|
Facebook Marketing: Leverage Social Media to Grow Your Business
|
| List Price: | $24.99 |
| Price: | $16.49 & eligible for FREE Super Saver Shipping on orders over $25. Details |
Availability: Usually ships in 24 hours
Ships from and sold by Amazon.com
52 new or used available from $14.31
Average customer review:
Product Description
Profit from Facebook!
High-Impact, Low-Cost Social Marketing That Works!
With more than 80,000,000 affluent, savvy members, Facebook is today’s fastest-growing marketing opportunity! But traditional marketing methods won’t work here. In Facebook Marketing, best-selling author Steven Holzner reveals new social marketing techniques that do work, and shows you exactly how to make the most of them. Using true case studies, Holzner introduces powerful new techniques from today’s smartest Facebook marketers...and helps you avoid pitfalls that can cost you money and credibility. No matter what business you’re in, you’ll learn how to create bottom-up, “viral” Facebook marketing programs that achieve maximum results at minimum cost!
- Crafting your Facebook profile for maximum impact
- Getting into the Facebook community: crucial dos and don’ts
- Joining the right Facebook Groups—or starting your own
- Creating a Facebook blog that attracts paying customers
- Promoting products and services with free Facebook Marketplace classifieds
- Hosting your own Facebook events: from company picnics to concerts
- Successfully advertising on Facebook, without overspending
- Promoting your business within today’s most popular Facebook applications
- Tracking the results of your advertising
- Using brand-new viral video marketing techniques
- Driving even more Web traffic to your Facebook pages
- Building your own Facebook applications
Introduction 1
1 Targeting Your Profile 5
Welcome to Facebook Marketing 5
Welcome to Facebook 7
Getting Started with Facebook 8
The Profile Tab 12
Across the Top 13
The Search Bar 15
Name, Photo, Networks, and Status 18
The Mini-Feed Section 19
The Friends and Friends in Other Networks Sections 19
The Photos Section 21
The Groups Section 23
The Information Section 24
The Education and Work Section 24
The Gifts Section 25
The Wall Section 25
Editing Your Profile 25
Setting Profile Privacy 27
The Friends Tab 31
Searching for Friends 31
Managing Your Friends 33
Creating Friend Lists 35
The Inbox Tab 37
Reading Messages 38
Avoiding Spam 39
Reading Notifications 39
Composing Messages 40
Getting Help 41
2 Facebook Groups 45
Welcome to Facebook Groups 45
Messaging Your Members 46
A Word About Spam 46
Joining Facebook Groups 47
What Groups Are Available? 47
Taking a Look at a Group 51
How Do I Join a Group? 54
Which Groups Can I Join? 54
Creating Your Own Facebook Groups 55
Creating Your Group 57
Customizing Your Group 58
Inviting Friends to Join Your Group 61
Seeing Your New Group 65
Managing Your New Group 67
Deleting a Group 70
3 Creating Your Own Pages 71
Welcome to Facebook Pages 71
Pages from a Marketing Perspective 72
Viral Marketing with Pages 73
Page Authenticity 74
Finding Pages 75
Searching for Pages 76
Browsing Pages by Type 78
Browsing All Pages 79
Becoming a Fan of a Page 80
Examining a Page 83
Sharing a Page 85
Creating Your Own Page 88
Examining Your New Page 92
Editing Your Page 94
Updating Your Fans 98
Promoting Your Page 99
4 Hosting Your Own Facebook Events 101
Welcome to Facebook Events 101
All About Facebook Events 102
Checking Out Your Friends’ Events 103
Taking a Look at an Event 104
The Information Section 106
The Description Section 107
The Other Information Section 109
The Photos,Video, and Posted Items Section 109
The Confirmed Guests Section 109
The Other Invites Section 109
The Wall 110
The Event Type and Admins Section 110
Adding an Event to Your Event List 110
Browsing for Events 113
Searching for Events 113
Creating an Event 115
Customizing an Event 117
Uploading the Image for the Event 118
Setting Event Options 118
Setting Event Access 119
Inviting People to Your Event 119
Seeing Your Event 122
Managing and Publicizing Your Event 124
Message All Guests 1...
Product Details
- Amazon Sales Rank: #35537 in Books
- Published on: 2008-09-07
- Original language: English
- Number of items: 1
- Binding: Paperback
- 288 pages
Features
- ISBN13: 9780789738028
- Condition: NEW
- Notes: Brand New from Publisher. No Remainder Mark.
- Click here to view our Condition Guide and Shipping Prices
Editorial Reviews
About the Author
Steven Holzner is the award-winning author of 112 books and has been a contributing editor at PC Magazine. His books have sold three million copies and have been translated into 18 languages.He specializes in web topics such as Facebook. He has been marketing his own companies on the Web for years, using marketplace experience; banner ads; Google,Yahoo!, and MSN pay-per-click campaigns; viral marketing; Usenet marketing; and more. He’s a web entrepreneur and has three online companies, which keep him busy.
Excerpt. © Reprinted by permission. All rights reserved.
Introduction
Facebook has 42 million users, and they’re smart, affluent, Internet-savvy people whom marketers can no longer ignore.
However, traditional marketing methods won’t work here. In Facebook, the users are in charge, not the marketers, and that’s a fact we have to live with.
Facebook members can comment on your brand, and there’s not much you can do about it. The marketing channel is reversed—rather than top-down, things now move from the bottom up. Now that your customers can talk back, for good or ill, it pays to listen to what they have to say.
Learning to live with the new rules of social marketing is what this book is all about. If you want to survive and thrive in this world, you have to provide content, not just ad copy. Rather than interruptive advertising, you have to go viral. And spam can get you kicked out.
Facebook has tons of profit potential. Facebook users are not averse to marketing—they’re just averse to unilateral marketing that feels like marketing.
What’s in This Book
This book is a survey of Facebook and where marketers fit in. Facebook has many nooks and crannies that aren’t obvious to the casual user, and ferreting them out can be tough. Here’s what’s in this book:
Chapter 1, “Targeting Your Profile”
Most social interaction on Facebook revolves around your profile, and this chapter is all about setting up this most basic of Facebook tools. You’ll learn about the various sections of the Facebook profile, which is essential knowledge for the rest of the book.
Chapter 2, “Facebook Groups”
Facebook groups allow Facebook members to congregate and discuss issues—including your brand. Users can post text items, photos, and videos and hold discussions. This chapter shows you how to use groups and create your own group.
Chapter 3, “Creating Your Own Pages”
People have profiles on Facebook. Brands, bands, and companies have Facebook pages, which are much like profiles. Facebook members don’t become friends of a page, however; they become fans. This chapter shows you how Facebook pages work, as well as how to create your own Facebook page.
Chapter 4, “Hosting Your Own Facebook Events”
Facebook events are, as their name implies, pages about one-time events that you want people to know about. For example, your store could be having a big sale, a company picnic, or a sponsored event, such as a music event. This chapter shows you how to get the word out.
Chapter 5, “Introducing Advertising”
Facebook now allows ads (it didn’t used to). These can be displayed in various places, and you can pay using cost per click or cost per impression. Social ads tie into the actions that users perform on Facebook. We’ll explore all the options in this chapter.
Chapter 6, “Optimizing and Monitoring Your Advertising”
Having spent money on advertising, you’d like to know how effective those ads are—what your click-through ratio is, how many impressions you’re getting, and so on. Facebook recently added ad analytics, and they’re improving all the time, so we’ll take a look in this chapter.
Chapter 7, “Using the Marketplace”
If you have items to sell, Facebook is up to the task with its marketplace. You can list items for sale here, and people can get in touch with you about them. In other words, the marketplace is Facebook’s classified section. It’s free, and it works, and it can be useful to some marketers.
Chapter 8, “Beacon, Polls, and Networks”
Chapter 8 discusses some more-advanced marketing techniques—Beacon, polls, and handling networks.
Beacon is Facebook’s effort to “Facebookize” the entire Web for the benefit of marketers. Using Beacon, sites around the Web can add Facebook users’ actions on their sites to the news feeds on Facebook (for example, “Ethmoid Studge bought a book on booksbooksbooksetc.com”) and include a link. Because the news feed is the chief way that marketing goes viral on Facebook, that can be pretty powerful.
Facebook polls allow you to ask your potential customers questions and get immediate results. Polls are displayed in users’ news feeds, and users seem to have no problem letting their voices be heard—which is a great marketing tool.
As you’ll see in this book, much of Facebook centers on what network(s) you belong to. You’ll discover how to use this to your advantage—such as by posting on the network pages, which is where Facebook comes the closest to tolerating outright spam. You’ll also see how to suggest a new network to Facebook.
Chapter 9, “Facebook Applications”
Facebook has recently been thrown open to third-party developers, who create applications that can be displayed in users’ profiles and pages. There are many ways for marketers to take advantage of this. Many applications can display advertising, and you can buy space in them, using various ad networks. You can also use many applications to further your social networking on Facebook. And finally, you can hire developers to build your own applications, dedicated to your brand. You’ll see all of that in this chapter.
Chapter 10, “Developing Your Own Applications”
The last chapter gives you an overview of what’s involved in creating your own Facebook applications. You’ll build an actual Facebook application and get it running. And you’ll explore—and get working—various calls to the Facebook API.
What You’ll Need
All you need in this book is a Facebook account. So if you don’t already have one, go to http://www.facebook.com and sign up. As soon as you’re on Facebook, you’re ready to turn to Chapter 1.
© Copyright Pearson Education. All rights reserved.
