2. You Can’t Tell a Facebook by Its Cover: The Case for Facebook Marketing

There are a lot of myths about Facebook, Facebook marketing, and social media. In this chapter, I discuss some all-too-common misconceptions, why Facebook Marketing is worth doing, and why now is the time to get started.

I’ve seen real businesses make real profits from doing Facebook marketing. I’ve developed best practices based on real case studies and tests, taught them, and seen the businesses of my students get profits, too. I’m a true believer in Facebook Marketing...now. But I was not back in early 2010.

Let’s set the scene: The 2009 holiday season had just passed at the digital marketing agency where I ran the search and social department. We had launched a lot ...

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