book

The Facebook Marketing Book

by Dan Zarrella, Alison Zarrella

January 2011

Beginner

282 pages

4h 21m

English

O'Reilly Media, Inc.

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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

Chapter 11. Advertising on Facebook

Facebook has a powerful advertising platform known as Facebook Ads. Low click-through rates, sophisticated targeting options, and easy integration with applications and Pages make it an interesting tool for marketers. Facebook Ads can be especially helpful for kick-starting your Facebook presence, and some of the most powerful social targeting features become useful when you have a large number of Page members or users. This chapter introduces the platform and walks you through creating and launching an ad.

Figure 11-1. Use this form to create your Facebook ad.

Where to Send Users

Remember why people use Facebook: it’s not to view your ads and then go to your website. They’re on Facebook to use Facebook itself. Use the Facebook Ads platform to send people to applications or Pages on Facebook itself, not external websites. Make sure to provide a seamless user experience as well. To create an ad that sends traffic to your Page or application, click the “I want to advertise something I have on Facebook” link (found at http://www.facebook.com/ads/create/ ) and select the destination from the drop-down menu (Figure 11-1).

If you really want to send people to another site, you can enter a destination URL. Remember to include tracking tokens so you can accurately track traffic from your ads. Chapter 12 goes into more detail on this.