Chapter 2

Creating a Facebook Marketing Plan


Bullet Knowing what to include in your marketing plan

Bullet Getting to know your audience

Bullet Creating engaging content and measuring your results

Bullet Integrating your offline and online campaigns

When George Harrison sang “If you don’t know where you’re going, any road’ll take you there,” he could’ve been thinking about Facebook. Because it’s true: If you don’t have a plan, you shouldn’t expect to achieve exceptional results. In fact, if one thing determines success or failure on Facebook, it’s planning.

This point became even truer in January 2018, when Mark Zuckerberg announced that Facebook’s highest goal was to generate more social interaction with friends and family and to enhance people's well-being. The change Facebook made to its algorithm (code that determines how something is handled) results in fewer messages from business Pages in user Timelines. So, planning has become even more important now. In this chapter, you find ways to enhance your engagement with users so that your message will be heard.

Planning is a process that forces ...

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