Facebook marketing - Steven Holzner

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

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