When General Motors pulled out their entire $10 million dollar Facebook advertising budget in 2012, claiming that Facebook advertising does nothing for their bottom-line; the entire marketing world sat up and took notice. While GM’s pull out acted as a wake-up call for a lot of brands that were unsure about what social media was really contributing to their balance sheets , it also acted as a wet blanket on the impending Facebook IPO – one of the largest and most awaited IPO in years.
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