After General Motors (GM) decided to terminate its $10 million Facebook advertisement budget, rival Ford Motor quickly point out that the company is sticking by its commitment to the world's largest social network.

Global head of social media for Ford, Scott Monty, tweeted that Ford believes Facebook advertisements are effective as part of a general strategy, but not as a "straight media buy".

His comments seem to imply that GM does not know how to harness the effectiveness of social media fully. Ford has more than 1.5 million