Ford and Chrysler are not going to follow in General Motor's lead in pulling its ads from Facebook. Ford defends the social media platform, saying:
“We’ve found Facebook ads to be very effective when strategically combined with engagement, great content and innovative ways of storytelling, rather than treating them as a straight media buy,” says Scott Monty, head of social media for Ford. “We continue to have a strong, collaborative relationship with Facebook, which includes first-of-a-kind vehicle reveals, advertising and innovative ways of sharing content. Our engineers have also been working with Facebook engineers to develop unique and safer ways of integrating the car experience with Facebook.”
With 10 million fans across all its Facebook pages, Ford has used Facebook for its branding and even became the first to launch a new model exclusively on Facebook with the introduction of the 2011 Explorer in July 2010.
Meanwhile, Chrysler rep Dianna Gutierrez says the carmaker “has no intention of following GM’s lead” in its Facebook stance. “Each of our brands has Facebook as part of its strategy,” she says.
It isn't known if any other automakers will follow GM's decision to step away from Facebook. After all Joel Ewanick, GM's marketing chief, had always been a social media skeptic. He told Brandweek in 2010 that he thought Twitter was a flash in the pan. “Twitter is a little bit overrated,” he said. “There will be a new media toy that will replace it in a year or two.”