The Facebook Marketing Book

1. Introduction to Social Networking . . . 1
Who Uses Facebook?  1
Impact on Today’s Media   3
Big Brands on Facebook  3
How You Can (and Should) Use Facebook  5
Creating Valuable Content  7
2. Facebook Profile Basics . . . . . . . . . . . . 9
What Is a Facebook Profile?  11
Facebook Profiles for Business  13
Facebook Profile Tabs  15
Setting Up a Facebook Profile  17
Profile Interactions  31
Summary  33
3. Facebook Page Basics . . . . . . . . . . . . . 35
The Difference Between a Page  
and a Profile  39
What Requires a Facebook Page,  
Not a Profile  41
Types of Pages  43
Creating and Customizing a  
Facebook Page  45
Facebook Page Tabs  49
Page Applications  51
Page Optimization  55
Promoting Your Page  61
Page Interactions  63
Summary  65
4. Facebook Group Basics . . . . . . . . . . . . 67
Groups Versus Pages  69
Groups Can Be Good—Sometimes  73
When You Want a Group  75
Creating a Group  77
Managing a Group  81
Monitoring and Managing a Group  87
Using Groups to Supplement Your Page  89
Summary  91
5. Facebook Events . . . . . . . . . . . . . . . . . . 93
When to Use an Event  95
Creating an Event  97
Breaking Through the Clutter  99
Sending Invites  101
Integrating with a Page  103
Promoting Your Event  105
Event Follow-Up  107
Summary  109
6. Facebook Application Basics . . . . . . 111
Create Inherently Social Applications  113
Improve Existing Social Behaviors  113
Learn from Success  117
Clarity, Simplicity, and Speed  
to Engagement   121
Integrate with Viral Facebook Features  123
Development  125
Art and Copy  129
Launching and Promoting  
Your Application  129
Summary  132
7. Customizing Your Facebook Page . . 133
Page Icon  135
Designing Assets and Media  137
Content  139
Branded Patterns and Days  141
Exclusive Stuff  143
Custom Tabs  145
User Applications  147
Summary  149
8. Developing a Facebook Content
Strategy . . . . . . . . . . . . . . . . . . . . . . . . . 151
Competing with Other Content  
on Facebook  153
Optimizing for Both Facebook  
and Search Engines   163
Summary  173
9. Cross-Promoting Content
on Facebook . . . . . . . . . . . . . . . . . . . . 175
Least Shared Words  177
Meta Mentions  179
Most Shared Words  181
Digits  183
Linguistic Content  185
Video  187
Parts of Speech  189
Readability  191
Social Plug-ins  193
Summary  202
10. Facebook Page Management . . . . . 203
Exclusive Deals for Fans  205
Frequent Status Updates  207
Timely Redesigns  209
Promotions  211
Monitoring  213
Moderation  215
Responding  217
Advertising  219
Summary  221
11. Advertising on Facebook . . . . . . . . . . 223
Where to Send Users  225
Creative Content Design   225
Targeting   231
Budget  237
Bidding  239
Ad Stats  241
Summary  242
12. Analytics and ROI . . . . . . . . . . . . . . . . . 243
Insights for Page  245
Insights for Applications  251
Facebook Ads Analytics  255
Tracking  261
Summary  262
Acknowledgments . . . . . . . . . . . . . . . . 263
Index . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 265

Another Social Network Books
Another Economic Books
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