For the case assignment, you will analyze the case of GM pulling out their advertising dollars from Facebook just prior to the Facebook IPO. You will also look at various tools for advertising used by Facebook and other social media outlets. Articles to read to assist in case assignment (external research is welcome too): Blodget, H. (2012). Attention Facebook Investors: This GM AdC and collation is Big, Bad, and News. Retrieved from http://www.businessinsider.com/attention-facebook-investors-this-gm-ad-cancellation-is-big-bad-news-2012-5Delo, C. & McCarthy, M. (2013). GM Returns to Facebook Advertising After Public Split a Year Ago. Retrieved from http://adage.com/article/digital/gm-returns-facebook-advertising-public-split/240785/Oran, O. & Oreskovic, A. (2012). Facebook boosts IPO size by25 percent, could top $16 billion. Retrieved from http://www.reuters.com/article/us-facebook-shares-idUSBRE84F02320120516Fiegerman, S. (2017). 5 Years After Rocky IPO, Facebook is Stronger Than Ever. Retrieved from: http://money.cnn.com/201 1 / 4 Please addresses the following topics in your paper: Determine Facebooks advertising revenue before and after their IPO. Make sure you describe the change in revenue (if any) and the effect that GMs pull out had on the IPO. Analyze Facebooks conversion rates, customer acquisition, costs and audience-targeting refinement tools. Discuss any advertising metric tools used to measure ADC licks, active engagement, and brand recognition. Discuss attribution modeling and its success with Facebook or other social media networks. Discuss the challenges of branding products and services on Facebook. How do you see this affecting Facebook going forward? Please make sure you address the items above in a synthesized format and not just sequentially answer the questions. 3 / 4 Please address the following topics in your paper: Determine Facebooks advertising revenue before and after their IPO. Make sure you describe the change in revenue (if any) and the effect that GMs pull out had on the IPO. Analyze Facebooks conversion rates, customer acquisition, costs and audience-targeting refinement tools. Discuss any advertising metric tools used to measure adclicks, active engagement, and brand recognition. Discuss attribution modeling and its success with Facebook or other social media networks. Discuss the challenges of branding products and services on Facebook. How do you see this affecting Facebook going forward? Please make sure you address the items above in a synthesized format and not just sequentially answer the questions.
