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The Complete Idiot's Guide to Facebook Marketing by John Wayne Zimmerman, Damon Brown

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Creating a Facebook Brand

Here are things to consider as you look at the big-picture marketing plan.

Storytelling

If your company or brand were a living, breathing thing—which we think it virtually is!—then your Facebook page is the day-to-day or week-to-week chronicle of its life. Your customers, fans, and followers are interested enough in it to give your business some of their precious attention. They want to hear the story of your business.

When we talk about storytelling, we don’t mean John Grisham novels. We mean showing your customers what your business is really about.

One excellent example of this is Southwest Airlines. The popular airline not only uses its Facebook page to promote its latest fares, but it also gives readers an inside ...

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