[Dummies 01] • Facebook Marketing For Dummies · 6th Edition, 6th Edition by Diamond, Stephanie -- Read -- Imperial Library of Trantor

Index

Cover Table of Contents 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

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