Should Facey continue to advertise on Facebook and Instagram? In the Paper, state your decision and explain your rationale for it.

Assignment Question

This assignment involves imagining yourself in a specific scenario. For this assignment, you will make a decision and support your decision.

THE SCENARIO You are the Chief Executive Officer (CEO) of Facey, Inc., a (fictional) cosmetics company that creates accessible cosmetics with a youthful, spirited style. Facey offers products for two targeted customer groups: • young adults (ages 14 to 24) • “tweenagers” (preteen or young teenagers, typically between the ages of 8 and 13 years old)“tweenagers” (preteen or young teenagers, typically between the ages of 8 and 13 years old) Under your leadership, Facey’s profit has risen steadily for five years. You are under intense pressure to keep your company’s sales growing. In fact, your annual bonus, and the bonuses of all Facey employees are based on the rate of growth in sales each year. Advertising with Facebook and Instagram is the anchor of your company’s marketing efforts. Sales generated from this marketing have been excellent. That became even more obvious when Facebook and Instagram were offline for more than six hours on Monday, October 4, 2021. During that time, Facey’s sales were 51% lower than expected. One of your company’s core values is to honor its customers. The company considers customers the most important stakeholders it has. Customers have a high degree of trust in your brand and are a powerful source of word-of-mouth marketing1 that introduces the brand to new prospective customers. Social media, including Facebook and Instagram, is under increasing scrutiny. The film “The Social Dilemma” raised awareness of issues. More recently, the Wall Street Journal’s publication of “Facebook Files” raised concerns about the negative impact of Instagram on teen girls. This publication and other issues prompted a U.S. Senate subcommittee hearing where former Facebook employee Frances Haugen said she believes that “Facebook’s products harm children, stoke division, and weaken our democracy.” Should Facey continue to advertise on Facebook and Instagram? The Board of Directors is looking to you for your answer. You must answer this question in your paper. Your paper is your presentation to the Board of Directors. You want Facey’s Board of Directors to support for your decision. The stakes are high. If the Board does not support your decision, you may lose your job.

This assignment is about how you make your decision – your process – and how you make the business case for your decision to your Board of Directors. In your Paper, you are to state your decision and explain your rationale for it. You should anticipate resistance you may get from the Board of Directors and address that proactively.

Required: In This Paper • You must state your decision. It must be clear that you have decided that Facey will continue to advertise with Facebook and Instagram or it will not. • You must make the business case for your decision by explaining your rationale for it. This must demonstrate critical thinking. Your process and considerations used in reaching the decision must be clear and your rationale must be sound. • Anticipate at least one serious counter argument from the Board of Directors and address it proactively. Anticipating and addressing more than one is preferable but full credit is possible if just one counter argument is addressed thoroughly and effectively.

Movie: “The Social Dilemma”, available on Netflix OR read The Social Dilemma transcript edited