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Amy Porterfield is a social media strategist who helps clients maximize the marketing power of social media.
Phyllis Khare is a keynote speaker and trainer with Five Star Speakers and in-demand strategist for social media marketing.
Andrea Vahl is the community manager for Social Media Examiner, the largest online social media magazine.
Introduction 1
About This Book 1
Foolish Assumptions 2
Conventions Used in This Book 2
What You Don’t Have to Read 2
How This Book Is Organized 3
Book I: Joining the Facebook Marketing Revolution 3
Book II: Claiming Your Presence on Facebook 3
Book III: Adding the Basics to Your Facebook Page 3
Book IV: Building, Engaging, Retaining, and Selling to Your Community 3
Book V: Understanding Facebook Applications 4
Book VI: Making Facebook Come Alive with Events and Contests 4
Book VII: Advanced Facebook Marketing Tactics 4
Book VIII: Facebook Advertising 4
Book IX: Measuring, Monitoring, and Analyzing 5
Icons Used in This Book 5
Where to Go from Here 5
Book I: Joining the Facebook Marketing Revolution 7
Chapter 1: Exploring Facebook Marketing 9
Seeing the Business Potential of Facebook 9
Reaping the benefi ts for business-to-consumer companies 11
Reaping the benefi ts for business-to-business companies 15
Developing genuine relationships with customers
and prospects 15
Creating one-to-one customer engagement 16
Providing prompt customer service 16
Creating a shopping portal 18
Using Facebook with the Global Market 19
Understanding Facebook Marketing Basics 20
Marketing on your Page and your Profi le 21
Developing your Page to be a hub of activity 22
Understanding privacy options 23
Keeping things professional but personal 26
Chapter 2: Creating Your Facebook Marketing Plan 27
Defining Your Ideal Audience on Facebook 27
Identifying the demographics of your ideal audience 28
Understanding the psychographics of your ideal audience 28
Finding Your Ideal Audience inside Facebook 29
Filtering Facebook Search results 31
Using Facebook Ads to research your ideal audience 33
Identifying the Core Goals of Your Facebook Marketing Plan 35
Defi ning your Facebook marketing goals 36
Deciding on a social media budget 36
Deciding whether a Facebook Ads campaign is right for you 37
Rules for Successful Facebook Pages 38
Rule #1: Be deliberate, and manage expectations 38
Rule #2: Focus on smart branding 39
Rule #3: Create fresh content 40
Rule #4: Give your Page a human touch 41
Rule #5: Cultivate engagement with two-way dialogue 42
Rule #6: Encourage fan-to-fan conversations 43
Rule #7: Make word-of-mouth advocacy easy 44
Rule #8: Create consistent calls to action 44
Rule #9: Monitor, measure, and track 45
Summing up the nine rules 45
Setting Up the Resources and Manpower for Your Facebook Marketing Plan 46
Identifying your existing resources and manpower 46
Deciding on in-house or outsourced marketing 47
Defining Your Admin Team 49
Filling the five admin roles 50
Adding an admin 50
Deleting an admin 52
Choosing the right Page manager 52
Considering a social media manager 53
Coordinating admin posts and strategies 54
Measuring Your Return on Investment 55
Defining success 55
Measuring brand ROI 56
Measuring financial ROI 56
Book II: Claiming Your Presence on Facebook 57
Chapter 1: Understanding Facebook Pages and
Personal Accounts 59
Reviewing Facebook Pages and Account Types 60
Navigating Your Personal Profi le Timeline and the Subscribe Button 60
Creating a personal Profile 61
Activating the Subscribe button 64
Chapter 2: Creating Your Facebook Marketing Plan 27
Defi ning Your Ideal Audience on Facebook 27
Identifying the demographics of your ideal audience 28
Understanding the psychographics of your ideal audience 28
Finding Your Ideal Audience inside Facebook 29
Filtering Facebook Search results 31
Using Facebook Ads to research your ideal audience 33
Identifying the Core Goals of Your Facebook Marketing Plan 35
Defi ning your Facebook marketing goals 36
Deciding on a social media budget 36
Deciding whether a Facebook Ads campaign is right for you 37
Rules for Successful Facebook Pages 38
Rule #1: Be deliberate, and manage expectations 38
Rule #2: Focus on smart branding 39
Rule #3: Create fresh content 40
Rule #4: Give your Page a human touch 41
Rule #5: Cultivate engagement with two-way dialogue 42
Rule #6: Encourage fan-to-fan conversations 43
Rule #7: Make word-of-mouth advocacy easy 44
Rule #8: Create consistent calls to action 44
Rule #9: Monitor, measure, and track 45
Summing up the nine rules 45
Setting Up the Resources and Manpower for Your Facebook Marketing Plan 46
Identifying your existing resources and manpower 46
Deciding on in-house or outsourced marketing 47
Defi ning Your Admin Team 49
Filling the fi ve admin roles 50
Adding an admin 50
Deleting an admin 52
Choosing the right Page manager 52
Considering a social media manager 53
Coordinating admin posts and strategies 54
Measuring Your Return on Investment 55
Defining success 55
Measuring brand ROI 56
Measuring financial ROI 56
Book II: Claiming Your Presence on Facebook 57
Chapter 1: Understanding Facebook Pages and Personal Accounts 59
Reviewing Facebook Pages and Account Types 60
Navigating Your Personal Profile Timeline and the Subscribe Button 60
Creating a personal Profile 61
Activating the Subscribe button 64
Talking about the Ticker 65
Creating a Business Page 66
Making a Places Page 68
Creating a Group Page 71
Setting Up an Interest Page 72
Creating a Limited Business Account 75
Chapter 2: Creating Your Business Page 77
Considering a Few Things Before You Start 77
Choosing the right name for your business Page 78
Choosing the right type of business Page 79
Setting Up Your New Business Page 81
Completing, Publishing, and Promoting Your Page 85
Getting your Facebook images right 86
Completing the Info Page 90
Adding Facebook-built apps 92
Adding custom apps 94
Posting status updates 95
Publishing your Page 96
Editing and adding milestones 97
Inviting your Facebook Friends99
Inviting e-mail contacts 100
Sharing your Page 102
Promoting this Page on your website 103
Setting up your mobile phone 104
Managing Missteps 105
Creating personal Profi les with a business name 105
Sorting out or deleting a personal Profi le set up as a business 105
Changing your business Page type or name 108
Chapter 3: Administering Your Facebook Business Page 111
Viewing Facebook as Your Page 111
Liking other Pages as your Page 114
Changing voice preferences 115
Touring the Admin panel 115
Understanding How Other People See Your Page 118
Cover photo 120
Featured apps 120
Profi le image 121
Friends (Mutual connections) 121
About section 122
The numbers 122
The likes 123
Message button 124
View toggle 124
Gear-icon links 125
Editing Your Page 127
Your Settings 128
Manage Permissions 129
Basic Information 131
Profi le Picture 133
Featured 133
Resources 135
Admin Roles 136
Apps 138
Mobile 139
Insights 139
Help 140
Deals 140
Chapter 4: Arranging What Your Visitors See 141
Finding Your Page 141
Understanding How Apps Act as Navigation Links 143
Adding Facebook Apps to Your Page 144
Events app 145
Photos app 145
Notes app 147
Video app 150
Changing the Order of Apps on Your Page 150
Using the Hover Card as an Ad 151
Chapter 5: Using Your Personal Profile to Support Your Business 155
Determining Whether the Subscribe Button Is for You 155
Turning On Your Subscribe Button 158
Editing the Subscribe Settings 160
Seeing How to Post Publicly 162
Marketing Basics with a Personal Profile 163
Understanding Friend Subscribers and Public Subscribers 165
Adding Public Life Events to Your Personal Profile 166
Adjusting Your Timeline for Public Viewing 168
Uploading a Cover Photo that Supports Your Business 168
Book III: Adding the Basics to Your Facebook Page 171
Chapter 1: Posting to Your Page 173
Posting Updates to Your Timeline via the Publisher 173
How long to make your post 174
How often to post an update 175
What types of material to include 175
Including Attachments 176
Updating status and posting links 177
Attaching photos 180
Attaching video 182
Scheduling posts 184
Scheduling Events 186
Adding milestones 186
Posting questions 187
Using Facebook Offers 190
Targeting Your Updates by Location and Language 191
Promoting posts 193
Pinning and highlighting posts 193
Chapter 2: Facebook Apps 101 197
Defi ning Apps and Understanding Facebook Installed Apps 197
Adding an App to Your Page 200
Rearranging the Positions of Your Apps 202
Deleting an App from Your Page 203
Customizing the App Title and App Photo 203
Finding Apps in Your Page Dashboard 205
Chapter 3: Importing Your Blog Posts into Your Facebook Page 207
Getting the Address of Your RSS Feed 207
On Internet Explorer 208
On Firefox 208
In HTML code 209
Introducing the Facebook Blog-Import Applications 210
Using the NetworkedBlogs Application 211
Registering your blog on NetworkedBlogs 212
Verifying ownership of your blog 213
Setting up syndication 215
Reposting a blog post with NetworkedBlogs 217
Adding the NetworkedBlogs tab to your Facebook Page 218
Getting more readers by increasing your ranking inside the app page 219
Installing Social RSS 219
Using Social RSS 222
Deciding when to upgrade to paid service 222
Using RSS Graffiti 222
Using the dlvr.it Tool 225
Chapter 4: Connecting Your Page to Twitter 229
To Connect or Not to Connect 229
Connecting Facebook and Twitter 230
Linking your Facebook Page to Twitter 230
Seeing what happens to too-long tweets 233
Using Twitter Tools to Update Facebook 234
Exploring HootSuite 234
Using TweetDeck 238
Using other posting clients 240
Adding a Twitter Tab to Your Facebook Page 240
Chapter 5: The Fine Print: Legal and Other Considerations 245
Digesting Legal Considerations 245
Understanding U.S. Regulations on Testimonials and Reviews 247
Meeting Content Compliance for Certain Industries 250
Book IV: Building, Engaging, Retaining, and Selling to Your Community 253
Chapter 1: Building Visibility for Your Page 255
Inviting Your Existing Customers and Connections to Your Page 256
Changing your hold message 256
Adding your Page address to your e-mail signature 257
Including your new Facebook address on hard-copy mailings 262
Updating your letterhead and stationery 263
Including a Facebook icon on your web page 263
Linking to your Page from your personal Profile 264
Inviting your other social networks to visit your Page 266
Growing your Page manually or buying automatic fans 267
Sharing Your Page with Your Friends on Facebook 267
Inviting Facebook Friends to your Page 268
Sharing your Page 269
Sending requests to promote your Page 273
Finding and thanking your key enthusiasts 273
Adding Photos to Attract People to Your Page 273
Creating a marketing strategy with your Cover photo 274
Creating a marketing strategy with photo albums 274
Uploading photos to your Facebook Page 275
Sharing your albums and photos 277
Sharing with people other than your personal Friends on Facebook 279
Chapter 2: Engaging and Retaining Your Community 281
Creating Posts and Updates That Engage Your Readers 282
Asking questions 282
Polling your audience 283
Promoting your fans and enthusiasts 284
Tagging key players in updates 285
Using public posts to thank people 286
Creating incentives for repeat visits 287
Developing a posting schedule 288
Targeting Your Posts to Be Seen 289
Understanding EdgeRank 290
Using EdgeRank optimization strategies 291
Creating and Participating in Conversations with Your Audience 292
Revisiting the settings for posts to your Timeline 292
Understanding the different views people see on your Page 293
Being responsive and allowing conversation 294
Keeping the Conversation Civil 294
Reporting a poster 295
Remembering that users can block your posts too 297
Chapter 3: Better Engagement with the Help of Facebook Like Links and Buttons 299
The Button versus the Link 299
Answering Common Questions 300
Placing the Like Button Code 307
Generating the Code for a Like Button 308
Chapter 4: Expanding Your E-Commerce Products and Services to Facebook 311
Understanding Facebook E-Commerce 312
Using the Featured Apps Space for Your Store 313
Posting product images 313
Posting off-Facebook URLs 314
Posting an offer 314
Using PayPal to Accept Payment 314
Finding E-Commerce Apps that Fit Your Needs 315
Storenvy 316
Payvment 316
ShopTab 317
Etsy 317
Moontoast 318
Tinypay.me 318
Installing a Facebook E-Commerce Application 321
Creating a Link to Your Website Store on Your Page 321
Using Other Applications to Create a Custom Link for Your Storefront 322
Pagemodo 322
TabSite 322
Heyo 322
BandPage 323
Posting Facebook Offers 323
Chapter 5: Building Visibility for Your Personal Profile 325
Inviting People to Subscribe instead of Friend 326
Connecting Your Personal Profi le to Your Offline World 326
Creating a Cover Photo Strategy 327
Making Photo Albums Public 328
Using Life Events to Support Your Business 331
Adjusting and Adding Apps 332
Book V: Understanding Facebook Applications 335
Chapter 1: Customizing Your Page with Facebook Apps 337
Understanding How Facebook Users Make Use of Apps 337
Introducing Apps Developed by Facebook 338
Finding and Adding Apps to Your Page 342
Finding apps through Appbistro 342
Adding apps through Appbistro 344
Finding and adding apps through the search box 345
Deleting Apps from Your Page 347
Using Apps for Marketing 349
Contact forms and e-mail forms 350
Discussion-board apps 350
Video apps 351
Pinterest apps 352
Google+ 353
Social RSS 353
Other apps 354
Facebook’s mobile app 355
Chapter 2: Using iFrame Apps to Create Custom Tabs 357
Looking at Tabs 358
Defining iFrames 359
Outlining the Options 360
Building an iFrame application 360
Hiring someone to build the application for you 361
Using a third-party application 362
Exploring the Facebook Developers Site 362
Becoming a Verifi ed Facebook Developer 363
Verifying with a mobile phone number 364
Verifying with a credit card 364
Creating an iFrame Application 365
Installing the iFrame application on your Facebook Page 369
Using Third-Party Applications 370
Heyo 371
Static HTML for Pages 372
North Social 374
ShortStack 374
Static HTML: iFrame Tabs 375
TabSite 377
FanPageEngine 377
Book VI: Making Facebook Come Alive with Events and Contests 379
Chapter 1: Creating Facebook Events 381
Getting Started with Facebook Events 381
Adding the Events app to your Page 385
Entering the event details 387
Synching events with your personal calendar 390
Editing your event 391
Canceling your event 392
Uncovering Limitations of Facebook Events 392
Promoting an Event 393
Inviting your community to your event 393
Encouraging interaction within your Facebook Event 399
Sharing your Facebook Event outside Facebook 399
Chapter 2: Building Excitement with a Contest 401
Thinking about Running a Contest? 401
Designing Your Contest 402
Choosing a contest type 404
Reaping the benefi ts of a well-run contest 407
Understanding Facebook and legal restrictions 409
Defi ning Success 410
Setting targets 410
Setting your plan 411
Chapter 3: Using Third-Party Contest Applications 413
Finding a Contest Application 413
Comparing contest applications on the web 414
Searching for contest applications within Facebook 415
Getting to Know the Contest Applications 416
Exploring Wildfi re 416
Looking at North Social 417
Investigating Woobox 418
Understanding Offerpop 418
Delivering the Prizes 419
Keeping to a Budget 420
Designing Your Contest with the Wildfi re Application 420
Adding the Wildfi re app to your Page 420
Connecting the contest to your app 426
Using the North Social Application for Your Contest 428
Using the Woobox Sweepstakes Application 429
Signing up for Woobox 430
Adding a sweepstakes 431
Choosing a payment plan 433
Adding the sweepstakes to your Page 434
Using the Offerpop Application 435
Signing up for Offerpop 435
Publishing a sweepstakes 437
Adjusting the App’s Photo 439
Editing the position of the app 439
Editing the cover photo of an app 440
Chapter 4: Promoting Your Contest and Analyzing the Results 441
Setting Up a Blog Tour 441
Promoting Your Contest on Your Blog or Website 443
Using Facebook Open Graph to Allow Entries Anywhere on the Web 445
Using Social Media to Promote Your Contest 446
Twitter 446
LinkedIn 447
YouTube 447
Using Facebook to Promote an External Contest 448
Analyzing Your Contest Results 449
Using analytics within third-party contest applications 449
Monitoring community growth and tracking Facebook Insights 450
Adjusting Your Strategy Based on Analytics 451
Planning Future Contests 452
Mapping out your contests for the year 453
Watching for successful contest ideas 454
Book VII: Advanced Facebook Marketing Tactics 459
Chapter 1: An Introduction to Advanced Facebook Marketing 461
Remembering the Nine Core Facebook Marketing Rules 462
Creating a Facebook Experience 463
Planning the experience 463
Optimizing the experience 464
Building Social Proof with Sponsored Stories 465
Experimenting with Custom Apps 466
Targeting Your Audience with Custom Lists 467
Creating your custom lists 468
Adding custom lists to your Favorites 469
Creating Interest Lists to Focus on the People who Matter Most to Your Business 469
Creating a Facebook Offer for Your Local or Online Business 472
Creating a Facebook Offer 472
Promoting your offer 473
Putting your offer together 474
Expanding Your Page’s Exposure 476
Engaging with Fans 477
Getting Viral Exposure 478
Chapter 2: Marketing with Facebook Social Plug-ins 479
Understanding Social Plug-ins 479
Integrating your website with Facebook via plug-ins 480
Choosing the right plug-ins for your business 481
Finding Leads through the Like Button 482
Sharing Selectively with the Send Button 485
Using a Like Box to Grow Your Fan Base 486
Finding Out More about Your Visitors with the Login Button 487
Using Recommendations for Social Proof 488
Offering Smart Suggestions with the Recommendations Bar 489
Spotlighting Your Latest Content with the Activity Feed 490
Optimizing the Comments Feature 491
Optimizing Your Connections with Facepile 492
Capturing Audience Data with the Registration Plug-in 494
Attracting a Larger Audience with the Subscribe Button 495
Finding and Installing Open-Source Facebook Plug-Ins 496
Considering the most popular open-source social plug-ins 496
Using Share buttons for multiple social networks 497
Installing a WordPress plug-in (The easy way!) 498
Chapter 3: Discovering Live Video Streaming on Facebook 501
Understanding the Benefi ts of Streaming Video 501
Attracting viewers with chat 502
Getting closer to customers 502
Supplementing traditional advertising 503
Choosing Your Streaming Application 503
Streaming Your Live Broadcast with the Linqto Application 505
Streaming from Your Facebook Page with the Livestream Application 506
Creating a Livestream account 507
Installing the Livestream application on your Facebook Page 508
Adding Livestream to a tab on your Page 509
Creating Buzz about Your Live Stream 511
Posting to your Facebook Page 511
Posting to your personal Profile 512
Sharing viewer comments with other social media 512
Partnering with other events and organizers 513
Chapter 4: Stepping Out with Facebook Places and Facebook Deals 515
Exploring Facebook Places 515
Places for consumers 516
Places for businesses 522
Launching a Facebook Place 522
Locating your Place 523
Claiming your Place 524
Introducing Facebook Check-in Deals to Your Community 527
Choosing a deal 528
Defining your offer, and setting deal duration and quality 529
Promoting a deal 530
Setting up a deal in Places 530
Book VIII: Facebook Advertising 533
Chapter 1: Advertising in Facebook 535
Introducing Facebook Advertising 535
Understanding How Facebook Advertising Works 539
Advertising on Facebook versus other platforms 540
Defi ning ad types 543
Looking at Promoted posts 546
Designing campaigns with ads 546
Knowing what you can’t advertise 548
Identifying Your Goals 549
Gaining connections 549
Acquiring leads 552
Reconnecting with your community 553
Making Your Initial Decisions 553
Allocating a budget 553
Rotating your ad 553
Setting a timeline .554
Chapter 2: Creating a Facebook Ad 555
Designing a Click-Worthy Ad 555
Advertising an external web page 556
Advertising a Facebook Page, App, or Event with Engagement ads 561
Meeting Facebook’s terms and conditions 565
Using Sponsored stories 566
Using Laser Targeting 569
Location 570
Demographics 571
Interests 571
Connections on Facebook 573
Advanced targeting options 574
Setting Your Bidding and Pricing Goals 574
Running a Facebook Promoted Post 577
Getting Help from the Facebook Ads Team 580
Chapter 3: Testing, Measuring, and Modifying Your Ad 581
Understanding the Ads Manager 581
Adding an Admin to Your Facebook Ads Account 585
Testing Your Ad 587
Split-testing your three ad variables: Copy, image, and targeting 588
Testing your landing page 591
Viewing Facebook Reports 591
Running and reading the Advertising Performance report 593
Reading the Responder Demographics report 596
Exploring Actions by Impression Time 597
Understanding Inline Impressions 597
Exporting to a CSV file 598
Enabling the Facebook Ads Power Editor 599
Adapting your campaign 600
Book IX: Measuring, Monitoring, and Analyzing 601
Chapter 1: Setting Realistic Targets to Identify Success 603
Exploring Social Monitoring and Measuring 603
The Importance of Social Media Monitoring 604
Seeing why monitoring online conversations is important 605
Understanding the importance of real-time engagement 606
Monitoring the right way 608
Identifying your monitoring outcomes 608
The Importance of Social Media Measuring 610
Seeing why measuring online activity is important 610
Determining what you should measure for your return on investment (ROI) 611
Turning social activity into key metric indicators 612
Chapter 2: Exploring Facebook Insights 619
Making Sense of Insights Information 619
Exploring Insights data 620
Exporting the data 629
Determining the Most Important Data to Track 629
Tracking your like activity 629
Evaluating the impact of your content 630
Reaching Your Ideal Audience 633
Seeing who’s been viewing your Facebook Page 633
Evaluating activity outside Facebook 634
Chapter 3: Using Third-Party Monitoring Tools and Analyzing Results 635
Choosing the Tool That’s Best for Your Business 635
User fl exibility 636
Ease of setup 636
Ease of use 636
Ease of reporting 636
Cost 636
Training and support 637
Choosing Monitoring Tools: Your Third-Party Options 637
bit.ly 637
Google Alerts 639
Google Analytics 639
HootSuite 640
Social Mention 641
Crowdbooster 642
AgoraPulse 643
Hyperalerts 644
Sprout Social645
Topsy 645
Klout 646
Finding the Biggest Payoff with Your Monitoring Efforts 647
Analyzing Results and Taking Action 647
Building a tracking guide 647
Allocating manpower and resources from analysis 650
Identifying the time-wasters 650
Making adjustments on the fly 650
Building on your success 650
Index 651
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