Description
The bestselling Sybex guide to marketing on Facebook, now fully updated
As the second most-visited site on the web, Facebook offers myriad
marketing opportunities and a host of new tools. This bestselling guide
is now completely updated to cover all of the latest tools including
Deals, sponsored stories, the Send button, and more. It explains how to
develop a winning strategy, implement a campaign, measure results, and
produce usable reports. Case studies, step-by-step directions, and
hands-on tutorials in the popular Hour-a-Day format make this the
perfect handbook for maximizing marketing efforts on Facebook.
- This revised guide fills you in on the latest Facebook conventions, tools, and demographics, and outlines the important strategic considerations for planning a campaign
- Takes you step by step through crafting an initial Facebook presence, developing an overall marketing strategy, setting goals, defining metrics, developing reports, and integrating your strategy with other marketing activities
- Covers using features such as events, applications, and pay-per-click advertising
- Includes case studies and directions for updating, monitoring, and maintaining your campaign
Table of Contents
Introduction xvii
Chapter 1 Welcome to the Post-Social Era 1
Chapter 2 Understanding Social Media and Facebook 25
Chapter 3 Marketing and Business Success on Facebook 51
Chapter 4 Month 1: Create the Plan and Get Started 71
Chapter 5 Month 2: Establish Your Corporate Presence with Pages 103
Chapter 6 Month 3: Create Demand with Facebook Advertising 137
Chapter 7 Beyond Pages: Groups, Apps, Social Plugins, and Mobile 177
Chapter 8 The Analytics of Facebook 203
Chapter 9 Addressing Common Marketing Problems 231
Chapter 10 Unique Facebook Marketing Scenarios 255
Chapter 11 Facebook in the Future 277
Appendix A: Recommended Resources 309
Appendix B: Roles and Responsibilities 313
Glossary 319
Index 327
Chapter 1 Welcome to the Post-Social Era 1
Chapter 2 Understanding Social Media and Facebook 25
Chapter 3 Marketing and Business Success on Facebook 51
Chapter 4 Month 1: Create the Plan and Get Started 71
Chapter 5 Month 2: Establish Your Corporate Presence with Pages 103
Chapter 6 Month 3: Create Demand with Facebook Advertising 137
Chapter 7 Beyond Pages: Groups, Apps, Social Plugins, and Mobile 177
Chapter 8 The Analytics of Facebook 203
Chapter 9 Addressing Common Marketing Problems 231
Chapter 10 Unique Facebook Marketing Scenarios 255
Chapter 11 Facebook in the Future 277
Appendix A: Recommended Resources 309
Appendix B: Roles and Responsibilities 313
Glossary 319
Index 327
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Author Information
Chris Treadaway
is the founder and CEO of Polygraph Media, a social media data mining
and analytics company. Prior to his work at Polygraph Media, Chris spent
almost four years at Microsoft where he was the group product manager
for web strategy. Chris has worked in the Internet marketing field for
more than 15 years and was a cofounder of Stratfor. He blogs regularly
about entrepreneurship and social media issues at treadaway.typepad.com
and on Twitter at twitter.com/ctreada.
Mari Smith is a passionate social media thought leader, specializing in relationship marketing and Facebook mastery for companies of all sizes. She is author of The New Relationship Marketing and leads social media training events and delivers keynotes worldwide. Fast Company describes Mari as "a veritable engine of personal branding, a relationship marketing whiz, and the Pied Piper of the Online World." Forbes named Mari as one of the top ten social media influencers. She regularly appears in publications such as the New York Times, the Wall Street Journal, Forbes, Fortune, and Success magazine.
Mari Smith is a passionate social media thought leader, specializing in relationship marketing and Facebook mastery for companies of all sizes. She is author of The New Relationship Marketing and leads social media training events and delivers keynotes worldwide. Fast Company describes Mari as "a veritable engine of personal branding, a relationship marketing whiz, and the Pied Piper of the Online World." Forbes named Mari as one of the top ten social media influencers. She regularly appears in publications such as the New York Times, the Wall Street Journal, Forbes, Fortune, and Success magazine.
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Errata
Do you think you've discovered an error in this book? Please check
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error. If not, please submit the error via our Errata Form. We will
attempt to verify your error; if you're right, we will post a
correction below.
