Index
A
AAMA (American Association of Medical Assistants), 31, 129, 275
accounts, 71
administrators, 78-79
brands, 75-76
business, 72-75
details, 76-78
action words, social media engagement, 128
activity buttons, 136-137
Activity Feed plugin, 137
Ad Manager, 198-199
adding friends, 118-119
administrators, 78-79
ads (Facebook Ads), 33, 47-48
advanced advertising tactics, 194
images, 196-197
Like button, 195
writing efficacy, 197
approval, 187-188
campaign efficacy, 226
creating, 188, 191-192
CPM versus CPC, 193
daily or lifetime budget, 194
games, 168
measuring success, 197
Ad Manager, 198-199
report options, 200-206
testing ad variations, 206-208
Sponsored Stories, 33
types of ads, 184
Facebook ads, 186-187
Sponsored Stories, 184-185
advanced advertising tactics, 194
images, 196-197
Like button, 195
writing efficacy, 197
advantages of Facebook, 3-4
Advertising Performance reports, 200-201
advocates (influencers), 274
agencies (consulting), 265
AAMA success story, 275-276
costs, 268
history of projects, 271-272
influencers, 273-275
qualifying, 266-267
referrals, 272-273
social media marketing experts, 266
timing variables, 267-268
training social media team, 269
in-person training, 270
networks, 270-271
online training, 269
resources, 270
album release (purchase event), 141
All Facebook Stats, 221
American Association of Medical Assistants (AAMA), 31, 129, 275
analytics
ad campaign efficacy, 226
comparisons to competitors, 225
determining fan attributes, 225
Facebook Insights, 209
accessing, 210-211
app insights, 217-218
email reports, 218-219
Page Overview, 211-216
website insights, 216-217
fan worth, 225
fans who became customers, 226
launching Facebook campaigns, 55-56
ROI (return on investment), 223-224
third-party statistics providers, 220
All Facebook Stats, 221
Facebook Grader, 221
Skyttle Friends, 222
Social Bakers, 223
web analytic packages, 220
API (application programming interface), 236
application programming interface (API), 236
applications (apps), 173
Apps tab, business page setup, 77
business benefits, 174
creating, 176-180
Facebook Insights, 217-218
gaining fans, 176
mobile, 179
most popular, 175
revenue models, 177-178
types, 174
approval of ads, 187-188
apps. See applications
Apps tab, business page setup, 77
artwork, 53
attention-grabbing campaigns, 52
artwork, 53
creativity, 53-54
authenticity, likeability, 280
authoritative voice, 61
authority figures, 282-283
B
Basic Information tab, business page setup, 76
behavioral segmentation (target market), 17
Bi-Rite Creamery, 98
big brands, Fan pages, 95-96
BigStockPhotos, 53
Bio tab, business page setup, 78
book launch (purchase event), 141
brands, 75
defining business brand, 67-68
details, 76-78
imprinting, 129-131
persona, 59
authoritative voice, 61
celebrity spokespersons, 60
media team as one voice, 61-63
role models, 60
Profile picture, 75-76
storytelling, 75
Broad Category Targeting tool, 191
broadcasts, interaction versus, 94-95
budgets, 7-8
hiring consultants, 268
launching Facebook campaigns, 55
Burger King, Whopper Sacrifice game, 164
business brand, 67-68
businesses
accounts, 72-75
administrators, 78-79
benefits of apps, 174
big brands, Fan pages, 95-96
brands, 75
details, 76-78
Profile picture, 75-76
storytelling, 75
goals, 6-7
likeability, 277-278
authenticity, 280
clarity, 282-285
community giving, 279
empathy, 281-282
love, 285-287
local/small, 241
check-in services, 243
Facebook Deals, 248-251
Facebook Places, 244-248
mass-market coupons, 243-244
marketing plans, 27
calendar, 34-35
development, 28-34
posts, 39-42
medium-sized brands, Fan pages, 97-98
selling products/services, 229
direct approach, 231-232
Facebook Credits, 238-239
Facebook Marketplace, 232-234
linking website to FB page, 236-238
marketing transparency, 230-231
minisites, 234-236
small brands, Fan pages, 98-99
Like, 136
Login, 136
Message, 22
Send, 136
social, 136-137
C
calendar, marketing, 34-35
deviations from schedule, 37-38
scheduling posts, 35-36
time commitment, 38
topics, 38
campaigns
attention-grabbing campaigns, 52
artwork, 53
creativity, 53-54
budget, 7-8
components, 43
email marketing, 49-50
Facebook ads, 47-48
page tabs, 46-47
sponsored stories, 48-49
Wall posts, 44-46
composing messages, 51-52
efficacy, 226
Facebook as secondary support, 8-9
goals, 50-51
launching, 54
analysis, 55-56
budgets, 55
timelines, 54-55
categories, business pages, 74
Causes, 279
celebrity spokespersons, 60
charity deals (Facebook Deals), 249
check-in services, local businesses, 243
Chick-fil-A, 131
CityVille, 175
clarity (likeability), 282
authority figure, 282-283
influencers, 283-284
integrity, 284-285
click-through rate, 205
closed groups, 103-104
Coca-Cola, 96
Comments plugin, 137
communication, customer relationships, 79-82
community giving, 279
competition, 9
comparisons, 225
finding, 10
frienemies, 10-11
components, Facebook campaigns, 43
email marketing, 49-50
Facebook ads, 47-48
page tabs, 46-47
sponsored stories, 48-49
Wall posts, 44-46
composing messages, Facebook campaigns, 51-52
computer-controlled opponents (games), 168
concerts (visit event), 141
connections, Group pages, 108-109
consultants, 265
AAMA success story, 275-276
costs, 268
history of projects, 271-272
influencers, 273-275
qualifying, 266-267
referrals, 272-273
social media marketing experts, 266
timing variables, 267-268
training social media team, 269
in-person training, 270
networks, 270-271
online training, 269
resources, 270
Contact Info tab, business page setup, 78
content (posts), 40-41, 63
customer service skill, 66-67
defining business brand, 67-68
division, 64
Group pages, 109-110
images and words, 64-66
strategizing, 63
contests, 33-35, 132-133
conversation events, 141
Conversions by Impression Time reports, 203-204
Corbis, 53
cost per click (CPC), Facebook ads, 193
cost per impression (CPM), Facebook ads, 193
costs
consultants, 268
Facebook campaigns, 55
coupons, 33, 243-244
CPC (cost per click), Facebook ads, 193
CPM (cost per impression), Facebook ads, 193
Create a Page link, 73
Create an Ad link, 188
Create Group link, 104
Create Group window, 104
ads, 188-192
CPM versus CPC, 193
daily or lifetime budget, 194
apps, 176-180
brands, 75
details, 76-78
Profile picture, 75-76
storytelling, 75
events, 142-145
creativity, attention-grabbing campaigns, 53-54
Credits (Facebook Credits), 178, 238-239
CRM (customer relationship management), 13
currency, Facebook Credits, 178
custom tabs, Fan pages, 88-92
customer relationship management (CRM), 13
customer service skills, 66-67
customers
connecting through pictures, 146-148
influencers, 274
relationships, 4, 79-82
defining customers, 5
finding customers, 5
fulfilling customer needs, 6
interactions, 8
replicating voice, 23-24
uploading videos to Walls, 154
D
daily budget, Facebook ads, 194
Daily Horoscope, 175
Daily Motion, 154
dashboards (Facebook Insights), 209
Deals (Facebook Deals), 33, 248
ideas for deals, 251
promotions, 250-251
setup, 249-250
defining
customers, 5
niches, 20
target market, 13-14
deleting friends, 118-119
demographic segmentation (target market), 16, 191
details, brands, 76-78
development
games, 169
Facebook Development blog, 169-170
hiring programmers, 170-171
marketing plan, 28
featured products and services, 29-32
goals, 28-29
promotion strategies, 32-34
deviations, marketing calendar, 37-38
direct approach, selling products/services, 231-232
Discover Boating, Making Waves game, 164
Doc (Facebook Doc), 107
documents (Group pages), 106-107
Dog Bless You, 129
Domino’s Pizza campaign, 94
Doyle, Patrick, 94
driving traffic, promotions, 132
contests/sweepstakes, 132-133
FAQs, 134
rules, 133
E
EasyPromos, 133
edutainment, 155
entertainment, 158
gaining interest, 156
providing information, 156-157
efficacy, market plan, 9
Electronic Arts, 162
email marketing, 49-50
email reports (Facebook Insights), 218-219
empathy (likeability), 281-282
engagement (social media), 127
brand imprinting, 129-131
plugins, 134-135
social activity buttons, 136-137
social buttons, 136
social streams, 137-138
positive relationships, 127
posts, 131
promotions, 132
contests/sweepstakes, 132-133
FAQs, 134
rules, 133
top five engagement tips, 128-129
engagers (social media team), 259
entertainment, 158
eRocketFuel, 236
conversation events, 141
creating events, 142-145
Group pages, 107-108
influencers, 145-146
purchase events, 141
visit events, 140-141
experts, marketing, 266
External Referrers statistic, 215
F
Facebook ads, 33, 47-48, 183
advanced advertising tactics, 194
images, 196-197
Like button, 195
writing efficacy, 197
approval, 187-188
creating, 188-192
CPM versus CPC, 193
daily or lifetime budget, 194
measuring success, 197
Ad Manager, 198-199
report options, 200-206
testing ad variations, 206-208
Sponsored Stories, 33
types of ads, 184-185
Facebook API, 236
Facebook campaigns
attention-grabbing campaigns, 52
artwork, 53
creativity, 53-54
components, 43
email marketing, 49-50
Facebook ads, 47-48
page tabs, 46-47
Sponsored Stories, 48-49
Wall posts, 44-46
composing messages, 51-52
goals, 50-51
launching
analysis, 55-56
budgets, 55
timelines, 54-55
Facebook Credits, 178, 238-239
Facebook Deals, 33, 248
ideas for deals, 251
promotions, 250-251
setup, 249-250
Facebook Development blog, 169-170
Facebook Doc, 107
Facebook Events, 139
conversation events, 141
creating events, 142-145
influencers, 145-146
purchase events, 141
visit events, 140-141
Facebook Grader, 221
Facebook Insights, 55, 209
accessing, 210-211
app insights, 217-218
email reports, 218-219
Page Overview, 211-216
website insights, 216-217
Facebook Marketplace, 33, 232-234
Facebook Places, 244-246
integrating Places page with FB page, 248
setup, 247-248
Facepile plugin, 137
fan activity, 119, 209
ad campaign efficacy, 226
apps, 176
comparison to competitors, 225
determining fan attributes, 225
Facebook Insights, 209
accessing, 210-211
app insights, 217-218
email reports, 218-219
Page Overview, 211-216
website insights, 216-217
fan worth, 120-121, 225
fans who became customers, 226
power of, 119-120
ROI (return on investment), 223-224
third-party statistics providers, 220
All Facebook Stats, 221
Facebook Grader, 221
Skyttle Friends, 222
Social Bakers, 223
web analytic packages, 220
Fan pages, 85
big brands, 95-96
broadcasts versus interactions, 94-95
common strategies, 100
custom tabs, 88-92
medium-sized brands, 97-98
promotions, 132
contests/sweepstakes, 132-133
FAQs, 134
rules, 133
setup, 86-87
small brands, 98-99
title, 87-88
WIIFM (What’s In It For Me?), 93
Fanappz, 133
featured products, marketing plan, 29-32
Featured tab, business page setup, 76
financial aspects
apps, 177-178
games, 168-169
finding
competition, 10
customers, 5
Fluid, 236
Ford Fiesta Movement, 165-166
FourSquare, 243
friend deals (Facebook Deals), 248
friends, 115-116
adding/deleting, 118-119
influence on, 117
power of, 117
frienemies, 10-11
G
games, 161
computer-controlled opponents, 168
development, 169
Facebook Development blog, 169-170
hiring programmers, 170-171
financial aspects, 168-169
gamification, 162-163
target market, 163
Ford Fiesta Movement, 165-166
Making Waves, 164
Whopper Sacrifice, 164-165
turn-based, 167
gamification, 162-163
geographic segmentation (target market), 15-16
GettyImages, 53
goals, 6
defining needs, 6-7
Facebook campaigns, 50-51
marketing plan, 28-29
prioritizing, 7
Google Analytics, 56, 220
GoWalla, 243
Grader (Facebook Grader), 221
Group pages, 101
closed groups, 103-104
connecting with individuals, 108-109
documents, 106-107
events, 107-108
hidden groups, 102-103
open groups, 104
personalized treatment, 110
setup, 104-105
sharing content, 109-110
united messaging, 106
Groupon, 243
guest selection, events, 144
H
hard dollars (revenue), 224
Help tab, business page setup, 77
Hi5, 9
hidden groups, 102-103
hiring
consultants, 265
AAMA success story, 275-276
costs, 268
history of projects, 271-272
influencers, 273-275
qualifying, 266-267
referrals, 272-273
social media marketing experts, 266
timing variables, 267-268
training social media team, 269-271
interns, 268-269
programmers, 170-171
humor, social media engagement, 128
hyper-local content, 241-242
check-in services, 243
Facebook Deals, 248
ideas for deals, 251
promotions, 250-251
setup, 249-250
Facebook Places, 244-246
integrating Places page with FB page, 248
setup, 247-248
mass-market coupons, 243-244
I
ideas
Facebook Deals, 251
generators (social media team), 259
images
advanced advertising tactics, 196-197
post content, 64-66
impressions, 204
Impressions statistic, 216
imprinting brands, 129-131
in-game purchases, 168
in-person training, social media team, 270
in-store sales (visit event), 141
inactive friends, 118
individual deals (Facebook Deals), 248
individual segments (target market), 18-19
influencers, 145-146, 273-275, 283-284
information, viral marketing, 156-157
Insights (Facebook Insights), 55, 209
accessing, 210-211
app insights, 217-218
email reports, 218-219
Page Overview, 211-216
website insights, 216-217
Insights tab, business page setup, 77
integrity (likeability), 284-285
interactions, broadcasts versus, 94-95
interactions (social media), 127
brand imprinting, 129-131
customers, 8
plugins, 134-135
social activity buttons, 136-137
social buttons, 136
social streams, 137-138
positive relationships, 127
posts, 131
promotions, 132
contests/sweepstakes, 132-133
FAQs, 134
rules, 133
top five engagement tips, 128-129
interests
targeting ads, 191
viral marketing, 156
interns, 268-269
interpretation, performance reports, 204-206
Involver, 133
iStockPhoto, 53
J–K–L
JavaScript, 91, 176, 239
keeping your message short and sweet, 41-42
launching campaigns, 54
analysis, 55-56
budgets, 55
timelines, 54-55
lifetime budget, Facebook ads, 194
lifetime Likes, 211
Like box, 138
Like button, 136, 195
likeability, 277-279
authenticity, 280
clarity, 282
authority figure, 282-283
influencers, 283-284
integrity, 284-285
community giving, 279
empathy, 281-282
love, 285-287
“Likes,” 8
LinkedIn, 40
live podcasts (conversation event), 141
Live Stream plugin, 138
Livescribe, 97
Living Social, 243
local businesses, 241-242
check-in services, 243
Facebook Deals, 248
ideas for deals, 251
promotion, 250-251
setup, 249-250
Facebook Places, 244-246
integrating Places page with FB page, 248
setup, 247-248
mass-market coupons, 243-244
Login button, 136
loyalty deals (Facebook Deals), 248
M
Making Waves game, 164
Manage Admins tab, business page setup, 76
Manage Permissions tab, business page setup, 76
marketing plan, 27
calendar, 34
deviations from schedule, 37-38
scheduling posts, 35-36
time commitment, 38
topics, 38
customer interaction, 8
development, 28
featured products and services, 29-32
goals, 28-29
promotion strategies, 32-34
Facebook as secondary support, 8-9
measuring efficacy, 9
content, 40-41
input from audience, 41
length, 41-42
marketing transparency, 22-23, 230-231
Marketplace (Facebook Marketplace), 33, 232-234
mass-market coupons, 243-244
measuring
ad campaign efficacy, 197, 226
Ad Manager, 198-199
report options, 200-206
testing ad variations, 206-208
efficacy of marketing plan, 9
page activity, 209
comparison to competitors, 225
determining fan attributes, 225
Facebook Insights, 209-219
fan worth, 225
fans who became customers, 226
ROI (return on investment), 223-224
third-party statistics providers, 220-223
web analytic packages, 220
media team
building a schedule, 259-260
handling negative posts, 262-263
objectives, 256-257
one voice, 61
acting the part, 62-63
modeling, 61-62
roles, 259
setting up workflow, 260-261
skills, 258-259
stakeholders, 257-258
training, 269
in-person training, 270
networks, 270-271
online training, 269
resources, 270
medium-sized brands, Fan pages, 97-98
Mentions statistic, 215
Message button, 22
messages
Facebook campaigns, 51-52
uploading videos, 154
meta tag, 217
minisites, 234
outsourcing, 236
setup, 234-235
mobile apps, 179
Mobile tab, business page setup, 77
modeling, 61-62
MoonToast, 236
movie premieres (visit event), 141
N
Narendra, Divya, 5
National Wildlife Federation, 30
navigation, Page Overview (Facebook Insights), 211-216
negative posts, 262-263
networks, social media team training, 270-271
News Feed, 122-124
niches, 19
defining, 20
generating positive energy, 24
marketing transparency, 22-23
Question tool, 25
replicating customer voice, 23-24
search tool, 21-22
O
objectives, social media team, 256-257
observations of competition, 9-11
Offerpop, 133
online branding, 10
online discussions (conversation event), 141
online sales (purchase event), 141
online training, social media team, 269
Open Graph, 237-238
open groups, 104
organic shares, 217
P
page activity, 209
ad campaign efficacy, 226
comparison to competitors, 225
determining fan attributes, 225
accessing, 210-211
app insights, 217-218
email reports, 218-219
Page Overview, 211-216
website insights, 216-217
fan worth, 225
fans who became customers, 226
ROI (return on investment), 223-224
third-party statistics providers, 220
All Facebook Stats, 221
Facebook Grader, 221
Skyttle Friends, 222
Social Bakers, 223
web analytic packages, 220
Page Overview (Facebook Insights), 211-216
page tabs, Facebook campaigns, 46-47
Page Views statistic, 214
pages
Fan, 85
big brands, 95-96
broadcasts versus interactions, 94-95
common strategies, 100
custom tabs, 88-92
medium-sized brands, 97-98
promotions, 132-134
setup, 86-87
small brands, 98-99
title, 87-88
WIIFM (What’s In It For Me?), 93
Group, 101
closed groups, 103-104
connecting with individuals, 108-109
documents, 106-107
events, 107-108
hidden groups, 102-103
open groups, 104
personalized treatment, 110
setup, 104-105
sharing content, 109-110
united messaging, 106
performance (Facebook ads)
Advertising Performance report, 200-201
Conversions by Impression Time report, 203-204
interpretation, 204-206
Responder Demographics report, 202-203
testing ad variations, 206-208
Permissions tab, business page setup, 78
persona, 59
acting the part, 62-63
authoritative voice, 61
celebrity spokespersons, 60
media team as one voice, 61-63
modeling, 61-62
role models, 60
personal communication, customer relationships, 79-82
personalized treatment, Group pages, 110
petitions (conversation event), 141
pictures, 146
posting customer photos, 146
tagging, 147-148
Places (Facebook Places), 244-247
integrating Places page with FB page, 248
setup, 247-248
plans (marketing), 27
calendar, 34-35
deviations from schedule, 37-38
scheduling posts, 35-36
time commitment, 38
topics, 38
customer interaction, 8
development, 28
featured products and services, 29-32
goals, 28-29
promotion strategies, 32-34
Facebook as secondary support, 8-9
measuring efficacy, 9
posts, 39
content, 40-41
input from audience, 41
length, 41-42
Playfish, 162
plugins, 134-135
social activity buttons, 136-137
social buttons, 136
social streams, 137-138
podcasts (conversation event), 141
policy, social media, 261-262
popular apps, 175
positive energy, 24
positive relationships, social media engagement, 127
posts
content, 63
customer service skill, 66-67
defining business brands, 67-68
division, 64
images and words, 64-66
strategizing, 63
marketing calendar, 35-36
marketing plans, 39
content, 40-41
input from audience, 41
length, 41-42
negative, 262-263
social media engagement, 128-131
voice, 59
authoritative, 61
celebrity spokespersons, 60
media team as one voice, 61-63
role models, 60
power
fans, 119-120
friends, 117
influencers, 273
Precise Interest Target feature, 192
prioritizing goals, 7
product-related segmentation (target market), 17
products
marketing plans, 29-32
selling, 229
direct approach, 231-232
Facebook Credits, 238-239
Facebook Marketplace, 232-234
linking website to FB page, 236-238
marketing transparency, 230-231
minisites, 234-236
Profile picture, brands, 75-76
Profile Picture tab, business page setup, 76
programmers, games, 170-171
promotions
contests/sweepstakes, 132-133
Facebook Deals, 250-251
FAQs, 134
marketing plan strategies, 32-34
rules, 133
pruning friends, 118
psychographic segmentation (target market), 16
pull marketing, 50
purchase events, 141
Puritan Cleaners, 130
push marketing, 50
Q
qualifying consultants, 266-267
Question tool, 25
questions, social media engagement, 129
QR codes, 163
R
Recommendations plugin, 137
referrals, consultants, 272-273
Referrers statistic, 215
Registration plugin, 137
relationships with customers, 79-82
defining customers, 5
finding customers, 5
fulfilling needs, 6
interaction, 8
reports, performance of Facebook ads
Advertising Performance report, 200-201
Conversions by Impression Time report, 203-204
interpretation, 204-206
Responder Demographics report, 202-203
resources, social media team training, 270
Resources tab, business page setup, 76
Responder Demographics reports, 202-203
return on investment (ROI), 223-224
revenue models, 177-178
ROI (return on investment), 223-224
role models, 60
roles, social media team, 259
royalty-free artwork, 53
RSVPs, events, 144
rules, promotions, 133
S
schedules, social media team, 259-260
scheduling posts, marketing calendars, 35-36
search engine optimization (SEO), 10
secondary support, 8-9
segmentation (target market), 14-17
individual segments, 18-19
niches, 19-25
selecting guests, events, 144
selling products/services, 229
direct approach, 231-232
Facebook Credits, 238-239
Facebook Marketplace, 232-234
linking website to FB page
Facebook API, 236
Open Graph, 237-238
marketing transparency, 230-231
outsourcing, 236
setup, 234-235
seminars (visit event), 141
Send button, 136
SEO (search engine optimization), 10
services
marketing plans, 29-32
selling, 229
direct approach, 231-232
Facebook Credits, 238-239
Facebook Marketplace, 232-234
linking website to FB page, 236-238
marketing transparency, 230-231
minisites, 234-236
setup
business page, 73-75
Facebook Deals, 249-250
Facebook Places page, 247-248
Fan pages, 86-87
groups, 104-105
minisites, 234-235
social media team work flow, 260-261
sharing content, Group pages, 109-110
ShutterStock, 53
skills, social media team, 258-259
Skyttle Friends, 222
small brands, Fan pages, 98-99
small businesses, 241-242
check-in services, 243
Facebook Deals, 248
ideas for deals, 251
promotions, 250-251
setup, 249-250
Facebook Places, 244-246
integrating Places page with FB page, 248
setup, 247-248
mass-market coupons, 243-244
Social Bakers, 223
social buttons, 136-137
social elite (influencers), 274
social media
engagement, 127
brand imprinting, 129-131
plugins, 134-138
positive relationships, 127
posts, 131
promotions, 132-134
top five engagement tips, 128-129
marketing experts, 266
policy, 261-262
teams, 255-256
building a schedule, 259-260
handling negative posts, 262-263
objectives, 256-257
one voice, 61-63
roles, 259
setting up workflow, 260-261
skills, 258-259
stakeholders, 257-258
training, 269-271
social networks
customer relationships, 4-6
defined, 4
social streams, 137-138
socioeconomic segmentation (target market), 16
soft dollars (revenue), 224
software
CRM (customer relationship management), 13
third-party statistics providers, 220
All Facebook Stats, 221
Facebook Grader, 221
Skyttle Friends, 222
Social Bakers, 223
web analytic packages, 220
spokespersons, 60
Sponsored Stories, 33, 48-49, 184-185
stakeholders, social media team, 257-258
Status Shuffle, 175
store integration
linking website to FB page
Facebook API, 236
Open Graph, 237-238
minisites, 234
outsourcing, 236
setup, 234-235
storytelling, creating brands, 75
strategies
budget, 7-8
business goals, 6-7
Fan pages, 100
market plans, 8-9
observing competition, 9-11
post content, 63
promotions, 32-34
target market
defining, 13-14
dividing into segments, 14-17
harnessing social networking, 17-18
individual segments, 18-19
niches, 19-25
strategizers (social media team), 259
streams, social, 137-138
Strutta, 133
Subscriptions, 123
success of ads, 197
Ad Manager, 198-199
report options, 200
Advertising Performance report, 200-201
Conversions by Impression Time report, 203-204
interpretation, 204-206
Responder Demographics report, 202-203
testing ad variations, 206-208
super-connectors (influencers), 274
sweepstakes, 33, 132-133
T
Tab Views statistic, 215
tabs
custom tabs, Fan pages, 88-92
Facebook campaigns, 46-47
tagging photos, 147-148
target market
defining, 13-14
dividing into segments, 14-17
games, 163
Ford Fiesta Movement, 165-166
Making Waves game, 164
Whopper Sacrifice game, 164-165
harnessing social networking, 17-18
individual segments, 18-19
niches, 19
defining, 20
generating positive energy, 24
marketing transparency, 22-23
Question tool, 25
replicating customer voice, 23-24
search tool, 21-22
teams (social media team), 255-256
building a schedule, 259-260
handling negative posts, 262-263
objectives, 256-257
one voice, 61-63
roles, 259
setting up workflow, 260-261
skills, 258-259
stakeholders, 257-258
training, 269-271
testimonials, Sponsored Stories, 48-49
testing ad variations, 206-208
third-party statistics providers, 220
All Facebook Stats, 221
Facebook Grader, 221
Skyttle Friends, 222
Social Bakers, 223
time commitment, marketing calendars, 38
timelines, launching Facebook campaigns, 54-55
timing variables, hiring consultants, 267-268
titles, Fan pages, 87-88
tools
Facebook Insights, 55
Question, 25
search, 21-22
Top Stories, 124
topics, marketing calendars, 38
Total Tab Views statistic, 215
traffic, promotions, 132
contests/sweepstakes, 132-133
FAQs, 134
rules, 133
training, social media team, 269
in-person training, 270
networks, 270-271
online training, 269
resources, 270
transparency (marketing), 22-23, 230-231
trivia, 33
turn-based games, 167
U
united messaging, Group pages, 106
uploading videos, 152
customer Walls, 154
Facebook messaging, 154
Facebook page, 152-153
YouTube, 154-155
V
videos
stats, 56
viral marketing, 151
edutainment, 155-158
uploading video, 152-155
View Insights link, 211
viral marketing, 151
edutainment, 155
entertainment, 158
gaining interest, 156
provide information, 156-157
uploading videos, 152
customer Walls, 154
Facebook messaging, 154
Facebook page, 152-153
YouTube, 154-155
virtual classes (conversation event), 141
visit events, 140-141
voice, 59
authoritative, 61
celebrity spokespersons, 60
media team as one voice, 61-63
role models, 60
Votigo, 133
W–X
Wall posts, Facebook campaigns, 44-46
Walls, 121-124
web analytic packages, 220
websites
Facebook Insights, 216-217
integration into Facebook page
linking website to FB page, 236-238
minisites, 234-236
linking to FB page
Facebook API, 236
Open Graph, 237-238
Whopper Sacrifice game, 164-165
WIIFM (What’s In It For Me?), 93
Wildfire, 132
Winklevoss, Cameron, 5
Winklevoss, Tyler, 5
workflow, social media team, 260-261
worth, fans, 120-121
writing social media policy, 261-262
Y
Your Settings tab, business page setup, 76
YouTube, uploading videos, 154-155
YouTube Insights, 56
Z
Zoosk, 175
Zynga, 162