Facebook Gains Two Big Advertisers' Support

Facebook is getting support from two big-name advertisers after tough questions over the effectiveness of its ads. Ford Motor and Coca-Cola separately said they found value in Facebook advertising and Ford plans to expand its use of the social network in advertising.

The remarks amounted to major-player endorsements for Facebook's advertising business in the wake of the social network's disappointing initial public offering last month. Ford's global sales and marketing vice president, Jim Farley, said the auto maker is deepening its use of social media, particularly on Facebook, to improve its image among potential buyers. "Someone who 'likes' you on Facebook is substantially more willing to advocate the brand," he said. Meanwhile, Coca-Cola marketing chief Joe Tripodi said at an advertising conference in Cannes, France, that was also attended by Facebook executives that Facebook ads probably help drive its beverage sales. "If we can get 40-million plus fans, or even some subset of them talking positively about the things we're doing, ultimately that's a good thing for us," he said.