Those ads went viral. They got twice the usual number of click-thrus, on average. The ad showed up more than 700,000 times. Basically, everyone in New Orleans on Facebook saw it. Twice. Pizza Delicious got close to twenty times the number of Facebook fans they usually get in two days. The guys were stoked.

via Pizza Delicious Bought An Ad On Facebook. How’d They Do? : Planet Money : NPR.

I’ll cut to the chase so you don’t have to read or listen to the entire article.  It didn’t work.

After a long night of asking every single customer where they found out about Pizza Delicious, not one said it was through Facebook.

Maybe at some point, the new Pizza Delicious fans will show up and buy some pizza. But social advertising is so new that nobody knows for sure. It’s still unproven, untested and largely unstudied.

Update –

I read the article first, then listened to the podcast.  Listen to the podcast, it’s funnier than hell.