Facebook Marketing: Leverage Social Media to Grow Your Business Steven Holzner, Ph.D.

Enhanced descriptions from Syndetics:

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 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

Table of contents provided by Syndetics

• Introduction (p. 1)
• 1 Targeting Your Profile (p. 5)
• Welcome to Facebook Marketing (p. 5)
• Welcome to Facebook (p. 7)
• Getting Started with Facebook (p. 8)
• The Profile Tab (p. 12)
• Across the Top (p. 13)
• The Search Bar (p. 15)
• Name, Photo, Networks, and Status (p. 18)
• The Mini-Feed Section (p. 19)
• The Friends and Friends in Other Networks Sections (p. 19)
• The Photos Section (p. 21)
• The Groups Section (p. 23)
• The Information Section (p. 24)
• The Education and Work Section (p. 24)
• The Gifts Section (p. 25)
• The Wall Section (p. 25)
• Editing Your Profile (p. 25)
• Setting Profile Privacy (p. 27)
• The Friends Tab (p. 31)
• Searching for Friends (p. 31)
• Managing Your Friends (p. 33)
• Creating Friend Lists (p. 35)
• The Inbox Tab (p. 37)
• Reading Messages (p. 38)
• Avoiding Spam (p. 39)
• Reading Notifications (p. 39)
• Composing Messages (p. 40)
• Getting Help (p. 41)
• 2 Facebook Groups (p. 45)
• Welcome to Facebook Groups (p. 45)
• Messaging Your Members (p. 46)
• A Word About Spam (p. 46)
• Joining Facebook Groups (p. 47)
• What Groups Are Available? (p. 47)
• Taking a Look at a Group (p. 51)
• How Do I Join a Group? (p. 54)
• Which Groups Can I Join? (p. 54)
• Creating Your Own Facebook Groups (p. 55)
• Creating Your Group (p. 57)
• Customizing Your Group (p. 58)
• Inviting Friends to Join Your Group (p. 61)
• Seeing Your New Group (p. 65)
• Managing Your New Group (p. 67)
• Deleting a Group (p. 70)
• 3 Creating Your Own Pages (p. 71)
• Welcome to Facebook Pages (p. 71)
• Pages from a Marketing Perspective (p. 72)
• Viral Marketing with Pages (p. 73)
• Page Authenticity (p. 74)
• Finding Pages (p. 75)
• Searching for Pages (p. 76)
• Browsing Pages by Type (p. 78)
• Browsing All Pages (p. 79)
• Becoming a Fan of a Page (p. 80)
• Examining a Page (p. 83)
• Sharing a Page (p. 85)
• Creating Your Own Page (p. 88)
• Examining Your New Page (p. 92)
• Editing Your Page (p. 94)
• Updating Your Fans (p. 98)
• Promoting Your Page (p. 99)
• 4 Hosting Your Own Facebook Events (p. 101)
• Welcome to Facebook Events (p. 101)
• All About Facebook Events (p. 102)
• Checking Out Your Friends' Events (p. 103)
• Taking a Look at an Event (p. 104)
• The Information Section (p. 106)
• The Description Section (p. 107)
• The Other Information Section (p. 109)
• The Photos, Video, and Posted Items Section (p. 109)
• The Confirmed Guests Section (p. 109)
• The Other Invites Section (p. 109)
• The Wall (p. 110)
• The Event Type and Admins Section (p. 110)
• Adding an Event to Your Event List (p. 110)
• Browsing for Events (p. 113)
• Searching for Events (p. 113)
• Creating an Event (p. 115)
• Customizing an Event (p. 117)
• Uploading the Image for the Event (p. 118)
• Setting Event Options (p. 118)
• Setting Event Access (p. 119)
• Inviting People to Your Event (p. 119)
• Seeing Your Event (p. 122)
• Managing and Publicizing Your Event (p. 124)
• Message All Guests (p. 124)
• Invite People to Come (p. 124)
• Edit Event (p. 126)
• 5 Introducing Advertising (p. 129)
• Welcome to Advertising (p. 129)
• News Feed Advertising with Posted Items (p. 131)
• Posting Items from External Sites (p. 131)
• Posting Items from Facebook (p. 134)
• Posting Items with the Share on Facebook Button (p. 135)
• Posting Items from Partner Websites (p. 135)
• Deleting Posts (p. 137)
• Using Ads (p. 139)
• There Are Ads, and Then There Are Social Ads (p. 139)
• Cost Per Click or Cost Per Thousand? (p. 141)
• Bidding for Ad Presentation (p. 141)
• Creating an Ad (p. 142)
• Setting Up Your Account (p. 142)
• Starting Your Ad (p. 143)
• Choosing What to Advertise (p. 144)
• Choosing Your Audience (p. 145)
• Creating the Ad (p. 147)
• Setting the Budget for Your Ad (p. 151)
• Review Your Ad (p. 153)
• Congratulations (p. 154)
• 6 Optimizing and Monitoring Your Advertising (p. 157)
• Understanding Your Campaign (p. 158)
• Tuning the Number of Impressions (p. 159)
• Tuning the Click-Through Ratio (p. 160)
• Tuning the Average CPC (p. 160)
• Getting an Ad's Daily Details (p. 161)
• Changing Your Ad's Settings (p. 163)
• Changing Your Bid (p. 163)
• Changing Your Budget (p. 163)
• Pausing or Deleting Your Ad (p. 164)
• Modifying Your Ad (p. 164)
• Checking Your Billing (p. 166)
• Your Daily Spending Limit (p. 166)
• Integrated Solutions (p. 167)
• Exporting Your Campaign's Performance (p. 168)
• Using Campaign Insights for Pages (p. 170)
• Page Views (p. 171)
• Unique Users (p. 171)
• Wall Posts (p. 171)
• Discussion Topics (p. 171)
• Reviews (p. 171)
• Photo Views (p. 172)
• Video Plays (p. 172)
• Optimizing for Your Target Audience (p. 172)
• Determining Your Target Audience Size (p. 172)
• Selecting Keywords (p. 175)
• Some Facebook Ad Facts (p. 175)
• Onsite or Offsite Landing Pages (p. 176)
• 7 Using the Marketplace (p. 177)
• Introducing the Marketplace (p. 177)
• Taking a Look at the Marketplace (p. 178)
• Marketplace Categories (p. 178)
• Looking at a Category (p. 179)
• Looking at an Ad (p. 180)
• Searching for Items (p. 181)
• Browsing Other Regions and Networks (p. 182)
• Creating a Listing (p. 185)
• Listing an Item for Sale (p. 185)
• Managing Your Listing (p. 191)
• Users Can List the Items They Want (p. 193)
• 8 Beacon, Polls, and Networks (p. 199)
• Introducing Beacon (p. 199)
• Introducing Facebook Polls (p. 201)
• All About Facebook Polls (p. 202)
• Targeting Your Poll (p. 202)
• Creating and Running a Poll (p. 203)
• Monitoring a Poll (p. 205)
• Getting the Demographics of Your Poll Respondents (p. 207)
• More Facts About Polls (p. 208)
• Using Facebook Network Pages (p. 209)
• Joining Networks (p. 210)
• Accessing Network Pages (p. 212)
• Posting on Network Pages (p. 215)
• Creating Your Own Networks (p. 217)
• 9 Facebook Applications (p. 221)
• Introducing Applications (p. 221)
• Extend Your Contacts (p. 222)
• Advertise Using Prebuilt Applications (p. 222)
• Have a Custom Application Developed (p. 223)
• Write Your Own Application (p. 223)
• Finding Facebook Applications (p. 224)
• Using the Facebook Application Directory (p. 224)
• Looking at an Application (p. 227)
• Adding an Application (p. 227)
• Managing Your Applications (p. 230)
• Using Prebuilt Applications (p. 237)
• Advertising in Prebuilt Facebook Applications (p. 237)
• Gaining Exposure Through Apps (p. 241)
• Having Custom Apps Developed (p. 242)
• 10 Developing Your Own Applications (p. 245)
• Creating a New Application (p. 245)
• Writing the Game (p. 246)
• Creating the Begin Function (p. 247)
• Creating the Guess Function (p. 247)
• Testing the Game (p. 249)
• Installing the Developer Facebook Application (p. 250)
• Using the Developer Application (p. 251)
• Converting the Game into a Facebook Application (p. 253)
• Filling out the Application Configuration Form (p. 253)
• Installing and Testing the Game (p. 257)
• Working with the Facebook API (p. 259)
• Facebook and Developers (p. 263)
• Index (p. 265)

Excerpt provided by Syndetics

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" Facebook groups 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. Excerpted from Facebook Marketing: Leverage Social Media to Grow Your Business by Steven Holzner All rights reserved by the original copyright owners. Excerpts are provided for display purposes only and may not be reproduced, reprinted or distributed without the written permission of the publisher.