For the most part, social media has always been considered as a tool when it comes to getting an individual’s voice to be heard. It even goes beyond that, where businesses can use sites like Twitter and Facebook to advertise their products and reach a wider range of audiences. Advertising has gone from posters and billboards to Facebook post and tweets.
However, when it comes to businesses competing against each other, this equal playing field on social media can cause some inequalities between small, non-profit businesses and bigger, funded businesses. Even though they both have equal opportunities, non-profit advertising budgets usually don’t come close to the budgets that bigger companies use to showcase their products.
An example of this is the recent tool that Facebook launched known as “Canvas.” Canvas is specifically designed for mobile devices and any type of business that wishes to show off their newest products. The viewer can click on the advertisement that pops up on their Facebook feed, and the ad expands into a dynamic advertisement that the audience member can scroll through. It includes full-screen pictures, videos, and interactive material.
While anyone can participate in this interactive tool, non-profits are already at a disadvantage. Think about it, how often do you see a non-profit organization pop up with the advertisements on your Facebook feed. Not often, right? That’s because these big-name companies have the money to buy space on Facebook to advertise. Non-profits do not.
While this idea of business equality is great and I completely agree that everyone should have an equal chance, the starting point makes full equality difficult.
While fixing this will be difficult, I propose that the first step that needs to be taken is that Facebook allows cheaper advertising space for less-funded organizations such as non-profits.
While this won’t provide equal pricing, it may provide equal opportunities so non-profits can have a fresh start.