There aren't many stories like that around, because it's so easy to experiment. If you put $20 or $100 or whatever in and it doesn't work for you then you just stop your campaign. It's hardly a horror story.
The closest I've ever seen to a horror story was someone who wrote a piece about how Pepsi's loss in market share proves social media doesn't work [1]. That's a pretty controversial view, though [2]. In any case, a branding campaign in social media isn't the typical ad buy that most people on HN would be considering.
In my (very limited) experience, Facebook advertising is pretty cost effective though, especially if you ar smart about your targeting.
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There aren't many stories like that around, because it's so easy to experiment. If you put $20 or $100 or whatever in and it doesn't work for you then you just stop your campaign. It's hardly a horror story.
The closest I've ever seen to a horror story was someone who wrote a piece about how Pepsi's loss in market share proves social media doesn't work [1]. That's a pretty controversial view, though [2]. In any case, a branding campaign in social media isn't the typical ad buy that most people on HN would be considering.
In my (very limited) experience, Facebook advertising is pretty cost effective though, especially if you ar smart about your targeting.
[1] http://adcontrarian.blogspot.com/2011/03/social-medias-massi...
[2] http://www.newmediaandmarketing.com/a-massive-social-media-f...