Facebook Marketing Leveraging Facebook's Features for Your Marketing Campaigns

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  • Edition: 3rd
  • Format: Paperback
  • Copyright: 2011-12-14
  • Publisher: Que Publishing

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Facebook now has 500,000,000 users, and adds 400,000 more every day. They're powerfully engaged: over 50% log in daily, averaging roughly 55 minutes per day on Facebook. Facebook users create 25 billion pieces of content every month. For marketers, this represents an immense opportunity. In Facebook Marketing, Third Edition, Justin R. Levy brings together up-to-the-minute insights and techniques for transforming that opportunity into profit. In this extensively updated edition, Levy goes far beyond the basics, covering Facebook's growing portfolio of business-related features, including Facebook Messages, Facebook Deals, Facebook Places, and more. You'll learn everything you need to know about the latest changes to privacy controls, Facebook Groups, and other key features. Step by step, one page at a time. Levy guides marketers through:   Developing winning Facebook marketing strategies Designing Facebook ads that drive more clickthroughs at lower cost Using Facebook Connect to reach customers outside Facebook Monitoring what customers are saying in real-time Building thriving Facebook communities that promote loyalty and innovation And more Packed with tips, case studies, and interviews, this book covers Facebook's features and shows how to use them to craft marketing campaigns that work.

Author Biography

BRIAN CARTER offers social media training to B2C and B2B businesses of all sizes; his online Facebook training course serves 5,500 participants. Carter has been an Internet marketing consultant and trainer for 11 years, providing services that have often doubled or tripled clients’ online revenue. He has been profiled by The Wall Street Journal, US News and World Report, and Entrepreneur.


JUSTIN LEVY leads social communications at Citrix Online. Prior to joining Citrix, Levy was an Executive Director at New Marketing Labs, a social media agency, where he worked with Fortune 500 brands developing and executing social media strategies and campaigns. Levy is a sought after public speaker on social media and has been interviewed by mainstream media sources including FOX Business, Associated Press, Inc. Magazine, and the Boston Globe.

Table of Contents

Introduction 1


I Getting Started     19

1 Getting Around Facebook: The Basics     21

Getting Started     22

0–60 on Facebook in 11 Steps     22

Home Page News Feed and Ticker     33

Comments and Likes     35

Publisher Tool     35

Photos     36

Videos     38

Pages and Groups     39

Notes     40

Facebook Chat     40

Search     41

Managing Friends and Friend Lists     43

Messages     44

Account Settings     45

2 Addressing Privacy Concerns     47

The Two Faces of Privacy on Facebook     48

Single Facebook Profile     49

Two Different Facebook Profiles? Or Get a Page?      50

Not Doing Business on Facebook     51

Privacy Settings     51

Personal Privacy Settings     51

Extensive Profile Privacy Settings     57

Pages Privacy Settings     57

Group Privacy Settings     59

Facebook’s Privacy Policy     60

Summary     63
3 Establishing a Corporate Presence     65

Personal or Professional?      66

Developing a Corporate Facebook Presence     67

Getting Started     68

Facebook Pages    69

Getting Started with Your Facebook Page     69

Apps for Pages     76

Notes and Your Blog     77

Events     79

What’s Next     83

Promoting Your Facebook Page     84

Email Signature     84

Twitter     84

Facebook     85

Email Marketing     85

Company Website     86

Facebook Ads     87

Google AdWords     88

Other Facebook Page Promotion Ideas     88

Facebook Groups     89

Page or Group: Which One?      91


II Intermediate Marketing Skills     93

4 Facebook Advertising: How and Why You Should Be Using It     95

Common Reasons for an Ad to Be Rejected     97

Step-by-Step Guide to Creating an Ad     99

Analyzing Performance     107

Summary     110

5 Facebook Page Analytics: Tracking Your Success     111

Quantify and Improve Your Page’s Performance     112

Inside Facebook Page Insights     112

The Users Section of Facebook Page Insights     114

The Interactions Section of Facebook Page Insights     117

Advanced Facebook Page Insights     119

Using Web Analytics to Measure Facebook Impact     120

6 Using Facebook to Develop Communities     121

Building a Community for Your Company, Product, or Service     123

Do Pages or Groups Create More Community?      124

How Does Community Build ROI?      125

Building Private Corporate Communities    126

Using Facebook as a Focus Group     126

Building Personal Networking Communities     127

Be Helpful     127

Connect Often     128

Be a Connector     128

Use Lists     128

How Corporations Benefit from Employees’ Personal Social Networks     130

Building a Community Around a Hobby or Interest     130

Building Community Membership with Facebook Ads     133

Why Pages with Millions of Fans Still Might Need Ads     133

How to Get Affordable Fans and Group Members     134

How to Build Interaction Within Your Community     134

Upload Photos     135

Upload Videos     136

Ask Questions     136

Nurturing Your Community     139

How Do You Know Whether You’re Doing a Good Job?      140

Should You Police Your Community?      142

Facebook and Social Media Monitoring     143

To Prevent Negativity, Nurture Positivity     143

Summary     143


III Getting the Most Out of Advanced Facebook Features     145

7 The Power of Local: Facebook Places and Deals     147

The Importance of Locally Oriented Online Marketing     148

How Does Facebook Check-in Deals Compare to Groupon?      149

Facebook Places     149

How Facebook Places Work     151

How to Claim Your Business as a Facebook Place     152

How to Create a Place     154

Businesses with Multiple Locations     154

Facebook Check-in Deals     156

How Do Facebook Users Find Deals?      156

What Kinds of Check-in Deals Can You Offer?      157

How Do You Create a Facebook Deal?      157

Deal Ideas     158

How Do You Prepare Your Biz for a Deal?      159

Endnotes     159

8 Socialize Your Website with Facebook Connect and Social Plug-ins     161

Adding the Like Button to Your Website     163

Adding the Send Button to Your Website     166

Adding a Like Box to Your Website     166

Adding Facebook Commenting to Your Website     167

Integrating Chat Using the Live Stream     168

Using Facebook for Your Website’s Registration and Login System     170

Creating a Personalized Experience with Facebook Connect     172

Not Just for the Web     174

Summary     175

9 Facebook Credits: Social Currency and Your Business     177

What Are Facebook Credits?      178

How to Get Facebook Credits     178

Uses of Facebook Credits Beyond Games     179

Movies and Television     179

News Media and Facebook Credits     181

The Music Industry and Facebook Credits     182

Analytics for Facebook Credits     183

Takeaways     183

Endnotes     184


IV Role Models and Predictions     185

10 Best in Class Facebook Pages     187

Best Fan Interaction     188

I Wish I Were Diving     189

Vin Diesel     190

The Ellen DeGeneres Show     192

Best Use of Facebook Features     194

Spartan Race     194

Volkswagen     196

Barack Obama     198

Best Revenue and ROI     201

Rosehall Kennel     201

Baseball Roses     202

Lessons Learned from the “Best in Class”      204

11 What’s Next for Facebook     207

Going Public     208

Acquisitions     210

Integrating More Professionalism and Control     210

The News Feed and EdgeRank     212

Facebook Versus Google     212

Increasing Ways to Connect     213

An Endless Rainbow of Options    214

Signing Off     215

Index 217

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