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The Facebook Marketing Book

Book Description

How can Facebook help you promote your brand, products, and services? This book provides proven tactics that you can use right away to build your brand and engage prospective customers. With 500 million active users worldwide, Facebook offers a much larger audience than traditional media, but it's a new landscape loaded with unfamiliar challenges. The Facebook Marketing Book shows you how to make the most of the service while skirting not-so-obvious pitfalls along the way.

Whether you're a marketing and PR professional, an entrepreneur, or a small business owner, you'll learn about the tools and features that will help you reach specific Facebook audiences. You'll also get an in-depth overview, with colorful and easy-to-understand introductions to Profiles, Groups, Pages, Applications, Ads, Events, and Facebook etiquette.

  • Approach Facebook's complex environment with clear, actionable items
  • Make sense of the social networking world
  • Be familiar with the technologies you need for social network marketing
  • Explore tactics for using Facebook features, functionality, and protocols
  • Learn how to set specific campaign goals
  • Determine which Facebook features are relevant to your campaigns
  • Plan and execute Facebook marketing strategies
  • Measure the results of your campaigns with key performance indicators

Table of Contents

  1. Dedication
  2. 1. Introduction to Social Networking
    1. Who Uses Facebook?
    2. Impact on Today’s Media
    3. Big Brands on Facebook
    4. How You Can (and Should) Use Facebook
    5. Creating Valuable Content
  3. 2. Facebook Profile Basics
    1. What Is a Facebook Profile?
    2. Facebook Profiles for Business
    3. Facebook Profile Tabs
      1. Wall
      2. Info
      3. Photos
    4. Setting Up a Facebook Profile
      1. Basic Information
      2. Bio and Quotations
      3. Work and Education
      4. Likes and Interests
        1. Pages
      5. Contact Information
      6. Privacy Settings
        1. Friend lists and groups
      7. Profile Applications
    5. Profile Interactions
    6. Summary
  4. 3. Facebook Page Basics
    1. The Difference Between a Page and a Profile
    2. What Requires a Facebook Page, Not a Profile
    3. Types of Pages
    4. Creating and Customizing a Facebook Page
      1. Static FBML
      2. Notes
      3. Social RSS
    5. Facebook Page Tabs
      1. Wall
      2. Info
      3. Photos
    6. Page Applications
      1. Custom Applications
      2. Custom User Applications
      3. Custom Tab Applications
    7. Page Optimization
      1. Organic Search
      2. Facebook Search
      3. Page Optimization Tips
      4. Optimizing Through a Content Strategy
    8. Promoting Your Page
    9. Page Interactions
    10. Summary
  5. 4. Facebook Group Basics
    1. Groups Versus Pages
      1. More Personal Messaging
      2. Better Event Management
    2. Groups Can Be Good—Sometimes
    3. When You Want a Group
    4. Creating a Group
      1. Keep It Global
      2. Fill Out All Fields
      3. Use Proper Grammar, Punctuation, and Spelling
      4. Include Keywords for Easier Searching
    5. Managing a Group
      1. Use with Profile or Page
      2. Don’t Make New Friends
      3. Segment Friend Lists
      4. Incorporate Events
      5. Send Messages
      6. Participate and Post New Content
      7. Post Links, Photos, Videos
    6. Monitoring and Managing a Group
      1. Removing Content
      2. Encouraging Posting
    7. Using Groups to Supplement Your Page
    8. Summary
  6. 5. Facebook Events
    1. When to Use an Event
    2. Creating an Event
      1. Keep Your Event Public
      2. Allow Interaction
    3. Breaking Through the Clutter
    4. Sending Invites
    5. Integrating with a Page
    6. Promoting Your Event
    7. Event Follow-Up
    8. Summary
  7. 6. Facebook Application Basics
    1. Create Inherently Social Applications
    2. Improve Existing Social Behaviors
    3. Learn from Success
    4. Clarity, Simplicity, and Speed to Engagement
    5. Integrate with Viral Facebook Features
      1. Parts of Your Application
    6. Development
    7. Art and Copy
    8. Launching and Promoting Your Application
    9. Summary
  8. 7. Customizing Your Facebook Page
    1. Page Icon
    2. Designing Assets and Media
    3. Content
    4. Branded Patterns and Days
    5. Exclusive Stuff
    6. Custom Tabs
    7. User Applications
    8. Summary
  9. 8. Developing a Facebook Content Strategy
    1. Competing with Other Content on Facebook
      1. Develop a Content Strategy
      2. Establish Goals
      3. Determine Frequency
      4. Set Patterns and Common Topics
      5. Create a Content Calendar
    2. Optimizing for Both Facebook and Search Engines
      1. The Easiest Places to Put Keywords
      2. Using Keywords on Facebook Tabs
        1. Default landing tab
        2. Info tab
        3. Custom FBML tabs
      3. Other Content
      4. Increased Interactions
    3. Summary
  10. 9. Cross-Promoting Content on Facebook
    1. Least Shared Words
    2. Meta Mentions
    3. Most Shared Words
    4. Digits
    5. Linguistic Content
      1. The Power of Positivity
      2. Try a Teaching Moment
    6. Video
    7. Parts of Speech
    8. Readability
    9. Social Plug-ins
      1. The Share Button
        1. Customizing the Share button
      2. The Like Button
        1. Customizing the Like button
      3. Like or Share?
      4. The Activity and Recommendations Feeds
    10. Summary
  11. 10. Facebook Page Management
    1. Exclusive Deals for Fans
    2. Frequent Status Updates
    3. Timely Redesigns
    4. Promotions
      1. Unique Promotion Tab
      2. General Promotions Tab
    5. Monitoring
    6. Moderation
    7. Responding
    8. Advertising
    9. Summary
  12. 11. Advertising on Facebook
    1. Where to Send Users
    2. Creative Content Design
      1. Images
      2. Copy
    3. Targeting
      1. Location
      2. Demographics
      3. Likes and Interests
      4. Relationship and Interested In
      5. Workplaces
      6. Connections and Friends of Connections
    4. Budget
    5. Bidding
    6. Ad Stats
    7. Summary
  13. 12. Analytics and ROI
    1. Insights for Page
      1. Likes and Unlikes
      2. Demographic Data
      3. Activity and Traffic
      4. Feedback on Facebook Posts
    2. Insights for Applications
      1. Posting Application Content to Walls
    3. Facebook Ads Analytics
      1. Advertising Performance Report
      2. Responder Demographics Report
      3. Goals and KPI
    4. Tracking
    5. Summary
  14. A. Acknowledgments
  15. B. About the Authors
  16. Index
  17. About the Authors
  18. Colophon
  19. Copyright