After GM said on Tuesday it will stop advertising on Facebook, rival Ford Motor Co. said it plans to spend more money this year on advertising its vehicles through Facebook, which is set to go public Friday.
“It’s all about the execution. Our Facebook ads are effective when strategically combined with engaging content & innovation,” Ford tweeted in a not-so-subtle shot at the General’s social-networking skills.
Ford sees opportunities with Facebook to engage consumers for the launch of new vehicles, including this summer’s much-anticipated Ford Escape crossover utility vehicle and Fusion sedan, said Scott Monty, Ford’s director of social media.
Ford has more than 1.5 million likes on its main Facebook page. GM has more than378,000.
General Motors’ decision to ax its $10-million Facebook advertising budget exposed a difference in marketing philosophies among the major automakers and illuminated a key question: Are Facebook ads worth it?
GM spokesman Pat Morrissey told the Free Press on Tuesday that the automaker would continue to use Facebook’s free branding pages to promote its products.
Outside of Facebook, General Motors spent $1.78 billion on advertising in the U.S. in 2011, in third place after AT&T and Procter & Gamble, said Jon Swallen, head of research at ad tracker Kantar Media.
In a regulatory filing Wednesday, Facebook said it would add 84 million shares, worth up to $3.2 billion, to the IPO, which is shaping up to be the decade’s hottest.