Facebook Marketing: Leveraging Facebook's Features for Your Marketing Campaigns Book

Introduction 1

I Getting Started 19

1 Getting Around Facebook: The Basics 21

Getting Started 22

0–60 on Facebook in 11 Steps 22

Home Page News Feed and Ticker 33

Comments and Likes 35

Publisher Tool 35

Photos 36

Videos 38

Pages and Groups 39

Notes 40

Facebook Chat 40

Search 41

Managing Friends and Friend Lists 43

Messages 44

Account Settings 45

2 Addressing Privacy Concerns 47

The Two Faces of Privacy on Facebook 48

Single Facebook Profile 49

Two Different Facebook Profiles? Or Get a Page? 50

Not Doing Business on Facebook 51

Privacy Settings 51

Personal Privacy Settings 51

Extensive Profile Privacy Settings 57

Pages Privacy Settings 57

Group Privacy Settings 59

Facebook’s Privacy Policy 60

Summary 63
3 Establishing a Corporate Presence 65

Personal or Professional? 66

Developing a Corporate Facebook Presence 67

Getting Started 68

Facebook Pages 69

Getting Started with Your Facebook Page 69

Apps for Pages 76

Notes and Your Blog 77

Events 79

What’s Next 83

Promoting Your Facebook Page 84

Email Signature 84

Twitter 84

Facebook 85

Email Marketing 85

Company Website 86

Facebook Ads 87

Google AdWords 88

Other Facebook Page Promotion Ideas 88

Facebook Groups 89

Page or Group: Which One? 91

II Intermediate Marketing Skills 93

4 Facebook Advertising: How and Why You Should Be Using It 95

Common Reasons for an Ad to Be Rejected 97

Step-by-Step Guide to Creating an Ad 99

Analyzing Performance 107

Summary 110

5 Facebook Page Analytics: Tracking Your Success 111

Quantify and Improve Your Page’s Performance 112

Inside Facebook Page Insights 112

The Users Section of Facebook Page Insights 114

The Interactions Section of Facebook Page Insights 117

Advanced Facebook Page Insights 119

Using Web Analytics to Measure Facebook Impact 120

6 Using Facebook to Develop Communities 121

Building a Community for Your Company, Product, or Service 123

Do Pages or Groups Create More Community? 124

How Does Community Build ROI? 125

Building Private Corporate Communities 126

Using Facebook as a Focus Group 126

Building Personal Networking Communities 127

Be Helpful 127

Connect Often 128

Be a Connector 128

Use Lists 128

How Corporations Benefit from Employees’ Personal Social Networks 130

Building a Community Around a Hobby or Interest 130

Building Community Membership with Facebook Ads 133

Why Pages with Millions of Fans Still Might Need Ads 133

How to Get Affordable Fans and Group Members 134

How to Build Interaction Within Your Community 134

Upload Photos 135

Upload Videos 136

Ask Questions 136

Nurturing Your Community 139

How Do You Know Whether You’re Doing a Good Job? 140

Should You Police Your Community? 142

Facebook and Social Media Monitoring 143

To Prevent Negativity, Nurture Positivity 143

Summary 143

III Getting the Most Out of Advanced Facebook Features 145

7 The Power of Local: Facebook Places and Deals 147

The Importance of Locally Oriented Online Marketing 148

How Does Facebook Check-in Deals Compare to Groupon? 149

Facebook Places 149

How Facebook Places Work 151

How to Claim Your Business as a Facebook Place 152

How to Create a Place 154

Businesses with Multiple Locations 154

Facebook Check-in Deals 156

How Do Facebook Users Find Deals? 156

What Kinds of Check-in Deals Can You Offer? 157

How Do You Create a Facebook Deal? 157

Deal Ideas 158

How Do You Prepare Your Biz for a Deal? 159

Endnotes 159

8 Socialize Your Website with Facebook Connect and Social Plug-ins 161

Adding the Like Button to Your Website 163

Adding the Send Button to Your Website 166

Adding a Like Box to Your Website 166

Adding Facebook Commenting to Your Website 167

Integrating Chat Using the Live Stream 168

Using Facebook for Your Website’s Registration and Login System 170

Creating a Personalized Experience with Facebook Connect 172

Not Just for the Web 174

Summary 175

9 Facebook Credits: Social Currency and Your Business 177

What Are Facebook Credits? 178

How to Get Facebook Credits 178

Uses of Facebook Credits Beyond Games 179

Movies and Television 179

News Media and Facebook Credits 181

The Music Industry and Facebook Credits 182

Analytics for Facebook Credits 183

Takeaways 183

Endnotes 184

IV Role Models and Predictions 185

10 Best in Class Facebook Pages 187

Best Fan Interaction 188

I Wish I Were Diving 189

Vin Diesel 190

The Ellen DeGeneres Show 192

Best Use of Facebook Features 194

Spartan Race 194

Volkswagen 196

Barack Obama 198

Best Revenue and ROI 201

Rosehall Kennel 201

Baseball Roses 202

Lessons Learned from the “Best in Class” 204

11 What’s Next for Facebook 207

Going Public 208

Acquisitions 210

Integrating More Professionalism and Control 210

The News Feed and EdgeRank 212

Facebook Versus Google 212

Increasing Ways to Connect 213

An Endless Rainbow of Options 214

Signing Off 215

Index 217