Facebook Marketing: Designing Your Next Marketing Campaign (2nd Edition)

Cover......Page 1
Table of Contents......Page 5
Introduction......Page 14
1 From Dorm Room to Boardroom: The Growth of Social Networks......Page 18
 The Early Days......Page 22
 The Teenage Years......Page 24
 Coming into Adulthood......Page 25
2 Getting Around Facebook: The Basics......Page 32
  1. Take a Few Minutes to Familiarize Yourself......Page 33
  2. Upload a Picture of Yourself......Page 34
  3. Fill Out Your Profile Completely......Page 35
  5. Import your AOL Instant Messenger (AIM) or Windows Live Buddies......Page 36
  6. Upload More Photos......Page 40
  8. Send Your First Status Using the Publisher Tool......Page 41
  10. Start Interacting with Your Friends......Page 42
 Home Page Feed......Page 43
 Comments and Likes......Page 45
 Publisher Tool......Page 46
 Photos......Page 48
 Videos......Page 49
 Pages and Groups......Page 50
 Notes......Page 51
 Search......Page 52
 Friends Tab......Page 54
 Settings Tab......Page 55
3 Establishing a Corporate Presence......Page 58
 Facebook: Personal or Professional?......Page 59
  Getting Started......Page 60
 Facebook Pages......Page 61
  Getting Started with Your Facebook Page......Page 62
  Email Signature......Page 71
  Twitter......Page 72
  Facebook......Page 73
  Company Website......Page 74
  Google AdWords......Page 75
 Facebook Groups......Page 76
 Page or Group: Which One?......Page 78
  Share Specific Content......Page 79
  Create Specific Content......Page 80
  Simply Engage......Page 81
 Should You Police Your Community?......Page 82
4 Extending Facebook into the Interwebs: The Power and Reach of Facebook Connect......Page 84
 Using Facebook Connect for Commenting......Page 85
 Sharing Stories into Your Stream with Facebook Connect......Page 86
 Recent Friend Activity......Page 88
 Using Facebook Connect as a Single Sign On......Page 89
 Creating a Personalized Experience with Facebook Connect......Page 90
 Integrating Chat Using the Live Feed......Page 91
 Not Just for the Web......Page 93
 Summary......Page 94
5 Facebook Advertising: How and Why You Should Be Using It......Page 96
 Common Reasons for an Ad to be Rejected......Page 97
  1. Design Your Ad......Page 99
  2. Target Your Audience......Page 101
  3. Create a Campaign and Set Pricing......Page 103
  4. Review and Submit......Page 104
 Analyzing Performance......Page 105
 Summary......Page 106
6 Extending the Experience with Facebook Apps......Page 108
 Finding Facebook Applications and Navigating the Directory......Page 110
 Reviewing and Adding an Application......Page 113
 Managing Your Applications......Page 116
 Installing the Developer Application......Page 118
 Completing the Application Configuration Form......Page 119
 Summary......Page 120
7 Addressing Privacy Concerns......Page 122
 The Two Faces of Privacy on Facebook......Page 123
  Single Facebook Profile......Page 124
  Not Mixing Personal and Work......Page 125
  Personal Privacy Settings......Page 126
  Pages Privacy Settings......Page 133
  Group Privacy Settings......Page 136
 Facebook’s Privacy Policy......Page 137
 Summary......Page 138
8 Developing a Facebook Marketing Strategy......Page 140
 Designing a Community Building Strategy......Page 142
 Designing a Promotions Strategy......Page 147
 The Importance of Measurement......Page 149
  Facebook Insights......Page 150
  Facebook Advertising......Page 151
  Web Analytics......Page 153
  Marketing Software......Page 154
 Summary......Page 155
9 Using Facebook to Develop Communities......Page 158
 Building a Community for Your Company, Product, or Service......Page 160
  Upload Photos......Page 161
  Upload Videos......Page 162
  Ask Questions......Page 163
  Provide Exclusives......Page 164
 Building an Internal Community......Page 165
 Building a Personal Community......Page 166
  Connect Often......Page 167
  Be a Connector......Page 168
  Use Lists......Page 169
 Building a Community Around a Hobby or Interest......Page 170
 Summary......Page 172
10 Best in Class......Page 174
 Volkswagen......Page 175
 Trust Agents......Page 176
 Microsoft Office......Page 177
 Gary Vaynerchuk......Page 179
 Barack Obama......Page 180
 Jonas Brothers......Page 182
 Gavin Newsom......Page 183
 Vin Diesel......Page 185
 The Ellen DeGeneres Show......Page 186
 Mashable......Page 188
 Lessons Learned from the “Best in Class”......Page 190
11 Shaking the Crystal Ball: What’s Next for Facebook......Page 194
 Going Public......Page 195
 Acquisitions......Page 196
 Integrating More Professionalism......Page 198
 Dashboard Customization......Page 199
 Increasing Ways to Connect......Page 201
 Signing Off......Page 204
 A......Page 206
 C......Page 207
 F......Page 208
 M......Page 209
 P......Page 210
 S......Page 211
 X-Y-Z......Page 212