Book description
Reach your customers with the latest Facebook marketing strategies
Facebook Marketing All-in-One For Dummies, 3rd Edition is a detailed resource for businesses, brands, and people who are interested in promoting themselves, their goods, and their services on Facebook. Fully updated to cover new Facebook features, this new Third Edition includes guidance on Graph Search, the updated News Feed design, cover photo rules, advertising changes, updated mobile apps, and more. Examples and case studies illustrate best practices, and the book provides step-by-step guidance on creating a successful Facebook marketing campaign, from setting up a fan page to analyzing results.
Facebook is considered the most fully-engaged social media platform for most marketers. With more than a billion users who comment over 3.2 billion times per day, Facebook provides a ready and willing customer base to businesses savvy enough to take advantage. Facebook Marketing All-in-One For Dummies, 3rd Edition walks you through the creation of a customized fan page, and guides you through interacting with fans and building a community around your brand. The book explains Facebook applications and Facebook advertising, and shows you how to make Facebook come alive.
Learn how to claim your presence on Facebook
Build pages to engage, retain, and sell to customers
Discover advanced Facebook marketing tactics
Find out why measuring, monitoring, and analyzing are important
Create and curate engaging content, including photos, video, contests, and more, and watch your fan base grow. Social media marketing is a major force in the success of a business, and Facebook is at the forefront of it all. Facebook Marketing All-in-One For Dummies, 3rd Edition provides the guidance and information you need to get in there and claim your space.
Table of contents
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Introduction
- About This Book
- Foolish Assumptions
- Icons Used in This Book
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How This Book is Organized
- Book I: Joining the Facebook Marketing Revolution
- Book II: Claiming Your Presence on Facebook
- Book III: Adding the Basics to Your Facebook Page
- Book IV: Building, Engaging, Retaining, and Selling to Your Community
- Book V: Understanding Facebook Applications
- Book VI: Making Facebook Come Alive with Events and Contests
- Book VII: Facebook Advertising
- Book VIII: Advanced Facebook Marketing Tactics
- Book IX: Measuring, Monitoring, and Analyzing
- Beyond the Book
- Where to Go from Here
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Book I: Joining the Facebook Marketing Revolution
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Chapter 1: Exploring Facebook Marketing
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Seeing the Business Potential of Facebook
- Asking yourself what you’re after
- Using Facebook to your advantage
- Reaping the benefits for business-to-consumer companies
- Reaping the benefits for business-to-business companies
- Developing genuine relationships with customers and prospects
- Creating one-to-one customer engagement
- Providing prompt customer service
- Creating a shopping portal
- Using Facebook with the Global Market
- Understanding Facebook Marketing Basics
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Seeing the Business Potential of Facebook
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Chapter 2: Creating Your Facebook Marketing Plan
- Defining Your Ideal Audience on Facebook
- Finding Your Ideal Audience inside Facebook
- Identifying Your Facebook Marketing Plan’s Core Goals
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Rules for Successful Facebook Pages
- Rule #1: Be deliberate, and manage expectations
- Rule #2: Focus on smart branding
- Rule #3: Create fresh content
- Rule #4: Give your Page a human touch
- Rule #5: Cultivate engagement with two-way dialog
- Rule #6: Encourage fan-to-fan conversations
- Rule #7: Make word-of-mouth advocacy easy
- Rule #8: Create consistent calls to action
- Rule #9: Monitor, measure, and track
- Summing up the nine rules
- Setting Up Resources and Manpower for Your Plan
- Defining Your Admin Team
- Measuring Your Return on Investment
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Chapter 1: Exploring Facebook Marketing
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Book II: Claiming Your Presence on Facebook
- Chapter 1: Understanding Facebook Pages and Personal Accounts
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Chapter 2: Creating Your Business Page
- Considering a Few Things before You Start
- Setting Up Your New Business Page
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Completing, Publishing, and Promoting Your Page
- Getting your Facebook images right
- Completing the Info Page
- Adding Facebook-built apps
- Adding custom apps
- Posting status updates
- Publishing your Page
- Editing and adding milestones
- Inviting your Facebook Friends
- Inviting e-mail contacts
- Sharing your Page
- Promoting this Page on your website
- Setting up your mobile phone
- Claiming a Facebook Place
- Merging a Facebook Place with Your Page
- Managing Missteps
- Chapter 3: Administering Your Facebook Business Page
- Chapter 4: Arranging What Your Visitors See
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Chapter 5: Using Your Personal Profile to Support Your Business
- Determining Whether the Follow Button Is Right for You
- Turning On Your Follow Button
- Editing the Follow Settings
- Seeing How to Post Publicly
- Marketing Basics with a Personal Profile
- Understanding Friend Followers and Public Followers
- Adding Public Life Events to Your Personal Profile
- Adjusting Your Timeline for Public Viewing
- Uploading a Cover Photo that Supports Your Business
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Book III: Adding the Basics to Your Facebook Page
- Chapter 1: Posting to Your Page
- Chapter 2: Facebook Apps 101
- Chapter 3: Importing Your Blog Posts into Your Facebook Page
- Chapter 4: Connecting Your Page to Twitter
- Chapter 5: The Fine Print: Legal and Other Considerations
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Book IV: Building, Engaging, Retaining, and Selling to Your Community
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Chapter 1: Building Visibility for Your Page
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Inviting Your Existing Customers and Connections to Your Page
- Changing your hold message
- Adding your Page address to your e-mail signature
- Including your new Facebook address on hard copy mailings
- Updating your letterhead and stationery
- Including a Facebook icon on your web page
- Linking to your Page from your Profile
- Inviting your other social networks to visit your Page
- Growing your Page manually or automatic fans
- Sharing Your Page with Your Friends on Facebook
- Adding Photos to Attract People to Your Page
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Inviting Your Existing Customers and Connections to Your Page
- Chapter 2: Engaging and Retaining Your Community
- Chapter 3: Using Like Links and Buttons
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Chapter 4: Expanding Your E-Commerce Products and Services
- Understanding Facebook e-Commerce
- Using the Featured Apps Space for Your Store
- Using PayPal to Accept Payment
- Finding e-Commerce Apps That Fit Your Needs
- Installing a Facebook e-Commerce App
- Creating a Link to Your Website Store on Your Page
- Using Other Apps to Create a Custom Link for Your Storefront
- Posting Facebook Offers
- Chapter 5: Building Visibility for Your Timeline
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Chapter 1: Building Visibility for Your Page
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Book V: Understanding Facebook Applications
- Chapter 1: Customizing Your Page with Facebook Apps
- Chapter 2: Using iFrame Apps to Create Custom Tabs
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Book VI: Making Facebook Come Alive with Events and Contests
- Chapter 1: Creating Facebook Events
- Chapter 2: Building Excitement with a Contest
- Chapter 3: Running a Timeline Contest
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Chapter 4: Using Third-Party Contest Applications
- Finding a Contest Application
- Comparing Contest Applications on the Web
- Getting to Know the Contest Applications
- Delivering the Prizes
- Budgeting for an App
- Designing Your Contest with the TabSite Application
- Using the Heyo Application for Your Sweepstakes
- Using the Woobox Sweepstakes Application
- Using the Offerpop Application
- Adjusting the App’s Photo
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Chapter 5: Promoting Your Contest and Analyzing the Results
- Setting Up a Blog Tour
- Promoting Your Contest on Your Blog or Website
- Using Facebook Open Graph to Allow Entries Anywhere on the Web
- Using Social Media to Promote Your Contest
- Using Facebook to Promote an External Contest
- Analyzing Your Contest Results
- Adjusting Your Strategy Based on Analytics
- Planning Future Contests
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Book VII: Facebook Advertising
- Chapter 1: Advertising in Facebook
- Chapter 2: Creating a Facebook Ad
- Chapter 3: Exploring Power Editor
- Chapter 4: Testing, Measuring, and Modifying Your Ad
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Book VIII: Advanced Facebook Marketing Tactics
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Chapter 1: An Introduction to Advanced Facebook Marketing
- Remembering the Nine Core Facebook Marketing Rules
- Creating a Facebook Experience
- Building Social Proof with Facebook Ads
- Experimenting with Custom Apps
- Targeting Your Audience with Custom Lists
- Creating Interests Lists to Focus on the People Who Matter Most to Your Business
- Using Facebook Offers for Your Local or Online Business
- Expanding Your Page’s Exposure
- Engaging with Likes
- Getting Viral Exposure
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Chapter 2: Marketing with Facebook Social Plug-ins
- Understanding Facebook’s Social Plug-ins
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Choosing the Right Facebook Plug-ins for Your Business
- Increasing site traffic with the Like Button plug-in
- Using a Like Box plug-in to grow your Facebook base
- Sharing selectively with the Share Button plug-in
- Finding out more about your visitors with the Login tool
- Using a Recommendations Feed plug-in for social proof
- Offering smart suggestions with the Recommendations Bar plug-in
- Spotlighting your latest website content with the Activity Feed plug-in
- Optimizing the Comments plug-in
- Embedding Facebook posts on your website
- Attracting a larger audience with the Follow Button plug-in
- Sharing super-selectively with the Send Button plug-in
- Optimizing your connections with Facepile
- Finding and Installing Open Source Facebook Plug-ins
- Chapter 3: Discovering Live Video on Facebook
- Chapter 4: Using Facebook for Mobile Marketing
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Chapter 1: An Introduction to Advanced Facebook Marketing
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Book IX: Measuring, Monitoring, and Analyzing
- Chapter 1: Setting Realistic Targets to Identify Success
- Chapter 2: Exploring Facebook Insights
- Chapter 3: Using Third-Party Monitoring Tools and Analyzing Results
- About the Authors
- Cheat Sheet
- More Dummies Products
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Introduction
Product information
- Title: Facebook Marketing All-in-One For Dummies, 3rd Edition
- Author(s):
- Release date: August 2014
- Publisher(s): For Dummies
- ISBN: 9781118816189
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