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Facebook Marketing: An Hour a Day, 2nd Edition

Book Description

The bestselling Sybex guide to marketing on Facebook, now fully updated

As the second most-visited site on the web, Facebook offers myriad marketing opportunities and a host of new tools. This bestselling guide is now completely updated to cover all of the latest tools including Deals, sponsored stories, the Send button, and more. It explains how to develop a winning strategy, implement a campaign, measure results, and produce usable reports. Case studies, step-by-step directions, and hands-on tutorials in the popular Hour-a-Day format make this the perfect handbook for maximizing marketing efforts on Facebook.

  • This revised guide fills you in on the latest Facebook conventions, tools, and demographics, and outlines the important strategic considerations for planning a campaign

  • Takes you step by step through crafting an initial Facebook presence, developing an overall marketing strategy, setting goals, defining metrics, developing reports, and integrating your strategy with other marketing activities

  • Covers using features such as events, applications, and pay-per-click advertising

  • Includes case studies and directions for updating, monitoring, and maintaining your campaign

This popular guide is packed with up-to-date information to help you develop, implement, measure, and maintain a successful Facebook marketing program.

Table of Contents

  1. Cover
  2. Title Page
  3. Advance Praise
  4. Copyright
  5. Publisher's Note
  6. Dedication
  7. Acknowledgments
  8. About the Authors
  9. Introduction
    1. Who Should Read This Book
    2. What Is Covered in This Book
    3. Contacting the Authors, and Companion Websites
    4. Final Note
  10. Chapter 1: Welcome to the Post-Social Era
    1. The Humble Beginnings of Social Marketing
    2. The Emergence of Social Networks
    3. The Social Media Revolution Takes Over
    4. Novelty Gone in the Post-Social Era
  11. Chapter 2: Understanding Social Media and Facebook
    1. Social Networks, Social Media, and the Social Graph Defined
    2. Facebook, the Evolving Organism
    3. Facebook Basics
    4. Campaign Ideas
    5. What You Want: Viral Marketing
    6. Other Opportunities in Social Networking
  12. Chapter 3: Marketing and Business Success on Facebook
    1. Right-Brain vs. Left-Brain Thinking
    2. Overview of Social Marketing Metrics
    3. Defining Your Facebook Presence
    4. Your Social Media “Product”
    5. What You’ll Get in Return: The Hard and Soft Benefits of Social Media
    6. Your Facebook To-Do List
  13. Chapter 4: Month 1: Create the Plan and Get Started
    1. Week 1: Lay the Groundwork
    2. Week 2: Draft and Present the Plan
    3. Week 3: Establish a Presence with the Facebook Profile and Friends
    4. Week 4: Use Basic Facebook Features to Promote Yourself
  14. Chapter 5: Month 2: Establish Your Corporate Presence with Pages
    1. Week 1: Research Pages, and Set Up Your Own
    2. Week 2: Determine Your Content Strategy
    3. Week 3: Add and Experiment with Content
    4. Week 4: Promote and Engage
    5. Week 5: Monitor and Modify the Plan
  15. Chapter 6: Month 3: Create Demand with Facebook Advertising
    1. Week 1: Learn the Basics of Facebook Advertising
    2. Week 2: Build the Dashboard and Collect Data
    3. Week 3: Refine Your Campaign Using A/B and Multivariate Testing
    4. Week 4: Analyze and Adjust the Campaign
  16. Chapter 7: Beyond Pages: Groups, Apps, Social Plugins, and Mobile
    1. Groups for Business
    2. Facebook Default Apps
    3. Third-Party Apps
    4. Social Plugins
    5. Create Your Own App
    6. Facebook Mobile for Business
  17. Chapter 8: The Analytics of Facebook
    1. Keep Score with Metrics and Monitoring
    2. Measure Your Facebook Marketing with Insights
    3. The Importance of Derivative Statistics
    4. Advanced Statistical Analysis
    5. When the Standard Facebook Experience Isn’t Quite Enough: Landing Pages
  18. Chapter 9: Addressing Common Marketing Problems
    1. My Fan Page Won’t Grow, and My Fans Can’t See My Content
    2. Creating Appropriate Content for International Audiences
    3. Managing Negative Comments and Feedback
    4. Can’t Measure, Determine ROI, or Understand Metrics
    5. Reach Business Customers on Facebook
    6. Migrate Fans from One Page to Another
    7. Low Response Rates for Facebook Advertising
  19. Chapter 10: Unique Facebook Marketing Scenarios
    1. Businesses Appealing to Tourists
    2. Religious Organizations
    3. Government
    4. Nonprofits
    5. Education
    6. Startups
  20. Chapter 11: Facebook in the Future
    1. Question 1: Walled Garden?
    2. Question 2: Privacy?
    3. Question 3: Personal Data?
    4. Question 4: Facebook Pages?
    5. Question 5: Gamification?
    6. Question 6: F-Commerce?
    7. Question 7: Facebook Mobile?
    8. Question 8: Businesses on Facebook?
    9. Question 9: Third-Party Apps?
    10. Question 10: Monetizing?
    11. Question 11: How to Stay #1?
    12. Question 12: Coming Trends?
    13. Question 13: Biggest Threat?
    14. Perry Marshall’s Crystal Ball for Facebook and Social Media
    15. Biographies
  21. Appendix A: Recommended Resources
    1. People, Blogs, and Businesses to Follow
    2. Facebook Page Template, Design, and App Providers
    3. Advanced Facebook Marketing Solutions
    4. Facebook Contest and Promotion App Providers
    5. Facebook Analytics Service Providers
    6. Facebook App Development
  22. Appendix B: Roles and Responsibilities
    1. Job Functions
    2. Vendors vs. Employees
  23. Glossary
  24. Index