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• Introduction
• About This Book
• Foolish Assumptions
• Icons Used in This Book
• How This Book is Organized
• Book I: Joining the Facebook Marketing Revolution
• Book II: Claiming Your Presence on Facebook
• Book III: Adding the Basics to Your Facebook Page
• Book IV: Building, Engaging, Retaining, and Selling to Your Community
• Book V: Understanding Facebook Applications
• Book VI: Making Facebook Come Alive with Events and Contests
• Book VII: Facebook Advertising
• Book VIII: Advanced Facebook Marketing Tactics
• Book IX: Measuring, Monitoring, and Analyzing
• Beyond the Book
• Where to Go from Here
• Book I: Joining the Facebook Marketing Revolution
• Chapter 1: Exploring Facebook Marketing
• Seeing the Business Potential of Facebook
• Asking yourself what you’re after
• Using Facebook to your advantage
• Reaping the benefits for business-to-consumer companies
• Reaping the benefits for business-to-business companies
• Developing genuine relationships with customers and prospects
• Creating one-to-one customer engagement
• Providing prompt customer service
• Creating a shopping portal
• Using Facebook with the Global Market
• Understanding Facebook Marketing Basics
• Marketing on your Page and your Profile
• Developing your Page to be a hub of activity
• Understanding privacy options
• Keeping things professional but personal
• Chapter 2: Creating Your Facebook Marketing Plan
• Defining Your Ideal Audience on Facebook
• Identifying the demographics of your ideal audience
• Understanding the psychographics of your ideal audience
• Finding Your Ideal Audience inside Facebook
• Filtering Facebook Search results
• Using Facebook Ads to research your ideal audience
• Identifying Your Facebook Marketing Plan’s Core Goals
• Defining your Facebook marketing goals
• Deciding on a social media budget
• Deciding whether a Facebook Ads campaign is right for you
• Rules for Successful Facebook Pages
• Rule #1: Be deliberate, and manage expectations
• Rule #2: Focus on smart branding
• Rule #3: Create fresh content
• Rule #4: Give your Page a human touch
• Rule #5: Cultivate engagement with two-way dialog
• Rule #6: Encourage fan-to-fan conversations
• Rule #7: Make word-of-mouth advocacy easy
• Rule #8: Create consistent calls to action
• Rule #9: Monitor, measure, and track
• Summing up the nine rules
• Setting Up Resources and Manpower for Your Plan
• Identifying your existing resources and manpower
• Deciding on in-house or outsourced marketing
• Defining Your Admin Team
• Filling the five admin roles
• Adding an admin
• Deleting an admin
• Choosing the right Page manager
• Considering a social media manager
• Coordinating admin posts and strategies
• Measuring Your Return on Investment
• Defining success
• Measuring brand ROI
• Measuring financial ROI
• Book II: Claiming Your Presence on Facebook
• Chapter 1: Understanding Facebook Pages and Personal Accounts
• Reviewing Facebook Pages and Account Types
• Navigating Your Personal Profile Timeline and the Follow Button
• Creating a personal Profile
• Turning on the Follow button
• Talking about the Ticker
• Getting Down to Business
• Making a Places Page
• Creating a Facebook Group
• Setting Up an Interest Page
• Chapter 2: Creating Your Business Page
• Considering a Few Things before You Start
• Choosing the right name for your business Page
• Choosing the right type of business Page
• Setting Up Your New Business Page
• Creating a business Page
• Opening your page
• Unpublish your Page
• Completing, Publishing, and Promoting Your Page
• Getting your Facebook images right
• Completing the Info Page
• Adding Facebook-built apps
• Adding custom apps
• Posting status updates
• Publishing your Page
• Editing and adding milestones
• Inviting your Facebook Friends
• Inviting e-mail contacts
• Sharing your Page
• Promoting this Page on your website
• Setting up your mobile phone
• Claiming a Facebook Place
• Merging a Facebook Place with Your Page
• Managing Missteps
• Creating personal Profiles with a business name
• Sorting out or deleting a personal Profile set up as a business
• Changing your business Page type or name
• Chapter 3: Administering Your Facebook Business Page
• Viewing Facebook as Your Page
• Liking other Pages as your Page
• Changing voice preferences
• Touring the Admin panel
• Understanding How Other People See Your Page
• Cover photo
• Featured apps
• Profile image
• Friends (Mutual connections)
• About section
• The numbers
• The likes
• Message button
• Drop-down menus on Pages
• Editing Your Page
• Edit Settings
• Admin Roles
• Apps
• Audience Suggestions
• Featured
• Mobile
• Use Activity Log
• See Banned Users
• Build Audience
• See Insights
• Help
• Chapter 4: Arranging What Your Visitors See
• Finding Your Page
• Understanding How Apps Act as Navigation Links
• Adding Facebook Apps to Your Page
• Events app
• Photos app
• Notes app
• Video app
• Changing the Order of Apps on Your Page
• Using the Hover Card as an Ad
• Chapter 5: Using Your Personal Profile to Support Your Business
• Determining Whether the Follow Button Is Right for You
• Turning On Your Follow Button
• Editing the Follow Settings
• Seeing How to Post Publicly
• Marketing Basics with a Personal Profile
• Understanding Friend Followers and Public Followers
• Adding Public Life Events to Your Personal Profile
• Adjusting Your Timeline for Public Viewing
• Uploading a Cover Photo that Supports Your Business
• Book III: Adding the Basics to Your Facebook Page
• Chapter 1: Posting to Your Page
• Posting Updates to Your Timeline via the Publisher
• How long to make your post
• How often to post an update
• What types of material to include
• Including Attachments
• Updating status and posting links
• Attaching photos
• Attaching video
• Scheduling posts
• Adding events
• Adding milestones
• Using Facebook Offers
• Targeting Your Updates by Location and Language
• Boosting posts
• Pinning and highlighting posts
• Chapter 2: Facebook Apps 101
• Defining Apps and Understanding Facebook Installed Apps
• Adding an App to Your Page
• Rearranging the Positions of Your Apps
• Deleting an App from Your Page
• Customizing the App Title and App Photo
• Finding Apps in Your Page Dashboard
• Chapter 3: Importing Your Blog Posts into Your Facebook Page
• Getting the Address of Your RSS Feed
• On Internet Explorer
• On Firefox
• In HTML code
• Introducing the Facebook Blog-Import Applications
• Using the NetworkedBlogs Application
• Registering your blog on NetworkedBlogs
• Verifying ownership of your blog
• Setting up syndication
• Reposting a blog post with NetworkedBlogs
• Adding the NetworkedBlogs tab to your Facebook Page
• Installing Social RSS
• Using Social RSS
• Deciding when to upgrade to paid service
• Using RSS Graffiti
• Using the dlvr.it Tool
• Chapter 4: Connecting Your Page to Twitter
• To Connect or Not to Connect
• Connecting Facebook and Twitter
• Linking your Facebook Page to Twitter
• Seeing what happens to too-long tweets
• Using HootSuite to Update Facebook
• Using Other Posting Applications
• SocialOomph
• Buffer
• Sprout Social
• Adding a Twitter Tab to Your Facebook Page
• Chapter 5: The Fine Print: Legal and Other Considerations
• Digesting Legal Considerations
• Understanding U.S. Regulations on Testimonials and Reviews
• Meeting Content Compliance for Certain Industries
• Book IV: Building, Engaging, Retaining, and Selling to Your Community
• Chapter 1: Building Visibility for Your Page
• Inviting Your Existing Customers and Connections to Your Page
• Changing your hold message
• Adding your Page address to your e-mail signature
• Including your new Facebook address on hard copy mailings
• Updating your letterhead and stationery
• Including a Facebook icon on your web page
• Linking to your Page from your Profile
• Inviting your other social networks to visit your Page
• Growing your Page manually or automatic fans
• Sharing Your Page with Your Friends on Facebook
• Inviting Facebook Friends to your Page
• Sharing your Page
• Sending requests to promote your Page
• Finding and thanking your key enthusiasts
• Adding Photos to Attract People to Your Page
• Creating a marketing strategy with your Cover photo
• Creating a marketing strategy with photo albums
• Uploading photos to your Facebook Page
• Sharing your albums and photos
• Sharing with people other than your personal Friends on Facebook
• Chapter 2: Engaging and Retaining Your Community
• Creating Posts and Updates That Engage Your Readers
• Asking questions
• Giving away something
• Promoting your fans and enthusiasts
• Tagging key players in updates
• Using public posts to thank people
• Creating a posting schedule
• Targeting your posts to be seen
• Understanding the News Feed Algorithm
• Using News Feed optimization strategies
• Creating and Participating in Conversations with Your Audience
• Optimize the settings for posts to your Timeline
• Understanding the different views people see on your Page
• Being responsive and allowing conversation
• Keeping the Conversation Civil
• Reporting a poster
• Remembering that users can block your posts too
• Chapter 3: Using Like Links and Buttons
• Comparing the Like Button and Like Link
• Answering Common Questions
• Placing the Like Button Code
• Generating the Code for a Like Button
• Chapter 4: Expanding Your E-Commerce Products and Services
• Understanding Facebook e-Commerce
• Using the Featured Apps Space for Your Store
• Posting product images
• Posting off-Facebook URLs
• Posting an offer
• Using PayPal to Accept Payment
• Finding e-Commerce Apps That Fit Your Needs
• Storenvy
• Ecwid
• ShopTab
• Etsy
• Installing a Facebook e-Commerce App
• Creating a Link to Your Website Store on Your Page
• Using Other Apps to Create a Custom Link for Your Storefront
• ShortStack
• TabSite
• Heyo
• BandPage
• Posting Facebook Offers
• Chapter 5: Building Visibility for Your Timeline
• Inviting People to Follow Instead of Friend
• Connecting Your Timeline to Your Offline World
• Creating a Cover Photo Strategy
• Making Photo Albums Public
• Making a new Public album
• Making an existing album Public
• Using Life Events to Support Your Business
• Adjusting and Adding Apps
• Moving apps
• Choosing apps
• Book V: Understanding Facebook Applications
• Chapter 1: Customizing Your Page with Facebook Apps
• Understanding How Facebook Users Make Use of Apps
• Introducing Apps Developed by Facebook
• Finding and Adding Apps to Your Page
• Deleting Apps from Your Page
• Using Apps for Marketing
• Contact forms and e-mail forms
• Discussion board apps
• Video apps
• Pinterest apps
• Google+
• Social RSS
• Other apps
• Facebook mobile app
• Chapter 2: Using iFrame Apps to Create Custom Tabs
• Looking at Tabs
• Defining iFrames
• Outlining the Options
• Building an iFrame application
• Hiring someone to build the application for you
• Using a third-party application
• Exploring the Facebook Developers Site
• Becoming a Verified Facebook Developer
• Verifying with a mobile phone number
• Verifying with a credit card
• Creating an iFrame Application
• Making the iFrame app
• Installing the iFrame application on your Facebook Page
• Using Third-Party Applications
• Heyo
• Static HTML for Pages
• ShortStack
• Static HTML: iFrame Tabs
• TabSite
• FanPageEngine
• Book VI: Making Facebook Come Alive with Events and Contests
• Chapter 1: Creating Facebook Events
• Getting Started with Facebook Events
• Showing Your Facebook Events in Different Places
• Adding the Events app to your Page
• Entering the event details
• Synching events with your personal calendar
• Editing your event
• Canceling your event
• Uncovering Limitations of Facebook Events
• Promoting an Event
• Inviting your community to your event
• Encouraging interaction within your Facebook Event
• Sharing your Facebook Event outside Facebook
• Chapter 2: Building Excitement with a Contest
• Thinking about Running a Contest?
• Deciding What You Want from a Contest
• Choosing a Contest Type
• Understanding Facebook and Legal Restrictions
• Defining Success
• Setting targets
• Setting your plan
• Chapter 3: Running a Timeline Contest
• Preparing for Your Timeline Contest
• Understanding the rules
• Assembling the parts
• Administering Your Timeline Contest
• Editing your post
• Sharing your contest
• Promoting Your Timeline Contest
• Selecting a Lucky Winner
• Exporting data with Contest Capture
• Using Woobox to pick a winner
• Chapter 4: Using Third-Party Contest Applications
• Finding a Contest Application
• Comparing Contest Applications on the Web
• Getting to Know the Contest Applications
• Exploring TabSite
• Looking at Heyo
• Investigating Woobox
• Understanding Offerpop
• Delivering the Prizes
• Budgeting for an App
• Designing Your Contest with the TabSite Application
• Signing up for TabSite
• Creating a sweepstakes with TabSite
• Using the Heyo Application for Your Sweepstakes
• Using the Woobox Sweepstakes Application
• Signing up for Woobox
• Adding a sweepstakes
• Customize your sweepstakes
• Choosing a payment plan
• Adding the sweepstakes to your Page
• Using the Offerpop Application
• Signing up for Offerpop
• Publishing a sweepstakes
• Adjusting the App’s Photo
• Editing the position of the app
• Editing the cover photo and title of an app
• Chapter 5: Promoting Your Contest and Analyzing the Results
• Setting Up a Blog Tour
• Promoting Your Contest on Your Blog or Website
• Using Facebook Open Graph to Allow Entries Anywhere on the Web
• Using Social Media to Promote Your Contest
• Twitter
• LinkedIn
• YouTube
• Using Facebook to Promote an External Contest
• Analyzing Your Contest Results
• Using analytics within third-party contest applications
• Monitoring community growth and tracking Facebook Insights
• Adjusting Your Strategy Based on Analytics
• Planning Future Contests
• Mapping out your contests for the year
• Watching for successful contest ideas
• Book VII: Facebook Advertising
• Chapter 1: Advertising in Facebook
• Introducing Facebook Advertising
• Understanding auction bidding
• Setting a flat fee to promote a post
• Paying a premium price
• Targeting your ads strategically
• Grasping the Anatomy of Facebook Ads
• Advertising by objective
• Promoting posts
• Advertising on Facebook versus other platforms
• Comparing CTR and conversion rates
• Defining Types of Ads
• Looking at Promoted posts in more detail
• Structuring ad campaigns strategically
• Knowing what you can’t advertise
• Identifying Your Goals
• Gaining connections
• Acquiring leads
• Reconnecting with your community
• Making Your Initial Decisions
• Allocating a budget
• Rotating your ad
• Setting a time frame
• Chapter 2: Creating a Facebook Ad
• Getting Started with the Ads Create Tool
• Identifying Your Internal or External Ad Objectives
• Building your internal market
• Building your outside market
• Making an Ad Work
• Selecting images
• Editing text and links
• Targeting Your Audience
• Locations
• Demographics
• Interests
• Behaviors
• More Categories
• Connections
• Setting Up Your Account and Campaign Page
• Filling Out the Account and Campaign section
• Completing the Bidding and Pricing section
• Crossing the Finish Line
• Placing your order
• Getting your ads approved
• Chapter 3: Exploring Power Editor
• Deciding Whether Power Editor Is for You
• Enabling Power Editor
• Navigating Power Editor
• Campaigning in Power Editor
• Creating and importing a campaign from Excel
• Creating ad sets in Power Editor
• Creating an ad in Power Editor
• Modifying existing campaigns, ad sets, or ads
• Editing Campaigns, Ad Sets, and Ads with Excel
• Managing multiple items with the Manage Ads drop-down
• Using Power Editor to Create and Promote Posts
• Creating a post in Power Editor
• Promoting a post from Power Editor
• Pinpointing Your Ideal Audience
• Reaching your ideal audience with Facebook and Partner Categories
• Reaching existing customers and prospects with Custom Audiences
• Optimizing Ad Bids in Power Editor
• Setting up manual bids
• Optimizing Ads for Ideal Placement
• Tracking Conversions
• Chapter 4: Testing, Measuring, and Modifying Your Ad
• Understanding the Ads Manager
• Notifications and Daily Spend
• Menus
• Categories
• Left sidebar
• Adding a User to Your Facebook Ads Account
• Changing Your Attack Plan
• Trying Out Split-Testing
• Split-testing your ad title and text
• Split-testing your ad images
• Split-testing your targeting
• Testing your landing page
• Viewing Facebook Reports
• Setting up your report
• Decoding column headings for General Metrics
• Customizing your report with Columns and Filters
• Adding filters
• Viewing Old Reports
• Book VIII: Advanced Facebook Marketing Tactics
• Chapter 1: An Introduction to Advanced Facebook Marketing
• Remembering the Nine Core Facebook Marketing Rules
• Creating a Facebook Experience
• Planning the experience
• Optimizing the experience
• Building Social Proof with Facebook Ads
• Experimenting with Custom Apps
• Targeting Your Audience with Custom Lists
• Creating your custom lists
• Adding custom lists to your Favorites
• Creating Interests Lists to Focus on the People Who Matter Most to Your Business
• Using Facebook Offers for Your Local or Online Business
• Creating and promoting a Facebook offer
• Expanding Your Page’s Exposure
• Engaging with Likes
• Getting Viral Exposure
• Reaching a new audience with hashtags
• Watching the future: Autoplay video ads in News Feeds
• Follow your prospects through third-party retargeting services
• Chapter 2: Marketing with Facebook Social Plug-ins
• Understanding Facebook’s Social Plug-ins
• Explaining how plug-ins work
• Maximizing the value of Facebook plug-ins
• Choosing the Right Facebook Plug-ins for Your Business
• Increasing site traffic with the Like Button plug-in
• Using a Like Box plug-in to grow your Facebook base
• Sharing selectively with the Share Button plug-in
• Finding out more about your visitors with the Login tool
• Using a Recommendations Feed plug-in for social proof
• Offering smart suggestions with the Recommendations Bar plug-in
• Spotlighting your latest website content with the Activity Feed plug-in
• Optimizing the Comments plug-in
• Embedding Facebook posts on your website
• Attracting a larger audience with the Follow Button plug-in
• Sharing super-selectively with the Send Button plug-in
• Optimizing your connections with Facepile
• Finding and Installing Open Source Facebook Plug-ins
• Installing a WordPress plug-in
• Using Share buttons for multiple social networks
• Chapter 3: Discovering Live Video on Facebook
• Understanding the Benefits of Live Video
• Attracting viewers with chat
• Getting closer to customers
• Supplementing traditional advertising
• Choosing Your Streaming Application
• Streaming from Your Facebook Page with the Livestream Application
• Creating a Livestream account
• Creating an event in Livestream
• Installing the Livestream app on your Facebook Page
• Streaming with Google Hangouts on Air with 22Social
• Creating a Google Hangout on Air
• Installing the 22Social app on your Page
• Creating Buzz about Your Live Video
• Posting to your Facebook Page in advance
• Sharing during your event
• Sharing viewer comments with other social media
• Partnering with other events and organizers
• Chapter 4: Using Facebook for Mobile Marketing
• Understanding the Rapid Growth of the Mobile World
• Optimizing Your Facebook Presence for Users on the Move
• Adjusting your Facebook posts for mobile users
• Adjusting your Facebook Page for mobile madness
• Getting your Facebook Page found in a mobile search
• Using Facebook Nearby
• Taking Advantage of Facebook Mobile Ads
• Displaying Facebook Ads in mobile News Feeds
• Displaying Facebook Offers, Likes, and more in mobile News Feeds
• Setting up a mobile ad campaign in Facebook
• Measuring Your Mobile Success
• Using Google Analytics to track mobile traffic
• Using Facebook’s Ads Manager to measure ad results
• Book IX: Measuring, Monitoring, and Analyzing
• Chapter 1: Setting Realistic Targets to Identify Success
• Exploring Social Monitoring and Measuring
• Knowing the Importance of Social Media Monitoring
• Seeing why monitoring online conversations is important
• Understanding the importance of eal-time engagement
• Monitoring the right way
• Identifying your monitoring outcomes
• Knowing the Importance of Social Media Measuring
• Seeing why measuring online activity is important
• Using Google Keyword Planner
• Determining what you should measure for your ROI
• Turning social activity into key metric indicators
• Chapter 2: Exploring Facebook Insights
• Getting Started with Insights
• Accessing Insights data
• Understanding the Overview display
• Delving into Insights Details: Categories
• Tracking your Like activity
• Reach-ing for the Facebook stars
• Visiting the Visits tab
• Perusing the Posts tab
• Profiling your People
• Making sense of the numbers
• Making Greater Use of Insights
• Exporting the data
• Evaluating the impact of your content
• Evaluating Activity outside Facebook
• Making Changes Based on Insights
• Chapter 3: Using Third-Party Monitoring Tools and Analyzing Results
• Choosing the Best Tool for Your Business
• User flexibility
• Ease of setup
• Ease of use
• Ease of reporting
• Cost
• Training and support
• Choosing Monitoring Tools: Your Third-Party Options
• Bitly
• Mention
• Google Analytics
• HootSuite
• Social Mention
• Crowdbooster
• AgoraPulse
• Hyper Alerts
• Sprout Social
• Topsy
• Klout
• Finding the Biggest Payoff with Your Monitoring Efforts
• Analyzing Results and Taking Action
• Building a tracking guide
• Allocating manpower and resources from analysis
• Identifying the time-wasters
• Making adjustments on the fly
• Building on your success
• About the Authors
• Cheat Sheet
• More Dummies Products