Target Boycott Campaign Goes Viral, Quickly Hits 52,000 on Facebook

In a stunning display of the power of social media and the perils of political donations in today's social media-saturated world, Target became the object of a "Boycott Target" campaign that has attracted more than 52,000 Facebook supporters in a little over a week.

The retailer had donated $150,000 to Minnesota Forward, a pro-business political group that supports Republican Tom Emmer, an opponent of same-sex marriage, for governor. This year's Citizens United decision by the U.S. Supreme Court has loosened previous restrictions on political donations by corporations.

An article about the donation appeared on the web site Gayrights.change.org on June 25, but the protests really picked up steam when progressive advocacy group Moveon.org drew attention to Target's donation with an email to members on August 2nd. Moveon.org placed a note on the retailer's Facebook page that said "Boycott Target Until They Cease Funding Anti-Gay Politics."

The reaction has been swift in both cyberspace and the physical world. By August 10, the "Boycott Target" Facebook page had gathered 52,632 supporters. Protests took place at Target stores, and more are planned for Saturday, August 14.

Another Minnesota-based retailer, Best Buy, also contributed to Minnesota Forward. By August 10, a "Boycott Best Buy" Facebook page had attracted 5,781 supporters.

The speed and size of the protests reflect the growing power of social media. In August 2009, Whole Foods CEO John Mackey came out against the then-pending health care overhaul in a Wall Street Journal op-ed piece. At that time, it took nearly three weeks for the "Boycott Whole Foods" page on Facebook to attract 33,000-plus supporters.

Gregg Steinhafel, Target's chairman, president and CEO, posted an apology letter on the retailer's web site on August 5 that read in part: "The intent of our political contribution to MN Forward was to support economic growth and job creation. While I firmly believe that a business climate conducive to growth is critical to our future, I realize our decision affected many of you in a way I did not anticipate, and for that I am genuinely sorry."

The letter also promised a review of the company's decision-making process for financial contributions in the public policy arena. The company has been known for its support of the LGBT community, including providing domestic partner benefits and support for Twin Cities Pride.