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Facebook Era, The: Tapping Online Social Networks to Market, Sell, and Innovate, 2/e by Clara Shih

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Index

Symbols

416-Florist, 247

2008 U. S. presidential campaign case study, 306-308

@replies, 206

A

Aaker, Jennifer, 298-299

account registration data, accessing, 27

active candidates, recruiting, 165

ad targeting, 251

evolution of, 252

friend-of-connection, 263

promoted tweets, 275

ad types, comparing performances of, 264

adjacency to questionable content, 133

ads. See also marketing

creating with DirectAds, 253

expectations, 257-258

selecting targeting criteria, 253-255

specifying budgets, 256

engagement ads, 270-275

Facebook, 258

budgets, 263

creating, 258-259

CTR (click-through rate), 264

expectations, 263-265

hypertargeting, 259-263

linking to other Facebook Pages, 267-268

tips for, 265-266

location-targeted ads for small businesses, 282 ...

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