Facebook Marketing: Designing Your Next Marketing Campaign »

Justin R. Levy is Director of Business Development, Marketing, and Client Relations at New Marketing Labs, a new media marketing agency that helps large and mid-sized businesses drive business value through the use of social media, blogs, community platforms, and other new online tools. Levy’s clients include Sony, Microsoft, Citrix Online, Pearson Education, SAS, and Molson Coors. Levy is also partner and general manager of Caminito Argentinean Steakhouse, a traditional steakhouse that has successfully used social media to drive sales, create community, and develop thought leadership. Contact Justin at http://justinrlevy.com.

The All-New, Up-to-the-Minute Guide to Facebook® Marketing: Better Techniques, Better Results!

In this completely revised book, top Facebook marketer Justin R. Levy shows how to use Facebook to attract more customers and earn more profits. This isn’t hype: It’s actionable information based on the real experiences of companies and individuals who have used Facebook to supercharge their businesses and careers. Levy covers it all, from the absolute basics to attracting visitors and building your community. You’ll discover the latest tools and Facebook Apps–and new best practices for everything from search to privacy. Packed with real case studies, this is the only Facebook business guide you need: your fast, complete blueprint for success.

Coverage includes

• Learning from the pioneers and avoiding beginner’s mistakes

• Developing a winning Facebook marketing strategy

• Establishing a presence that starts working fast and grows with you

• Designing Facebook ads that drive more clickthroughs at lower cost

• Using Facebook Connect and Live Stream Box to reach customers outside Facebook

• Monitoring what customers are saying about you in real-time

• Communicating more powerfully with widgets and Apps

• Addressing privacy concerns

• Building communities that promote loyalty and innovation

• Using Sweepstakes and other traffic builders

• Mastering advanced Facebook marketing tips, tricks, and hacks

• Preparing for the future of Facebook

Introduction XIII

1 From Dorm Room to Boardroom: The Growth of Social Networks 1

About Marc Zuckerberg 5

The Early Days 5

The Teenage Years 7

Coming into Adulthood 8

2 Getting Around Facebook: The Basics 15

Getting Started 16

0-60 on Facebook in 11 Steps 16

1 Take a Few Minutes to Familiarize Yourself 16

2 Upload a Picture of Yourself 17

3 Fill Out Your Profile Completely 18

4 Start Finding Some Friends 19

5 Import your AOL Instant Messenger (AIM) or Windows Live Buddies 19

6 Upload More Photos 23

7 Upload a Video or Two 24

8 Send Your First Status Using the Publisher Tool 24

9 Download a Facebook Mobile Application 25

10 Start Interacting with Your Friends 25

11 Have Fun and Explore! 26

Home Page Feed 26

Comments and Likes 28

Publisher Tool 29

Photos 31

Videos 32

Pages and Groups 33

Notes 34

Facebook Chat 35

Search 35

Friends Tab 37

Inbox Tab 38

Settings Tab 38

3 Establishing a Corporate Presence 41

Facebook: Personal or Professional? 42

Developing a Corporate Facebook Presence 43

Getting Started 43

Facebook Pages 44

Getting Started with Your Facebook Page 45

What's Next 54

Promoting Your Facebook Page 54

Email Signature 54

Twitter 55

Facebook 56

Email Marketing 57

Company Website 57

Facebook Ads 58

Google AdWords 58

Facebook Groups 59

Page or Group: Which One? 61

Nurturing Your Community 62

Run Contests or Sweepstakes 62

Share Specific Content 62

Create Specific Content 63

Simply Engage 64

Should You Police Your Community? 65

4 Extending Facebook into the Interwebs: The Power and Reach of Facebook Connect 67

Using Facebook Connect for Commenting 68

Using Facebook Connect to Provide Sharing Options 69

Sharing Stories into Your Stream with Facebook Connect 69

Recent Friend Activity 71

Using Facebook Connect for Social Filtering 72

Using Facebook Connect as a Single Sign On 72

Creating a Personalized Experience with Facebook Connect 73

Integrating Chat Using the Live Feed 74

Not Just for the Web 76

A Few Stats 77

Summary 77

5 Facebook Advertising: How and Why You Should Be Using It 79

Common Reasons for an Ad to be Rejected 80

Step-by-Step Guide to Creating an Ad 82

1 Design Your Ad 82

2 Target Your Audience 84

3 Create a Campaign and Set Pricing 86

4 Review and Submit 87

Analyzing Performance 88

Summary 89

6 Extending the Experience with Facebook Apps 91

Shareability of Applications 93

Finding Facebook Applications and Navigating the Directory 93

Reviewing and Adding an Application 96

Managing Your Applications 99

Creating Your Own Facebook Application 101

Installing the Developer Application 101

Completing the Application Configuration Form 102

Summary 103

7 Addressing Privacy Concerns 105

The Two Faces of Privacy on Facebook 106

Single Facebook Profile 107

Two Different Facebook Profiles 108

Not Mixing Personal and Work 108

Privacy Settings 109

Personal Privacy Settings 109

Pages Privacy Settings 116

Group Privacy Settings 119

Facebook's Privacy Policy 120

Summary 121

8 Developing a Facebook Marketing Strategy 123

Designing a Community Building Strategy 125

Designing a Promotions Strategy 130

Designing an Advertising Strategy 132

The Importance of Measurement 132

Facebook Insights 133

Facebook Advertising 134

Web Analytics 136

Marketing Software 137

Other Measuring Methods 138

Summary 138

9 Using Facebook to Develop Communities 141

Building a Community for Your Company, Product, or Service 143

Upload Photos 144

Upload Videos 145

Ask Questions 146

RSS 147

Provide Exclusives 147

Building an Internal Community 148

Using Facebook as a Focus Group 149

Building a Personal Community 149

Be Helpful 150

Connect Often 150

Be a Connector 151

Use Lists 152

Business Benefit from Personal Communities 153

Building a Community Around a Hobby or Interest 153

Summary 155

10 Best in Class 157

Volkswagen 158

Trust Agents 159

Microsoft Office 160

Gary Vaynerchuk 162

Barack Obama 163

Jonas Brothers 165

Gavin Newsom 166

Vin Diesel 168

The Ellen DeGeneres Show 169

Mashable 171

Lessons Learned from the "Best in Class" 173

11 Shaking the Crystal Ball: What's Next for Facebook 177

Going Public 178

Acquisitions 179

Integrating More Professionalism 181

Dashboard Customization 182

Increasing Ways to Connect 184

An Endless Rainbow of Options 187

Signing Off 187

Index 189