Contents
Part 1: Strategic Facebook Marketing
Dividing Your Market into Segments
Harnessing the Power of Social Media
Marketing to Individual Segments
Searching for People on Facebook
Marketing to Them Strategically
Generating a Positive Response
Identifying Their Needs and Wants
3 Your Facebook Marketing Plan
Developing a Marketing Program
Choosing Which Products and Services to Feature
Choosing Your Promotion Strategies
Figuring How Much Time to Spend on Marketing
Asking Your Audience What They Want to Hear
Establishing Your Campaign Goals
Composing Your Campaign Message
Getting the Creative Juices Flowing
Thinking Strategically About Artwork
Choosing a Celebrity Spokesperson
Your Social Media Team as One Voice
Part 2: Your Business on Facebook
6 Creating Your Facebook Account
Checking Out Some of the Best Fan Pages
What All Successful Brands Have in Common
Part 3: Engaging Customers on Facebook
9 Harnessing the Power of Friends and Fans
Playing the Numbers Game with Friends
Understanding the Power of Friends
Understanding the Power of Fans
Getting into Friends’ and Fans’ Top Stories
Things That Make Them Like Your Business
The Top Five Ways to Engage Your Fans
Promotions Drive Traffic and Fans
Drive Traffic with Contests and Sweepstakes
11 Facebook Events and Pictures
Getting Influencers to Attend Your Event
Using Facebook Pictures to Connect with Customers
People Love Pictures of Themselves
Uploading to Your Facebook Page
Posting Video on Someone’s Wall
Integrating YouTube with Facebook
Using Games to Boost Your Fan Base
Understanding How Your Business Can Benefit from Apps
Making Revenue from Applications
Part 4: Facebook Measurement and Sales Tools
Basics of Facebook Advertising
Cost Per Impression vs. Cost Per Click
Setting a Daily or Lifetime Budget
Using Images to Draw People In
16 Your Page Analytics and Measurements
Other Facebook Analytics Providers
What’s Missing in the Measurements?
How well is the competition doing?
How many of our fans have become customers?
How effective are my ad campaigns?
Outsourcing the Creation of Your Store
18 Local Business and Facebook Places
The Small Business and Facebook
Integrating Your Places Page with Your Facebook Page
Putting Together a Social Media Team
20 Should You Hire a Facebook Consultant?
What Is a Facebook Marketing Expert?
A Few Words About Using Interns
Books, Articles, White Papers, and Websites
Diving into a New Social Platform
Exploring the History of Projects
Marketing with More Influential People
How to Find and Win Influencers
What Makes a Likeable Business?
C Facebook and the Social Media Playing Field