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• Cover
• Introduction
• About This Book
• Foolish Assumptions
• Icons Used in This Book
• Beyond the Book
• Where to Go from Here
• Part 1: Getting Started with Facebook Marketing
• Chapter 1: Marketing in the Age of Facebook
• What Is Facebook, and Why Is It So Popular?
• Understanding the Marketing Potential of Facebook
• Understanding Why Your Business Needs a Facebook Page
• Chapter 2: Researching and Understanding Your Target Audience
• Defining Your Target Audience
• Researching Target Audiences with Facebook’s Ads Manager
• Discovering How Many Customers Use Facebook
• Chapter 3: Developing a Facebook Marketing Plan
• Understanding the Power of Word of Mouth on Facebook
• Understanding What to Include in Your Marketing Plan
• Developing Your Value Proposition
• Understanding Your Audience
• Defining Your Marketing Goals
• Developing Your Content Strategy
• Encouraging Audience Engagement
• Monitoring and Reporting Page Activity
• Integrating Your Online and Offline Campaigns
• Part 2: Building Your Facebook Presence
• Chapter 4: Getting Started with a Facebook Page
• Understanding the Differences among Pages, Timelines, and Groups
• Understanding the Anatomy of a Facebook Page
• Creating a Facebook Page from Scratch
• Adding More Information about Your Business
• Adding Tabs to and Removing Tabs from a Facebook Page
• Adding Page Administrators
• Getting the Most from Facebook Marketing Resources
• Understanding Facebook’s Terms and Conditions
• Chapter 5: Configuring Admin Settings for Your Page
• Configuring Your Page for Maximum Engagement
• Allowing Threaded Comments on Your Page Updates
• Limiting Who Can See Your Page Content
• Configuring Profanity and Moderation Settings
• Posting as a Page versus Posting as a Profile
• Engaging Fans with Your Mobile Phone
• Chapter 6: Enhancing Your Facebook Page with Applications
• Understanding Facebook Applications
• Yeah, There’s an App for That — But Where?
• Using Third-Party Custom Facebook Page Tab Services
• Choosing E-Commerce Applications for Your Page
• Granting Access to Applications
• Configuring Tabs on Your Facebook Page
• Creating Custom Facebook Tabs with HTML
• Part 3: Engaging with Your Customers and Prospects on Facebook
• Chapter 7: Creating a Remarkable Presence on Facebook with Content Marketing
• Understanding How Content Marketing Works on Facebook
• Defining Your Posting Goals
• Getting Fans Engaged
• Saving Time Creating Visual Content
• Understanding the Importance of Video Content for Marketing
• Chapter 8: Growing Your Facebook Page’s Fan Base
• Mapping a Launch Strategy for Your Facebook Page
• Fostering a Sense of Enchantment on Your Facebook Page
• Preparing Your Facebook Page for Launch
• Enhancing Your Facebook Page with Content before Launch
• Adding a Compelling Reason for Users to Like Your Page
• Making Your Facebook Page Easy to Find in Search Engines
• Networking with Friends to Launch Your Facebook Page
• Leveraging Existing Marketing Assets to Launch Your Facebook Page
• Promoting Your Facebook Page in Your Store
• Promoting Your Facebook Page by Using Facebook Ads
• Promoting Your Facebook Page by Using an Integrated Approach
• Chapter 9: Engaging Your Facebook Fans
• Understanding What Engagement Really Means
• Measuring Engagement with Facebook Insights
• Getting Tactical with Engagement on Your Facebook Page
• Getting Notifications about Facebook Users’ Activity
• Viewing Your Facebook Page’s Notifications and Activity Log
• Responding to Comments and Posts
• Running Facebook Contests
• Chapter 10: Improving Your Marketing Strategy with Facebook Insights
• Getting Analytical with Facebook Insights
• Using Facebook Insights
• Exploring Facebook Page Insights
• Understanding the Overview Report
• Promoting Your Message by Using the Promotions Report
• Understanding Your Followers with the Followers Report
• Using the Likes Report for Smarter Fan Acquisition
• Reaching Fans with the Reach Report
• Delving into Engagement with the Page Views Report
• Using the Page Previews Report to Evaluate Interactions
• Monitoring Actions on Page Report
• Evaluating Posts with the Posts Report
• Evaluating Events with the Events Report
• Monitoring Engagement with the Video Insights Report
• Viewing Demographics with the People Report
• Reviewing the Local Report to Learn about Activity Nearby
• Using the Shop Report to Evaluate Sales
• Unlocking Engagement with the Messages Report
• Exporting Insights Data
• Using Third-Party Analytics
• Part 4: Marketing beyond the Facebook Page
• Chapter 11: Using Facebook Advertising to Promote Your Business
• Introducing Facebook Ads
• Creating Winning Ads
• Devising a Landing-Page Strategy for Your Ads
• Creating a Facebook Ad
• Creating Boosted Posts
• Creating Multiple Campaigns
• Managing and Measuring Your Ad Campaigns with Ads Manager
• Understanding Other Facebook Ads Manager Features
• Chapter 12: Using Facebook Offers to Sell Products and Services
• Understanding Facebook Offers
• Creating an Offer for Your Page
• Getting the Most from Your Offer
• Promoting Your Offer
• Chapter 13: Using Facebook Groups and Events for Your Business
• Discovering Facebook Groups
• Understanding How Facebook Groups Fit in with Your Business
• Using Facebook Groups
• Creating Your Own Facebook Group
• Using Facebook Events to Promote Your Business
• Chapter 14: Integrating Facebook into Your Other Marketing Channels
• Making Facebook Part of Your Marketing Mix
• Promoting Your Facebook Presence Offline
• Optimizing Your Page for Search Results
• Integrating Instagram into Your Other Marketing Channels
• Getting Inside Your Customers’ Heads
• Chapter 15: Integrating Facebook Features into Your Website with Social Plugins
• Extending the Facebook Experience with Social Plugins
• Adding Plug-In Code to Your Website
• Integrating Facebook Insights into Your Social Plugins
• Adding Comments to Your Website
• Sharing Embedded Comments to Your Website
• Creating More Reach with the Embedded Posts Plug-In
• Displaying Embedded Videos from Facebook
• Getting More Visibility with the Like Button
• Sharing Pages Using the Page Plugin
• Quote Plugin
• Save Button
• Allowing for Private Sharing with the Send Button
• Allowing for Public Sharing with the Share Button
• Chapter 16: Stepping Up Your Customer Engagement
• Using Facebook Messenger to Communicate with Customers
• Developing a Better Customer Experience
• Getting Started with Facebook Live
• Creating Broadcasts That Connect with Customers
• Part 5: The Part of Tens
• Chapter 17: Ten Common Facebook Marketing Mistakes (and How to Avoid Them)
• Think Like a Traditional Marketer
• Use a Profile to Market Your Business
• Use a Group to Market Your Business
• Post with Shortened URLs
• Wing It
• Post at Bad Times
• Be Pushy
• Sell Too Little
• Post Lengthy Updates
• Ignore Comments
• Chapter 18: Ten Business Tips for Facebook
• Understand That Business Is Personal
• Don’t Drink and Facebook
• Keep Things Clean and Civilized
• Be Careful Friending Strangers
• Dress Up Your Page with Applications
• Respect the News Feed
• Don’t Be Afraid to Ignore People
• Deal with Your Irate Users
• Don’t Forget Birthday Greetings
• Maintain Your Privacy
• Chapter 19: Ten (Okay, Eight) Factors for Long-Term Facebook Marketing Success
• Know the Language, Eat the Food
• Understand Why People Share
• Be Useful and Helpful
• Listen to Your Fans
• Consistently Participate
• Appreciate and Recognize Your Fans
• Measure and Monitor
• Be Fearless and Creative
• About the Author
• Stephanie’s Dedication
• Stephanie’s Acknowledgments
• Connect with Dummies
• Index
• End User License Agreement