On the eve of Facebook’s IPO, General Motors made the surprising announcement that they will be pulling out of their advertising efforts on Facebook, worth around $10 million annually, claiming that their ads were ineffective. GM was one of the highest spending advertisers on Facebook, causing speculation of the true value of Facebook ads. Many are now concerned for the future of the social network and their long-term growth potential. Upon further investigation, it appears that GM never actually started any Facebook campaign at all. The team in charge of the campaign at GM never figured out how to use Facebook’s ad platform.
We reached out to Jody Liscrow, Social Media Manager at GM for comment. “We had no idea that the campaign wasn’t running. I remember we went into the platform and set up some ad targets. Well, at least I think we did. Now that I really think about it, I don’t know if we even got that far”, she said. “We weren’t really sure what we were supposed to do. Facebook has very little documentation on their website and no customer service team to help us. We were left to figure all this out on our own, and it didn’t go very well.”
This was not the first time that GM’s social media team made an astronomical mistake. Back in 2011, an accidental and very inappropriate personal tweet went out on GM’s company Twitter account.
GM’s CEO is said to be making an announcement today regarding the fate of their social media team. If we had to guess, we’d say it doesn’t look very good.