Index

A

1. AARP, 202–203
2. About section, 137
3. About tab, 76
4. access
   1. Group, 257–258
   2. Page restrictions, 86–87
5. account deletion/disabled by Facebook, 82, 339
6. Actions on Page report, 171, 172, 183–184
7. ActionSprout (website), 155
8. activity log, Page, 15950
9. Ad Manager
   1. access Page from, 239
   2. add users to ad account, 240
   3. campaign data, 237–238
   4. creating ad reports, 239–240
   5. performance data, 238
   6. scheduling ad reports, 239–240
   7. target audience, 25–28
   8. track payment transactions, 241
   9. website for, 236
10. adding CTA button, 75–76
11. address, physical, for location, 137
12. Admin, as admin access, 80
13. Admin Panel
    1. About section, 76–77
    2. access Insights, 169–170
    3. activity log, 15950
    4. configure Page for engagement, 83–85
    5. delete app, 104–105
    6. Invite Friends link, 139–140
    7. Manage Notifications, 158–159
    8. profanity and moderation settings, 87
    9. user restrictions, 86–87
14. administrators
    1. add to Page, 80–81
    2. Group, 255, 259–263
    3. levels of, 80
    4. multiple, 80
    5. Page access restrictions until launch, 76
    6. Page information visible to, 90
15. Adobe Page (website), 67
16. Ads
    1. Ad Manager features, 239–241
    2. billing, 241
    3. Boosted Posts, 231–235
    4. budget setting, 206–207
    5. campaigns, 44, 236–241
    6. case studies, 202
    7. copywriting tips, 207–208
    8. cost, 206
    9. export data from, 239–240
    10. Facebook Ads Guide, 202–207
    11. guide to, 202–207
    12. image, chose the right, 208–209
    13. landing-page strategy, 209–211
    14. in marketing mix, 203–204
    15. multiple campaigns, creating, 235–236
    16. offers. See Offers
    17. other online ads compared to, 204
    18. to promote Page, 146
    19. purchasing, 14
17. Ads, creating
    1. ad objectives and options, 212–214
    2. bidding, 221–222
    3. Boosted Posts, 231–235
    4. cost, 220
    5. multiple campaigns, 235–236
    6. pricing, 221–222
    7. schedule, 220, 222
    8. target audience, 217
    9. website to start, 211
    10. winning ads, 207–209
18. Advertiser, as admin access, 80
19. advertising
    1. on Facebook. See Ads
    2. traditional. See traditional marketing
20. advertising campaigns. See campaigns
21. advocacy stage, marketing funnel, 20, 21
22. affinity, ladder of engagement, 22
23. age
    1. Ad targeting, 218
    2. Facebook terms and conditions, 82
    3. setting access restrictions, 86–87
    4. target audience, 23, 26
24. AgoraPulse (website), 164, 198
25. All Posts Published report, 155
26. amateur images, 209
27. Analyst, as admin access, 80
28. analytics. See monitor and measure
29. angry comments, 160–161
30. apologies, 160
31. Apple iTunes Page, 273
32. Apple Mail, 142
33. appreciation, fan, 47–51, 121
34. approvals, 229, 255
35. apps (applications). See also tabs
    1. add apps to Page, 79, 341
    2. cautions on use, 97
    3. cost of branded, 56–57
    4. create custom tabs with HTML, 105–107
    5. delete from Page, 79
    6. e-commerce apps, 100–101
    7. Facebook Apps, 94–97
    8. fan engagement with mobile apps, 91–92
    9. on Groups, 66
    10. as Page component, 16
    11. for promotion, 94–97
    12. search for, 97–98
    13. third-party, 99–100, 101–102
36. artist as Page type, 69
37. assets, reuse existing marketing, 142–145
38. @ sign, 141
39. audience
    1. create compelling content for, 116–117
    2. knowing, for content marketing, 118
    3. in marketing plan, 37, 39–41
    4. size of, ladder of engagement, 22
    5. targeting. See target audience
40. audience engagement
    1. appreciating fans, 49–51
    2. customer-centric experience, 48–49
    3. growing fan-base, 49–51
41. avatar (image), 8, 129
42. awareness
    1. build brand, 8, 12, 41
    2. increase, network with friends, 138–141
    3. as marketing funnel stage, 20, 21
    4. of Offer, 248

B

1. Ban User, 87
2. band as Page type, 69
3. behavioral aspects
   1. of fans/customers, 40, 285
   2. marketing funnel, 20–21
   3. personas, 24–25
   4. psychographic, 40
4. behaviors
   1. Ad tool, 28
   2. target audience, 28
5. benchmarks as key metric, 53
6. best customer, define, for target audience, 22–23
7. Best Friends Animal Sanctuary Page, 95, 96
8. Best Friends Animal Society group, 253
9. bidding, 221–222
10. Biggerplate (website), 66
11. big-picture goals, value proposition, 38
12. Billing and Payments link, 241
13. Bing, 136
14. birthday greetings, 342–343
15. Bitly (website), 54
16. blogs, 144, 276
17. Boosted Posts, 231–235
18. Botisfy (website), 317
19. brand
    1. branding strategies, 41–43
    2. building awareness, 8, 12, 41
    3. defined, 42
    4. mentions of, 55
    5. as Page type, 69
20. broadcasts, creating, 327–329
21. budget for marketing
    1. campaign, 220
    2. with Facebook, 56–57
    3. media, 56–57
    4. online calculator, 57
    5. setting for Ads, 206–207
22. Buffer (website), 131
23. Buffer for Business (website), 336
24. Bullas, Jeff (website), 346
25. business. See also marketing with Facebook; specific topics
    1. categories, 71, 137
    2. etiquette, 339–343
    3. goals, 8, 12, 38
    4. on Groups, 253–254
    5. as personal, and etiquette, 339–340
    6. presence. See Facebook Page
    7. type, to create Page, 69–70

C

1. calendar, export event to, 269
2. Calm the Ham (website), 8
3. campaigns. See also Facebook Ad
   1. Ads, 236–241
   2. budget for, 220
   3. to drive sales, 44
   4. integrate online/offline, 37, 55–57
   5. monitoring and metrics, 51–55
4. Canva, 123, 249
5. categories, business, 71, 137
6. cause as Page type, 70
7. cell phones. See mobile devices
8. chatbots, 49, 309–318
9. ChatFuel (website), 318
10. Cheat Sheet (website), 3
11. cheerful treatment and Offers, 248
12. claim Offer, 246, 247
13. click-baiting, 115
14. clicks
    1. click-through-rate (CTR), 208
    2. cost-per-click (CPC), 14, 201, 206, 211, 222
    3. as key metric, 54
    4. Offer, 250
15. Closed Group, 255
16. collaboration. See networking and collaboration
17. comments
    1. angry, 160–161
    2. apologies, 160
    3. corrections, 160
    4. delete, 87
    5. ignore, 337
    6. as key metric, 54
    7. monitoring, 54
    8. negative, 160
    9. reply to, 157
    10. response to, fan engagement, 160–161
    11. threaded comments on Page updates, 85–86
    12. update Page, 85–86, 153, 154
18. Comments Plugin, 14, 288, 294–295
19. communication
    1. channels and content strategy, 46, 143
    2. content strategy, 46–48
    3. conversion, 118
    4. culture of conversation, 118
    5. Facebook Messenger, 307–309
    6. tactical conversation, 157
20. community. See also Groups
    1. defined, 44
    2. focus on, for launch preparation, 131
    3. in marketing plan, 41, 44
    4. as Page type, 70
    5. spam considerations, 90
21. community development, 49
22. company, as Page type, 69
23. competition, 38, 131, 285
24. complaints, 115
25. connections. See also fan(s)
    1. Ad tool, 28
    2. Facebook to facilitate, 10, 11
    3. Group for, 65–67
    4. strong and weak ties, 13
    5. target Ads, 206
    6. target audience, 28
    7. targeting interests, 217
26. consideration stage, marketing funnel, 20, 21
27. content
    1. access restrictions, 86–87
    2. adding information to Page, 76–77
    3. consumption of, website compared to Facebook, 112–114
    4. conversation and conversion, 118
    5. costs of developing, 56–57
    6. create compelling, 116–117
    7. deleted by Facebook, 82
    8. exclusive, for launch preparation, 131
    9. scanning, understanding process of, 114
28. content marketing
    1. content consumption, website compared to Facebook, 112–114
    2. create compelling content, 116–117
    3. fan engagement, build, 121–122
    4. know your audience, 118
    5. posting goals, define, 119–120
    6. scanning process, 114
    7. stay on message, 119, 152
29. content strategy
    1. communication strategy, 46–48
    2. define by communication channel, 46
    3. defined, 111
    4. develop for marketing plan, 37, 46–48
    5. fostering sense of enchantment, 126–128
    6. plan, to promote Page, 69–76, 126–128
    7. steps to create Page, 69–76
30. contests
    1. creating effective, 162–166
    2. described, 161
    3. Facebook rules for, 161–162
    4. setting goals, marketing plan, 53
    5. third-party app use, 162
31. Conversable (website), 318
32. conversion
    1. content and conversation, 118
    2. defined, 55, 210
    3. as key metric, 55
    4. as marketing funnel stage, 20, 21
    5. measure in Ads, 211
33. copywriting tips for Ads, 207–208
34. corrections to comments, 160
35. cost. See also budget for marketing
    1. of Ads, 201, 206, 220
    2. to create custom tabs, 99
    3. media, 56–57
36. cost-per-action (CPA), 207
37. cost-per-click (CPC), 14, 201, 206, 211, 222
38. cost-per-impression (CPM), 14, 201, 206, 222
39. cost-per-like (CPL), 207
40. countdown, in launch, 126
41. cover image, 15, 74, 129, 267
42. CPA (cost-per-action), 207
43. CPL (cost-per-like), 207
44. Create an Ad button, 212
45. creating
    1. broadcasts, 327–329
    2. visual content, 123
46. Creative Hub, 81
47. cross-promotion with Facebook, 164, 275–276
48. CTA button, 68, 75–76
49. custom URLs, 137
50. customer experience, developing, 309–319
51. customer service as business goal, 8
52. customer support, 48–49
53. customer-centric experience, 48–49
54. customers and prospects
    1. best customer, define, for target audience, 22–23
    2. calculating Facebook usage by, 28–33
    3. content marketing, 111–119
    4. creating repeat and lifetime, 17
    5. dealing with irate, 342
    6. fans. See fan(s)
    7. knowing, as business goal, 12
    8. support with Groups, 253
    9. target. See target audience
    10. understanding, 285

D

1. Dashboard, Insights, 52
2. data
   1. demographic. See demographic data
   2. export from Ads, 239–240
   3. export from Insights, 196–197
   4. export report data, 196–197, 239–240
3. dates. See schedule
4. deals. See Offers
5. Debugger, 306
6. demographic data
   1. Ad tool, 26–27
   2. of fans, 39–40
   3. images for Ads, 209
   4. from Insights, 51–53
   5. target audience, 23–24, 26–27
7. demographic targeting, 23–24
8. description of business, Page, 77
9. Developer, 288. See also Plugins
10. differences in value proposition, 38
11. discounts. See Offers
12. DODO case (website), 8
13. Dollar Shave Club Page, 61–62
14. downloads as key metric, 54
15. drinking alcohol, 340

E

1. Easel.ly (website), 123
2. e-commerce apps, 100–101
3. Ecwid (website), 100–101
4. Edit Page, to add/remove apps, 78–79
5. Editor, as admin access, 80
6. email
   1. add Facebook link to signature, 142, 276
   2. Group, 262
   3. include Page link, 275, 276
   4. mail your current list to promote Page, 143
   5. measure number that join list, 210
   6. notifications of activity by, 158
   7. promote Offer, 250
   8. targeting Ads, 206
7. Embedded Comments Plugin, 288–296
8. Embedded Posts Plugin, 290, 297–298
9. Embedded Videos Plugin, 290, 298–299
10. employee Offer awareness, 248
11. enabling Facebook Messenger, 309
12. enchantment, sense of, to promote Page, 126–128
13. engagement
    1. defined, 120, 150
    2. Facebook Messenger, 307–309
    3. with fans. See fan engagement
    4. understand, 150–153
14. engagement ladder, 21–22
15. entertainment as Page type, 69
16. errors in marketing, 333–337
17. etiquette, business, 339–343
18. evangelists, marketing funnel, 20
19. Events
    1. add Milestones, 134–136
    2. boosting, 268
    3. cover image, 267
    4. create, 264–266
    5. described, 263–264
    6. to drive sales, 44
    7. edit, 268–269
    8. export to calendar, 269
    9. follow-up, 269–270
    10. as free business tool, 14
    11. invite Friends, 267–268
    12. name, 265
    13. offline or online, 264
    14. promote face-to-face, 56
    15. for promotion, 263–270
    16. RSVP, 153, 267
    17. schedule, 265
    18. tickets for, 266
20. Events report, 171, 188
21. exclusive content, for launch preparation, 131
22. expiration date of Offer, 245, 246
23. export data
    1. from Ads, 239–240
    2. event to calendar, 269
    3. from Insights, 196–197

F

1. face filters, 283
2. Facebook. See also marketing with Facebook; specific aspects of Facebook
   1. consistent participation, 347
   2. described, 9–11
   3. experience as important, 345–346
   4. to facilitate connections, 10
   5. fearless creativity on, 348
   6. growth and popularity, 9–11
   7. guidelines, 71, 82
   8. history of, 9–11
   9. as most active social networking site, 9
   10. number of users worldwide, 9
   11. promotions. See contests
   12. terms and conditions, 64, 71, 82, 249
3. Facebook Ad Manager
   1. access Page from, 239
   2. add users to ad account, 240
   3. campaign data, 237–238
   4. creating ad reports, 239–240
   5. performance data, 238
   6. scheduling ad reports, 239–240
   7. target audience, 25–28
   8. track payment transactions, 241
   9. website for, 236
4. Facebook Ads
   1. Ad Manager features, 239–241
   2. billing, 241
   3. Boosted Posts, 231–235
   4. budget setting, 206–207
   5. campaigns, 44, 236–241
   6. case studies, 202
   7. copywriting tips, 207–208
   8. cost, 206
   9. export data from, 239–240
   10. Facebook Ads Guide, 202–207
   11. guide to, 202–207
   12. image, chose the right, 208–209
   13. landing-page strategy, 209–211
   14. in marketing mix, 203–204
   15. multiple campaigns, creating, 235–236
   16. offers. See Offers
   17. other online ads compared to, 204
   18. to promote Page, 146
   19. purchasing, 14
5. Facebook Ads, creating
   1. bidding, 221–222
   2. Boosted Posts, 231–235
   3. cost, 220
   4. multiple campaigns, 235–236
   5. pricing, 221–222
   6. schedule, 220, 222
   7. target audience, 217
   8. website to start, 211
   9. winning ads, 207–209
6. Facebook Ads Guide, 202–207
7. Facebook Analytics Dashboard (website), 294
8. Facebook Apps, 94–97
9. Facebook Blueprint, 81
10. Facebook Business, 81
11. Facebook Developer, 288. See also Plugins
12. Facebook Events
    1. add Milestones, 134–136
    2. boosting, 268
    3. cover image, 267
    4. create, 264–266
    5. described, 263–264
    6. to drive sales, 44
    7. edit, 268–269
    8. export to calendar, 269
    9. follow-up, 269–270
    10. as free business tool, 14
    11. invite Friends, 267–268
    12. name, 265
    13. offline or online, 264
    14. promote face-to-face, 56
    15. for promotion, 263–270
    16. RSVP, 153, 267
    17. schedule, 265
    18. tickets for, 266
13. Facebook Groups
    1. compared to Pages, 65–67, 254–256
    2. for connection, 65–67
    3. create, 259–263
    4. delete, 262–263
    5. described, 45, 62–63
    6. email address for group, 262
    7. find a group, 256–257
    8. forming, in marketing plan, 44–45
    9. generally, 251–252
    10. Insights and, 263
    11. join a group, 257
    12. member feedback, 44–45
    13. members, 255, 260
    14. membership restrictions, 255, 260
    15. monitoring discussions, 45
    16. name for, 259
    17. networking and collaboration, 14, 251–263, 335
    18. participate in group, 258–259
    19. post settings, 262
    20. privacy, 260
    21. rules to govern use, 254
    22. set up New Group, 259–261
    23. types of, 255, 260
    24. website URL for group, 262
14. Facebook Insights
    1. access, 169–170
    2. Actions on Page report, 171, 172, 183–184
    3. All Posts Published report, 155
    4. analysis for launch preparation, 129–130
    5. categories, 81
    6. Dashboard, 52
    7. demographic information, 51–53
    8. described, 167
    9. Events report, 171, 188
    10. exporting data from, 196–197
    11. fan data, 39–40, 52
    12. fan engagement, 153–156
    13. Followers report, 171, 173
    14. Groups and, 263
    15. Like, 169, 176–178
    16. Likes, Comments, and Shares report, 155
    17. Likes report, 171, 173, 176–178
    18. Local report, 171, 191–193
    19. Messages report, 171, 194–195
    20. nonanalytical analysis, 168
    21. Overview report, 171–173
    22. Page Previews report, 171, 172, 182–183
    23. Page Views report, 171, 172, 181–182
    24. People report, 171, 190–191
    25. Posts report, 171, 185–187
    26. Promotions report, 171, 174–175
    27. questions Insights can answer, 168
    28. reach data, 52
    29. Reach report, 171, 173, 179–181
    30. reports, 168–195
    31. Shop report, 171, 193–194
    32. third-party analytics, 197–198
    33. Video Insights report, 189–190
    34. Videos report, 171, 173
15. Facebook Live, 320–327
16. Facebook Marketing group, 98
17. Facebook member profile. See profile
18. Facebook Messenger, 48, 307–309
19. Facebook News Feed
    1. algorithm, 114–115
    2. hide Milestones, 136
    3. Messenger ads, 318
    4. updates to attract customer’s friends, 16–17
20. Facebook Offer
    1. add, for launch preparation, 131
    2. add Milestones, 134–136
    3. with Ads, 249
    4. creating, 245–247
    5. with email marketing, 250
    6. events. See Events
    7. how it works, 243–245
    8. marketing funnel, 20–21
    9. maximize effect, 247–248
    10. Online Only, 245
    11. with Page, 248–250
    12. promote, 248–250
    13. promote in-store, 250
    14. promote Offer, 249
    15. In Store & Online, 245
    16. In Store Only, 245
    17. terms and conditions, 246, 249
    18. types of, 245
21. Facebook Page
    1. access from Ad Manager, 239
    2. add administrators, 80–81
    3. add apps. See apps
    4. add information to, 76–77
    5. admin settings for, 83–85
    6. anatomy of, 67–69
    7. for brand awareness, 42
    8. business needs for, 8, 15–17
    9. compare Groups, Pages, and Profiles, 62–65
    10. conversion from Profile, 64–65
    11. cross-promote, 275–276
    12. delete apps, 79
    13. described, 63
    14. to establish a presence, 15–17
    15. export Page-level data, 196–197
    16. as free business tool, 14
    17. getting started, 61–62
    18. launch, 125–147
    19. marketing resources, 81–82
    20. monitor activities. See monitor and measure
    21. name your Page, 70–71, 129
    22. Offer promotion, 248–250
    23. promote. See Page, promoting
    24. promote Offer, 248–250
    25. reporting activities, 51–55
    26. subscribe to, 64
    27. switch between posting content as Profile and Page, 88
    28. terms and conditions, 64, 71, 82
22. Facebook Page, creating
    1. accept terms and conditions, 71
    2. add administrators, 80–81
    3. add apps, 79
    4. add cover image, 74
    5. add description, 77
    6. adding CTA button, 75–76
    7. business type, select, 69–70
    8. category for business, select, 71
    9. Groups, 62–63, 65–67
    10. limit access until launch, 76
    11. name your Page, 70–71
    12. overview, 61–62
    13. personal Profiles, 62–65, 63–65
    14. steps to create, 69–76
    15. terms and conditions, 82
    16. upload image or logo, 71–73
    17. use Marketing Pages, 81–82
23. Facebook Page, promoting
    1. add photos and images, 132–134
    2. Ads for, 146
    3. apps for promotion, 94–97
    4. content strategy planning, 126–128
    5. cross-promotion, 275–276
    6. fostering sense of enchantment, 126–128
    7. friend networks, 43
    8. integrated approach to promotion, 146–147
    9. Milestones, 134–136
    10. networking with friends, 138–141
    11. offline presence, 277–278
    12. outside Facebook, 43
    13. reusing existing marketing assets, 142–145
    14. search engine optimization (SEO), 136–137
    15. starting, 41–43
    16. store, promote Page in, 145
24. Facebook Pages Manager (website), 134
25. Facebook Pages Manager app, 92
26. Facebook Pixel, 228
27. Facebook Promotion Guidelines. See contests
28. Facebook Publisher, 15, 134–136, 245–247
29. Facebook Social Plugins. See Plugins
30. face-to-face events, 56
31. fan(s). See also friends
    1. appreciate, 121, 347–348
    2. increasing number of, as goal, 53
    3. Insight, 39–40, 52
    4. Likes report, 176–178
    5. listen to, 346–347
    6. understanding, 39–40
    7. updates to attract, 16–17
32. fan engagement
    1. analysis for launch preparation, 129–130
    2. behavioral aspects, 40
    3. build for content marketing, 121–122
    4. demographic aspects, 40
    5. to develop content strategy, 46–47
    6. Insights, 153–156
    7. with mobile apps, 91–92
    8. News feed algorithm, 114–115
    9. News Feed content, 113–114
    10. notification about user activity, 158–159
    11. psychographics, 40
    12. quantity compared to quality issues, 149–150
    13. response to comments, 160–161
    14. response to posts, 160–161
    15. tactical conversation, 157
    16. understanding, 150–153
    17. word-of-mouth marketing, 150–151
33. fan-base, growing, 49–51
34. fan(s)
    1. about, 125
    2. mapping launch strategies, 126
35. feedback, 41, 45–46
36. filters, 114
37. flight, 229
38. Followers report, 171, 173
39. follow-up Events, 269–270
40. fostering enchantment to promote Page, 126–128
41. foursquare, 36
42. friends. See also fan(s)
    1. care with strangers, 341
    2. encourage friends to share your Page, 138
    3. invite to Events, 267–268
    4. invite to Page, 43, 139–140
    5. networking, to promote Page, 138–141
43. Fuddruckers Facebook Page, 122
44. FundRazr (website), 100
45. funnel, marketing, 20–21
46. future directions, 3–4

G

1. Garmen, Tim (reunited sibling), 10
2. gender, targeting, 23, 27, 218
3. geographic data. See location data
4. Get Started button, 71
5. Gmail, 142
6. goals
   1. business, 8, 12, 38
   2. content marketing posting, 119–120
   3. creating Ads, 212–213
   4. define in marketing plan, 37
   5. marketing, 37
   6. setting, marketing plan, 53
7. Google +, 82
8. Google ads, 201
9. Google Play, 92
10. Google search, 136
11. Graham, Karen (reunited sibling), 10
12. Graph Search, 137
13. graphs. See reports
14. Group Address, 262
15. Group Timeline, 257
16. Groups
    1. compared to Pages, 65–67, 254–256
    2. for connection, 65–67
    3. create, 259–263
    4. delete, 262–263
    5. described, 45, 62–63
    6. email address for group, 262
    7. find a group, 256–257
    8. forming, in marketing plan, 44–45
    9. generally, 251–252
    10. Insights and, 263
    11. join a group, 257
    12. member feedback, 44–45
    13. members, 255, 260
    14. membership restrictions, 255, 260
    15. monitoring discussions, 45
    16. name for, 259
    17. networking and collaboration, 14, 251–263, 335
    18. participate in group, 258–259
    19. post settings, 262
    20. privacy, 260
    21. rules to govern use, 254
    22. set up New Group, 259–261
    23. types of, 255, 260
    24. website URL for group, 262
17. guidelines
    1. Facebook, 71, 82, 161–162
    2. Facebook Ads, 202–207

H

1. Hallmark Channel Page, 50–51
2. Harvard University, 9
3. Have2Have.it tool (website), 284
4. headline, 250
5. hierarchy, Group, 66
6. home page, 113
7. HootSuite, 197–198, 335
8. hosted custom tab, create, 106–107
9. hovercard, 16–17
10. HTML
    1. add plugin code to website, 291
    2. create custom tabs with, 105–107
    3. Debugger, 306
    4. integrate Facebook software into website, 291–292
    5. Static HTML: iframe tabs app, 105–106
11. Hubspot (website), 57
12. humanity, and fan engagement, 121

I

1. icons, explained, 3
2. iframes, 105–106
3. images and photos. See also video
   1. add to promote Page, 132–134
   2. avatar, 8, 129
   3. change third-party tab icons, 102–103
   4. chose for Ads, 208–209
   5. cover image, 15, 74, 129, 267
   6. delete tag, 140
   7. Events, 267
   8. Group icon, 260
   9. logos, 71–73, 278
   10. measuring views, 154
   11. Offer, 245, 250
   12. to optimize search, 137
   13. to promote engagement, 129
   14. tagging, 140–141
   15. testing, for Ads, 208–209
   16. upload, 71–73, 132–134
4. impressions
   1. cost-per-impression (CPM), 14, 201, 206, 222
   2. defined, 206
5. In Store & Online Offers, 245
6. In Store Only Offers, 245
7. inbound links as key metric, 54
8. initial thrust, in launch, 126
9. Inselly (website), 284
10. Insights
    1. access, 169–170
    2. Actions on Page report, 171, 172, 183–184
    3. All Posts Published report, 155
    4. analysis for launch preparation, 129–130
    5. categories, 81
    6. Dashboard, 52
    7. demographic information, 51–53
    8. described, 167
    9. Events report, 171, 188
    10. exporting data from, 196–197
    11. fan data, 39–40, 52
    12. fan engagement, 153–156
    13. Followers report, 171, 173
    14. Groups and, 263
    15. Like, 169, 176–178
    16. Likes, Comments, and Shares report, 155
    17. Likes report, 171, 173, 176–178
    18. Local report, 171, 191–193
    19. Messages report, 171, 194–195
    20. nonanalytical analysis, 168
    21. Overview report, 171–173
    22. Page Previews report, 171, 172, 182–183
    23. Page Views report, 171, 172, 181–182
    24. People report, 171, 190–191
    25. Posts report, 171, 185–187
    26. Promotions report, 171, 174–175
    27. questions Insights can answer, 168
    28. reach data, 52
    29. Reach report, 171, 173, 179–181
    30. reports, 168–195
    31. Shop report, 171, 193–194
    32. third-party analytics, 197–198
    33. Video Insights report, 189–190
    34. Videos report, 171, 173
11. Instagram, integrating, 281–285
12. Instagram Business, 81
13. institution, as Page type, 69
14. in-store marketing, 250
15. integrated approach to promote Page, 146–147
16. interests
    1. Ad tool, 27
    2. Ads targeting, 204–206, 205, 218
    3. of fans, 39–40
    4. shared. See Groups
    5. target audience, 24, 27
17. Internet resources. See also URLs
    1. access Insights, 169–170
    2. ActionSprout, 164
    3. add Plugins, 291
    4. Adobe Page, 67
    5. AgoraPulse, 164, 198
    6. Biggerplate, 66
    7. Bitly, 54
    8. Botisfy, 317
    9. Buffer, 131
    10. Buffer for Business, 336
    11. Bullas, Jeff, 346
    12. Calm the Ham, 8
    13. Canva, 123
    14. ChatFuel, 318
    15. Cheat Sheet, 3
    16. Conversable, 318
    17. DODO case, 8
    18. Easel.ly, 123
    19. Ecwid, 100–101
    20. external Ad site, 211
    21. Facebook Analytics Dashboard, 294
    22. Facebook Pages Manager, 134
    23. FundRazr, 100
    24. Hallmark Channel Page, 50–51
    25. Have2Have.it tool, 284
    26. HootSuite, 197–198
    27. Hubspot, 57
    28. include Page link, 276
    29. Inselly, 284
    30. jobs.problogger.net, 57
    31. Kitten Bowl Facebook Page, 50–51
    32. links to Page, to drive sales, 43
    33. Marketing Cloud, 335
    34. 1-800-Flowers Page, 43–44
    35. Page Post Planner tool, 335, 336
    36. Pagemodo, 99
    37. Peet’s Coffee and Tea Page, 127, 128
    38. PicMonkey, 123
    39. Piktochart, 123
    40. Post Planner, 164, 197
    41. Post Planner tool, 335, 336
    42. ShopTab, 100
    43. ShortStack, 99, 347
    44. Social Mention, 55
    45. Spotify Facebook Page, 37
    46. Stella & Dot, 75
    47. Tab Manager for WordPress, 99–100
    48. TabSite, 99
    49. third-party analytics, 197–198
    50. Threadless Page, 39
    51. Tiny.cc, 54
    52. Toms of Maine Page, 40
    53. URL for group, 262
    54. Webtrends, 197
18. Invite button, 267
19. Invite Friends button, 43
20. Invite Friends link, 139–140
21. iTunes, 92

J

1. jobs.problogger.net (website), 57
2. Join Group, 257

K

1. Kanter, Beth (author), 21
2. Kent, Peter (author), 137
3. key metrics to measure success, 54–55
4. key performance indicators (KPIs), 51
5. keywords
   1. copywriting tips for Ads, 207–208
   2. to optimize search, 280
   3. targeting interests with your Ad, 217
6. Kitten Bowl Facebook Page, 50–51
7. know, in launch, 126

L

1. ladder of engagement, 21–22
2. landing-page strategy, Ads, 209–211
3. languages, 27
4. launch Page
   1. limit Page access until, 76
   2. of new products as business goal, 8, 12
   3. term explained, 126
5. Learn More icon, 241
6. length of status updates, 337
7. Life Is Good Facebook Page, 157
8. Like button, 15
9. Like button Plugin, 276, 290, 291–292, 299–300
10. Like report, 176–178
11. Likes
    1. compared to Friending, 63–64
    2. Facebook Ads, 146
    3. fan engagement, 152
    4. in launch, 126
    5. number per Page, 64
    6. report from Insights, 171, 173, 176–178, 196–197
    7. update Page, 152–153, 155
12. Likes, Comments, and Shares report, 155
13. links
    1. email Offer, 250
    2. email to Page, 142, 276
    3. to Event, 267
    4. inbound, as key metric, 54
    5. websites to Page, 43, 276
14. listen to fans, 346–347
15. listening to feedback, 41, 45–46
16. Live Contributor, as admin access, 80
17. live streaming, 49, 320
18. local business, 253
19. Local report, 171, 191–193
20. location data
    1. Ad tool, 26
    2. setting access restrictions, 86–87
    3. target audience identification, 24, 26
    4. targeting Ads, 205
21. logo, 71–73, 278
22. loyalty programs. See Offers
23. loyalty stage, marketing funnel, 20, 21

M

1. Manage Permissions tab
   1. access restrictions, 86–87
   2. notifications of activity, 158–159
   3. Page Moderation, 87
   4. Profanity Filter, 87
   5. reply to posting, 157
   6. third-party app permissions, 101–102
   7. threaded comments on update to Page, 85–86
2. marketing, traditional. See traditional marketing
3. marketing assets, reuse existing, 142–145
4. marketing campaigns. See campaigns
5. marketing channels, customize, 143
6. Marketing Cloud (website), 335
7. marketing funnel, 20–21
8. marketing mistakes, 333–337
9. marketing mix
   1. add Facebook to, 271–285
   2. Ads in, 203–204
   3. integrated campaigns, marketing plan, 37, 55–57
   4. promote Facebook presence, 277–278
   5. promote Offer, 248–250
   6. referencing Page, 278
10. marketing plan
    1. audience, understanding, 37, 39–41
    2. content strategy development, 37, 46–48
    3. developing for Facebook, 35–37
    4. elements to include, 37
    5. integrate online/offline campaigns, 37, 55–57
    6. marketing goals, define, 37
    7. monitor and measure Page activities, 37, 51–55
    8. value proposition, 37, 38
    9. word-of-mouth power, 36–37
11. marketing with Facebook. See also specific topics
    1. business goals, 8, 12, 38
    2. business needs for, 15–17
    3. marketing resources, 81–82, 241
    4. potential as a marketing tool, 11–15
    5. tools, 14–15
    6. as word-of-mouth, 12–13
12. measurement. See monitor and measure
13. Measuring the Networked Nonprofit (Kanter and Paine), 21
14. media, 11–12, 56–57
15. member profile. See profile
16. members of Group. See Group
17. mentions, 141
18. message
    1. ignore, 342
    2. as Page component, 16
    3. reply to, 157
19. Messages report, 171, 194–195
20. Microsoft Excel, export data to, 196–197
21. Microsoft Outlook, add Facebook link to email signature, 142
22. Microsoft’s Bing, 136
23. Milestones, 134–136
24. mission statement, company, 77
25. mobile devices
    1. fan engagement, 91–92
    2. post content via mobile web access, 92
26. Moderator, as admin access level, 80
27. monitor and measure. See also reports
    1. Boosted Posts realtime analytics, 235
    2. conversions in Ads, 210
    3. fan engagement, 153–156
    4. Group, 45, 255
    5. importance, 348
    6. with Insights, 54–55, 168–170
    7. key metrics, 54–55
    8. marketing plan, 37, 51–55
    9. not for Profile, 334
    10. online/offline marketing efforts, 56–57
    11. Page activities, marketing plan, 37, 51–55
    12. Page monitoring links, 54
    13. performance data, Ad Manager, 238
    14. third-party analytics, 197–198

N

1. name
   1. Events, 265
   2. Group, 259, 260
   3. Page, 70–71, 129
   4. third-party tab names, 102
   5. username, 137, 273–275, 279
2. National Wildlife Federation Page, 86
3. negative comments, 160
4. networking and collaboration
   1. Group, 14, 251–263, 335
   2. offline, 277
5. New Group, 259–261
6. News Feed
   1. algorithm, 114–115
   2. hide Milestones, 136
   3. Messenger ads, 318
   4. updates to attract customer’s friends, 16–17
7. Nimble, 144, 145
8. notification about user activity, 158–159

O

1. Obama, Barack (President), 85
2. Offer
   1. add, for launch preparation, 131
   2. add Milestones, 134–136
   3. with Ads, 249
   4. creating, 245–247
   5. with email marketing, 250
   6. events. See Events
   7. how it works, 243–245
   8. marketing funnel, 20–21
   9. maximize effect, 247–248
   10. Online Only, 245
   11. with Page, 248–250
   12. promote, 248–250
   13. promote in-store, 250
   14. promote Offer, 249
   15. In Store & Online, 245
   16. In Store Only, 245
   17. terms and conditions, 246, 249
   18. types of, 245
3. offering. See products and services
4. 1-800-Flowers Page, 43–44
5. online Events, 264
6. Online Only Offers, 245
7. online/offline
   1. Events, 264
   2. integrated campaigns, marketing plan, 37, 55–57
   3. promote Facebook presence, 277–278
8. Open Group, 260
9. opinion solicitation, and fan engagement, 121
10. orbit, in launch, 126
11. organic views, Reach report, 179
12. organization, as Page type, 69
13. Overview report, 171–173

P

1. Page
   1. access from Ad Manager, 239
   2. add administrators, 80–81
   3. add apps. See apps
   4. add information to, 76–77
   5. admin settings for, 83–85
   6. anatomy of, 67–69
   7. for brand awareness, 42
   8. business needs for, 8, 15–17
   9. compare Groups, Pages, and Profiles, 62–65
   10. conversion from Profile, 64–65
   11. cross-promote, 275–276
   12. delete apps, 79
   13. described, 63
   14. to establish a presence, 15–17
   15. export Page-level data, 196–197
   16. as free business tool, 14
   17. getting started, 61–62
   18. launch, 125–147
   19. marketing resources, 81–82
   20. monitor activities. See monitor and measure
   21. name your Page, 70–71, 129
   22. Offer promotion, 248–250
   23. promote. See Page, promoting
   24. promote Offer, 248–250
   25. reporting activities, 51–55
   26. subscribe to, 64
   27. switch between posting content as Profile and Page, 88
   28. terms and conditions, 64, 71, 82
2. Page, creating
   1. accept terms and conditions, 71
   2. add administrators, 80–81
   3. add apps, 79
   4. add cover image, 74
   5. add description, 77
   6. adding CTA button, 75–76
   7. business type, select, 69–70
   8. category for business, select, 71
   9. Groups, 62–63, 65–67
   10. limit access until launch, 76
   11. name your Page, 70–71
   12. overview, 61–62
   13. personal Profiles, 62–65, 63–65
   14. steps to create, 69–76
   15. terms and conditions, 82
   16. upload image or logo, 71–73
   17. use Marketing Pages, 81–82
3. Page, promoting
   1. add photos and images, 132–134
   2. Ads for, 146
   3. apps for promotion, 94–97
   4. content strategy planning, 126–128
   5. cross-promotion, 275–276
   6. fostering sense of enchantment, 126–128
   7. friend networks, 43
   8. integrated approach to promotion, 146–147
   9. Milestones, 134–136
   10. networking with friends, 138–141
   11. offline presence, 277–278
   12. outside Facebook, 43
   13. reusing existing marketing assets, 142–145
   14. search engine optimization (SEO), 136–137
   15. starting, 41–43
   16. store, promote Page in, 145
4. Page Moderation, 87
5. Page Plugin, 290, 300–301
6. Page Post Planner tool (website), 335, 336
7. Page Posts. See also News Feed
   1. add posts for launch preparation, 129
   2. admin settings for Page or Profile, 88–91
   3. Boosted Posts, 231–235
   4. clean and civil, 340–341
   5. content marketing goals, 119–120
   6. export post-level data from, 196–197
   7. Group settings, 262
   8. as Page on other Pages, 89
   9. reply to, 157
   10. response to, fan engagement, 160–161
   11. timing of, 336
8. Page Previews report, 171, 172, 182–183
9. Page Timeline
   1. admin configuration, 83
   2. Offer promotion, 248–250
   3. review postings, 46
   4. webinar questions answered on, 144
10. Page Unpublished setting, 76
11. Page Views report, 171, 172, 181–182
12. Pagemodo (website), 99
13. Pages Manager app, 92
14. paid views, Reach report, 179
15. Paine, Katie (author), 21
16. payment transactions, Ad Manager, 241
17. peer success and fan engagement, 121
18. Peet’s Coffee and Tea Page, 127, 128
19. People report, 171, 190–191
20. performance data. See monitor and measure
21. permissions. See Manage Permissions tab
22. personas, 24–25, 204–205
23. photo albums, 133–134
24. photos and images. See also video
    1. add to promote Page, 132–134
    2. avatar, 8, 129
    3. change third-party tab icons, 102–103
    4. chose for Ads, 208–209
    5. cover image, 15, 74, 129, 267
    6. delete tag, 140
    7. Events, 267
    8. Group icon, 260
    9. logos, 71–73, 278
    10. measuring views, 154
    11. Offer, 245, 250
    12. to optimize search, 137
    13. to promote engagement, 129
    14. tagging, 140–141
    15. testing, for Ads, 208–209
    16. upload, 71–73, 132–134
25. PicMonkey (website), 123
26. Piktochart (website), 123
27. Plugins
    1. add to website, 291
    2. Comments, 288, 294–295
    3. Comments Plugin, 14
    4. for cross-promotion, 276
    5. Debugger, 306
    6. described, 287–288
    7. Embedded Comments Plugin, 288–296
    8. Embedded Posts Plugin, 290, 297–298
    9. Embedded Videos Plugin, 290, 298–299
    10. Insight integration, 291–294
    11. Like button, 276, 299–300
    12. Like button Plugin, 290, 291–292
    13. to optimize search, 280
    14. Page Plugin, 290, 300–301
    15. Quote Plugin, 290, 301–303
    16. Save Plugin, 290
    17. Send button, 290, 304–305
    18. Share Plugin, 290
    19. share website content, 291–292
    20. using, 288–290
    21. variety of, 288–290
28. position/order of tabs, changing, 78–79, 104
29. Post. See Page Post
30. Post Planner tool (website), 164, 197, 335, 336
31. Posts report, 171, 185–187
32. preparation, in launch, 126
33. pricing, 221–222. See also cost
34. printed material, custom Facebook URL, 144
35. privacy
    1. Group, 260
    2. maintain, 343
    3. sharing, with Send button, 290, 304–305
36. product as Page type, 69
37. products and services. See also content marketing
    1. on About section of Page, 77
    2. differentials, value proposition, 38
    3. launch of new as business goal, 8, 12
38. Profanity Filter, 87
39. profile
    1. conversion to Page, 64–65
    2. described, 62, 63–65
    3. generally, 8
    4. marketing on, as violation, 64, 334
    5. as personal, not business, 63–65, 334
    6. switch between posting content as Profile and Page, 88
40. Promoted Posts. See Boosted Posts
41. promotion
    1. cross-promotion, 275–276
    2. Events for, 263–270
    3. Groups and, 251–263
    4. Offers for, 248–250
    5. of Page. See Page, promoting
42. Promotions report, 171, 174–175
43. prospects and customers
    1. best customer, define, for target audience, 22–23
    2. calculating Facebook usage by, 28–33
    3. content marketing, 111–119
    4. creating repeat and lifetime, 17
    5. dealing with irate, 342
    6. fans. See fan(s)
    7. knowing, as business goal, 12
    8. support with Groups, 253
    9. target. See target audience
    10. understanding, 285
44. psychographic variables of fans, 40
45. public figure as Page type, 69
46. Public Group, 255
47. Publisher, 15, 134–136, 245–247
48. pushy selling, 336

Q

1. quality content, 49
2. quantity compared to quality issues, fan engagement, 149–150
3. questions Insights can answer, 168
4. Quote Plugin, 290, 301–303

R

1. Rafflecopter app, 95
2. reach
   1. Insights data, 52
   2. viral, 179
   3. viral reach, 153
3. Reach report, 155
4. Reach report/graph, 171, 173, 179–181
5. reciprocity, 346
6. redemption of Offer, 246, 247
7. relational, Facebook is, 21
8. relaxed approach, 335–336
9. relevance, create compelling content, 116–117
10. remarkable Offer, 247
11. Remember icon, 3
12. repeat customers, 17
13. reports. See also monitor and measure; specific reports
    1. campaign, 239–240
    2. creating from Ad Manager, 239–240
    3. export data, 196–197, 239–240
    4. Insights, 168–195
14. resources, 81–82, 241
15. resources, Internet. See also URLs
    1. access Insights, 169–170
    2. ActionSprout, 164
    3. add Plugins, 291
    4. Adobe Page, 67
    5. AgoraPulse, 164, 198
    6. Biggerplate, 66
    7. Bitly, 54
    8. Botisfy, 317
    9. Buffer, 131
    10. Buffer for Business, 336
    11. Bullas, Jeff, 346
    12. Calm the Ham, 8
    13. Canva, 123
    14. ChatFuel, 318
    15. Cheat Sheet, 3
    16. Conversable, 318
    17. DODO case, 8
    18. Easel.ly, 123
    19. Ecwid, 100–101
    20. external Ad site, 211
    21. Facebook Analytics Dashboard, 294
    22. Facebook Pages Manager, 134
    23. FundRazr, 100
    24. Hallmark Channel Page, 50–51
    25. Have2Have.it tool, 284
    26. HootSuite, 197–198
    27. Hubspot, 57
    28. include Page link, 276
    29. Inselly, 284
    30. jobs.problogger.net, 57
    31. Kitten Bowl Facebook Page, 50–51
    32. links to Page, to drive sales, 43
    33. Marketing Cloud, 335
    34. 1-800-Flowers Page, 43–44
    35. Page Post Planner tool, 335, 336
    36. Pagemodo, 99
    37. Peet’s Coffee and Tea Page, 127, 128
    38. PicMonkey, 123
    39. Piktochart, 123
    40. Post Planner, 164, 197
    41. Post Planner tool, 335, 336
    42. ShopTab, 100
    43. ShortStack, 99, 347
    44. Social Mention, 55
    45. Spotify Facebook Page, 37
    46. Stella & Dot, 75
    47. Tab Manager for WordPress, 99–100
    48. TabSite, 99
    49. third-party analytics, 197–198
    50. Threadless Page, 39
    51. Tiny.cc, 54
    52. Toms of Maine Page, 40
    53. URL for group, 262
    54. Webtrends, 197
16. restrictions
    1. Group membership, 255, 260
    2. Offer, 247
    3. Page access until launch, 76
    4. setting access, 86–87
    5. user, 86–87
    6. on words in Ads, 211
17. reuse existing marketing assets to promote Page, 142–145
18. rich content, 56–57
19. Romney, Mitt (Presidential candidate), 85
20. RSVP to Event, 153, 267

S

1. sales, driving
   1. as business goal, 8
   2. errors to avoid, 336–337
   3. in marketing plan, 41, 43–44
2. Save button, 303–304
3. Save Plugin, 290
4. schedule
   1. ad reports with Ad Manager, 239–240
   2. create Ads, 220
   3. Events, 265
   4. export event to calendar, 269
   5. Post Planner tool, 335, 336
5. search. See also keywords
   1. for apps, 97–98
   2. for brand discussions, 45
   3. for Group, 256–257
   4. optimize your Page for, 136–137, 278–281
6. search box, 45
7. search engine optimization (SEO), 64, 136–137, 278–281
8. Search Engine Optimization For Dummies, 6th Edition (Kent), 137
9. second-stage thrust, in launch, 126
10. Secret Group, 255, 260
11. Send button Plugin, 290, 304–305
12. services. See products and services
13. share
    1. fan engagement, 121
    2. as key metric, 54
    3. link to Event, 267–268
    4. Page update, 153
    5. private, with Send button, 290, 304–305
    6. reasons for, 346
    7. update Page, 153, 154
14. Share button, 305–306
15. Share Plugin, 290
16. Shop report, 171, 193–194
17. ShopTab (website), 100
18. ShortStack (website), 99, 347
19. sidebar, 8
20. signature, add Facebook link to email, 142, 275, 276
21. signs, to promote Page in store, 145
22. Smith, Mari (thought leader), 81
23. social graph, 201, 278
24. Social Media Examiner Facebook Page, 81, 121, 122
25. Social Mention (website), 55
26. social networking sites, Facebook as most active, 9
27. Social Plugins. See Plugins
28. spam, 82, 90–91
29. special offers. See Offers
30. Sponsored Stories Ads, 146
31. Spotify Facebook Page, 37
32. stakeholders, 38
33. Static HTML: iframe tabs app, 105–106
34. status updates
    1. length of, 337
    2. post, by email, 276
    3. to promote Page, 91
    4. search, 280
35. Stay in the Know, 81
36. stay on message, 119
37. Stella & Dot (website), 75
38. store, promote Page in, 145, 278
39. stories from your posts, 16–17, 185–187
40. story for persona, 25
41. sweepstakes. See contests

T

1. Tab Manager for WordPress (website), 99–100
2. tabs. See also apps (applications)
   1. change order/position of, 78–79, 104
   2. configuration, 102–105
   3. configure, 102–105
   4. cost to create custom, 99
   5. create custom tabs with HTML, 105–107
   6. create hosted custom tab, 105–106
   7. delete tab, 104–105
   8. Events. See Events
   9. hosted custom tab, create, 106–107
   10. as Page component, 16
   11. permissions. See Manage Permissions tab
   12. Static HTML: iframe tabs app, 105–106
   13. third-party tab names/icons, 102–105
3. TabSite (website), 99
4. tactical conversation, 157
5. tagging
   1. defined, 140
   2. delete tag, 140
   3. to optimize search, 137
   4. photos, 132
6. target audience
   1. best customer, 22–23
   2. creating Ads, 217
   3. define, 20–24
   4. demographic criteria for, 23–24, 26–27
   5. ladder of engagement, 22
   6. marketing funnel, 20–21
   7. personas, 24–25, 204–205
   8. research with Ad tool, 25–28
   9. understanding, 24–25
7. Technical Stuff icon, 3
8. technical updates for book, 3
9. terms and conditions
   1. accept, to create Page, 71
   2. Facebook, 64, 71, 82, 161–162, 249
   3. marketing on Profile as violation, 64, 334
   4. Offer, 246, 249
10. testimonials, 208
11. third-party analytics, Insights, 197–198
12. third-party apps, 99–100, 101–102, 162, 164
13. third-party custom tab services, 99–100
14. threaded comments, 85–86
15. Threadless Page, 39
16. tickets for Events, 266
17. Timeline, 257. See also Page Timeline
18. Timelines. See profile
19. timing, of posts, 336
20. Tiny.cc (website), 54
21. Tip icon, 3
22. Toms of Maine Page, 40
23. traditional marketing
    1. adapting traditional campaigns, 56
    2. campaigns. See campaigns
    3. compared to nontraditional media costs, 56–57
    4. compared to social focus on customers, 333–334
    5. integrate online/offline campaigns, 37, 55–57
    6. media messaging, 11–12
    7. planning for. See marketing plan
    8. on TV, 11–12
24. transactional, Facebook is not, 21
25. trust
    1. ladder of engagement, 22
    2. in launch, 126
    3. and recommendations, 12
    4. spam considerations, 90
26. TV advertising, 11–12
27. TweetDeck, 335
28. Twitter, 36, 46

U

1. updates. See also status updates
   1. to attract customer friends, 16–17
   2. comments, 85–86, 153, 154
   3. fan engagement, 152–153
   4. length of optimal, 337
   5. like, 153, 154
   6. sharing, 153, 154
   7. threaded comments, 85–86
2. uploading images and photos, 71–73, 132–134
3. URLs. See also websites
   1. external, promote with Ad, 211
   2. shortening, 54, 335
   3. username, 273–275
4. user activity, fan, 158–159
5. usernames
   1. create custom, 273–275
   2. to optimize search, 137, 279

V

1. value proposition, marketing plan, 37, 38
2. video. See also images and photos
   1. develop content strategy, 46
   2. measuring views, 154
   3. tagging, 140–141
   4. YouTube (website), 144
3. video content, 123–124
4. Video Insights report, 189–190
5. Videos report, 171, 173
6. views
   1. as key metric, 54
   2. as Page component, 16
7. viral features (virality), 66
8. viral reach, 153, 179
9. visual content, creating, 123

W

1. Warning! icon, 3
2. web copywriters, finding, 57
3. webinars, 144, 281
4. website integration, 49
5. website visits, targeting Ads, 206
6. websites. See also URLs
   1. access Insights, 169–170
   2. ActionSprout, 164
   3. add Plugins, 291
   4. Adobe Page, 67
   5. AgoraPulse, 164, 198
   6. Biggerplate, 66
   7. Bitly, 54
   8. Botisfy, 317
   9. Buffer, 131
   10. Buffer for Business, 336
   11. Bullas, Jeff, 346
   12. Calm the Ham, 8
   13. Canva, 123
   14. ChatFuel, 318
   15. Cheat Sheet, 3
   16. Conversable, 318
   17. DODO case, 8
   18. Easel.ly, 123
   19. Ecwid, 100–101
   20. external Ad site, 211
   21. Facebook Analytics Dashboard, 294
   22. Facebook Pages Manager, 134
   23. FundRazr, 100
   24. Hallmark Channel Page, 50–51
   25. Have2Have.it tool, 284
   26. HootSuite, 197–198
   27. Hubspot, 57
   28. include Page link, 276
   29. Inselly, 284
   30. jobs.problogger.net, 57
   31. Kitten Bowl Facebook Page, 50–51
   32. links to Page, to drive sales, 43
   33. Marketing Cloud, 335
   34. 1-800-Flowers Page, 43–44
   35. Page Post Planner tool, 335, 336
   36. Pagemodo, 99
   37. Peet’s Coffee and Tea Page, 127, 128
   38. PicMonkey, 123
   39. Piktochart, 123
   40. Post Planner, 164, 197
   41. Post Planner tool, 335, 336
   42. ShopTab, 100
   43. ShortStack, 99, 347
   44. Social Mention, 55
   45. Spotify Facebook Page, 37
   46. Stella & Dot, 75
   47. Tab Manager for WordPress, 99–100
   48. TabSite, 99
   49. third-party analytics, 197–198
   50. Threadless Page, 39
   51. Tiny.cc, 54
   52. Toms of Maine Page, 40
   53. URL for group, 262
   54. Webtrends, 197
7. Webtrends (website), 197
8. WiseStamp.com (website), 142, 276
9. Woobox app, 95, 96
10. word-of-mouth marketing
    1. defined, 37
    2. with Facebook, 12–13
    3. fan engagement, 150–151
    4. marketing plan, 36–37
11. WordPress, 99
12. words. See also keywords
    1. length of status updates, 337
    2. limited, in Ads, 211
    3. Offer, 247
13. writing
    1. copywriting tips for Ads, 207–208
    2. hiring online social writer, 57

Y

1. YouTube (website), 144
2. YouTube Channels app, 95, 96

Z

1. Zuckerberg, Mark (Facebook CEO), 9