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."
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.
US Consumer Device Preference Report
Traditionally desktops have shown to convert better than mobile devices however, 2015 might be a tipping point for mobile conversions! Download this report to find why mobile users are more important then ever.
E-Commerce Customer Lifecycle
Have you ever wondered what factors influence online spending or why shoppers abandon their cart? This data-rich infogram offers actionable insight into creating a more seamless online shopping experience across the multiple devices consumers are using.
September 9, 2015
12pm ET/9am PT
September 16, 2015
12pm ET/9am PT
September 23, 2015
12pm ET/ 9am PT