Facebook Marketing: Leverage Social Media to Grow Your Business »

Steven Holzner is the award-winning author of 112 books and has been a contributing editor at PC Magazine. His books have sold three million copies and have been translated into 18 languages.He specializes in web topics such as Facebook. He has been marketing his own companies on the Web for years, using marketplace experience; banner ads; Google,Yahoo!, and MSN pay-per-click campaigns; viral marketing; Usenet marketing; and more. He’s a web entrepreneur and has three online companies, which keep him busy.

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!

• Crafting your Facebook profile for maximum impact

• Getting into the Facebook community: crucial dos and don’ts

• Joining the right Facebook Groups—or starting your own

• Creating a Facebook blog that attracts paying customers

• Promoting products and services with free Facebook Marketplace classifieds

• Hosting your own Facebook events: from company picnics to concerts

• Successfully advertising on Facebook, without overspending

• Promoting your business within today’s most popular Facebook applications

• Tracking the results of your advertising

• Using brand-new viral video marketing techniques

• Driving even more Web traffic to your Facebook pages

• Building your own Facebook applications

Introduction 1

1 Targeting Your Profile 5

 Welcome to Facebook Marketing 5

 Welcometo 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

  Targeting Your Poll 202

 Creating and Running a Poll 203

 Monitoring a Poll 205

 Getting the Demographics of Your Poll Respondents 207

 More Facts About Polls 208

 Using Facebook Network Pages 209

  Joining Networks 210

  Accessing Network Pages 212

  Posting on Network Pages 215

  Creating Your Own Networks 217

9 Facebook Applications 221

 Introducing Applications 221

  Extend Your Contacts 222

  Advertise Using Prebuilt Applications 222

  Have a Custom Application Developed 223

  Write Your Own Application 223

 Finding Facebook Applications 224

  Using the Facebook Application Directory 224

  Looking at an Application 227

  Adding an Application 227

  Managing Your Applications 230

 Using Prebuilt Applications 237

  Advertising in Prebuilt Facebook Applications 237

  Gaining Exposure Through Apps 241

 Having Custom Apps Developed 242

10 Developing Your Own Applications 245

 Creating a New Application 245

  Writing the Game 246

  Creating the Begin Function 247

  Creating the Guess Function 247

  Testing the Game 249

  Installing the Developer Facebook Application 250

  Using the Developer Application 251

  Converting the Game into a Facebook Application 253

  Filling out the Application Configuration Form 253

  Installing and Testing the Game 257

 Working with the Facebook API 259

 Facebook and Developers 263

Index 265

1 Targeting Your Profile 5

2 Facebook Groups 45

3 Creating Your Own Pages 71

4 Hosting Your Own Facebook Events 101

5 Introducing Advertising 129

6 Optimizing and Monitoring Your Advertising 157

7 Using the Marketplace 177

8 Beacon, Polls, and Networks 199

9 Facebook Applications 221

10 Developing Your Own Applications 245

Index 265