Book I: Joining the Facebook Marketing Revolution
by Andrea Vahl, John Haydon, Jan Zimmerman
Facebook Marketing All-in-One For Dummies, 3rd Edition
- Introduction
- Introduction
- About This Book
- Foolish Assumptions
- Icons Used in This Book
- 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
- Book I: Joining the Facebook Marketing Revolution
- Chapter 1: Exploring Facebook Marketing
- 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
- Seeing the Business Potential of Facebook
- 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
- 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
- Chapter 1: Exploring Facebook Marketing
- Book II: Claiming Your Presence on Facebook
- Chapter 1: Understanding Facebook Pages and Personal Accounts
- Chapter 2: Creating Your Business Page
- Considering a Few Things before You Start
- Setting Up Your New Business Page
- 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
- 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
- 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
- Book IV: Building, Engaging, Retaining, and Selling to Your Community
- Chapter 1: Building Visibility for Your Page
- 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
- Inviting Your Existing Customers and Connections to Your Page
- Chapter 2: Engaging and Retaining Your Community
- Chapter 3: Using Like Links and Buttons
- 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
- Chapter 1: Building Visibility for Your Page
- Book V: Understanding Facebook Applications
- Chapter 1: Customizing Your Page with Facebook Apps
- Chapter 2: Using iFrame Apps to Create Custom Tabs
- 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
- 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
- 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
- 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
- Book VIII: Advanced Facebook Marketing Tactics
- 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
- Chapter 2: Marketing with Facebook Social Plug-ins
- Understanding Facebook’s Social Plug-ins
- 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
- Chapter 1: An Introduction to Advanced Facebook Marketing
- 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
- Introduction
Book I
Joining the Facebook Marketing Revolution
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