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Index
The Facebook Marketing Book
1. Introduction to Social Networking
Who Uses Facebook?
Impact on Today’s Media
Big Brands on Facebook
How You Can (and Should) Use Facebook
Creating Valuable Content
2. Facebook Profile Basics
What Is a Facebook Profile?
Facebook Profiles for Business
Facebook Profile Tabs
Wall
Info
Photos
Setting Up a Facebook Profile
Basic Information
Bio and Quotations
Work and Education
Likes and Interests
Pages
Contact Information
Privacy Settings
Friend lists and groups
Profile Applications
Profile Interactions
Summary
3. Facebook Page Basics
The Difference Between a Page and a Profile
What Requires a Facebook Page, Not a Profile
Types of Pages
Creating and Customizing a Facebook Page
Static FBML
Notes
Social RSS
Facebook Page Tabs
Wall
Info
Photos
Page Applications
Custom Applications
Custom User Applications
Custom Tab Applications
Page Optimization
Organic Search
Facebook Search
Page Optimization Tips
Optimizing Through a Content Strategy
Promoting Your Page
Page Interactions
Summary
4. Facebook Group Basics
Groups Versus Pages
More Personal Messaging
Better Event Management
Groups Can Be Good—Sometimes
When You Want a Group
Creating a Group
Keep It Global
Fill Out All Fields
Use Proper Grammar, Punctuation, and Spelling
Include Keywords for Easier Searching
Managing a Group
Use with Profile or Page
Don’t Make New Friends
Segment Friend Lists
Incorporate Events
Send Messages
Participate and Post New Content
Post Links, Photos, Videos
Monitoring and Managing a Group
Removing Content
Encouraging Posting
Using Groups to Supplement Your Page
Summary
5. Facebook Events
When to Use an Event
Creating an Event
Keep Your Event Public
Allow Interaction
Breaking Through the Clutter
Sending Invites
Integrating with a Page
Promoting Your Event
Event Follow-Up
Summary
6. Facebook Application Basics
Create Inherently Social Applications
Improve Existing Social Behaviors
Learn from Success
Clarity, Simplicity, and Speed to Engagement
Integrate with Viral Facebook Features
Parts of Your Application
Development
Art and Copy
Launching and Promoting Your Application
Summary
7. Customizing Your Facebook Page
Page Icon
Designing Assets and Media
Content
Branded Patterns and Days
Exclusive Stuff
Custom Tabs
User Applications
Summary
8. Developing a Facebook Content Strategy
Competing with Other Content on Facebook
Develop a Content Strategy
Establish Goals
Determine Frequency
Set Patterns and Common Topics
Create a Content Calendar
Optimizing for Both Facebook and Search Engines
The Easiest Places to Put Keywords
Using Keywords on Facebook Tabs
Default landing tab
Info tab
Custom FBML tabs
Other Content
Increased Interactions
Summary
9. Cross-Promoting Content on Facebook
Least Shared Words
Meta Mentions
Most Shared Words
Digits
Linguistic Content
The Power of Positivity
Try a Teaching Moment
Video
Parts of Speech
Readability
Social Plug-ins
The Share Button
Customizing the Share button
The Like Button
Customizing the Like button
Like or Share?
The Activity and Recommendations Feeds
Summary
10. Facebook Page Management
Exclusive Deals for Fans
Frequent Status Updates
Timely Redesigns
Promotions
Unique Promotion Tab
General Promotions Tab
Monitoring
Moderation
Responding
Advertising
Summary
11. Advertising on Facebook
Where to Send Users
Creative Content Design
Images
Copy
Targeting
Location
Demographics
Likes and Interests
Relationship and Interested In
Workplaces
Connections and Friends of Connections
Budget
Bidding
Ad Stats
Summary
12. Analytics and ROI
Insights for Page
Likes and Unlikes
Demographic Data
Activity and Traffic
Feedback on Facebook Posts
Insights for Applications
Posting Application Content to Walls
Facebook Ads Analytics
Advertising Performance Report
Responder Demographics Report
Goals and KPI
Tracking
Summary
A. Acknowledgments
B. About the Authors
Index
About the Authors
Colophon
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