General Motors has announced that it will no longer advertise its cars and trucks on Facebook according to a report in the Wall Street Journal. The poor performance of GM ads on the social network isn’t necessarily an indictment of Facebook advertising, though. It may just be the wrong thing to market on Facebook.

The beauty of Facebook–and Facebook marketing–is the social aspect of it all. A commercial like the post-apocalyptic Silverado ad GM ran during the 2012 Super Bowl has tremendous appeal…on television. However, a social network is a different medium entirely, and it takes a completely different strategy to conduct a successful marketing campaign.