简介
Summary:
Publisher Summary 1
Discusses using Facebook as a marketing tool, provides tips for creating a page and keeping content fresh, and offers tools for monitoring and measuring a plan's success.
Publisher Summary 2
Each book covers all the necessary information a beginner needs to know about a particular topic, providing an index for easy reference and using the series' signature set of symbols to clue the reader in to key topics, categorized under such titles as Tip, Remember, Warning!, Technical Stuff and True Story. Original.
Publisher Summary 3
A detailed resource for businesses and individuals seeking to promote goods and services on FacebookSocial media is the number one vehicle for online marketing, and Facebook may be the most popular site of all. Facebook marketers must consider?content delivery, promotions,?etiquette and privacy, creating community, applications, advertisements, the open graph, and much more. Written by social media experts, this all-in-one guide gives marketers and small-business owners all the tools they need to create successful Facebook marketing campaigns. Successful marketing campaigns today require effective use of social media, especially FacebookThis guide covers understanding Facebook basics, developing a marketing plan, creating your business Facebook page, engaging your community, working with apps, advertising within Facebook, ways to connect with users, and monitoring and measuring your campaignExpert authors use plenty of examples and case studies to illustrate the techniques and how to use themEveryone with something to market on Facebook can do a better job of it with the advice in Facebook Marketing All-in-One For Dummies.
目录
Table Of Contents:
Introduction 1(4)
How This Book is Organized 2(2)
Book I Joining the Facebook Marketing Revolution 2(1)
Book II Claiming Your Presence on Facebook 2(1)
Book III Adding the Basics to Your Facebook Page 2(1)
Book IV Building, Engaging, Retaining, and Selling to Your Community 3(1)
Book V Understanding Facebook Applications 3(1)
Book VI Making Facebook Come Alive with Events and Contests 3(1)
Book VII Advanced Marketing Tactics 3(1)
Book VIII Facebook Advertising 4(1)
Book IX Measuring, Monitoring, and Analyzing 4(1)
Conventions Used in This Book 4(1)
Icons Used in This Book 4(1)
Book I Joining the Facebook Marketing Revolution 5(54)
Chapter 1 Exploring Facebook Marketing 7(20)
Seeing the Business Potential of Facebook 8(11)
Reaping the benefits for business-to-consumer companies 9(5)
Reaping the benefits for business-to-business companies 14(1)
Developing genuine relationships with customers and prospects 15(1)
Creating one-to-one customer engagement 15(1)
Being able to provide prompt customer service 16(2)
Previewing new products and services and opening a portal for consumer purchasing 18(1)
Using Facebook with the Global Market 19(2)
Understanding Facebook Marketing Basics 21(6)
Marketing on your Page, not your profile 21(1)
Developing your Page to be a hub of activity 22(1)
Understanding privacy issues 22(4)
Keeping things professional but personal 26(1)
Chapter 2 Creating Your Facebook Marketing Plan 27(32)
Defining Your Ideal Audience on Facebook 27(2)
Identifying the demographics of your ideal audience before you start 28(1)
Understanding the psychographics of your ideal audience 28(1)
Finding Your Ideal Audience inside Facebook 29(6)
How to filter Facebook search results 31(1)
Using Community Page search for keywords 32(1)
Using Facebook Ads to research your ideal audience 33(2)
Identifying the Core Goals of Your Facebook Marketing Plan 35(2)
Defining your Facebook marketing goals 36(1)
Deciding on a social media budget 36(1)
Deciding whether a Facebook Ads campaign is right for you 37(1)
Rules for Successful Facebook Pages 37(10)
Rule #1 Give your page a human touch 38(1)
Rule #2 Create fresh content 39(2)
Rule #3 Cultivate engagement with two-way dialogs 41(1)
Rule #4 Create consistent calls to action 41(1)
Rule #5 Make word-of-mouth advocacy easy 42(1)
Rule #6 Encourage Fan-to-Fan conversations 42(1)
Rule #7 Focus on smart branding 43(2)
Rule #8 Be deliberate and manage expectations 45(1)
Rule #9 Monitor, measure, and track 45(2)
Setting up the Resources and Manpower for Your Facebook Marketing Plan 47(4)
Identifying your existing resources and manpower 47(1)
Deciding in-house or outsourced 48(3)
Defining Your Admin Team 51(5)
Adding an admin 51(1)
Deleting an admin 52(1)
The benefits of assigning multiple admins 53(1)
Choosing the right Community Manager 53(1)
Coordinating posts and strategies 54(1)
Considering a Social Media Manager 55(1)
Measuring Your Return on Investment (ROI) 56(3)
Defining success 56(1)
Measuring brand ROI 57(1)
Measuring financial ROI 57(2)
Book II Claiming Your Presence on Facebook 59(90)
Chapter 1 Understanding the Different Types of Facebook Pages 61(16)
Reviewing Facebook Page Types 62(15)
Personal Profile 62(3)
Business Page 65(2)
Places Page 67(2)
Group Page 69(3)
Community Page 72(3)
Creating a limited business account 75(2)
Chapter 2 Creating Your Business Page 77(22)
Things to Consider Before You Start 77(4)
Choosing the right type of business Page 79(2)
Setting Up Your New Business Page 81(4)
A well-done business Page 85(1)
Using the Getting Started Page 85(9)
Add an image 86(3)
Invite your Friends 89(1)
Tell your Fans 89(2)
Post status updates 91(1)
Promote this Page on your Web site 92(1)
Set up your mobile phone 92(2)
Managing Missteps 94(5)
Businesses as personal Profiles 94(1)
Sorting out or deleting a personal Profile set up as a business 95(1)
Changing your business Page type or name 96(3)
Chapter 3 Administering Your Facebook Business Page 99(30)
Viewing Facebook as your Page 99(6)
Liking other Pages as your Page 101(1)
Setting posting preferences for your Page 102(1)
Viewing Notifications and Likes for your Page 103(2)
Understanding How Other People See Your Page 105(8)
Photo Strip 106(2)
Mutual connections 108(1)
Left-side navigation 108(1)
The Bio Box 108(1)
Number of Page Likes 109(1)
Business Pages Liked 110(1)
Wall view toggle 111(1)
Bottom links 111(2)
Editing Your Page 113(16)
Your Settings 114(1)
Manage Permissions 115(1)
Basic Information 116(2)
Profile Picture 118(1)
Featured 119(2)
Marketing 121(2)
Manage Admins 123(1)
Apps 124(1)
Mobile 125(2)
Insights 127(1)
Help 127(2)
Chapter 4 Arranging Your Navigation Menu 129(20)
Finding Your Page 129(2)
Working with Left-Side Navigation Links 131(1)
Adding Apps to Add Links to Your Page Menu 131(14)
Events application 132(1)
Photos application 133(1)
Links application 134(1)
Notes application 135(5)
Video application 140(1)
Discussions Board application 141(4)
Repositioning Navigation Links 145(1)
Working with the Right-Side Admin Links 146(3)
Book III Adding the Basics to Your facebook Page 149(100)
Chapter 1 Posting to Your Page 151(14)
Posting Updates to Your Wall via the Publisher 151(3)
How long to make your post 152(1)
How often to post an update 153(1)
What types of material to include 153(1)
Including Attachments 154(9)
Posting Questions 154(3)
Attaching photos 157(1)
Attaching links 158(3)
Attaching video 161(2)
Targeting Your Update by Location and Language 163(2)
Chapter 2 Understanding and Using iFrames to Customize Your Page 165(28)
A Look at Some Customized Welcome Pages 165(2)
Defining iFrames 167(1)
Outlining the Options 168(2)
Building an iFrame application 168(1)
Hiring someone to build the application for you 169(1)
Using a third-party application 169(1)
Exploring the Facebook Developer Site 170(1)
Creating Your Own Application 171(9)
Becoming a verified Facebook Developer 171(2)
Creating a basic iFrame application 173(5)
Installing the iFrame application on your Facebook Page 178(1)
Setting the iFrame app as your default landing Page 179(1)
Using Third-Party Applications 180(10)
Wildfire 181(2)
Involver 183(2)
TabPress 185(2)
Static HTML: iframe tabs 187(2)
Tabsite 189(1)
Lujure 190(1)
Changing the Name of Your Navigation Link 190(3)
Chapter 3 Importing Your Blog Posts to Your Facebook Page 193(24)
Getting the Address of Your RSS Feed 193(3)
Introducing the Facebook Blog Import Applications 196(1)
Using NetworkedBlogs Application 197(8)
Installing NetworkedBlogs 198(1)
Configuring NetworkedBlogs 198(2)
Verifying ownership of your blog 200(2)
Setting up syndication 202(2)
Getting more readers by increasing your ranking inside the app page 204(1)
Reposting a blog post using NetworkedBlogs 204(1)
Installing Social RSS 205(5)
Using Social RSS 209(1)
Deciding when to upgrade to paid service 209(1)
Using RSS Graffiti 210(3)
Importing Your Blog Posts with Facebook Notes 213(4)
Chapter 4 Connecting Your Social Media Accounts 217(24)
To Connect or Not Connect 217(1)
Connecting Facebook and Twitter 218(6)
Linking your Facebook Page to Twitter 218(3)
What happens to too-long Tweets 221(1)
Linking Twitter to your Facebook Page 222(1)
Using the Selective Tweets app 222(2)
Using Twitter Tools to Update Facebook 224(6)
Exploring Hootsuite 224(3)
Using TweetDeck 227(2)
Other posting clients 229(1)
Connecting Linkedln to Your Facebook Page 230(2)
Adding PowerPoint Presentations and Word Documents with SlideShare 232(4)
Adding a YouTube Video 236(5)
Posting your video as a link 237(1)
Adding a Facebook YouTube app and tab 237(4)
Chapter 5 The Fine Print: Legal and Other Considerations 241(8)
Digesting Legal Considerations 241(1)
Understanding FTC Regulations Concerning Testimonials and Reviews 242(3)
Affiliates 244(1)
Content Compliance Issues for Certain Industries 245(4)
Book IV Building, Engaging, Retaining, and Selling to Your Community 249(72)
Chapter 1 Building Visibility for Your Page 251(28)
Inviting Your Existing Customers and Connections to Your Page 252(11)
Changing your hold message 252(1)
Adding your Page address to your e-mail signature 253(5)
Including your new Facebook address on hard-copy mailings 258(1)
Updating your letterhead and stationery 259(1)
Including a Facebook icon on your Web Page 259(2)
Linking to your Page from your Facebook personal Profile 261(1)
Inviting your other social networks to visit your Page 262(1)
Growing your Page manually or buying automatic Fans 263(1)
Sharing Your Page with Your Friends on Facebook 263(8)
Suggesting your Page 264(2)
Sharing your Page 266(4)
Sending requests to promote your Page 270(1)
Finding and thanking your key enthusiasts 271(1)
Adding Photos to Attract People to Your Page 271(8)
Creating a strategy with photo albums 271(1)
Uploading photos to your Facebook Page 272(2)
Sharing your albums and photos 274(2)
Sharing with people other than your personal Friends on Facebook 276(3)
Chapter 2 Engaging and Retaining Your Community 279(18)
Creating Posts and Updates That Engage Your Readers 280(8)
Asking questions 280(1)
Polling your audience 281(1)
Promoting your fans and enthusiasts 282(1)
Tagging key players in updates 283(1)
Using public posts to thank people 284(1)
Creating incentives for repeat visits 285(2)
Developing a posting schedule 287(1)
Targeting Your Updates to Facebook's Different Feed Streams 288(2)
Understanding EdgeRank 289(1)
EdgeRank optimization strategies 289(1)
Creating and Participating in Conversations with Your Audience 290(3)
Revisiting the settings for posts to your Wall 290(1)
Understanding the different views people see on your Page 291(1)
Being responsive and allowing conversation 292(1)
Keeping The Conversation Civil 293(4)
Removing a Post 293(1)
Banning, blocking, and reporting a poster 294(2)
Users can block your posts, too 296(1)
Chapter 3 Better Engagement with the Help of Facebook Like Links and Buttons 297(12)
The Button vs. the Link 297(2)
Answering Common Questions 299(5)
Placing the Like Button Code 304(5)
Generating the code for a Like button 305(4)
Chapter 4 Expanding Your Existing E-Commerce onto Facebook 309(12)
Understanding Facebook Storefronts 310(1)
Using PayPal to Accept Payment 311(1)
Finding E-Commerce Apps that Fit Your Needs 311(5)
Storenvy 312(1)
Payvment 312(1)
ShopTab 313(1)
Etsy 313(1)
Moontoast 314(1)
TinyPay 314(2)
Installing a Facebook Storefront Application 316(1)
Creating a Link to Your Website Store on Your Page 317(4)
Using Other Applications to Create a Custom Link for Your Storefront 318(3)
Book V Understanding Facebook Applications 321
Chapter 1 Facebook Applications 101 323(18)
Understanding How Facebook Users Make Use of Apps 324(5)
Viewing your installed applications 324(3)
Finding the Facebook Application Directory 327(1)
Seeing applications your Friends are using 328(1)
Adding an App to Your Page 329(1)
Deleting an App from Your Page 330(2)
Using Existing Applications for Marketing 332(9)
Business 334(1)
Education 335(2)
Entertainment 337(1)
Friends and Family 337(1)
Games 338(1)
Just for fun 338(1)
Lifestyle 338(1)
Sports 339(1)
Utilities 339(2)
Chapter 2 Creating New Streams of Income with Apps 341
Getting to Know Facebook Apps 341(2)
Creating Your Own Branded App 343(9)
Finding resources for app developers 348(1)
Developing a budget for creation and marketing 349(1)
Submitting apps 350(1)
Getting featured by Facebook 351(1)
Using Your Branded App 352
Driving users to your app 353(3)
Keeping users in your app 356(1)
Making your app go viral 357(1)
Promoting your app across different platforms 358
Book VI Making Facebook Come Alive with Events and Contests 301(130)
Chapter 1 Creating Facebook Events 363(16)
Getting Started with Facebook Events 363(10)
Adding the Events app to your Page 367(1)
Entering the Event details 368(2)
Synching Events with your personal calendar 370(1)
Editing your Event 371(1)
Cancelling your Event 372(1)
Uncovering limitations of Facebook Events 373(1)
Promoting an Event 373(6)
Inviting your community to your Event 374(3)
Encouraging interaction within your Facebook Event 377(1)
Sharing your Facebook Event outside Facebook 378(1)
Chapter 2 Building Excitement with a Contest 379(12)
Thinking about Running a Contest? 379(1)
Designing Your Contest 380(8)
Choosing a contest type 382(3)
Reaping the benefits of a well-run contest 385(2)
Understanding Facebook and legal restrictions 387(1)
Defining Success 388(3)
Setting targets 388(1)
Setting your plan 389(2)
Chapter 3 Using Third-Party Contest Applications 391(22)
Finding a Contest Application 391(3)
Comparing contest applications on the Web 392(1)
Searching for contest applications within Facebook 393(1)
Getting to Know the Contest Applications 394(4)
Exploring Wildfire 394(1)
Looking at North Social 394(2)
Investigating Woobox 396(1)
Delivering the prizes 396(1)
Keeping to a budget 397(1)
Designing Your Contest with the Wildfire Application 398(6)
Using the North Social Application for Your Contest 404(2)
Using the Woobox Sweepstakes Application 406(7)
Chapter 4 Promoting Your Contest and Analyzing the Results 413(18)
Setting Up a Blog Tour 413(2)
Promoting Your Contest on Your Blog or Web site 415(2)
Using Facebook Open Graph to Allow Entries Anywhere on the Web 417(1)
Using Social Media to Promote Your Contest 418(2)
Twitter 418(1)
Linkedln 419(1)
YouTube 419(1)
Using Facebook to Promote an External Contest 420(1)
Analyzing Your Contest Results 421(1)
Third-party analytics within contest applications 421(1)
Monitoring Community Growth and Tracking Facebook Insights 421(1)
Adjusting Your Strategy Based on Analytics 422(2)
Planning for Future Contests 424(7)
Mapping out your contests for the year 425(1)
Watching for successful contest ideas 425(6)
Book VII Advanced Facebook Marketing Tactics 431(68)
Chapter 1 An Introduction to Advanced Facebook Marketing 433(10)
Remembering the Nine Core Facebook Marketing Rules 433(1)
Test-Driving Some Advanced Techniques 434(9)
Creating a Facebook experience 435(2)
Building social proof with Sponsored Stories 437(1)
Experimenting with custom links 438(1)
Expanding your Page's exposure 439(1)
Engaging with Fans 440(1)
Getting viral exposure 441(2)
Chapter 2 Marketing with Facebook Social Plugins 443(22)
Understanding Social Plugins 443(3)
Integrating your Web site with Facebook via plugins 444(1)
Choosing the right plugins for your business 445(1)
Finding Leads through the Like Button 446(2)
Share Selectively with the Send Button 448(2)
Using a Like Box to Grow Likers 450(1)
Finding Out More about Your Visitors with the Login Button 451(2)
Using Recommendations for Social Proof 453(1)
Spotlighting Your Latest Content with the Activity Feed 454(1)
Optimizing the Comments Feature 454(2)
Optimizing Your Connections with Facepile 456(1)
Promoting a Live Event with Live Stream 457(1)
Capture Audience Data with the Registration Plugin 458(1)
Finding and Installing Open Source Facebook Plugins 459(6)
Most popular open source social plugins 460(1)
Using Share buttons for multiple social networks 460(1)
Installing a WordPress plugin (the easy way!) 461(4)
Chapter 3 Discovering Live Streaming 465(14)
Understanding the Benefits of Streaming Video 465(2)
Attracting viewers with chat 465(1)
Getting closer to customers 466(1)
Supplementing traditional advertising 466(1)
Choosing Your Streaming Method 467(3)
Streaming from Your Web Site with the Live Stream Plugin 470(2)
Streaming from Your Facebook Page with the Livestream Application 472(4)
Creating a Livestream account 472(1)
Installing the application 473(2)
Adding Live Stream to a tab on your Page 475(1)
Creating Buzz about Your Live Stream 476(3)
Posting to your Facebook Page 476(1)
Posting to your personal Profile 477(1)
Sharing viewer comments with other social media 477(1)
Partnering with other events and organizers 477(2)
Chapter 4 Stepping Out with Facebook Places and Facebook Deals 479(20)
Exploring Facebook Places 479(9)
Places for consumers 480(7)
Places for businesses 487(1)
Launching a Facebook Place 488(4)
Locating your Place 488(1)
Claiming your Place 489(3)
Introducing Facebook Check-in Deals to Your Community 492(4)
Choosing a Deal 493(1)
Defining your offer and setting deal duration and quality 494(1)
Promoting a Deal 494(1)
Setting up a Deal on Places 495(1)
Expanding the Reach of Your Facebook Deals 496(3)
Book VIII Facebook Advertising 499(58)
Chapter 1 Advertising in Facebook 501(18)
Introducing Facebook Advertising 501(3)
Understanding How Facebook Advertising Works 504(9)
Advertising on Facebook versus other platforms 505(3)
Defining ad types 508(2)
Designing campaigns with ads 510(2)
Knowing what you can't advertise 512(1)
Identifying Your Goals 513(4)
Gaining connections 513(3)
Acquiring leads 516(1)
Making Your Initial Decisions 517(2)
Allocating a budget 517(1)
Rotating your ad 518(1)
Setting a timeline 518(1)
Chapter 2 Creating a Facebook Ad 519(20)
Designing a Click-Worthy Ad 519(11)
Advertising an external Web page 520(4)
Engagement ads: Advertising a Facebook Page, App, or Event 524(3)
Meeting Facebook's terms and conditions 527(1)
Sponsored Stories 528(2)
Using Laser Targeting 530(5)
Location 530(1)
Demographics 531(1)
Interests 532(1)
Connections on Facebook 533(1)
Advanced Demographics 534(1)
Education and Work 534(1)
Setting Your Bidding and Pricing Goals 535(2)
Getting Help: From the Facebook Ad Team 537(2)
Chapter 3 Testing, Measuring, and Modifying Your Ad 539(18)
Understanding the Ads Manager 539(4)
Adding an Admin to Your Facebook Ads Account 543(1)
Testing Your Ad 544(5)
Split-testing your three ad variables: Copy, image, and targeting 546(2)
Testing your landing page 548(1)
Viewing Facebook Reports 549(8)
Reading the Advertising Performance report 551(2)
Responder Demographics report 553(1)
Exporting to a CSV file 554(1)
Adapting your campaign 555(2)
Book IX Measuring, Monitoring, and Analyzing 557(52)
Chapter 1 Setting Realistic Targets to Identify Success 559(16)
Exploring Social Monitoring and Measuring 559(1)
The Importance of Social Media Monitoring 560(5)
Why monitoring online conversations is important 561(1)
Understanding the importance of real-time engagement 562(1)
Monitoring the right way 563(2)
The Importance of Social Media Measuring 565(10)
Why measuring online activity is important 565(1)
Understanding what social measuring can do for your business 566(1)
Determining what you should measure for your return on investment (ROI) 567(1)
Turning social activity into key metric indicators 568(7)
Chapter 2 Exploring Facebook Insights 575(18)
Making Sense of Insights Information 575(13)
Exploring User and Interaction Insights data 576(8)
Determining the Most Important Data to Track 584(1)
Tracking your Like activity 584(1)
Evaluating the impact of your content 585(3)
Reaching Your Ideal Audience 588(5)
Who's been viewing your Facebook Page? 588(1)
Using Insights to target your marketing message 589(1)
Evaluating activity outside Facebook 590(3)
Chapter 3 Using Third-Party Monitoring Tools and Analyzing Results 593(16)
How to Choose the Tool That's Best for Your Business 593(2)
User flexibility 594(1)
Ease of setup 594(1)
Ease of use 594(1)
Ease of reporting 594(1)
Cost 594(1)
Training and support 595(1)
Tracking Tools: Your Third-Party Options 595(9)
Bitly 595(1)
Google Alerts 596(1)
Google Analytics 597(1)
HootSuite 598(1)
Radian6 599(1)
Lithium Social Media Monitoring 599(1)
Social Mention 600(1)
Sprout Social 601(1)
SWIX 602(1)
Topsy 602(1)
Klout 603(1)
Finding the Biggest Payoff with Your Tracking Efforts 604(1)
Analyzing Results and Taking Action 604(5)
Creating a tracking guide 605(2)
Allocating manpower and resources from analysis 607(1)
Identifying the time wasters 607(1)
Making adjustments on the fly 607(1)
Building on your success 608(1)
Index 609
Introduction 1(4)
How This Book is Organized 2(2)
Book I Joining the Facebook Marketing Revolution 2(1)
Book II Claiming Your Presence on Facebook 2(1)
Book III Adding the Basics to Your Facebook Page 2(1)
Book IV Building, Engaging, Retaining, and Selling to Your Community 3(1)
Book V Understanding Facebook Applications 3(1)
Book VI Making Facebook Come Alive with Events and Contests 3(1)
Book VII Advanced Marketing Tactics 3(1)
Book VIII Facebook Advertising 4(1)
Book IX Measuring, Monitoring, and Analyzing 4(1)
Conventions Used in This Book 4(1)
Icons Used in This Book 4(1)
Book I Joining the Facebook Marketing Revolution 5(54)
Chapter 1 Exploring Facebook Marketing 7(20)
Seeing the Business Potential of Facebook 8(11)
Reaping the benefits for business-to-consumer companies 9(5)
Reaping the benefits for business-to-business companies 14(1)
Developing genuine relationships with customers and prospects 15(1)
Creating one-to-one customer engagement 15(1)
Being able to provide prompt customer service 16(2)
Previewing new products and services and opening a portal for consumer purchasing 18(1)
Using Facebook with the Global Market 19(2)
Understanding Facebook Marketing Basics 21(6)
Marketing on your Page, not your profile 21(1)
Developing your Page to be a hub of activity 22(1)
Understanding privacy issues 22(4)
Keeping things professional but personal 26(1)
Chapter 2 Creating Your Facebook Marketing Plan 27(32)
Defining Your Ideal Audience on Facebook 27(2)
Identifying the demographics of your ideal audience before you start 28(1)
Understanding the psychographics of your ideal audience 28(1)
Finding Your Ideal Audience inside Facebook 29(6)
How to filter Facebook search results 31(1)
Using Community Page search for keywords 32(1)
Using Facebook Ads to research your ideal audience 33(2)
Identifying the Core Goals of Your Facebook Marketing Plan 35(2)
Defining your Facebook marketing goals 36(1)
Deciding on a social media budget 36(1)
Deciding whether a Facebook Ads campaign is right for you 37(1)
Rules for Successful Facebook Pages 37(10)
Rule #1 Give your page a human touch 38(1)
Rule #2 Create fresh content 39(2)
Rule #3 Cultivate engagement with two-way dialogs 41(1)
Rule #4 Create consistent calls to action 41(1)
Rule #5 Make word-of-mouth advocacy easy 42(1)
Rule #6 Encourage Fan-to-Fan conversations 42(1)
Rule #7 Focus on smart branding 43(2)
Rule #8 Be deliberate and manage expectations 45(1)
Rule #9 Monitor, measure, and track 45(2)
Setting up the Resources and Manpower for Your Facebook Marketing Plan 47(4)
Identifying your existing resources and manpower 47(1)
Deciding in-house or outsourced 48(3)
Defining Your Admin Team 51(5)
Adding an admin 51(1)
Deleting an admin 52(1)
The benefits of assigning multiple admins 53(1)
Choosing the right Community Manager 53(1)
Coordinating posts and strategies 54(1)
Considering a Social Media Manager 55(1)
Measuring Your Return on Investment (ROI) 56(3)
Defining success 56(1)
Measuring brand ROI 57(1)
Measuring financial ROI 57(2)
Book II Claiming Your Presence on Facebook 59(90)
Chapter 1 Understanding the Different Types of Facebook Pages 61(16)
Reviewing Facebook Page Types 62(15)
Personal Profile 62(3)
Business Page 65(2)
Places Page 67(2)
Group Page 69(3)
Community Page 72(3)
Creating a limited business account 75(2)
Chapter 2 Creating Your Business Page 77(22)
Things to Consider Before You Start 77(4)
Choosing the right type of business Page 79(2)
Setting Up Your New Business Page 81(4)
A well-done business Page 85(1)
Using the Getting Started Page 85(9)
Add an image 86(3)
Invite your Friends 89(1)
Tell your Fans 89(2)
Post status updates 91(1)
Promote this Page on your Web site 92(1)
Set up your mobile phone 92(2)
Managing Missteps 94(5)
Businesses as personal Profiles 94(1)
Sorting out or deleting a personal Profile set up as a business 95(1)
Changing your business Page type or name 96(3)
Chapter 3 Administering Your Facebook Business Page 99(30)
Viewing Facebook as your Page 99(6)
Liking other Pages as your Page 101(1)
Setting posting preferences for your Page 102(1)
Viewing Notifications and Likes for your Page 103(2)
Understanding How Other People See Your Page 105(8)
Photo Strip 106(2)
Mutual connections 108(1)
Left-side navigation 108(1)
The Bio Box 108(1)
Number of Page Likes 109(1)
Business Pages Liked 110(1)
Wall view toggle 111(1)
Bottom links 111(2)
Editing Your Page 113(16)
Your Settings 114(1)
Manage Permissions 115(1)
Basic Information 116(2)
Profile Picture 118(1)
Featured 119(2)
Marketing 121(2)
Manage Admins 123(1)
Apps 124(1)
Mobile 125(2)
Insights 127(1)
Help 127(2)
Chapter 4 Arranging Your Navigation Menu 129(20)
Finding Your Page 129(2)
Working with Left-Side Navigation Links 131(1)
Adding Apps to Add Links to Your Page Menu 131(14)
Events application 132(1)
Photos application 133(1)
Links application 134(1)
Notes application 135(5)
Video application 140(1)
Discussions Board application 141(4)
Repositioning Navigation Links 145(1)
Working with the Right-Side Admin Links 146(3)
Book III Adding the Basics to Your facebook Page 149(100)
Chapter 1 Posting to Your Page 151(14)
Posting Updates to Your Wall via the Publisher 151(3)
How long to make your post 152(1)
How often to post an update 153(1)
What types of material to include 153(1)
Including Attachments 154(9)
Posting Questions 154(3)
Attaching photos 157(1)
Attaching links 158(3)
Attaching video 161(2)
Targeting Your Update by Location and Language 163(2)
Chapter 2 Understanding and Using iFrames to Customize Your Page 165(28)
A Look at Some Customized Welcome Pages 165(2)
Defining iFrames 167(1)
Outlining the Options 168(2)
Building an iFrame application 168(1)
Hiring someone to build the application for you 169(1)
Using a third-party application 169(1)
Exploring the Facebook Developer Site 170(1)
Creating Your Own Application 171(9)
Becoming a verified Facebook Developer 171(2)
Creating a basic iFrame application 173(5)
Installing the iFrame application on your Facebook Page 178(1)
Setting the iFrame app as your default landing Page 179(1)
Using Third-Party Applications 180(10)
Wildfire 181(2)
Involver 183(2)
TabPress 185(2)
Static HTML: iframe tabs 187(2)
Tabsite 189(1)
Lujure 190(1)
Changing the Name of Your Navigation Link 190(3)
Chapter 3 Importing Your Blog Posts to Your Facebook Page 193(24)
Getting the Address of Your RSS Feed 193(3)
Introducing the Facebook Blog Import Applications 196(1)
Using NetworkedBlogs Application 197(8)
Installing NetworkedBlogs 198(1)
Configuring NetworkedBlogs 198(2)
Verifying ownership of your blog 200(2)
Setting up syndication 202(2)
Getting more readers by increasing your ranking inside the app page 204(1)
Reposting a blog post using NetworkedBlogs 204(1)
Installing Social RSS 205(5)
Using Social RSS 209(1)
Deciding when to upgrade to paid service 209(1)
Using RSS Graffiti 210(3)
Importing Your Blog Posts with Facebook Notes 213(4)
Chapter 4 Connecting Your Social Media Accounts 217(24)
To Connect or Not Connect 217(1)
Connecting Facebook and Twitter 218(6)
Linking your Facebook Page to Twitter 218(3)
What happens to too-long Tweets 221(1)
Linking Twitter to your Facebook Page 222(1)
Using the Selective Tweets app 222(2)
Using Twitter Tools to Update Facebook 224(6)
Exploring Hootsuite 224(3)
Using TweetDeck 227(2)
Other posting clients 229(1)
Connecting Linkedln to Your Facebook Page 230(2)
Adding PowerPoint Presentations and Word Documents with SlideShare 232(4)
Adding a YouTube Video 236(5)
Posting your video as a link 237(1)
Adding a Facebook YouTube app and tab 237(4)
Chapter 5 The Fine Print: Legal and Other Considerations 241(8)
Digesting Legal Considerations 241(1)
Understanding FTC Regulations Concerning Testimonials and Reviews 242(3)
Affiliates 244(1)
Content Compliance Issues for Certain Industries 245(4)
Book IV Building, Engaging, Retaining, and Selling to Your Community 249(72)
Chapter 1 Building Visibility for Your Page 251(28)
Inviting Your Existing Customers and Connections to Your Page 252(11)
Changing your hold message 252(1)
Adding your Page address to your e-mail signature 253(5)
Including your new Facebook address on hard-copy mailings 258(1)
Updating your letterhead and stationery 259(1)
Including a Facebook icon on your Web Page 259(2)
Linking to your Page from your Facebook personal Profile 261(1)
Inviting your other social networks to visit your Page 262(1)
Growing your Page manually or buying automatic Fans 263(1)
Sharing Your Page with Your Friends on Facebook 263(8)
Suggesting your Page 264(2)
Sharing your Page 266(4)
Sending requests to promote your Page 270(1)
Finding and thanking your key enthusiasts 271(1)
Adding Photos to Attract People to Your Page 271(8)
Creating a strategy with photo albums 271(1)
Uploading photos to your Facebook Page 272(2)
Sharing your albums and photos 274(2)
Sharing with people other than your personal Friends on Facebook 276(3)
Chapter 2 Engaging and Retaining Your Community 279(18)
Creating Posts and Updates That Engage Your Readers 280(8)
Asking questions 280(1)
Polling your audience 281(1)
Promoting your fans and enthusiasts 282(1)
Tagging key players in updates 283(1)
Using public posts to thank people 284(1)
Creating incentives for repeat visits 285(2)
Developing a posting schedule 287(1)
Targeting Your Updates to Facebook's Different Feed Streams 288(2)
Understanding EdgeRank 289(1)
EdgeRank optimization strategies 289(1)
Creating and Participating in Conversations with Your Audience 290(3)
Revisiting the settings for posts to your Wall 290(1)
Understanding the different views people see on your Page 291(1)
Being responsive and allowing conversation 292(1)
Keeping The Conversation Civil 293(4)
Removing a Post 293(1)
Banning, blocking, and reporting a poster 294(2)
Users can block your posts, too 296(1)
Chapter 3 Better Engagement with the Help of Facebook Like Links and Buttons 297(12)
The Button vs. the Link 297(2)
Answering Common Questions 299(5)
Placing the Like Button Code 304(5)
Generating the code for a Like button 305(4)
Chapter 4 Expanding Your Existing E-Commerce onto Facebook 309(12)
Understanding Facebook Storefronts 310(1)
Using PayPal to Accept Payment 311(1)
Finding E-Commerce Apps that Fit Your Needs 311(5)
Storenvy 312(1)
Payvment 312(1)
ShopTab 313(1)
Etsy 313(1)
Moontoast 314(1)
TinyPay 314(2)
Installing a Facebook Storefront Application 316(1)
Creating a Link to Your Website Store on Your Page 317(4)
Using Other Applications to Create a Custom Link for Your Storefront 318(3)
Book V Understanding Facebook Applications 321
Chapter 1 Facebook Applications 101 323(18)
Understanding How Facebook Users Make Use of Apps 324(5)
Viewing your installed applications 324(3)
Finding the Facebook Application Directory 327(1)
Seeing applications your Friends are using 328(1)
Adding an App to Your Page 329(1)
Deleting an App from Your Page 330(2)
Using Existing Applications for Marketing 332(9)
Business 334(1)
Education 335(2)
Entertainment 337(1)
Friends and Family 337(1)
Games 338(1)
Just for fun 338(1)
Lifestyle 338(1)
Sports 339(1)
Utilities 339(2)
Chapter 2 Creating New Streams of Income with Apps 341
Getting to Know Facebook Apps 341(2)
Creating Your Own Branded App 343(9)
Finding resources for app developers 348(1)
Developing a budget for creation and marketing 349(1)
Submitting apps 350(1)
Getting featured by Facebook 351(1)
Using Your Branded App 352
Driving users to your app 353(3)
Keeping users in your app 356(1)
Making your app go viral 357(1)
Promoting your app across different platforms 358
Book VI Making Facebook Come Alive with Events and Contests 301(130)
Chapter 1 Creating Facebook Events 363(16)
Getting Started with Facebook Events 363(10)
Adding the Events app to your Page 367(1)
Entering the Event details 368(2)
Synching Events with your personal calendar 370(1)
Editing your Event 371(1)
Cancelling your Event 372(1)
Uncovering limitations of Facebook Events 373(1)
Promoting an Event 373(6)
Inviting your community to your Event 374(3)
Encouraging interaction within your Facebook Event 377(1)
Sharing your Facebook Event outside Facebook 378(1)
Chapter 2 Building Excitement with a Contest 379(12)
Thinking about Running a Contest? 379(1)
Designing Your Contest 380(8)
Choosing a contest type 382(3)
Reaping the benefits of a well-run contest 385(2)
Understanding Facebook and legal restrictions 387(1)
Defining Success 388(3)
Setting targets 388(1)
Setting your plan 389(2)
Chapter 3 Using Third-Party Contest Applications 391(22)
Finding a Contest Application 391(3)
Comparing contest applications on the Web 392(1)
Searching for contest applications within Facebook 393(1)
Getting to Know the Contest Applications 394(4)
Exploring Wildfire 394(1)
Looking at North Social 394(2)
Investigating Woobox 396(1)
Delivering the prizes 396(1)
Keeping to a budget 397(1)
Designing Your Contest with the Wildfire Application 398(6)
Using the North Social Application for Your Contest 404(2)
Using the Woobox Sweepstakes Application 406(7)
Chapter 4 Promoting Your Contest and Analyzing the Results 413(18)
Setting Up a Blog Tour 413(2)
Promoting Your Contest on Your Blog or Web site 415(2)
Using Facebook Open Graph to Allow Entries Anywhere on the Web 417(1)
Using Social Media to Promote Your Contest 418(2)
Twitter 418(1)
Linkedln 419(1)
YouTube 419(1)
Using Facebook to Promote an External Contest 420(1)
Analyzing Your Contest Results 421(1)
Third-party analytics within contest applications 421(1)
Monitoring Community Growth and Tracking Facebook Insights 421(1)
Adjusting Your Strategy Based on Analytics 422(2)
Planning for Future Contests 424(7)
Mapping out your contests for the year 425(1)
Watching for successful contest ideas 425(6)
Book VII Advanced Facebook Marketing Tactics 431(68)
Chapter 1 An Introduction to Advanced Facebook Marketing 433(10)
Remembering the Nine Core Facebook Marketing Rules 433(1)
Test-Driving Some Advanced Techniques 434(9)
Creating a Facebook experience 435(2)
Building social proof with Sponsored Stories 437(1)
Experimenting with custom links 438(1)
Expanding your Page's exposure 439(1)
Engaging with Fans 440(1)
Getting viral exposure 441(2)
Chapter 2 Marketing with Facebook Social Plugins 443(22)
Understanding Social Plugins 443(3)
Integrating your Web site with Facebook via plugins 444(1)
Choosing the right plugins for your business 445(1)
Finding Leads through the Like Button 446(2)
Share Selectively with the Send Button 448(2)
Using a Like Box to Grow Likers 450(1)
Finding Out More about Your Visitors with the Login Button 451(2)
Using Recommendations for Social Proof 453(1)
Spotlighting Your Latest Content with the Activity Feed 454(1)
Optimizing the Comments Feature 454(2)
Optimizing Your Connections with Facepile 456(1)
Promoting a Live Event with Live Stream 457(1)
Capture Audience Data with the Registration Plugin 458(1)
Finding and Installing Open Source Facebook Plugins 459(6)
Most popular open source social plugins 460(1)
Using Share buttons for multiple social networks 460(1)
Installing a WordPress plugin (the easy way!) 461(4)
Chapter 3 Discovering Live Streaming 465(14)
Understanding the Benefits of Streaming Video 465(2)
Attracting viewers with chat 465(1)
Getting closer to customers 466(1)
Supplementing traditional advertising 466(1)
Choosing Your Streaming Method 467(3)
Streaming from Your Web Site with the Live Stream Plugin 470(2)
Streaming from Your Facebook Page with the Livestream Application 472(4)
Creating a Livestream account 472(1)
Installing the application 473(2)
Adding Live Stream to a tab on your Page 475(1)
Creating Buzz about Your Live Stream 476(3)
Posting to your Facebook Page 476(1)
Posting to your personal Profile 477(1)
Sharing viewer comments with other social media 477(1)
Partnering with other events and organizers 477(2)
Chapter 4 Stepping Out with Facebook Places and Facebook Deals 479(20)
Exploring Facebook Places 479(9)
Places for consumers 480(7)
Places for businesses 487(1)
Launching a Facebook Place 488(4)
Locating your Place 488(1)
Claiming your Place 489(3)
Introducing Facebook Check-in Deals to Your Community 492(4)
Choosing a Deal 493(1)
Defining your offer and setting deal duration and quality 494(1)
Promoting a Deal 494(1)
Setting up a Deal on Places 495(1)
Expanding the Reach of Your Facebook Deals 496(3)
Book VIII Facebook Advertising 499(58)
Chapter 1 Advertising in Facebook 501(18)
Introducing Facebook Advertising 501(3)
Understanding How Facebook Advertising Works 504(9)
Advertising on Facebook versus other platforms 505(3)
Defining ad types 508(2)
Designing campaigns with ads 510(2)
Knowing what you can't advertise 512(1)
Identifying Your Goals 513(4)
Gaining connections 513(3)
Acquiring leads 516(1)
Making Your Initial Decisions 517(2)
Allocating a budget 517(1)
Rotating your ad 518(1)
Setting a timeline 518(1)
Chapter 2 Creating a Facebook Ad 519(20)
Designing a Click-Worthy Ad 519(11)
Advertising an external Web page 520(4)
Engagement ads: Advertising a Facebook Page, App, or Event 524(3)
Meeting Facebook's terms and conditions 527(1)
Sponsored Stories 528(2)
Using Laser Targeting 530(5)
Location 530(1)
Demographics 531(1)
Interests 532(1)
Connections on Facebook 533(1)
Advanced Demographics 534(1)
Education and Work 534(1)
Setting Your Bidding and Pricing Goals 535(2)
Getting Help: From the Facebook Ad Team 537(2)
Chapter 3 Testing, Measuring, and Modifying Your Ad 539(18)
Understanding the Ads Manager 539(4)
Adding an Admin to Your Facebook Ads Account 543(1)
Testing Your Ad 544(5)
Split-testing your three ad variables: Copy, image, and targeting 546(2)
Testing your landing page 548(1)
Viewing Facebook Reports 549(8)
Reading the Advertising Performance report 551(2)
Responder Demographics report 553(1)
Exporting to a CSV file 554(1)
Adapting your campaign 555(2)
Book IX Measuring, Monitoring, and Analyzing 557(52)
Chapter 1 Setting Realistic Targets to Identify Success 559(16)
Exploring Social Monitoring and Measuring 559(1)
The Importance of Social Media Monitoring 560(5)
Why monitoring online conversations is important 561(1)
Understanding the importance of real-time engagement 562(1)
Monitoring the right way 563(2)
The Importance of Social Media Measuring 565(10)
Why measuring online activity is important 565(1)
Understanding what social measuring can do for your business 566(1)
Determining what you should measure for your return on investment (ROI) 567(1)
Turning social activity into key metric indicators 568(7)
Chapter 2 Exploring Facebook Insights 575(18)
Making Sense of Insights Information 575(13)
Exploring User and Interaction Insights data 576(8)
Determining the Most Important Data to Track 584(1)
Tracking your Like activity 584(1)
Evaluating the impact of your content 585(3)
Reaching Your Ideal Audience 588(5)
Who's been viewing your Facebook Page? 588(1)
Using Insights to target your marketing message 589(1)
Evaluating activity outside Facebook 590(3)
Chapter 3 Using Third-Party Monitoring Tools and Analyzing Results 593(16)
How to Choose the Tool That's Best for Your Business 593(2)
User flexibility 594(1)
Ease of setup 594(1)
Ease of use 594(1)
Ease of reporting 594(1)
Cost 594(1)
Training and support 595(1)
Tracking Tools: Your Third-Party Options 595(9)
Bitly 595(1)
Google Alerts 596(1)
Google Analytics 597(1)
HootSuite 598(1)
Radian6 599(1)
Lithium Social Media Monitoring 599(1)
Social Mention 600(1)
Sprout Social 601(1)
SWIX 602(1)
Topsy 602(1)
Klout 603(1)
Finding the Biggest Payoff with Your Tracking Efforts 604(1)
Analyzing Results and Taking Action 604(5)
Creating a tracking guide 605(2)
Allocating manpower and resources from analysis 607(1)
Identifying the time wasters 607(1)
Making adjustments on the fly 607(1)
Building on your success 608(1)
Index 609
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