The pressure on Facebook is growing as more advertisers report they will pull their ad spend from the social network and other platforms as a way of calling for changes to combat the spread of hate speech in these settings; the most recent, Starbucks. We believe in bringing communities together, both in person and online," a Starbucks spokesperson told the BBC , adding that the break will serve to hold "internal conversations and with media partners and civil rights organizations." to stop the spread of hate speech.” Something important in the case of the Seattle firm is that the brand will not disappear completely, since it said that it will continue to publish on social networks without paid promotion. A weight mark. It is one of
the firms with a global presence with a powerful engagement among consumers, and although they may reject it, simply consume it, or even love it, the point is that when firms like Starbucks and Coca-Cola say something, it is heard and has an effect. For Facebook this is not good, the call made by the different organizations that called the phone number list campaign in response to what, they accuse, the one in Menlo Park has not done enough to stop hate speech and misinformation, is growing. In the case of Starbucks alone, during 2018 it invested around 79 million dollars in advertising in the United States, according to Kantar data, while globally, last year it spent about 246 million dollars, according to figures
from the company itself. Although there is no detail about how much of this amount was for social networks, it must be considered that last year 45 percent of advertising investment worldwide was for the Internet. Facebook has a problem. And greater, on Saturday it transpired that the capitalization value of Facebook was reduced by 7.2 billion dollars due to the fact that its shares fell more than 8 percent on Friday after it was announced that Coca-Cola and Unilever would withdraw their advertising of the social network. Although Mark Zuckerberg has said he would make some policy changes and announced new rules that seek to do something about content deemed hateful, critics say the company leaves too much room for interpretation.