On Wednesday, more than 500 companies officially kicked off an advertising boycott intended to pressure Facebook into taking a stronger stand against hate speech.
But whether Zuckerberg agrees to further tighten the social network's carefully crafted rules probably boils down to a more fundamental question: Does Facebook need big brand advertisers more than the brands need Facebook?
In a broad sense, the current boycott, which will last at least a month, is like nothing Facebook has experienced before.
At the same time, he added, given these extraordinary times," it's possible that a long-term, pervasive boycott could shift advertising dollars away from Facebook to other companies.
Beyond bad PR, though, experts say the protest isn't likely to make a lasting dent in Facebook's ad revenue, in part because plenty of other advertisers can step in.