book

The Facebook Marketing Book

by Dan Zarrella, Alison Zarrella

January 2011

Beginner

282 pages

4h 21m

English

O'Reilly Media, Inc.

Read now

Unlock full access

Who Uses Facebook?Impact on Today’s MediaBig Brands on FacebookHow You Can (and Should) Use FacebookCreating Valuable Content
What Is a Facebook Profile?Facebook Profiles for BusinessFacebook Profile TabsWallInfoPhotosSetting Up a Facebook ProfileBasic InformationBio and QuotationsWork and EducationLikes and InterestsPagesContact InformationPrivacy SettingsFriend lists and groupsProfile ApplicationsProfile InteractionsSummary
The Difference Between a Page and a ProfileWhat Requires a Facebook Page, Not a ProfileTypes of PagesCreating and Customizing a Facebook PageStatic FBMLNotesSocial RSSFacebook Page TabsWallInfoPhotosPage ApplicationsCustom ApplicationsCustom User ApplicationsCustom Tab ApplicationsPage OptimizationOrganic SearchFacebook SearchPage Optimization TipsOptimizing Through a Content StrategyPromoting Your PagePage InteractionsSummary
Groups Versus PagesMore Personal MessagingBetter Event ManagementGroups Can Be Good—SometimesWhen You Want a GroupCreating a GroupKeep It GlobalFill Out All FieldsUse Proper Grammar, Punctuation, and SpellingInclude Keywords for Easier SearchingManaging a GroupUse with Profile or PageDon’t Make New FriendsSegment Friend ListsIncorporate EventsSend MessagesParticipate and Post New ContentPost Links, Photos, VideosMonitoring and Managing a GroupRemoving ContentEncouraging PostingUsing Groups to Supplement Your PageSummary
When to Use an EventCreating an EventKeep Your Event PublicAllow InteractionBreaking Through the ClutterSending InvitesIntegrating with a PagePromoting Your EventEvent Follow-UpSummary
Create Inherently Social ApplicationsImprove Existing Social BehaviorsLearn from SuccessClarity, Simplicity, and Speed to EngagementIntegrate with Viral Facebook FeaturesParts of Your ApplicationDevelopmentArt and CopyLaunching and Promoting Your ApplicationSummary
Page IconDesigning Assets and MediaContentBranded Patterns and DaysExclusive StuffCustom TabsUser ApplicationsSummary
Competing with Other Content on FacebookDevelop a Content StrategyEstablish GoalsDetermine FrequencySet Patterns and Common TopicsCreate a Content CalendarOptimizing for Both Facebook and Search EnginesThe Easiest Places to Put KeywordsUsing Keywords on Facebook TabsDefault landing tabInfo tabCustom FBML tabsOther ContentIncreased InteractionsSummary
Least Shared WordsMeta MentionsMost Shared WordsDigitsLinguistic ContentThe Power of PositivityTry a Teaching MomentVideoParts of SpeechReadabilitySocial Plug-insThe Share ButtonCustomizing the Share buttonThe Like ButtonCustomizing the Like buttonLike or Share?The Activity and Recommendations FeedsSummary

Exclusive Deals for FansFrequent Status UpdatesTimely RedesignsPromotionsUnique Promotion TabGeneral Promotions TabMonitoringModerationRespondingAdvertisingSummary
Where to Send UsersCreative Content DesignImagesCopyTargetingLocationDemographicsLikes and InterestsRelationship and Interested InWorkplacesConnections and Friends of ConnectionsBudgetBiddingAd StatsSummary
Insights for PageLikes and UnlikesDemographic DataActivity and TrafficFeedback on Facebook PostsInsights for ApplicationsPosting Application Content to WallsFacebook Ads AnalyticsAdvertising Performance ReportResponder Demographics ReportGoals and KPITrackingSummary

Content preview from The Facebook Marketing Book

Appendix B. About the Authors

Dan Zarrella, social media scientist at HubSpot, has written extensively about the science of viral marketing, memetics, and social media for a variety of popular industry blogs. His work has been featured in news outlets including CNN International, the Wall Street Journal, the New York Times, and more.

Alison Zarrella is an interactive copywriter and social media consultant. She has worked on Facebook marketing and content strategy with a variety of clients, ranging from small local businesses to global brands. She has written for industry blogs such as Mashable and has been featured as a social media and Facebook expert in multiple media outlets and guest lectures.