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...

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Product Details

• Amazon Sales Rank: #18956 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

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.

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Customer Reviews

A rough guide to Facebook. But not a how-to on social media marketing!

I liked this book. I thought it was well written and well outlined. I'm not sure I would have included on the cover the following: "Leverage social media to grow your business." But the book provides a "rough guide" to Facebook. And I think it does a pretty good job.

Over the past year some leaders in the social media marketing realm have been materializing. Besides blogs of all kinds, it seems fair to me to say these leaders include MySpace, YouTube, LinkedIn, and Facebook. I've read and reviewed the following books on some of these platforms:

YouTube for Business (ISBN: 9780789737977)
The Rough Guide to MySpace (ISBN: 9781843538424)
Amp Your MySpace Page (ISBN: 9780071490726)
I'm on LinkedIn, Now What? (ISBN: 9781600050695)

Until I read the instant book being reviewed I had not read any on Facebook. I am aware of "I'm on Facebook, Now What?" (ISBN: 9781600050954). But I haven't seen or read it. If it is anything like the book its author wrote on LinkedIn, then it is probably a good book. However, I think "Facebook Marketing" does a better job covering Facebook than the LinkedIn book did regarding LinkedIn.

This book is NOT about social media marketing per se. It is not going to tell you how to leverage social media in order to grow your business. You will have to read other books on that subject. And the coverage on that topic is expanding and changing as I write this review. What this book is about is the Facebook platform that can be used as a marketer's tool when practicing social media marketing. It tells us about User Profiles, Facebook Groups, how to create Web pages within Facebook, hosting events on Facebook, and other things that one can take advantage of at Facebook.

It's the "other things" that take up half the book that may be nice to know about. But I doubt they are practical for growing a business. But the first half of the book is worth its weight in gold for anyone who wants to use Facebook in a big way to practice social media marketing. 5 stars!

PS. Examine the Search Inside feature offered by Amazon on this book. It provides a detailed Table of Contents for you to examine and see for yourself what is included in this book.

Little more than a rehash of the menus
I am glad I got this book from the library and didn't pay money for it. It is little more than a rehash of the menus. I am always disappointed in computer books that just list and describe menu items. There are maybe ten pages of worthwhile material. To make matters worse, all the screen shots are based on outdated formats. Save your money and search the internet for more useful and current information. Sorry to be so negative, but that's the way I see it.

Not Facebook Marketing but "how to "
This is just a "how to" use facebook. How to create Groups, Pages, Ads m but disguise as a marketing book. In some chapters, it has "cut and paste" information from Facebook. I was looking for case studies or examples but instead all the examples were the author's trying to rent out his town house. Not worth it!