Facebook Marketing: Leverage Social Media to Grow Your Business [NOOK Book]

Overview

Profit from Facebook!

High-Impact, Low-Cost Social Marketing That Works!

With more than 80,000,000 affluent, savvy members, Facebook is today’s fastest-growing marketing opportunity! But traditional marketing methods won’t work here. In Facebook Marketing, best-selling author Steven Holzner reveals new social marketing techniques that do work, and shows you exactly how to make the most of them. Using true case studies, Holzner introduces ...

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Facebook Marketing: Leverage Social Media to Grow Your Business

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Overview

Profit from Facebook!

High-Impact, Low-Cost Social Marketing That Works!

With more than 80,000,000 affluent, savvy members, Facebook is today’s fastest-growing marketing opportunity! But traditional marketing methods won’t work here. In Facebook Marketing, best-selling author Steven Holzner reveals new social marketing techniques that do work, and shows you exactly how to make the most of them. Using true case studies, Holzner introduces powerful new techniques from today’s smartest Facebook marketers...and helps you avoid pitfalls that can cost you money and credibility. No matter what business you’re in, you’ll learn how to create bottom-up, “viral” Facebook marketing programs that achieve maximum results at minimum cost!

  • Crafting your Facebook profile for maximum impact
  • Getting into the Facebook community: crucial dos and don’ts
  • Joining the right Facebook Groups–or starting your own
  • Creating a Facebook blog that attracts paying customers
  • Promoting products and services with free Facebook Marketplace classifieds
  • Hosting your own Facebook events: from company picnics to concerts
  • Successfully advertising on Facebook, without overspending
  • Promoting your business within today’s most popular Facebook applications
  • Tracking the results of your advertising
  • Using brand-new viral video marketing techniques
  • Driving even more Web traffic to your Facebook pages
  • Building your own Facebook applications
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Product Details

  • ISBN-13: 9780768686258
  • Publisher: Pearson Education
  • Publication date: 9/11/2008
  • Sold by: Barnes & Noble
  • Format: eBook
  • Edition number: 1
  • Pages: 288
  • Sales rank: 884,525
  • File size: 10 MB

Meet the Author

Steven Holzner is the award-winning author of 112 books and has been a contributing editor at PC Magazine. His books have sold three million copies and have been translated into 18 languages.He specializes in web topics such as Facebook. He has been marketing his own companies on the Web for years, using marketplace experience; banner ads; Google,Yahoo!, and MSN pay-per-click campaigns; viral marketing; Usenet marketing; and more. He’s a web entrepreneur and has three online companies, which keep him busy.

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Read an Excerpt

Introduction

Facebook has 42 million users, and they’re smart, affluent, Internet-savvy people whom marketers can no longer ignore.

However, traditional marketing methods won’t work here. In Facebook, the users are in charge, not the marketers, and that’s a fact we have to live with.

Facebook members can comment on your brand, and there’s not much you can do about it. The marketing channel is reversed—rather than top-down, things now move from the bottom up. Now that your customers can talk back, for good or ill, it pays to listen to what they have to say.

Learning to live with the new rules of social marketing is what this book is all about. If you want to survive and thrive in this world, you have to provide content, not just ad copy. Rather than interruptive advertising, you have to go viral. And spam can get you kicked out.

Facebook has tons of profit potential. Facebook users are not averse to marketing—they’re just averse to unilateral marketing that feels like marketing. What’s in This Book

This book is a survey of Facebook and where marketers fit in. Facebook has many nooks and crannies that aren’t obvious to the casual user, and ferreting them out can be tough. Here’s what’s in this book: Chapter 1, “Targeting Your Profile”

Most social interaction on Facebook revolves around your profile, and this chapter is all about setting up this most basic of Facebook tools. You’ll learn about the various sections of the Facebook profile, which is essential knowledge for the rest of the book. Chapter 2, “Facebook Groups”

Facebookgroups allow Facebook members to congregate and discuss issues—including your brand. Users can post text items, photos, and videos and hold discussions. This chapter shows you how to use groups and create your own group. Chapter 3, “Creating Your Own Pages”

People have profiles on Facebook. Brands, bands, and companies have Facebook pages, which are much like profiles. Facebook members don’t become friends of a page, however; they become fans. This chapter shows you how Facebook pages work, as well as how to create your own Facebook page. Chapter 4, “Hosting Your Own Facebook Events”

Facebook events are, as their name implies, pages about one-time events that you want people to know about. For example, your store could be having a big sale, a company picnic, or a sponsored event, such as a music event. This chapter shows you how to get the word out. Chapter 5, “Introducing Advertising”

Facebook now allows ads (it didn’t used to). These can be displayed in various places, and you can pay using cost per click or cost per impression. Social ads tie into the actions that users perform on Facebook. We’ll explore all the options in this chapter. Chapter 6, “Optimizing and Monitoring Your Advertising”

Having spent money on advertising, you’d like to know how effective those ads are—what your click-through ratio is, how many impressions you’re getting, and so on. Facebook recently added ad analytics, and they’re improving all the time, so we’ll take a look in this chapter. Chapter 7, “Using the Marketplace”

If you have items to sell, Facebook is up to the task with its marketplace. You can list items for sale here, and people can get in touch with you about them. In other words, the marketplace is Facebook’s classified section. It’s free, and it works, and it can be useful to some marketers. Chapter 8, “Beacon, Polls, and Networks”

Chapter 8 discusses some more-advanced marketing techniques—Beacon, polls, and handling networks.

Beacon is Facebook’s effort to “Facebookize” the entire Web for the benefit of marketers. Using Beacon, sites around the Web can add Facebook users’ actions on their sites to the news feeds on Facebook (for example, “Ethmoid Studge bought a book on booksbooksbooksetc.com”) and include a link. Because the news feed is the chief way that marketing goes viral on Facebook, that can be pretty powerful.

Facebook polls allow you to ask your potential customers questions and get immediate results. Polls are displayed in users’ news feeds, and users seem to have no problem letting their voices be heard—which is a great marketing tool.

As you’ll see in this book, much of Facebook centers on what network(s) you belong to. You’ll discover how to use this to your advantage—such as by posting on the network pages, which is where Facebook comes the closest to tolerating outright spam. You’ll also see how to suggest a new network to Facebook. Chapter 9, “Facebook Applications”

Facebook has recently been thrown open to third-party developers, who create applications that can be displayed in users’ profiles and pages. There are many ways for marketers to take advantage of this. Many applications can display advertising, and you can buy space in them, using various ad networks. You can also use many applications to further your social networking on Facebook. And finally, you can hire developers to build your own applications, dedicated to your brand. You’ll see all of that in this chapter. Chapter 10, “Developing Your Own Applications”

The last chapter gives you an overview of what’s involved in creating your own Facebook applications. You’ll build an actual Facebook application and get it running. And you’ll explore—and get working—various calls to the Facebook API. What You’ll Need

All you need in this book is a Facebook account. So if you don’t already have one, go to http://www.facebook.com and sign up. As soon as you’re on Facebook, you’re ready to turn to Chapter 1.

© Copyright Pearson Education. All rights reserved.

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Table of Contents

Introduction 1

1 Targeting Your Profile 5

Welcome to Facebook Marketing 5

Welcome to Facebook 7

Getting Started with Facebook 8

The Profile Tab 12

Across the Top 13

The Search Bar 15

Name, Photo, Networks, and Status 18

The Mini-Feed Section 19

The Friends and Friends in Other Networks Sections 19

The Photos Section 21

The Groups Section 23

The Information Section 24

The Education and Work Section 24

The Gifts Section 25

The Wall Section 25

Editing Your Profile 25

Setting Profile Privacy 27

The Friends Tab 31

Searching for Friends 31

Managing Your Friends 33

Creating Friend Lists 35

The Inbox Tab 37

Reading Messages 38

Avoiding Spam 39

Reading Notifications 39

Composing Messages 40

Getting Help 41

2 Facebook Groups 45

Welcome to Facebook Groups 45

Messaging Your Members 46

A Word About Spam 46

Joining Facebook Groups 47

What Groups Are Available? 47

Taking a Look at a Group 51

How Do I Join a Group? 54

Which Groups Can I Join? 54

Creating Your Own Facebook Groups 55

Creating Your Group 57

Customizing Your Group 58

Inviting Friends to Join Your Group 61

Seeing Your New Group 65

Managing Your New Group 67

Deleting a Group 70

3 Creating Your Own Pages 71

Welcome to Facebook Pages 71

Pages from a Marketing Perspective 72

Viral Marketing with Pages 73

Page Authenticity 74

Finding Pages 75

Searching for Pages 76

Browsing Pages by Type 78

Browsing All Pages 79

Becoming a Fan of a Page 80

Examining a Page 83

Sharing a Page 85

Creating Your Own Page 88

Examining Your New Page 92

Editing Your Page 94

Updating Your Fans 98

Promoting Your Page 99

4 Hosting Your Own Facebook Events 101

Welcome to Facebook Events 101

All About Facebook Events 102

Checking Out Your Friends’ Events 103

Taking a Look at an Event 104

The Information Section 106

The Description Section 107

The Other Information Section 109

The Photos,Video, and Posted Items Section 109

The Confirmed Guests Section 109

The Other Invites Section 109

The Wall 110

The Event Type and Admins Section 110

Adding an Event to Your Event List 110

Browsing for Events 113

Searching for Events 113

Creating an Event 115

Customizing an Event 117

Uploading the Image for the Event 118

Setting Event Options 118

Setting Event Access 119

Inviting People to Your Event 119

Seeing Your Event 122

Managing and Publicizing Your Event 124

Message All Guests 124

Invite People to Come 124

Edit Event 126

5 Introducing Advertising 129

Welcome to Advertising 129

News Feed Advertising with Posted Items 131

Posting Items from External Sites 131

Posting Items from Facebook 134

Posting Items with the Share on Facebook Button 135

Posting Items from Partner Websites 135

Deleting Posts 137

Using Ads 139

There Are Ads, and Then There Are Social Ads 139

Cost Per Click or Cost Per Thousand? 141

Bidding for Ad Presentation 141

Creating an Ad 142

Setting Up Your Account 142

Starting Your Ad 143

Choosing What to Advertise 144

Choosing Your Audience 145

Creating the Ad 147

Setting the Budget for Your Ad 151

Review Your Ad 153

Congratulations 154

6 Optimizing and Monitoring Your Advertising 157

Understanding Your Campaign 158

Tuning the Number of Impressions 159

Tuning the Click-Through Ratio 160

Tuning the Average CPC 160

Getting an Ad’s Daily Details 161

Changing Your Ad’s Settings 163

Changing Your Bid 163

Changing Your Budget 163

Pausing or Deleting Your Ad 164

Modifying Your Ad 164

Checking Your Billing 166

Your Daily Spending Limit 166

Integrated Solutions 167

Exporting Your Campaign’s Performance 168

Using Campaign Insights for Pages 170

Page Views 171

Unique Users 171

Wall Posts 171

Discussion Topics 171

Reviews 171

Photo Views 172

Video Plays 172

Optimizing for Your Target Audience 172

Determining Your Target Audience Size 172

Selecting Keywords 175

Some Facebook Ad Facts 175

Onsite or Offsite Landing Pages 176

7 Using the Marketplace 177

Introducing the Marketplace 177

Taking a Look at the Marketplace 178

Marketplace Categories 178

Looking at a Category 179

Looking at an Ad 180

Searching for Items 181

Browsing Other Regions and Networks 182

Creating a Listing 185

Listing an Item for Sale 185

Managing Your Listing 191

Users Can List the Items They Want 193

8 Beacon, Polls, and Networks 199

Introducing Beacon 199

Introducing Facebook Polls 201

All About Facebook Polls 202

Targeting Your Poll 202

Creating and Running a Poll 203

Monitoring a Poll 205

Getting the Demographics of Your Poll Respondents 207

More Facts About Polls 208

Using Facebook Network Pages 209

Joining Networks 210

Accessing Network Pages 212

Posting on Network Pages 215

Creating Your Own Networks 217

9 Facebook Applications 221

Introducing Applications 221

Extend Your Contacts 222

Advertise Using Prebuilt Applications 222

Have a Custom Application Developed 223

Write Your Own Application 223

Finding Facebook Applications 224

Using the Facebook Application Directory 224

Looking at an Application 227

Adding an Application 227

Managing Your Applications 230

Using Prebuilt Applications 237

Advertising in Prebuilt Facebook Applications 237

Gaining Exposure Through Apps 241

Having Custom Apps Developed 242

10 Developing Your Own Applications 245

Creating a New Application 245

Writing the Game 246

Creating the Begin Function 247

Creating the Guess Function 247

Testing the Game 249

Installing the Developer Facebook Application 250

Using the Developer Application 251

Converting the Game into a Facebook Application 253

Filling out the Application Configuration Form 253

Installing and Testing the Game 257

Working with the Facebook API 259

Facebook and Developers 263

Index 265

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Customer Reviews

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  • Anonymous

    Posted December 26, 2009

    Change Happens Too Fast for a Book on Internet Marketing

    This was probably a good book when it was released, but Facebook has changed so much in the last year that much of the information is no longer relevant.

    A good bargain buy, but I wouldn't pay full price.

    4 out of 4 people found this review helpful.

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  • Anonymous

    Posted December 28, 2012

    King

    Great !!!!

    1 out of 1 people found this review helpful.

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  • Anonymous

    Posted May 9, 2010

    Great for the novice

    This is a great book if you are relatively unfamiliar with Facebook. I am pretty internet savvy and yet I still found that this book offered some great tips and advice on how to take Facebook from simply a social networking media to chat with old high school buddies to a relevant source to reach out to those same people and introduce my business to them. I would recommend this book to my friends who want to further their knowledge about how to use Facebook as marketing tool. It's already helped me gain some interest in my company and gain a few great customers!

    1 out of 1 people found this review helpful.

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