Rent 9780789738028 | Facebook Marketing : Leverage Social Media to Grow Your Business

Summary Table of Contents

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 ... MOREyou 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 applicationsIntroduction 11 Targeting Your Profile 5Welcome to Facebook Marketing 5Welcome to Facebook 7Getting Started with Facebook 8The Profile Tab 12Across the Top 13The Search Bar 15Name, Photo, Networks, and Status 18The Mini-Feed Section 19The Friends and Friends in Other Networks Sections 19The Photos Section 21The Groups Section 23The Information Section 24The Education and Work Section 24The Gifts Section 25The Wall Section 25Editing Your Profile 25Setting Profile Privacy 27The Friends Tab 31Searching for Friends 31Managing Your Friends 33Creating Friend Lists 35The Inbox Tab 37Reading Messages 38Avoiding Spam 39Reading Notifications 39Composing Messages 40Getting Help 412 Facebook Groups 45Welcome to Facebook Groups 45Messaging Your Members 46A Word About Spam 46Joining Facebook Groups 47What Groups Are Available? 47Taking a Look at a Group 51How Do I Join a Group? 54Which Groups Can I Join? 54Creating Your Own Facebook Groups 55Creating Your Group 57Customizing Your Group 58Inviting Friends to Join Your Group 61Seeing Your New Group 65Managing Your New Group 67Deleting a Group 703 Creating Your Own Pages 71Welcome to Facebook Pages 71Pages from a Marketing Perspective 72Viral Marketing with Pages 73Page Authenticity 74Finding Pages 75Searching for Pages 76Browsing Pages by Type 78Browsing All Pages 79Becoming a Fan of a Page 80Examining a Page 83Sharing a Page 85Creating Your Own Page 88Examining Your New Page 92Editing Your Page 94Updating Your Fans 98Promoting Your Page 994 Hosting Your Own Facebook Events 101Welcome to Facebook Events 101All About Facebook Events 102Checking Out Your Friends' Events 103Taking a Look at an Event 104The Information Section 106The Description Section 107The Other Information Section 109The Photos,Video, and Posted It

"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."--BOOK JACKET.

Introduction	p. 1
Targeting Your Profile	p. 5
Welcome to Facebook Marketing	p. 5
Welcome to Facebook	p. 7
Getting Started with Facebook	p. 8
The Profile Tab	p. 12
Across the Top	p. 13
The Search Bar	p. 15
Name, Photo, Networks, and Status	p. 18
The Mini-Feed Section	p. 19
The Friends ... MOREand Friends in Other Networks Sections	p. 19
The Photos Section	p. 21
The Groups Section	p. 23
The Information Section	p. 24
The Education and Work Section	p. 24
The Gifts Section	p. 25
The Wall Section	p. 25
Editing Your Profile	p. 25
Setting Profile Privacy	p. 27
The Friends Tab	p. 31
Searching for Friends	p. 31
Managing Your Friends	p. 33
Creating Friend Lists	p. 35
The Inbox Tab	p. 37
Reading Messages	p. 38
Avoiding Spam	p. 39
Reading Notifications	p. 39
Composing Messages	p. 40
Getting Help	p. 41
Facebook Groups	p. 45
Welcome to Facebook Groups	p. 45
Messaging Your Members	p. 46
A Word About Spam	p. 46
Joining Facebook Groups	p. 47
What Groups Are Available?	p. 47
Taking a Look at a Group	p. 51
How Do I Join a Group?	p. 54
Which Groups Can I Join?	p. 54
Creating Your Own Facebook Groups	p. 55
Creating Your Group	p. 57
Customizing Your Group	p. 58
Inviting Friends to Join Your Group	p. 61
Seeing Your New Group	p. 65
Managing Your New Group	p. 67
Deleting a Group	p. 70
Creating Your Own Pages	p. 71
Welcome to Facebook Pages	p. 71
Pages from a Marketing Perspective	p. 72
Viral Marketing with Pages	p. 73
Page Authenticity	p. 74
Finding Pages	p. 75
Searching for Pages	p. 76
Browsing Pages by Type	p. 78
Browsing All Pages	p. 79
Becoming a Fan of a Page	p. 80
Examining a Page	p. 83
Sharing a Page	p. 85
Creating Your Own Page	p. 88
Examining Your New Page	p. 92
Editing Your Page	p. 94
Updating Your Fans	p. 98
Promoting Your Page	p. 99
Hosting Your Own Facebook Events	p. 101
Welcome to Facebook Events	p. 101
All About Facebook Events	p. 102
Checking Out Your Friends' Events	p. 103
Taking a Look at an Event	p. 104
The Information Section	p. 106
The Description Section	p. 107
The Other Information Section	p. 109
The Photos, Video, and Posted Items Section	p. 109
The Confirmed Guests Section	p. 109
The Other Invites Section	p. 109
The Wall	p. 110
The Event Type and Admins Section	p. 110
Adding an Event to Your Event List	p. 110
Browsing for Events	p. 113
Searching for Events	p. 113
Creating an Event	p. 115
Customizing an Event	p. 117
Uploading the Image for the Event	p. 118
Setting Event Options	p. 118
Setting Event Access	p. 119
Inviting People to Your Event	p. 119
Seeing Your Event	p. 122
Managing and Publicizing Your Event	p. 124
Message All Guests	p. 124
Invite People to Come	p. 124
Edit Event	p. 126
Introducing Advertising	p. 129
Welcome to Advertising	p. 129
News Feed Advertising with Posted Items	p. 131
Posting Items from External Sites	p. 131
Posting Items from Facebook	p. 134
Posting Items with the Share on Facebook Button	p. 135
Posting Items from Partner Websites	p. 135
Deleting Posts	p. 137
Using Ads	p. 139
There Are Ads, and Then There Are Social Ads	p. 139
Cost Per Click or Cost Per Thousand?	p. 141
Bidding for Ad Presentation	p. 141
Creating an Ad	p. 142
Setting Up Your Account	p. 142
Starting Your Ad	p. 143
Choosing What to Advertise	p. 144
Choosing Your Audience	p. 145
Creating the Ad	p. 147
Setting the Budget for Your Ad	p. 151
Review Your Ad	p. 153
Congratulations	p. 154
Optimizing and Monitoring Your Advertising	p. 157
Understanding Your Campaign	p. 158
Tuning the Number of Impressions	p. 159
Tuning the Click-Through Ratio	p. 160
Tuning the Average CPC	p. 160
Getting an Ad's Daily Details	p. 161
Changing Your Ad's Settings	p. 163
Changing Your Bid	p. 163
Changing Your Budget	p. 163
Pausing or Deleting Your Ad	p. 164
Modifying Your Ad	p. 164
Checking Your Billing	p. 166
Your Daily Spending Limit	p. 166
Integrated Solutions	p. 167
Exporting Your Campaign's Performance	p. 168
Using Campaign Insights for Pages	p. 170
Page Views	p. 171
Unique Users	p. 171
Wall Posts	p. 171
Discussion Topics	p. 171
Reviews	p. 171
Photo Views	p. 172
Video Plays	p. 172
Optimizing for Your Target Audience	p. 172
Determining Your Target Audience Size	p. 172
Selecting Keywords	p. 175
Some Facebook Ad Facts	p. 175
Onsite or Offsite Landing Pages	p. 176
Using the Marketplace	p. 177
Introducing the Marketplace	p. 177
Taking a Look at the Marketplace	p. 178
Marketplace Categories	p. 178
Looking at a Category	p. 179
Looking at an Ad	p. 180
Searching for Items	p. 181
Browsing Other Regions and Networks	p. 182
Creating a Listing	p. 185
Listing an Item for Sale	p. 185
Managing Your Listing	p. 191
Users Can List the Items They Want	p. 193
Beacon, Polls, and Networks	p. 199
Introducing Beacon	p. 199
Introducing Facebook Polls	p. 201
All About Facebook Polls	p. 202
Targeting Your Poll	p. 202
Creating and Running a Poll	p. 203
Monitoring a Poll	p. 205
Getting the Demographics of Your Poll Respondents	p. 207
More Facts About Polls	p. 208
Using Facebook Network Pages	p. 209
Joining Networks	p. 210
Accessing Network Pages	p. 212
Posting on Network Pages	p. 215
Creating Your Own Networks	p. 217
Facebook Applications	p. 221
Introducing Applications	p. 221
Extend Your Contacts	p. 222
Advertise Using Prebuilt Applications	p. 222
Have a Custom Application Developed	p. 223
Write Your Own Application	p. 223
Finding Facebook Applications	p. 224
Using the Facebook Application Directory	p. 224
Looking at an Application	p. 227
Adding an Application	p. 227
Managing Your Applications	p. 230
Using Prebuilt Applications	p. 237
Advertising in Prebuilt Facebook Applications	p. 237
Gaining Exposure Through Apps	p. 241
Having Custom Apps Developed	p. 242
Developing Your Own Applications	p. 245
Creating a New Application	p. 245
Writing the Game	p. 246
Creating the Begin Function	p. 247
Creating the Guess Function	p. 247
Testing the Game	p. 249
Installing the Developer Facebook Application	p. 250
Using the Developer Application	p. 251
Converting the Game into a Facebook Application	p. 253
Filling out the Application Configuration Form	p. 253
Installing and Testing the Game	p. 257
Working with the Facebook API	p. 259
Facebook and Developers	p. 263
Index	p. 265
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