Facebook Marketing: Leverage Social Media to Grow Your Business
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Profit from Facebook! High-Impact, Low-Cost Social Marketing That Works! With more than 80,000,000 affluent, savvy members, Facebook is today’s fastest-growing marketing opportunity! But traditional marketing methods won’t work here. In Facebook Marketing, best-selling author Steven Holzner reveals new social marketing techniques that do work, and shows you exactly how to make the most of them. Using true case studies, Holzner introduces powerful new techniques from today’s smartest Facebook marketers...and helps you avoid pitfalls that can cost you money and credibility. No matter what business you’re in, you’ll learn how to create bottom-up, “viral” Facebook marketing programs that achieve maximum results at minimum cost! Crafting your Facebook profile for maximum impact Getting into the Facebook community: crucial dos and don’ts Joining the right Facebook Groups—or starting your own Creating a Facebook blog that attracts paying customers Promoting products and services with free Facebook Marketplace classifieds Hosting your own Facebook events: from company picnics to concerts Successfully advertising on Facebook, without overspending Promoting your business within today’s most popular Facebook applications Tracking the results of your advertising Using brand-new viral video marketing techniques Driving even more Web traffic to your Facebook pages Building your own Facebook applications Introduction 1 1 Targeting Your Profile 5 Welcome to Facebook Marketing 5 Welcometo Facebook 7 Getting Started with Facebook 8 The Profile Tab 12 Across the Top 13 The Search Bar 15 Name, Photo, Networks, and Status 18 The Mini-Feed Section 19 The Friends and Friends in Other Networks Sections 19 The Photos Section 21 The Groups Section 23 The Information Section 24 The Education and Work Section 24 The Gifts Section 25 The Wall Section 25 Editing Your Profile 25 Setting Profile Privacy 27 The Friends Tab 31 Searching for Friends 31 Managing Your Friends 33 Creating Friend Lists 35 The Inbox Tab 37 Reading Messages 38 Avoiding Spam 39 Reading Notifications 39 Composing Messages 40 Getting Help 41 2 Facebook Groups 45 Welcome to Facebook Groups 45 Messaging Your Members 46 A Word About Spam 46 Joining Facebook Groups 47 What Groups Are Available? 47 Taking a Look at a Group 51 How Do I Join a Group? 54 Which Groups Can I Join? 54 Creating Your Own Facebook Groups 55 Creating Your Group 57 Customizing Your Group 58 Inviting Friends to Join Your Group 61 Seeing Your New Group 65 Managing Your New Group 67 Deleting a Group 70 3 Creating Your Own Pages 71 Welcome to Facebook Pages 71 Pages from a Marketing Perspective 72 Viral Marketing with Pages 73 Page Authenticity 74 Finding Pages 75 Searching for Pages 76 Browsing Pages by Type 78 Browsing All Pages 79 Becoming a Fan of a Page 80 Examining a Page 83 Sharing a Page 85 Creating Your Own Page 88 Examining Your New Page 92 Editing Your Page 94 Updating Your Fans 98 Promoting Your Page 99 4 Hosting Your Own Facebook Events 101 Welcome to Facebook Events 101 All About Facebook Events 102 Checking Out Your Friends’ Events 103 Taking a Look at an Event 104 The Information Section 106 The Description Section 107 The Other Information Section 109 The Photos,Video, and Posted Items Section 109 The Confirmed Guests Section 109 The Other Invites Section 109 The Wall 110 The Event Type and Admins Section 110 Adding an Event to Your Event List 110 Browsing for Events 113 Searching for Events 113 Creating an Event 115 Customizing an Event 117 Uploading the Image for the Event 118 Setting Event Options 118 Setting Event Access 119 Inviting People to Your Event 119 Seeing Your Event 122 Managing and Publicizing Your Event 124 Message All Guests 124 Invite People to Come 124 Edit Event 126 5 Introducing Advertising 129 Welcome to Advertising 129 News Feed Advertising with Posted Items 131 Posting Items from External Sites 131 Posting Items from Facebook 134 Posting Items with the Share on Facebook Button 135 Posting Items from Partner Websites 135 Deleting Posts 137 Using Ads 139 There Are Ads, and Then There Are Social Ads 139 Cost Per Click or Cost Per Thousand? 141 Bidding for Ad Presentation 141 Creating an Ad 142 Setting Up Your Account 142 Starting Your Ad 143 Choosing What to Advertise 144 Choosing Your Audience 145 Creating the Ad 147 Setting the Budget for Your Ad 151 Review Your Ad 153 Congratulations 154 6 Optimizing and Monitoring Your Advertising 157 Understanding Your Campaign 158 Tuning the Number of Impressions 159 Tuning the Click-Through Ratio 160 Tuning the Average CPC 160 Getting an Ad’s Daily Details 161 Changing Your Ad’s Settings 163 Changing Your Bid 163 Changing Your Budget 163 Pausing or Deleting Your Ad 164 Modifying Your Ad 164 Checking Your Billing 166 Your Daily Spending Limit 166 Integrated Solutions 167 Exporting Your Campaign’s Performance 168 Using Campaign Insights for Pages 170 Page Views 171 Unique Users 171 Wall Posts 171 Discussion Topics 171 Reviews 171 Photo Views 172 Video Plays 172 Optimizing for Your Target Audience 172 Determining Your Target Audience Size 172 Selecting Keywords 175 Some Facebook Ad Facts 175 Onsite or Offsite Landing Pages 176 7 Using the Marketplace 177 Introducing the Marketplace 177 Taking a Look at the Marketplace 178 Marketplace Categories 178 Looking at a Category 179 Looking at an Ad 180 Searching for Items 181 Browsing Other Regions and Networks 182 Creating a Listing 185 Listing an Item for Sale 185 Managing Your Listing 191 Users Can List the Items They Want 193 8 Beacon, Polls, and Networks 199 Introducing Beacon 199 Introducing Facebook Polls 201 All About Facebook Polls 202 Targeting Your Poll 202 Creating and Running a Poll 203 Monitoring a Poll 205 Getting the Demographics of Your Poll Respondents 207 More Facts About Polls 208 Using Facebook Network Pages 209 Joining Networks 210 Accessing Network Pages 212 Posting on Network Pages 215 Creating Your Own Networks 217 9 Facebook Applications 221 Introducing Applications 221 Extend Your Contacts 222 Advertise Using Prebuilt Applications 222 Have a Custom Application Developed 223 Write Your Own Application 223 Finding Facebook Applications 224 Using the Facebook Application Directory 224 Looking at an Application 227 Adding an Application 227 Managing Your Applications 230 Using Prebuilt Applications 237 Advertising in Prebuilt Facebook Applications 237 Gaining Exposure Through Apps 241 Having Custom Apps Developed 242 10 Developing Your Own Applications 245 Creating a New Application 245 Writing the Game 246 Creating the Begin Function 247 Creating the Guess Function 247 Testing the Game 249 Installing the Developer Facebook Application 250 Using the Developer Application 251 Converting the Game into a Facebook Application 253 Filling out the Application Configuration Form 253 Installing and Testing the Game 257 Working with the Facebook API 259 Facebook and Developers 263 Index 265
1 Targeting Your Profile 52 Facebook Groups 453 Creating Your Own Pages 714 Hosting Your Own Facebook Events 1015 Introducing Advertising 1296 Optimizing and Monitoring Your Advertising 1577 Using the Marketplace 1778 Beacon, Polls, and Networks 1999 Facebook Applications 22110 Developing Your Own Applications 245Index 265
