Automaker tells ClickZ it will continue advertising on the social site.
While General Motors may halt Facebook advertising, according to a Wall Street Journal story today, Ford has a different attitude toward paid promotions on the social site.
Scott Monty, head of social media at Ford, told ClickZ late this afternoon that his Detroit brand is still bullish on pre-IPO Facebook. The automaker, with its 10.2 million likes across brands on the social site, he said, plans on "accelerating our efforts in Facebook and other social platforms."
In an email exchange, Monty continued, "It's all down to execution. We've found Facebook ads to be very effective when strategically combined with engagement, great content and innovative ways of storytelling, rather than treating them as a straight media buy."
The social exec also lauded the idea of working directly with Facebook engineers to create "first-of-a-kind vehicle reveals, advertising, and innovative ways of sharing content."
In March, Ford ran a large, unique ad unit on the Facebook logout page. People visiting the Facebook logout page were greeted with an image of the sleek 2013 Mustang, in black. It was a still of the video which could be played directly on the logout page. The large image was accompanied by the post, "Seen the latest Mustang spot? Watch now, then grab a Mustang badge."
ClickZ reached out to Monty to see if his company was seeing results that jibe with GM's. The latter, according to the Journal, has had a $10 million Facebook ads account. Based on unnamed sources, the publication reported that GM is stopping Facebook advertising. The article goes on to quote GM marketing exec Joel Ewanick, who said his brand "is definitely reassessing our advertising on Facebook."
Join the Industry's Leading eCommerce & Direct Marketing Experts in Chicago
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda and register by Friday, Sept 5 to take advantage of Super Saver Rates!
Christopher Heine was a senior writer for ClickZ through June 2012. He covered social media, sports/entertainment marketing, retail, and more. Heine's work has also appeared via Mashable, Brandweek, DM News, MarketingSherpa, and other tech- and ad-centric publications. USA Today, Bloomberg Radio, and The Los Angeles Times have cited him as an expert journalist.
IBM Social Analytics: The Science Behind Social Media Marketing
80% of internet users say they prefer to connect with brands via Facebook. 65% of social media users say they use it to learn more about brands, products and services. Learn about how to find more about customers' attitudes, preferences and buying habits from what they say on social media channels.
The Multiplier Effect of Integrating Search & Social Advertising
Latest research reveals 68% higher revenue per conversion for marketers who integrate their search & social advertising. In addition to the research results, this whitepaper also outlines 5 strategies and 15 tactics you can use to better integrate your search and social campaigns.
September 17, 2014
September 23, 2014
September 30, 2014
1:00pm ET/10:00am PT