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Sometimes its the message, not the medium

If GM thinks Facebook ads don’t payoff, they shouldn’t advertise there. The fact that Ford does says it all really. Different mediums will work differently for different brands – and their respective marketing shops.

For us at CBA, they pay off. If they didn’t we might stop, but we’d also be mindful of the folks that follow and like us, and expect us to participate in their favourite online destination.

The ROI is clear – both in advertising, promotions, and community engagement. In fact, if I had one complaint about Facebook it would be this, at times, it is very, very effective. We have had campaigns we envisaged running for a month sell out in days – reducing the brand reach. But that’s ok.

The reality is that GM Isn’t abandoing facebook. Just advertising.

“Although many will latch onto this news in the next few days as a reason for the skepticism around Facebook’s advertising model to continue, we believe that this proves that Facebook’s power lies in engagement, not display advertising. According to the WSJ report, GM is still spending approximately $30 million on Facebook. They’re not abandoning ship,” Dachis said.  “Engaged users on Facebook – whether they’re on mobile or the browser – will monetize better than throwing mobile or display ads at them.”

My prediction, is that we will see much, much, much more advertising on Facebook. When paired with an analytics platform Facebook will light-up and the skeptics, inlcuding GM, will be back.

You’d have to be ignoring the worlds most powerful social media platform at your peril.

2 Responses

  1. By Peter Bray on May 31st, 2012 at 8:07 pm

    Interesting article Andy. I have a very different perspective on Facebook display advertising, have a look at

    http://blog.sputnikagency.com/bet-on-facebook-or-google-probably-google/

    when you can

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