9780789738028

"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.

Steven Holzner is the award-winning author of 112 books and has been a contributing editor at PC Magazine. His books have sold three million copies and have been translated into 18 languages.He specializes in web topics such as Facebook. He has been marketing his own companies on the Web for years, using marketplace experience; banner ads; Google,Yahoo!, and MSN pay-per-click campaigns; viral marketing; Usenet marketing; and more. He’s a web entrepreneur and has three online companies, which keep him busy.

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 and 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
Table of Contents provided by Ingram. All Rights Reserved.

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Introduction IntroductionFacebook has 42 million users, and they're smart, affluent, Internet-savvy people whom marketers can no longer ignore.However, traditional marketing methods won't work here. In Facebook, the users are in charge, not the marketers, and that's a fact we have to live with.Facebook members can comment on your brand, and there's not much you can do about it. The marketing channel is reversedrather than top-down, things now move from the bottom up. Now that your customers can talk back, for good or ill, it pays to listen to what they have to say.Learning to live with the new rules of social marketing is what this book is all about. If you want to survive and thrive in this world, you have to provide content, not just ad copy. Rather than interruptive advertising, you have to go viral. And spam can get you kicked out.Facebook has tons of profit potential. Facebook users are not averse to marketingthey're just averse to unilateral marketing that feels like marketing. What's in This BookThis book is a survey of Facebook and where marketers fit in. Facebook has many nooks and crannies that aren't obvious to the casual user, and ferreting them out can be tough. Here's what's in this book: Chapter 1, "Targeting Your Profile"Most social interaction on Facebook revolves around your profile, and this chapter is all about setting up this most basic of Facebook tools. You'll learn about the various sections of the Facebook profile, which is essential knowledge for the rest of the book. Chapter 2, "Facebook Groups"Facebook groups allow Facebook members to congregate and discuss issuesincluding your brand. Users can post text items, photos, and videos and hold discussions. This chapter shows you how to use groups and create your own group. Chapter 3, "Creating Your Own Pages"People have profiles on Facebook. Brands, bands, and companies have Facebook pages, which are much like profiles. Facebook members don't become friends of a page, however; they become fans. This chapter shows you how Facebook pages work, as well as how to create your own Facebook page. Chapter 4, "Hosting Your Own Facebook Events"Facebook events are, as their name implies, pages about one-time events that you want people to know about. For example, your store could be having a big sale, a company picnic, or a sponsored event, such as a music event. This chapter shows you how to get the word out. Chapter 5, "Introducing Advertising"Facebook now allows ads (it didn't used to). These can be displayed in various places, and you can pay using cost per click or cost per impression. Social ads tie into the actions that users perform on Facebook. We'll explore all the options in this chapter. Chapter 6, "Optimizing and Monitoring Your Advertising"Having spent money on advertising, you'd like to know how effective those ads arewhat your click-through ratio is, how many impressions you're getting, and so on. Facebook recently added ad analytics, and they're improving all the time, so we'll take a look in this chapter. Chapter 7, "Using the Marketplace"<

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Facebook Marketing Leverage Social Media to Grow Your Business

Facebook Marketing Leverage Social Media to Grow Your Business

0789738023

Summary

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Table of Contents

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