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Media Spending Matters    |  May 18, 2012   |  Comments  This
week, General Motors decided to pull its ads from Facebook.
According to an article in The Wall Street Journal, the
automaker was unclear on the effectiveness of the ads. The
company couldn't tell (and therefore, was unsure) that the money
it was spending was actually moving people closer to buying a
car. GM decided to stop spending money on advertising, but will
continue to produce content and (assumedly) engage with
consumers on its Facebook fan page. Evidently (according to
Forrester Analyst Nate Elliott), other brands are also starting
to rethink their spending on Facebook ads.  When you take a
closer look at what GM was spending on Facebook, some clear
trends emerge:  * GM spent $300 million on digital ads last
year, making its Facebook spend just 3 percent of its overall
budget. I imagine that GM optimizes its digital buy on a regular
basis. I would be shocked if it didn't, as thi