"You just can't buy your way into Facebook," said Ford spokesman Scott Monty. "You need to have a credible presence and be doing innovative things." More than 20% of Ford's marketing budget is spent on digital and social media.Right on, brother. Facebook advertising works for individuals and companies who not only know how to use social, but why they're using it in the first place. You don't use Facebook to sell widgets; you use it to get in front of people who like what you do as well as the ones who have no idea that you exist. So, if you're looking at the stock, don't let the Facebook might not be an effective advertising platform meme keep you away. It is. I know this firsthand. Follow @rocco_thestreet --Written by Rocco Pendola in Santa Monica, Calif.