Today in Social

This is not the Wall Street Journal headline you want to see a few days before your IPO: “GM Says Facebook Ads Don’t Pay Off.” GM says it’s taking its $10 million in Facebook spending elsewhere. It will still spend $30 million on its Facebook pages, but Facebook doesn’t get any of that spend. In contrast Ford says it’s happy with its Facebook spending. And GM has fired several of its ad agencies, and might just have mis-executed its social media campaigns. Forrester’s Nate Elliott thinks Facebook needs to take marketing seriously and advocates that it buy an ad exchange or invest in analytics. He’s harsher on new initiative that I thought showed a little responsiveness – finally – to traditional advertiser demands. Facebook is still too focused on re-inventing marketing with social media, rather than offering easier near-term solutions. It should double down on paying for research that “proves” effectiveness with traditional brand metrics. Not click-throughs, but real media mix analysis: raising awareness and consideration with pre- and post-campaign testing.

Relevant Analyst

David Card

VP Research Gigaom Research

Do you want to speak with David Card about this topic?

Learn More
You must be logged in to post a comment.
No Comments Subscribers to comment
Explore Related Topics

Latest Research

Latest Webinars

Want to conduct your own Webinar?
Learn More

Learn about our services or Contact us: Email / 800-292-3024