Facebook Marketing

The All-New, Up-to-the-Minute Guide to Facebook® Marketing: Better Techniques, Better Results! http://www.dropshippers.co.za/

In this completely revised book, top Facebook marketer Justin R. Levy shows how to use Facebook to attract more customers and earn more profits. This isn’t hype: It’s actionable information based on the real experiences of companies and individuals who’ve used Facebook to supercharge their businesses and careers. Levy covers it all, from the absolute basics to attracting visitors and building your community. You’ll discover the latest tools and Facebook Apps–and new best practices for everything from search to privacy. Packed with real case studies, this is the only Facebook business guide you need: your fast, complete blueprint for success. http://www.dropshippers.co.za/

Coverage includes http://www.dropshippers.co.za/

• Learning from the pioneers and avoiding beginner’s mistakes http://www.dropshippers.co.za/

• Developing a winning Facebook marketing strategy http://www.dropshippers.co.za/

• Establishing a presence that starts working fast and grows with you http://www.dropshippers.co.za/

• Designing Facebook ads that drive more clickthroughs at lower cost http://www.dropshippers.co.za/

• Using Facebook Connect and Live Stream Box to reach customers outside Facebook http://www.dropshippers.co.za/

• Monitoring what customers are saying about you in real-time http://www.dropshippers.co.za/

• Communicating more powerfully with widgets and Apps http://www.dropshippers.co.za/

• Addressing privacy concerns http://www.dropshippers.co.za/

• Building communities that promote loyalty and innovation http://www.dropshippers.co.za/

• Using Sweepstakes and other traffic builders http://www.dropshippers.co.za/

• Mastering advanced Facebook marketing tips, tricks, and hacks http://www.dropshippers.co.za/

• Preparing for the future of Facebook http://www.dropshippers.co.za/

Table of Contents

Introduction XIII

1 From Dorm Room to Boardroom: The Growth of Social Networks 1

• About Marc Zuckerberg 5
• The Early Days 5
• The Teenage Years 7
• Coming into Adulthood 8
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2 Getting Around Facebook: The Basics

15

• Getting Started 16
• 0-60 on Facebook in 11 Steps 16
• Take a Few Minutes to Familiarize Yourself 16
• Upload a Picture of Yourself 17
• Fill Out Your Profile Completely 18
• Start Finding Some Friends 19
• Import your AOL Instant Messenger (AIM) or Windows Live Buddies 19
• Upload More Photos 23
• Upload a Video or Two 24
• Send Your First Status Using the Publisher Tool 24
• Download a Facebook Mobile Application 25
• Start Interacting with Your Friends 25
• Have Fun and Explore! 26
• Home Page Feed 26
• Comments and Likes 28
• Publisher Tool 29
• Photos 31
• Videos 32
• Pages and Groups 33
• Notes 34
• Facebook Chat 35
• Search 35
• Friends Tab 37
• Inbox Tab 38
• Settings Tab 38
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3 Establishing a Corporate Presence

41

• Facebook: Personal or Professional? 42
• Developing a Corporate Facebook Presence 43
• Getting Started 43
• Facebook Pages 44
• Getting Started with Your Facebook Page 45
• What’s Next 54
• Promoting Your Facebook Page 54
• Email Signature 54
• Twitter 55
• Facebook 56
• Email Marketing 57
• Company Website 57
• Facebook Ads 58
• Google AdWords 58
• Facebook Groups 59
• Page or Group: Which One? 61
• Nurturing Your Community 62
• Run Contests or Sweepstakes 62
• Share Specific Content 62
• Create Specific Content 63
• Simply Engage 64
• Should You Police Your Community? 65
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4 Extending Facebook into the Interwebs: The Power and Reach of Facebook Connect

67

• Using Facebook Connect for Commenting 68
• Using Facebook Connect to Provide Sharing Options 69
• Sharing Stories into Your Stream with Facebook Connect 69
• Recent Friend Activity 71
• Using Facebook Connect for Social Filtering 72
• Using Facebook Connect as a Single Sign On 72
• Creating a Personalized Experience with Facebook Connect 73
• Integrating Chat Using the Live Feed 74
• Not Just for the Web 76
• A Few Stats 77
• Summary 77
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5 Facebook Advertising: How and Why You Should Be Using It

79

• Common Reasons for an Ad to be Rejected 80
• Step-by-Step Guide to Creating an Ad 82
• Design Your Ad 82
• Target Your Audience 84
• Create a Campaign and Set Pricing 86
• Review and Submit 87
• Analyzing Performance 88
• Summary 89
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6 Extending the Experience with Facebook Apps

91

• Shareability of Applications 93
• Finding Facebook Applications and Navigating the Directory 93
• Reviewing and Adding an Application 96
• Managing Your Applications 99
• Creating Your Own Facebook Application 101
• Installing the Developer Application 101
• Completing the Application Configuration Form 102
• Summary 103
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7 Addressing Privacy Concerns

105

• The Two Faces of Privacy on Facebook 106
• Single Facebook Profile 107
• Two Different Facebook Profiles 108
• Not Mixing Personal and Work 108
• Privacy Settings 109
• Personal Privacy Settings 109
• Pages Privacy Settings 116
• Group Privacy Settings 119
• Facebook’s Privacy Policy 120
• Summary 121
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8 Developing a Facebook Marketing Strategy

123

• Designing a Community Building Strategy 125
• Designing a Promotions Strategy 130
• Designing an Advertising Strategy 132
• The Importance of Measurement 132
• Facebook Insights 133
• Facebook Advertising 134
• Web Analytics 136
• Marketing Software 137
• Other Measuring Methods 138
• Summary 138
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9 Using Facebook to Develop Communities

141

• Building a Community for Your Company, Product, or Service 143
• Upload Photos 144
• Upload Videos 145
• Ask Questions 146
• RSS 147
• Provide Exclusives 147
• Building an Internal Community 148
• Using Facebook as a Focus Group 149
• Building a Personal Community 149
• Be Helpful 150
• Connect Often 150
• Be a Connector 151
• Use Lists 152
• Business Benefit from Personal Communities 153
• Building a Community Around a Hobby or Interest 153
• Summary 155
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10 Best in Class

157

• Volkswagen 158
• Trust Agents 159
• Microsoft Office 160
• Gary Vaynerchuk 162
• Barack Obama 163
• Jonas Brothers 165
• Gavin Newsom 166
• Vin Diesel 168
• The Ellen DeGeneres Show 169
• Mashable 171
• Lessons Learned from the “Best in Class” 173
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11 Shaking the Crystal Ball: What’s Next for Facebook 177

• Going Public 178
• Acquisitions 179
• Integrating More Professionalism 181
• Dashboard Customization 182
• Increasing Ways to Connect 184
• An Endless Rainbow of Options 187
• Signing Off 187
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Index 189