Generation Why: General Motors Pulls Facebook Ads, Social Media Fever Entering Remission
Happy 28th birthday, Mark Zuckerberg. Your baby is about to go public, but GM still had to rain on your parade by pulling their advertising from Facebook because GM ad men didn’t think it was effective.
The Wall Street Journal explains the move
GM is said to spend (or, have spent) about $40 million per year on maintaining a Facebook presence, but only a quarter of that went to advertising. The remainder goes to creating content like fan pages and other social media initiatives, which will still continue. GM’s digital marketing guru Joel Ewanick told the WSJ that he still sees value in these programs, and a statement from GM obtained by Reuters re-affirmed their commitment to this side of the marketing equation.
As much as GM gets singled out in this column, GM may be doing something right in terms of both budgeting and strategy. One report claims that 57 percent of respondents have never clicked on a Facebook ad. For young people who have grown up next to online content and advertising, this number is undoubtedly much higher. This demographic sees these kinds of ads more as background noise than anything of value – or, as marketers would say, “a way to forge an authentic connection with the brand and enter into a conversation with the consumer.”
The bigger leap of faith for GM, and a number of OEMs, is to refine how they interact with consumers via social media. What do Facebook “likes” or Twitter followers really mean in concrete terms? The field of social media has impacted many of us in positive ways, but it’s also create a disproportionate number of charlatan “social gurus” who pitch their dubious knowledge to companies that are afraid of getting left in the dust if the let their Twitter or Facebook pages lie dormant. Ford likes to cite how many millions of “impressions” the Fiesta Movement program got, but sales of the Fiesta have given Ford little reason to throw a party. In fact, GM’s apparently ineffective Facebook campaigns have helped the Cruze outsell the Focus in 2011 (though the Focus is ahead through April, 2012), while the Sonic (which only went on sale last fall) is outselling the Fiesta through April, 2012.
Tout them all you want, but “likes”, “retweets” and “impressions” (perhaps the most ill-defined of them all) are empty metrics that sound great when trying to justify one’s absurd consulting fees, but don’t translate into good products or good profits, the two things that make the automotive world go ’round. Then again, cognitive dissonance is a powerful force.
This story really has bigger implications for Facebook than GM. GM is the third biggest spender on ad dollars in the USA. Their exit may not harm Facebook in the short term, but if big institutional clients keep dropping out, then Zuckerberg’s baby may see some compromised revenue streams. I’m going to take this as a sign of positive changes for GM. Maybe they’re starting to take a closer look at the social media mania that’ stricken other OEMs and realize that it has to be done right, or you will lose them forever. And by them, I mean the people you are trying to bring in, and targeting with marketing initiatives that really need to be axed right this second.
More by Derek Kreindler
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- Redapple2 jeffbut they dont want to ... their pick up is 4th behind ford/ram, Toyota. GM has the Best engineers in the world. More truck profit than the other 3. Silverado + Sierra+ Tahoe + Yukon sales = 2x ford total @ $15,000 profit per. Tons o $ to invest in the BEST truck. No. They make crap. Garbage. Evil gm Vampire
- Rishabh Ive actually seen the one unit you mentioned, driving around in gurugram once. And thats why i got curious to know more about how many they sold. Seems like i saw the only one!
- Amy I owned this exact car from 16 until 19 (1990 to 1993) I miss this car immensely and am on the search to own it again, although it looks like my search may be in vane. It was affectionatly dubbed, " The Dragon Wagon," and hauled many a teenager around the city of Charlotte, NC. For me, it was dependable and trustworthy. I was able to do much of the maintenance myself until I was struck by lightning and a month later the battery exploded. My parents did have the entire electrical system redone and he was back to new. I hope to find one in the near future and make it my every day driver. I'm a dreamer.
- Jeff Overall I prefer the 59 GM cars to the 58s because of less chrome but I have a new appreciation of the 58 Cadillac Eldorados after reading this series. I use to not like the 58 Eldorados but I now don't mind them. Overall I prefer the 55-57s GMs over most of the 58-60s GMs. For the most part I like the 61 GMs. Chryslers I like the 57 and 58s. Fords I liked the 55 thru 57s but the 58s and 59s not as much with the exception of Mercury which I for the most part like all those. As the 60s progressed the tail fins started to go away and the amount of chrome was reduced. More understated.
- Theflyersfan Nissan could have the best auto lineup of any carmaker (they don't), but until they improve one major issue, the best cars out there won't matter. That is the dealership experience. Year after year in multiple customer service surveys from groups like JD Power and CR, Nissan frequency scrapes the bottom. Personally, I really like the never seen new Z, but after having several truly awful Nissan dealer experiences, my shadow will never darken a Nissan showroom. I'm painting with broad strokes here, but maybe it is so ingrained in their culture to try to take advantage of people who might not be savvy enough in the buying experience that they by default treat everyone like idiots and saps. All of this has to be frustrating to Nissan HQ as they are improving their lineup but their dealers drag them down.
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Facebook will be MySpace in 5 years, only an idiot would get near the IPO. Mark Zuckerberg is just another Mark Cuban, a guy that was in the right place at the right time. He's certainly no visionary, FaceBook was just a college version of mySpace. A 28 year old programmer in charge of $100 billion company, I'm sure it's only up from here on out. Companies are already seeing the futility of advertising on Facebook, the dwindling user base will be the next shoe to fall.
How much of GM's pulling out is related to the constant barrage of "Government Motors" and anti bailout comments on their posts on Facebook?