Honda and Ford have been at the forefront of the social media marketing shift lately, proving that the auto industry—albeit struggling—has its finger on the pulse.

Case in point: Honda’s ‘Social Experiment’ recently netted 2 million Facebook fans. This cross-platform push urged people to join as fans and also to learn how they are connected to other owners, friends, and fans around the world. It would appear that “Everybody Knows Somebody Who Loves a Honda,” but the real question is: will it sell more cars?

And let’s not forget Ford’s Fiesta Movement. This grassroots social media campaign gave 100 social “agents” the keys to the new Fiesta model and encouraged their feedback through blogs, Twitter, video and events. All without spending a dime on traditional media.

While both Honda and Ford have turned out impressive numbers, the jury is still out on what this will mean for the revival of the auto industry. Perhaps the more important implication here is the extent to which social media is overtaking traditional ad dollars and making more sense when it comes to brand marketing.