Yet the wear to Facebook is probably going to be small. After a brief boycott induced dip its share price is back up near its all time high. Its $70bn ad business is built on 8m advertisers, most of them tiny businesses with advertising budgets in the lots of or thousands of dollars and frequently reliant on Facebook as an a must have electronic storefront. The 100 largest advertisers on the location account for less than 20% of total income, compared with 71% for the 100 largest advertisers on American network television see chart 1.
And so far only a handful of Facebook’s top 50 ad buyers have joined the boycott see chart 2.