The Facebook Marketing Book

( 3 )

Overview

How can Facebook help you promote your brand, products, and services? This book provides proven tactics that you can use right away to build your brand and engage prospective customers. With 500 million active users worldwide, Facebook offers a much larger audience than traditional media, but it's a new landscape loaded with unfamiliar challenges. The Facebook Marketing Book shows you how to make the most of the service while skirting not-so-obvious pitfalls along the way.

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The Facebook Marketing Book

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Overview

How can Facebook help you promote your brand, products, and services? This book provides proven tactics that you can use right away to build your brand and engage prospective customers. With 500 million active users worldwide, Facebook offers a much larger audience than traditional media, but it's a new landscape loaded with unfamiliar challenges. The Facebook Marketing Book shows you how to make the most of the service while skirting not-so-obvious pitfalls along the way.

Whether you're a marketing and PR professional, an entrepreneur, or a small business owner, you'll learn about the tools and features that will help you reach specific Facebook audiences. You'll also get an in-depth overview, with colorful and easy-to-understand introductions to Profiles, Groups, Pages, Applications, Ads, Events, and Facebook etiquette.

  • Approach Facebook's complex environment with clear, actionable items
  • Make sense of the social networking world
  • Be familiar with the technologies you need for social network marketing
  • Explore tactics for using Facebook features, functionality, and protocols
  • Learn how to set specific campaign goals
  • Determine which Facebook features are relevant to your campaigns
  • Plan and execute Facebook marketing strategies
  • Measure the results of your campaigns with key performance indicators
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Product Details

  • ISBN-13: 9781449388485
  • Publisher: O'Reilly Media, Incorporated
  • Publication date: 12/15/2010
  • Edition number: 1
  • Pages: 272
  • Sales rank: 1,002,693
  • Product dimensions: 7.90 (w) x 5.90 (h) x 0.50 (d)

Meet the Author

Dan Zarrella has written extensively about the science of viral marketing, memetics and social media on his own blog and for a variety of popular industry blogs. His work has been featured in The Twitter Book (O’Reilly), and many leading newpapers and periodicals. He is a popular speaker and was recently awarded Shorty and Semmy awards for social media and viral marketing. Dan currently works as an inbound marketing manager at HubSpot.

Alison Zarrella currently works as an interactive copywriter and social media consultant for clients ranging from small, local businesses to big name brands. She has written for industry blogs such as Mashable and been featured as a social media and Facebook expert in radio interviews and guest lectures.

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Table of Contents

;
Chapter 1: Introduction to Social Networking;
1.1 Who Uses Facebook?;
1.2 Impact on Today’s Media;
1.3 Big Brands on Facebook;
1.4 How You Can (and Should) Use Facebook;
1.5 Creating Valuable Content;
Chapter 2: Facebook Profile Basics;
2.1 What Is a Facebook Profile?;
2.2 Facebook Profiles for Business;
2.3 Facebook Profile Tabs;
2.4 Setting Up a Facebook Profile;
2.5 Profile Interactions;
2.6 Summary;
Chapter 3: Facebook Page Basics;
3.1 The Difference Between a Page and a Profile;
3.2 What Requires a Facebook Page, Not a Profile;
3.3 Types of Pages;
3.4 Creating and Customizing a Facebook Page;
3.5 Facebook Page Tabs;
3.6 Page Applications;
3.7 Page Optimization;
3.8 Promoting Your Page;
3.9 Page Interactions;
3.10 Summary;
Chapter 4: Facebook Group Basics;
4.1 Groups Versus Pages;
4.2 Groups Can Be Good—Sometimes;
4.3 When You Want a Group;
4.4 Creating a Group;
4.5 Managing a Group;
4.6 Monitoring and Managing a Group;
4.7 Using Groups to Supplement Your Page;
4.8 Summary;
Chapter 5: Facebook Events;
5.1 When to Use an Event;
5.2 Creating an Event;
5.3 Breaking Through the Clutter;
5.4 Sending Invites;
5.5 Integrating with a Page;
5.6 Promoting Your Event;
5.7 Event Follow-Up;
5.8 Summary;
Chapter 6: Facebook Application Basics;
6.1 Create Inherently Social Applications;
6.2 Improve Existing Social Behaviors;
6.3 Learn from Success;
6.4 Clarity, Simplicity, and Speed to Engagement;
6.5 Integrate with Viral Facebook Features;
6.6 Development;
6.7 Art and Copy;
6.8 Launching and Promoting Your Application;
6.9 Summary;
Chapter 7: Customizing Your Facebook Page;
7.1 Page Icon;
7.2 Designing Assets and Media;
7.3 Content;
7.4 Branded Patterns and Days;
7.5 Exclusive Stuff;
7.6 Custom Tabs;
7.7 User Applications;
7.8 Summary;
Chapter 8: Developing a Facebook Content Strategy;
8.1 Competing with Other Content on Facebook;
8.2 Optimizing for Both Facebook and Search Engines;
8.3 Summary;
Chapter 9: Cross-Promoting Content on Facebook;
9.1 Least Shared Words;
9.2 Meta Mentions;
9.3 Most Shared Words;
9.4 Digits;
9.5 Linguistic Content;
9.6 Video;
9.7 Parts of Speech;
9.8 Readability;
9.9 Social Plug-ins;
9.10 Summary;
Chapter 10: Facebook Page Management;
10.1 Exclusive Deals for Fans;
10.2 Frequent Status Updates;
10.3 Timely Redesigns;
10.4 Promotions;
10.5 Monitoring;
10.6 Moderation;
10.7 Responding;
10.8 Advertising;
10.9 Summary;
Chapter 11: Advertising on Facebook;
11.1 Where to Send Users;
11.2 Creative Content Design;
11.3 Targeting;
11.4 Budget;
11.5 Bidding;
11.6 Ad Stats;
11.7 Summary;
Chapter 12: Analytics and ROI;
12.1 Insights for Page;
12.2 Insights for Applications;
12.3 Facebook Ads Analytics;
12.4 Tracking;
12.5 Summary;
Acknowledgments;
About the Authors;
Colophon;

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Customer Reviews

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Sort by: Showing all of 3 Customer Reviews
  • Posted January 29, 2011

    Marketers will love it, programmers may find it useful

    Facebook Marketing is not a book for programmers. For us, it's a very hard read and finishing it took some determination. Neither it is for startups that intend to be the next Zynga, as it offers little advice for those, specially with regard to monetization options. It contains, however, good advice for already established entities that want or need to use Facebook as a vehicle for engaging current and acquiring new clients that's specially valuable if you are new to the social networking environment. It also contains an overview on how to employ Facebook's functionalities as tools to promote your brand, for communicating and organizing social events and on what kinds of content you should generate to keep your Facebook assets alive. It offers some advice that's useful for hackers like me, on how to best model the social relations of a Facebook application to ensure it has chances of becoming viral.

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  • Posted January 20, 2011

    A Good Read For Those New to the Social Networking World

    Having recently started my own business, Inspired by Savannah, I am learning how important social media, like Facebook is, in reaching my target audience. Because I am just starting out, most of the marketing I am doing is by myself. So, I thought this book would be a good read, and maybe shed some insight on how to use Facebook to my advantage. First off, I have to say this was a quick read, as it was written in simple English -- so, you don't need a background in marketing or public relations to understand the concepts.

    The book was broken down into easy-to-read sections dealing with Profiles, Groups, Pages, Applications, Ads, Events and Facebook etiquette, and went over useful tools and features to make your Facebook experience worthwhile.

    After reading this book, I feel more confident with setting up campaign goals and executing proper Facebook marketing strategies. I also learned how to measure the results of campaigns I run, with key performance indicators.

    Overall, this book is more like an introduction to the social networking world, and will not answer advance questions on marketing via Facebook. But it is a good start for people looking to get their feet wet with social media outlets and learn useful tips in navigating through Facebook.


    Disclosure: I received a free e-book copy for review purposes. I was not influenced in my review, and my review is based only on my impression of the book I read.

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  • Posted January 17, 2011

    The easy way to marketing

    This book can be used as a guide to using the power of Facebook, the network originally made for select college students, then expanded to larger networks of high schools and colleges, then larger networks of people, and finally becoming today's huge network of more than 500 million active users around the world, to make it work for the benefit of your company. It describes and explains all the marketing tools that exist in Facebook, like pages, events, ads, applications, which anyone can easily and cost effectively use, for promoting their business. The book is written in simple English language, that I very much appreciated because English is not my mother tongue. It is a book that can easily be read by people who are not technically oriented, and who are not professionals either in computers or in marketing. Yet all can have a benefit from reading it. It is well formatted in twelve chapters, each chapter consisting of several units, and a number of screen shots. However screen shots are not enough or very well positioned in the book, and sometimes I had to go to Facebook itself to fully understand the subject and see more examples. Another strong point of the book is its down to earth approach of using Facebook as a marketing tool. The writer does not claim that Facebook marketing tools are the magic solution to every marketing problem, but explains the "laws", and the inherent logic, that runs Facebook, so that the user can take them into consideration in designing their marketing campaign. I believe this is the stronger point of the book, although in some cases more examples may be needed, for to take the full advantage of the tool. Finally, a weak point of the book is chapter 12, Analytics and ROI. I would like to see more detailed information of how to use those tools, because statistics are very important to marketing planning. Though, it may be out of the scope of this book, to go in depth in fields that should be supported by Facebook documentation. Generally speaking the book is very good and it gives a sound foundation to anyone who wants to build their marketing campaign using Facebook tools. Disclosure: I received a free ebook copy for review purposes.

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