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Facebook Marketing For Dummies

Create a successful marketing campaign on Facebook with this updated guideWith more than 600 million active users and more than 30 billion pieces of content shared each month, Facebook is an exciting platform with infinite marketing… (More)

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Sections

Introduction
About This Book
Foolish Assumptions
Conventions Used in This Book
What You Don’t Have to Read
How This Book Is Organized
Part I: Preparing for Success on Facebook
Part II: Building Your Facebook Presence
Part IV: Marketing beyond the Facebook Page
Part V: The Part of Tens
Icons Used in This Book
Where to Go from Here
Chapter 1
What Is Facebook and Why Is It So Popular?
Understanding the Marketing Potential of Facebook
Leveraging the power of word- of-mouth marketing
Marketing tools for all kinds of businesses
Understanding Why Your Business Needs a Facebook Page
Attracting new fans that are friends of customers
Changing first-time customers into repeat customers
Defining Your Target Audience
Understanding the marketing funnel
Defining who your best customers are
Selecting demographic criteria for your target audience
Using personas to give your target audience personality
Researching Target Audiences with Facebook’s Ad Tool
Understanding What to Include in Your Marketing Plan
Understanding Your Audience
Finding out what makes your fans tick
Understanding what motivates your fans
Defining Your Marketing Goals
Building your brand’s awareness
Driving sales
Forming a community with a Facebook Group
Listening to feedback
Developing Your Content Strategy
Monitoring and Reporting Page Activity
Using Insights for Pages
Creating benchmarks and setting goals
Keeping an eye on key metrics
Integrating Your Online and Offline Campaigns
Deciding on a media budget
Hiring an online writer
Understanding the Differences between Pages, Profiles, and Groups
Profiles are personal, not business
Groups are for connection, not promotion
Creating a Facebook Page from Scratch
Step 1: Uploading your profile photo
Step 2: Inviting fans
Step 3: Adding a description
Editing your Facebook Page’s thumbnail
Limiting access to your Page until launch
Providing Information about Your Business with the Info Tab
Adding tabs to your Facebook Page
Removing tabs from your Facebook Page
Adding applications to your Facebook Page
Editing the tabs on your Facebook Page
Adding other administrators
Getting the Most from Facebook Marketing Resources
Understanding Facebook’s Terms and Conditions
Understanding How Content Marketing Works on Facebook
Filtering a News Feed
Understanding how EdgeRank affects visibility on Facebook
Creating compelling content for your Facebook Page
Knowing your audience
Staying on-message
Defining Your Posting Goals
Getting Fans Engaged
Understanding Facebook Applications
Yeah, There’s an App for That — but Where?
Using Third-party Custom Facebook Page Tab Services
Choosing E-Commerce Applications for Your Page
Granting Access to Applications
Configuring Application Tabs on Your Facebook Page
Changing tab names
Removing an app from your Facebook Page
Changing the order of tabs
Creating Custom Facebook Tabs with HTML
Creating a hosted custom Facebook tab
Mapping a Launch Strategy for Your Facebook Page
Creating Enchantment on Your Facebook Page
Making Sure Your Page Is Ready
Adding Content to Your Page before Launch
Adding photos
Adding videos
Making Your Page Easier to Find
Using Friend Networks to Launch Your Page
Telling your friends to share your Page with their friends
Suggesting a Page to friends
Promoting a Page via your profile
Tagging photos to promote your Facebook Page
Using Existing Marketing Assets to Launch Your Page
Using your e-mail signature
Using your e-mail list to get more fans
Using printed marketing materials
Using your blog to promote your Facebook Page
Using your webinars to launch your Facebook Page
Using YouTube to Promote Your Facebook Page
Promoting Your Page in Your Store
Using Facebook’s Sponsored Story Ads to Launch Your Page
Understanding What Engagement Really Means
What engagement means for word-of-mouth advertising
Measuring engagement with Facebook Insights
Configuring your Page Wall for maximum engagement
Posting New Updates to Your Page
Updating your status with the status update box
Limiting the fans who can see your Page updates
Posting as a Page versus Posting as a Profile
Posting as a Profile should be a personal choice
Becoming a Ninja with Status Updates
Asking specific questions to engage fans
Using quizzes to engage fans
Responding to Comments and Likes
Using Photos and Videos to Engage Fans
Using Webinars to Build Your Fan Base
Engaging with Your Fans with Your Mobile Phone
How to post content and manage your Facebook Wall via SMS
Using the Facebook Subscribe Button on Your Profile
Getting Analytical with Facebook Insights
Using Facebook Insights
Accessing Page Insights
Exploring Facebook Page Insights
Understanding the Dashboard Report
Understanding the Page Posts report
Understanding the Likes Report
Where your likes came from
Understanding Like Sources
Understanding the Reach Report
Understanding the Reach and Frequency graphs
Understanding the Visits to Your Page reports
Understanding the Talking About This Report
Understanding the Check Ins Report
Exporting Data from Facebook Insights
Viewing Weekly Page Updates via E-Mail
Integrating Third-Party Analytics
Introducing Facebook Ads
Using Facebook Ads as part of your overall marketing mix
Understanding Facebook’s targeting options
Setting your budget
Creating Winning Ads
Copywriting tips
Choosing the right image
Simplifying your offer
Creating a Facebook Ad
Step 1: Design Your Ad
Step 2: Targeting
Step 3: Campaigns, Pricing, and Scheduling
Creating Multiple Campaigns
Devising a Landing Page Strategy for Your Ads
Landing on a Facebook location
Landing on a website page
Revealing content on your landing page
Managing and Measuring Your Ad Campaigns with Ads Manager
Viewing performance data
Viewing campaign details
Making changes to your daily budget
Understanding Other Facebook Ad Manager Features
Accessing your Facebook Page from the Ad Manager
Creating and scheduling Facebook ad reports
Adding other users to your Facebook ad account
Tracking payment transactions
Managing ad creatives
Learning about your business resources
The Basics of Facebook Places
Understanding the Role of Location in Your Marketing Plan
Knowing why your customers use location-based services
Other location-based services
Facebook Places versus Foursquare
Facebook Places versus Gowalla
Getting Started with Facebook Places
Claiming your Facebook Place
Creating a Facebook Place
Promoting Your Business with Deals
Understanding Facebook Deals
Creating a Facebook Deal
Getting the Most from Your Deal
Promoting Your Deal
Promoting your deal on your Facebook Page
Promoting your deal with Facebook Ads
Promoting your deal with other marketing channels
Discovering Facebook Groups
Distinguishing Facebook Groups from Pages
Finding a Group
Joining a Group
Accessing Groups you joined
Participating in a Group
Creating Your Own Facebook Group
Securing your Group’s name
Setting up your Group
Deleting a Group
Creating a Facebook Promotion
Understanding Facebook rules for promotions
Setting up a promotion
Using third-party promotion apps
Hosting a Facebook Event
Creating an event
Editing your event
Exporting your event
Following up after an event
Making Facebook Part of Your Marketing Mix
Choosing a custom Facebook username
Cross-promoting your Page
Adding a Facebook Like Box to your website
Promoting Your Facebook Presence Offline
Networking offline
Placing the Facebook logo on signs and in store windows
Referencing your Page in all ads and product literature
Optimizing Your Page
Using search engine optimization to drive traffic
Using Facebook Questions
Driving more likes to your Page
Extending the Facebook Experience with Social Plug-ins
Adding the Code
Integrating Facebook Insights into Your Social Plugins
Setting up your website as a Facebook application
Integrating the Facebook’s software into your website
Getting More Visibility with the Like Button
Allowing for Private Sharing with the Send Button
Leveraging Popular Content with the Recommendations Plug-In
Integrating Facebook’s Login Button
Adding Comments to Your Website
Showing User Activities with the Activity Feed Plug-In
Liking the Like Box
Making Registration Painless with the Registration Plug-in
Personalizing a Site with the Facepile Plug-In
Engaging in Real Time with Live Stream
The Part of Tens
Using a Profile to Market Your Business
Using a Group to Market Your Business
Setting an Ineffective Default Tab
Posting Shortened URLs
Winging It
Posting During Bad Times
Selling Too Much
Selling Too Little
Posting Lengthy Updates
Ignoring Comments
Don’t Drink and Facebook
Keep It Clean and Civilized
Avoid Overdoing It
Dress Up Your Page with Applications
Respect the Wall
Be Careful When Talking to Strangers
Don’t Be Afraid to Ignore a Fan
Deal with Your Irate Fans
Don’t Forget Birthday Greetings
Maintain Your Privacy
Learn the Language, Eat the Food
Understand Why People Share
Be Useful and Helpful
Listen to Your Fans
Consistently Participate
Appreciate and Recognize Your Fans
Measure and Monitor
Be Fearless and Creative
Index

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Category:	Uncategorized.
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Upload Date:	01/16/2012
ISBN	9781118224113
Copyright:	Traditional Copyright: All rights reserved
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