Several weeks of massive protests later, and clearly Zuckerberg figured out he might be on the wrong side of history by continuing to placate Trump and the "free-speech" conservatives who love him as much as they enjoy the sound of racist dog-whistles. But Zuckerberg has held firm, saying he believes people should be able to see what politicians say no matter how offensive.
But in a livestreamed announcement Friday, Zuckerberg sought to strike a middle ground.
In a statement, Facebook said it invests "billions of dollars" a year in safety and works with outside experts to review and update policies. "Today, Mark Zuckerberg responded with small changes that don't adequately address hate and misinformation", tweeted Jonathan Greenblatt, CEO for the Anti-Defamation League. That brings the number of companies participating in the boycott to over 130.
The coffee giant said it would "continue discussions internally, with our media partners and with civil-rights organizations in the effort to stop the spread of hate speech". Let's send Facebook a powerful message: "Your profits will never be worth promoting hate, bigotry, racism, antisemitism and violence". "99 per cent of Facebook's $70 billion is made through advertising".
Additionally, Starbucks confirmed to TIME that it would not be signing up for the #StopHateForProfit campaign and pledged its support to have conversations internally and with social media platforms about what parameters should look like regarding hate speech.
"I am committed to making sure Facebook remains a place where people can use their voice to discuss important issues", Zuckerberg said.
This announcement has come after several companies, such as Unilever, Ben & Jerry's and Coca-Cola, chose to boycott Facebook ads through the end of the year due to the amount of hate speech and divisive rhetoric on its platform. On Thursday, Verizon also said it was pausing its advertising on Facebook.
Facebook and Twitter already have policies against hate speech that are, critics say, sometimes spottily enforced.
"We should have been informed of plans for civil rights infrastructure or a framework for curtailing radicalization on the platform", wrote Rashad Robinson, president of Color of Change.
The women's clothing designer tweeted, "Along with other industry partners, we're pausing all paid ads on Facebook and Instagram for the month of July".
Other companies that have boycotted Facebook include ice cream manufacturer Ben & Jerry's (a subsidiary of Unilever), clothing designer Eileen Fisher, clothing manufacturer Patagonia and recreation companies REI and The North Face.
Facebook is also banning false claims meant to discourage voting in the 2020 USA elections. Twitter, by contrast, slapped a "get the facts" label on them.
The drop in the after-hours market occurred after Coca-Cola announced that it's taking a time-out from advertising on social-media platforms.
Among its objections, Stop Hate for Profit blames Facebook for turning a "blind eye to blatant voter suppression".
Other measures outlined by the Facebook chief related to the upcoming U.S. election.
Facebook executives have, nevertheless, been adamant that they will not be bullied into producing adjustments they do not want to make, according to the report. They have taken meager steps after each catastrophe where their platform played a part. "But this has to end now".
The decisions by Unilever and Verizon also apply to Facebook-owned Instagram.