Chapter 5. Developing a Facebook Marketing Plan

One of the great things about Facebook is that it provides you access to a very large and growing audience at relatively low or even no cost. All you need is just a little sweat equity on your part. But that doesn't mean you shouldn't have a strategy for what you are trying to achieve for your business.

Whether you're a small business, an artist or celebrity, or sell a well known (or soon to be well known) product or service, you need to think about your audience, who they are, how they want to be spoken to, what they want, as well as what message you want them to receive and the Facebook tactics that get them to interact with that message.


Traditional marketing — advertising or "shouting at" your customers to get them to buy something — does not work in a social network such as Facebook. It might even work against you. Social networks represent a shift in the way that you use the Internet. Rather than just searching for information, you can search for and interact with like-minded people who have similar interests.

So, approaching your social network marketing with a word of mouth or viral marketing mentality is important. Viral marketing is a way of using customers to promote awareness of your business. One way to think about Facebook for the marketer is that it makes ...

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