Small Business Advertisers Like Facebooks Immediacy, But Not Its Metrics

A few days before Facebook's IPO, General Motors pulled all its advertising from the platform, charging that it didn't work. At a conference in New York this week, execs from online eyewear retailer Warby Parker and luxe retailer Gilt Groupe voiced the same sentiment, charging that Facebook doesn't provide an atmosphere that's conducive to sales.

Not everyone is down on Facebook, though. Denise Sirovatka says she is pretty happy with the platform.

Since 2009, Sirovatka has been able to amass 900,000 fans for Udi's Gluten-Free Foods. Creating such a following would be impossible without Facebook, she acknowledges. "We cater to only one in 100 people," she says. "So we decided to b…
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