More than any of its rivals, Ford has embraced social media Web sites as a means to advertise its products. Ford’s marketing chief Jim Farley said that Ford can get more returns for less on Facebook, Twitter and YouTube than spending millions for ads to run during the Super Bowl. Farley claims that the impact of ads on social media will far outweigh buying high-profile space for $3 million for 30 seconds to run ads during the National Football League's February championship game.
In an interview, Farley said that customers are on their mobile smart phone or are online as much as watching TV so the company wants its “advertising dollars to flow to where the people are.” Since Farley joined Ford from Toyota Motor Corp. in 2007, Ford has focused more on the growing category of digital advertising than any other carmaker.
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