Facebook Marketing: Leverage Social Media to Grow Your Business

by Steven Holzner

Profit from Facebook! High-Impact, Low-Cost Social Marketing That Works! With more than 80,000,000 affluent, savvy members, Facebook is today’s fastest-growing marketing opportunity! But traditional marketing methods won’t work here. In Facebook Marketing , best-selling author Steven Holzner reveals new social marketing techniques that do work, and shows you exactly how to make the most of them. Using true case studies, Holzner introduces powerful new techniques from today’s smartest Facebook marketers...and helps you avoid pitfalls that can cost you money and credibility. No matter what business you’re in, you’ll learn how to create bottom-up, “viral” Facebook marketing programs that achieve maximum results at minimum cost! Introduction 1 1 Targeting Your Profile 5 Welcome to Facebook Marketing 5 Welcome to Facebook 7 Getting Started with Facebook 8 The Profile Tab 12 Across the Top 13 The Search Bar 15 Name, Photo, Networks, and Status 18 The Mini-Feed Section 19 The Friends and Friends in Other Networks Sections 19 The Photos Section 21 The Groups Section 23 The Information Section 24 The Education and Work Section 24 The Gifts Section 25 The Wall Section 25 Editing Your Profile 25 Setting Profile Privacy 27 The Friends Tab 31 Searching for Friends 31 Managing Your Friends 33 Creating Friend Lists 35 The Inbox Tab 37 Reading Messages 38 Avoiding Spam 39 Reading Notifications 39 Composing Messages 40 Getting Help 41 2 Facebook Groups 45 Welcome to Facebook Groups 45 Messaging Your Members 46 A Word About Spam 46 Joining Facebook Groups 47 What Groups Are Available? 47 Taking a Look at a Group 51 How Do I Join a Group? 54 Which Groups Can I Join? 54 Creating Your Own Facebook Groups 55 Creating Your Group 57 Customizing Your Group 58 Inviting Friends to Join Your Group 61 Seeing Your New Group 65 Managing Your New Group 67 Deleting a Group 70 3 Creating Your Own Pages 71 Welcome to Facebook Pages 71 Pages from a Marketing Perspective 72 Viral Marketing with Pages 73 Page Authenticity 74 Finding Pages 75 Searching for Pages 76 Browsing Pages by Type 78 Browsing All Pages 79 Becoming a Fan of a Page 80 Examining a Page 83 Sharing a Page 85 Creating Your Own Page 88 Examining Your New Page 92 Editing Your Page 94 Updating Your Fans 98 Promoting Your Page 99 4 Hosting Your Own Facebook Events 101 Welcome to Facebook Events 101 All About Facebook Events 102 Checking Out Your Friends’ Events 103 Taking a Look at an Event 104 The Information Section 106 The Description Section 107 The Other Information Section 109 The Photos,Video, and Posted Items Section 109 The Confirmed Guests Section 109 The Other Invites Section 109 The Wall 110 The Event Type and Admins Section 110 Adding an Event to Your Event List 110 Browsing for Events 113 Searching for Events 113 Creating an Event 115 Customizing an Event 117 Uploading the Image for the Event 118 Setting Event Options 118 Setting Event Access 119 Inviting People to Your Event 119 Seeing Your Event 122 Managing and Publicizing Your Event 124 Message All Guests 124 Invite People to Come 124 Edit Event 126 5 Introducing Advertising 129 Welcome to Advertising 129 News Feed Advertising with Posted Items 131 Posting Items from External Sites 131 Posting Items from Facebook 134 Posting Items with the Share on Facebook Button 135 Posting Items from Partner Websites 135 Deleting Posts 137 Using Ads 139 There Are Ads, and Then There Are Social Ads 139 Cost Per Click or Cost Per Thousand? 141 Bidding for Ad Presentation 141 Creating an Ad 142 Setting Up Your Account 142 Starting Your Ad 143 Choosing What to Advertise 144 Choosing Your Audience 145 Creating the Ad 147 Setting the Budget for Your Ad 151 Review Your Ad 153 Congratulations 154 6 Optimizing and Monitoring Your Advertising 157 Understanding Your Campaign 158 Tuning the Number of Impressions 159 Tuning the Click-Through Ratio 160 Tuning the Average CPC 160 Getting an Ad’s Daily Details 161 Changing Your Ad’s Settings 163 Changing Your Bid 163 Changing Your Budget 163 Pausing or Deleting Your Ad 164 Modifying Your Ad 164 Checking Your Billing 166 Your Daily Spending Limit 166 Integrated Solutions 167 Exporting Your Campaign’s Performance 168 Using Campaign Insights for Pages 170 Page Views 171 Unique Users 171 Wall Posts 171 Discussion Topics 171 Reviews 171 Photo Views 172 Video Plays 172 Optimizing for Your Target Audience 172 Determining Your Target Audience Size 172 Selecting Keywords 175 Some Facebook Ad Facts 175 Onsite or Offsite Landing Pages 176 7 Using the Marketplace 177 Introducing the Marketplace 177 Taking a Look at the Marketplace 178 Marketplace Categories 178 Looking at a Category 179 Looking at an Ad 180 Searching for Items 181 Browsing Other Regions and Networks 182 Creating a Listing 185 Listing an Item for Sale 185 Managing Your Listing 191 Users Can List the Items They Want 193 8 Beacon, Polls, and Networks 199 Introducing Beacon 199 Introducing Facebook Polls 201 All About Facebook Polls 202 Ta...

Genres: Business, Social Media, Web

273 pages, Paperback

First published August 25, 2008

Reviews

[Jon · Rating 1 out of 5]

This book is a joke. It's more of a guide to "How to use Facebook" than a book that will tell you anything about how to actually market a business on Facebook. Go check out a few blogs on social media marketing and you'll learn way more and not spend a dime.

[Odetta · Rating 2 out of 5]

Very easy read. Would not suggest for anyone that is very familiar with Facebook already. Some of the content is already out of date.

[Mry Contreras · Rating 2 out of 5]

This might have been a decent book about 10 years ago or for someone new to Facebook (if there are any people new to Facebook left). I didn't learn anything new unfortunately.

[Tami · Rating 5 out of 5]

When many people think about Facebook, they tend to think of a social network for the younger generation. They assume that Facebook is just a glorified chatroom. Therefore, when doing social marketing, most businesses focus on MySpace and Linked In.

Facebook Marketing states that businesses that exclude Facebook in their social marketing are missing out on important opportunities. There re countless ways that individuals and companies can be noticed, without spamming. If done properly, social networking and even advertising on Facebook can provide a good deal of promotion for any business.

Facebook Marketing takes the entrepreneur through the process of setting up a Facebook account and then making the best use of the network’s applications. It also gives information on how to advertise on Facebook. Throughout the book is advice on best practices and how to assure that you won’t be accused of spamming.

[Nettie · Rating 2 out of 5]

This book is a great beginners guide to facebook and the tools available to use for marketing. It does not, however, prescribe how to use facebook to market. If you are looking for a book on marketing suggestions, statistics, etc. this is not the book for you. This book captures the essentials of facebook tools and explains them in a very easy to understand fashion. I would definitely recommend this to those that are just starting out on facebook or have not utilized all of facebook's functionality. You will learn a thing or two.

[Kevin · Rating 2 out of 5]

A very basic step by step guide to Facebook and an introduction to marketing. If you are at all familiar with Facebook this book won't help you much. Some good basic information in the second half of the book but very broad and not deep enough in my opinion.

[Floyd Saunders]

I have bought but just starting to read it.

[Sandivina]

Conocer bien la red social para darle uso al marketing de tu empresa

[Jerry Smith · Rating 2 out of 5]

Good place to start - Facebook 101 for using FB for marketing. Some useful pointers that I will doubtless refer to many times.

[David Feinstein · Rating 3 out of 5]

This is a BASIC guide to Facebook... not a comprehensive study of all the intricacies of Facebook...but it's simple and easy to follow.

I would call this Facebook 101 for beginners.

[Heidi · Rating 2 out of 5]

http://judiciousweb.wordpress.com/200...

[Tim Priebe · Rating 2 out of 5]

Had some okay information, but not enough for me to read the entire book. I lost interest less than halfway through, and I do this stuff for a living.

[Marie · Rating 1 out of 5]

I was afraid this might already be outdated and it totally is...what a difference a year makes!

[Alicia · Rating 2 out of 5]

Outdated. Already.

[Tamara · Rating 3 out of 5]

Provides simple screenshots and step-by-step instructions for creating and maintaining a Facebook page. Not as helpful if you're already familiar with Facebook.

[Richard Sparks · Rating 1 out of 5]

Facebook changes so quickly that most of this book already seems out of date. Print books will never be able to keep up. Unless you know nothing about Facebook, this edition isn't much help.

[Bismi · Rating 2 out of 5]

The content already out date.
I think this book not about marketing on facebook. It more like a guide about "how to use facebook".

[Emmanuel Sibanda · Rating 3 out of 5]

Helps you understand a lot about Facebook marketing, page rank at what you should do to encourage engagement for your brand