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A year after GM’s public departure from Facebook, The New York Times is reporting that yesterday Chris Perry, vice president for United States marketing of the Chevrolet division of General Motors, emailed a reporter to say “Chevrolet is testing a number of mobile advertising solutions, including Facebook.” Specifically, Chevrolet will be advertising the Sonic, a subcompact model that came out last year to replace the Aveo and is intended for young, urban consumers.
Perry said the decision to return was based in part due to “newly available targeting and measurement capabilities on Facebook.” Facebook stock prices rose almost 4% today following the release of the news after the market closed yesterday. When GM left Facebook last year days before their IPO, it was widely seen as a lack of confidence in the efficacy of social media marketing. But Mashable reports that in spite of GM pulling out $10mm in advertising, they still spent $40mm maintaining their Facebook page and creating content for it. No further details were available on when the Sonic advertising campaign would begin or how it will be implemented.
image credit: Chevrolet.com
Adam was the managing editor for Social Media Today.