Facebook Marketing
Leveraging Facebook's Features for Your Marketing Campaigns
(Sprache: Englisch)
Facebook now has 500,000,000 users, and adds 400,000 more every day. For marketers, this represents an immense opportunity. Here, Levy brings together up-to-the-minute insights and techniques for transforming that opportunity into profit. In this updated...
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Facebook now has 500,000,000 users, and adds 400,000 more every day. For marketers, this represents an immense opportunity. Here, Levy brings together up-to-the-minute insights and techniques for transforming that opportunity into profit. In this 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.
Klappentext zu „Facebook Marketing “
Your best customers and prospects are on Facebook: more than 800,000,000 of them . Your business needs to be there, too: not just with a generic "page," but with a smart, low-cost marketing program that works . Facebook Marketing, Third Edition will help you plan that program, execute it, measure it, and optimize it. Two world-class social media marketers show you how to make the most of Facebook's most valuable new business features-including Facebook Messages, Deals, Places, Credits, Connect, mobile apps, and much more. This completely revamped new edition offers dozens of new tips and best practices for everything from advertising and analytics to promotion and privacy. Whether you're an entrepreneur, marketer, or PR pro, it will help you find and profit from your customers where they are right now: on Facebook!You'll Learn How To:- Get started fast with Facebook, even if you're new to it
- Develop winning Facebook marketing strategies
- Master new best practices for creating "best in class" Facebook pages
- Design Facebook ads that drive more clickthroughs at lower cost
- Reach customers outside Facebook with Facebook Connect and social plugins
- Use images and other media to personalize your presence and engage visitors
- Build thriving Facebook communities that promote loyalty and innovation
- Market to customers on the move via Facebook mobile apps
- Monitor what your customers are saying in real-time
- Protect your privacy-and your customers' privacy, too
- Use Facebook Credits social currency to attract new customers and promote product sampling
- Track your performance with Facebook Analytics
- Prepare to profit from tomorrow's Facebook trends and innovations
Inhaltsverzeichnis zu „Facebook Marketing “
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
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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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Autoren-Porträt von Brian Carter, Justin R. Levy
BRIAN CARTER, is a former intelligence analyst for both the military and law enforcement who currently works as an Information Protection Analyst for NatCity Investments, handling firewalls, intrusion detection systems, cryptography, and security architecture.
Bibliographische Angaben
- Autoren: Brian Carter , Justin R. Levy
- 2011, 3. Aufl., 352 Seiten, mit Abbildungen, Maße: 15 x 22,4 cm, Kartoniert (TB), Englisch
- Verlag: Que
- ISBN-10: 078974113X
- ISBN-13: 9780789741134
Sprache:
Englisch
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