Facebook Marketing: Leverage Social Media to Grow Your Business

Facebook Marketing: Leverage Social Media to Grow Your Business

2.9 18
by Steven Holzner
     
 

View All Available Formats & Editions

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

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

Product Details

ISBN-13:
9780768686258
Publisher:
Pearson Education
Publication date:
08/28/2008
Sold by:
Barnes & Noble
Format:
NOOK Book
Pages:
288
File size:
10 MB

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.

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.

Customer Reviews

Average Review:

Write a Review

and post it to your social network

     

Most Helpful Customer Reviews

See all customer reviews >

Facebook Marketing: Leverage Social Media to Grow Your Business 2.9 out of 5 based on 0 ratings. 18 reviews.
Anonymous More than 1 year ago
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.
Anonymous More than 1 year ago
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!
Anonymous More than 1 year ago
Anonymous More than 1 year ago
Anonymous More than 1 year ago
Anonymous More than 1 year ago
Anonymous More than 1 year ago
Anonymous More than 1 year ago
Anonymous More than 1 year ago
Anonymous More than 1 year ago
Anonymous More than 1 year ago
Anonymous More than 1 year ago
Anonymous More than 1 year ago
Anonymous More than 1 year ago
Anonymous More than 1 year ago
Anonymous More than 1 year ago
Anonymous More than 1 year ago
Anonymous More than 1 year ago