Facebook has cleverly set itself up to allow individuals and companies to get their content in front of people through advertising. Getting new players to your game is important, and the way Facebook works is through “personal” endorsements (e.g., Joe Schmoe likes this). In order to get more people looking at your content, some carefully crafted ads for your content, as well as the social plugins and website content mentioned earlier in this chapter, go a long way in getting your game in front of more people. This section walks you through a cycle that should help you optimize the investment you make in advertising to help you get more people (and their friends) playing your game. There is a basic cycle you can use to promote your ...

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