business who can afford to spend a quarter of a million dollars on a magazine spread.
For many of us, the affordable reach of Facebook and other social media networks means that we can reach far more people than we could previously consider. Personally, I can tie a single $1,000 sale to a $40 ad spend on Facebook. That’s a 2,400 percent return on my investment – and not something I could have done with any other medium.
So, for small businesses to deliberately choose to not spend their money in a place where they can get that type of ROI on their ads means so much more than a major corporation who has billions of dollars to spend on advertising.
We all know that it is easier to deal with a major corporation, especially when it comes to household needs: groceries, cleaning products, home decor, furniture, appliances, office supplies and stationery, etc… But during the month of July, we want to encourage you to try and find a local small business to replace at least one of your regular purchases. It might be something small, like a box of bandaids (to be perfectly honest, we lose money on shipping these) or it might be a couch.
This is a time when many small businesses are losing money and are standing up for their beliefs, it would mean so much to all of us if you choose to make a purchase at one of them instead of the big guys.
To honour their commitment, these are the businesses that we know are participating – please visit one of them and consider giving them some free advertising by sharing their Facebook Page or Website…or maybe even make a purchase!