GM ditches Facebook ads, Ford doesn’t—so, who’s right?

General Motors announced this week that it won’t spend any more advertising money on Facebook, while Ford will press on with Facebook ads. Whose footsteps should you follow? It depends.

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It’s just not worth it for General Motors to spend its advertising dollars on Facebook, the automaker announced Tuesday.

“We routinely evaluate our media spend,” says Tom Henderson, a GM spokesman. “We’re doing that all the time, and making adjustments when necessary. For competitive reasons, we don’t get into the details of why we make certain decisions.”

All Henderson would say is that the decision was based on the “overall value” of the advertising, which will end by midyear.

“Value is measured in a number of ways,” he says.

For some companies, notably GM competitor Ford, those measurements are proof that Facebook advertising does have value. It’s all about what a company’s expectations are.

Ford’s approach

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