Gov’t-funded CBC takes issue with Twitter labeling it gov’t-funded

Boycotts, boycotts, boycotts. Do they work? Meh. They certainly get people fired up but in the end it all blows over.

The most widespread boycott is of Anheuser-Busch over Bud Light’s campaign to partner with a trans “influencer” for a, well, I don’t really understand the connection. Nevertheless, it got people riled up and, you guessed it, a boycott ensued.

How long those country music stars and American republicans will be able to stay away from their (ex-favourite?) beer is yet to be seen but according to marketing and PR experts, this drama won’t hurt the company for long.

Some marketing campaigns fall flat while others appear as if companies are being opportunistic by jumping on what’s trending in the news.

Wendy’s comes to mind after Lisa LaFlamme was fired for letting her hair go grey (allegedly). The fast-food chain was applauded but many people said Wendy’s was simply inserting itself into someone else’s story.

Next up, the CBC is boycotting Twitter (for now — let’s see if it’s still in play by the time you read this) over being labelled “government-funded media” even though a Sept. 12, 2017, tweet from the CBC account says, “We are government-funded, but that only covers a portion of our expenses.”

Should we pause there for a second?

CBC’s protest, announced last Sunday, says the public broadcaster “has paused activities on its corporate and news Twitter accounts, after the social media platform put a “government-funded media” label on its @CBC account, in its latest move to stamp public broadcasters with designations.”

So… OK, wait. Gimme another minute here. I have to… OK, wow.

CBC’s protest continues: “The CBC is a Crown corporation, wholly owned by the state but operated at arm’s length from government.”

But the bottom line, per that Sept. 12, 2017, CBC tweet indeed confirms — let me type it again — “We are government-funded.”

I’m reminded of all the outraged celebrities who said they were boycotting the platform after Elon Musk took over. And guess what, most of them are back on because they realize they need the platform and the subsequent attention it gets them for promoting whatever they’re selling.

Ditto for CBC. In the end, it’s only punishing itself by not distributing content on its Twitter pages. The CBC News Twitter account has nearly 3.5 million followers.

The network can pull away but I’m certain their social media and marketing people know what will happen: People will not come back the longer CBC has its so-called boycott. (And I say “so-called” because various CBC corporate accounts were re-tweeting content after the “pause” was announced.)

CBS tried something similar a few months back, announcing that the Musk takeover was having the company re-evaluate its use of the Twitter platform. Days later, it was business as usual across all the national and regional CBS Twitter accounts. Message: sent? I don’t think Musk blinked.

So, how long will the don’t-label-us-government-funded government-funded corporation dig in its heels? Probably until they realize web traffic to CBC websites is down and it starts to hurt their bottom line.

At least it’s getting CBC News in the news? Is that, maybe, like, the point of all… I dunno.

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