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Advanced Social Media Marketing: How to Lead, Launch, and Manage a Successful Social Media Program by Tom Funk

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Facebook AdvertisingThe Biggest Audience, the Most Ad Options—and Some Risks to Navigate

For years, Facebook was disdainful of calls to monetize its hundreds of millions of users, focusing instead on adding features and building critical mass. But today, as a public company, Facebook has been adding advertising options at a furious pace.

Not to be cynical, but the emerging Facebook value proposition to businesses looks something like this:

  • Build your page on Facebook (free)
  • Pay to build your fan base
  • Pay to engage with your fan base
  • Pay to engage your existing customers when they are on Facebook

Given the pace of change, this chapter is meant ...

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