Contents at a Glance
Introduction ... 1
Part I: Getting Started on Facebook ... 7
Chapter 1: Introducing Facebook Marketing ... 9
Chapter 2: Joining the Facebook Community ... 21
Chapter 3: Finding Your Way Around ... 35
Part II: Putting Facebook to Work ... 53
Chapter 4: Creating a Page for Your Business ... 55
Chapter 5: Developing a Facebook Marketing Plan ... 77
Chapter 6: Promoting Your Page ... 93
Chapter 7: Facing Facebook Groups ... 117
Chapter 8: Hosting Facebook Events... 133
Part III: Strategies for Advertising Success ... 151
Chapter 9: Checking out Advertising Options and Strategies ... 153
Chapter 10: Measuring Advertising Success — One Click at a Time ... 169
Chapter 11: Buying and Selling within the Marketplace ... 177
Part IV: Riding the Facebook Viral Wave ... 195
Chapter 12: Dressing Up Your Facebook Page with Applications ... 197
Chapter 13: Hosting Your Own Facebook Contest ... 207
Chapter 14: Surveying the Crowd ... 215
Chapter 15: Reaching out Further with Facebook Connect ... 223
Part V: The Part of Tens ... 235
Chapter 16: Ten Reasons Why Your Business Needs a Facebook Page ... 237
Chapter 17: Ten Business Etiquette Tips for Facebook ... 241
Chapter 18: Ten Facebook Blogs for Business ... 245
Chapter 19: Ten (Plus One) Must-Have Facebook Applications for Your Business ... 249
Appendix A: Web Links For Facebook Marketing ... 257
Appendix B: Protecting Your Identity in Facebook ... 267
Index ... 279
Introduction ... 1
About This Book ... 1
Foolish Assumptions ... 2
Conventions Used in This Book ... 2
What You Don’t Have to Read ... 2
How This Book is Organized ... 3
Part I: Getting Started on Facebook ... 3
Part II: Putting Facebook to Work ... 3
Part III: Strategies for Advertising Success ... 4
Part IV: Riding the Facebook Viral Wave ... 4
Part V: The Part of Tens ... 4
Icons Used in This Book ... 4
Where to Go from Here ... 5
Part I: Getting Started on Facebook ... 7
Chapter 1: Introducing Facebook Marketing . . . .9
Building a Presence on Facebook ... 9
Chasing the Changing Demographic ... 10
Homesteading on a Facebook Page ... 12
Who Uses Facebook Pages? ... 15
Benefi ts for business-to-consumer marketers ... 15
Benefi ts for business-to-business marketers ... 16
Why Create a Facebook Page? ... 18
Pages versus personal profi les ... 18
Pages versus Groups ... 19
Chapter 2: Joining the Facebook Community . . . .21
So, What Took You So Long? ... 21
Networking in Facebook ... 22
Engaging with your fans ... 22
Embracing openness ... 23
Getting Started on Facebook ... 24
Joining Facebook ... 24
Creating a personal profi le ... 26
Logging into Facebook ... 30
Finding Friends for Fun and Profi t ... 31
Finding friends... 31
Creating friend lists ... 33
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Chapter 3: Finding Your Way Around . . . .35
The Home Page ... 35
The center column ... 36
The left column ... 39
The right column ... 39
The Top Navigation Toolbar ... 40
Profi le ... 40
Friends ... 43
Inbox ... 44
Your name... 47
Settings ... 47
Log out ... 49
Search box ... 49
The Bottom Navigation ... 50
Part II: Putting Facebook to Work ... 53
Chapter 4: Creating a Page for Your Business . . . .55
What Are Facebook Pages? ... 55
Exploring Page elements ... 57
Designing your Page ... 58
Creating Your Facebook Page ... 59
Customizing your Page... 62
Page controls on the left column ... 68
Setting Page access ... 68
Finding Fans for Your Page ... 71
Sharing your Page ... 71
Letting fans fi nd you ... 72
Viral Marketing with Pages ... 72
How can you market your Page? ... 73
How can fans market your Page for you? ... 73
Finding Pages on Facebook ... 74
Chapter 5: Developing a Facebook Marketing Plan . . . .77
Defi ning Your Audience ... 78
Targeting your demographic ... 78
Targeting your psychographic (Eek!)... 79
Defi ning Your Marketing Goals ... 79
Building the ultimate brand ... 80
Driving sales ... 81
Forming a community ... 82
Listening to feedback ... 82
Crafting Your Message ... 84
Discovering your voice ... 85
Open versus closed communication ... 85
Applying Your Facebook Marketing Tactics ... 86
Presence ... 86
Advertising... 86
Applications ... 87
Content syndication ... 88
Contests ... 88
Events ... 89
Integrating Your Online and Offl ine Campaigns ... 90
Deciding on a media budget ... 90
Hiring an online writer ... 91
Chapter 6: Promoting Your Page . . . .93
Positioning Your Page ... 94
Generating Stories for Your Wall ... 94
Keeping your content fresh ... 95
Adding new messages ... 95
Adding photos ... 99
Adding videos ... 100
Adding a music player ... 101
Starting a discussion ... 103
Hosting an event ... 103
Sharing your Page ... 103
Sending a Page to your friends... 104
Posting a Page to your profi le ... 105
Adjusting Your Page Settings ... 106
View settings ... 107
Fan permissions ... 108
Leveraging Your Offl ine Customers ... 109
Using your company e-mail ... 109
Using the Facebook Share feature ... 109
Cross promoting your Page for extra coverage ... 110
Checking Out Seven Free Ways to Market Your Page with Facebook... 111
Uploading photos or videos ... 111
Tagging for success ... 111
Posting a note ... 113
Starting a discussion ... 114
Commenting to win ... 114
Using tabs wisely ... 115
Promoting your company blog ... 115
Chapter 7: Facing Facebook Groups . . . .117
What are Facebook Groups? ... 117
Distinguishing Groups from Pages ... 118
Finding a Group ... 120
Joining a Group ... 122
Participating in a Group ... 122
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Creating a Facebook Group ... 123
Securing your Group’s name ... 123
Setting up your Group ... 124
Customizing your Group ... 126
Promoting Your Facebook Group ... 128
Reaching out to Group members ... 128
Generating comments ... 130
Managing Your Group ... 131
Limiting membership ... 132
Deleting a Group ... 132
Chapter 8: Hosting Facebook Events . . . .133
Getting Started with Facebook Events ... 133
Exploring the Events page ... 134
Finding an event ... 138
Adding an event to your Events list ... 140
Creating an Event ... 142
Managing Your Event ... 148
Printing the Guest list for your event ... 148
Editing your event... 148
Following up after an event ... 149
Part III: Strategies for Advertising Success ... 151
Chapter 9: Checking out Advertising Options and Strategies . . . .153
Getting Started with Facebook Advertising ... 154
Setting your Facebook advertising goals ... 155
Getting to know engagement ads ... 155
Exploring a Facebook Ad ... 155
Setting up your ad link page ... 156
Writing your ad message ... 159
Choosing an image ... 159
Targeting your audience ... 160
Money, money, money — setting a budget ... 161
Putting your ad to the test ... 162
Creating a Facebook Ad ... 162
Creating Multiple Campaigns ... 166
Placing Ads through a Facebook Rep ... 167
Ten Common Ad Mistakes ... 168
Chapter 10: Measuring Advertising Success — One Click at a Time . . . .169
Testing Your Ad ... 170
Tracking your ad’s success ... 170
Testing your ad’s link page ... 171
Viewing Facebook Ad Reports ... 171
Measuring the frequency of the ad ... 172
Checking out the click-through ratio... 173
Viewing average cost-per-click ... 173
Optimizing Your Page ... 173
Getting a clue from Facebook Insights ... 173
Attracting more fans to your Page ... 175
Chapter 11: Buying and Selling within the Marketplace . . . .177
Getting to Know the Marketplace ... 177
Viewing the Marketplace Home page ... 178
Other Facebook marketplace applications... 180
Shopping in the Marketplace ... 181
Adding the Marketplace app ... 181
Posting by category ... 182
Changing your geographic location ... 183
Narrowing your search in the Marketplace ... 184
Posting a Listing ... 185
Shopping by Charitable Causes ... 189
Managing Your Listings ... 190
Promoting a listing ... 191
Editing a listing ... 191
Closing a listing ... 191
Abiding by Marketplace Guidelines ... 191
Part IV: Riding the Facebook Viral Wave ... 195
Chapter 12: Dressing Up Your Facebook Page with Applications . . .197
Exploring Applications ... 198
Finding an app ... 198
Adding an app ... 199
Deleting an app ... 200
Managing your apps ... 200
Setting privacy controls ... 202
Advertising on Facebook Applications ... 202
Understanding Facebook as a Platform ... 203
Checking out resources for app developers ... 205
Developing apps using WYSIWYG apps ... 205
Chapter 13: Hosting Your Own Facebook Contest . . . .207
Everyone Loves a Contest ... 207
Using contests to promote your brand ... 209
Using contests to appeal to everyone’s competitive streak ... 209
Using contests to drive traffi c to your Web site ... 210
Using contests to build community... 211
Hosting Your Own Facebook Contest ... 212
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Chapter 14: Surveying the Crowd . . . .215
Gathering Data through Surveys ... 215
Defi ning Your Goals ... 216
Checking Out Facebook Survey Apps ... 217
Creating a Facebook Survey ... 221
Setting a privacy policy ... 222
Promoting your survey ... 222
Chapter 15: Reaching out Further with Facebook Connect . . . .223
Introducing Facebook Connect ... 223
Flashing your Facebook badge ... 225
Confi rming a member’s identity ... 225
Keeping connected with friends ... 226
Increasing your Web site’s visibility ... 226
Getting Started with Facebook Connect ... 227
Connecting Facebook to your Web site ... 227
Finding developer support and resources ... 230
Part V: The Part of Tens ... 235
Chapter 16 : Ten Reasons Why Your Business Needs a Facebook Page . . . .237
Get More Attention from Search Engines ... 237
Tap into the Social Network Community ... 237
Target a Global Digital Audience ... 238
Attract Unlimited New Clients ... 238
Engage Your Audience ... 238
Sync Your Company Blog to Your Facebook Page ... 239
Run a Promotion Just for Your Fans ... 239
Facilitate Fan-to-Fan Interaction ... 239
Host a Fabulous Event ... 240
Promote a Worthy Cause ... 240
Chapter 17: Ten Business Etiquette Tips for Facebook. . . .241
Don’t Forget Birthday Greetings ... 241
Don’t Drink and Facebook ... 242
Keep It Clean ... 242
Avoid Overdoing It ... 242
Dress Your Page Up with Applications ... 242
Respect the Wall ... 243
Be Careful When Talking to Strangers ... 243
Don’t Be Afraid to Ignore a Fan ... 243
Deal with Your Irate Fans ... 244
Maintain Your Privacy ... 244
Chapter 18: Ten Facebook Blogs for Business . . . .245
Facebook Blog ... 245
AboutFaceDigital ... 245
Inside Facebook ... 246
Facebook Advice ... 246
Face Reviews ... 246
Why Facebook? ... 246
Stayin’ Alive ... 247
Mashable ... 247
The Facebook Effect ... 247
All Facebook ... 248
Chapter 19: Ten (Plus One) Must-Have Facebook Applications for Your Business . . . .249
My Network Value (powered by XING) ... 249
MyOffi ce ... 250
Tag Biz Pro Business Cards ... 250
Linkedin Answers ... 251
SlideShare ... 252
Static FBML ... 253
FlashPlay ... 253
what.io ... 254
PRX Builder ... 254
Page Maps ... 255
Phonebook ... 256
Appendix A: Web Links for Facebook Marketing . . . .257
Facebook Pages Directory ... 257
Facebook Marketing Solutions Page ... 258
Facebook Lexicon Tool ... 258
Facebook Friend Finder ... 258
Facebook Help ... 259
Facebook Advertising ... 259
Facebook Developer Resources ... 259
Facebook Marketing Primer ... 260
Five Tips for Improving Your Landing Tab ... 260
Five Tips for Optimizing Your Facebook Page ... 260
Five Ways Facebook Will Get You Fired ... 260
Facebook Applications Tracking ... 261
Samepoint Social Media Search ... 261
How Sociable Are You ... 262
Addict-o-matic ... 262
Technorati Blog Search ... 262
Google Blog Search ... 263
BlogPulse ... 263
Google Trends Lab ... 263
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BoardTracker ... 264
Search Twitter ... 264
Compete Web Traffi c Analysis ... 264
Bit.ly URL Shortener ... 265
Digg Makes News Social ... 265
Truveo Aggregates Videos ... 266
Appendix B: Protecting Your Identity in Facebook . . . .267
Setting Privacy Controls ... 267
Hiding your contact info ... 268
Hiding your relationship status ... 269
Restricting photo/video tagging ... 269
Restricting News Feed stories ... 270
Opting out of Facebook searches ... 271
Protecting your friends list ... 272
Evading external searches ... 273
Restricting Application News Feed Stories ... 274
Setting Up a Friends List ... 275
Setting Photo Album Controls ... 276
