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Facebook Marketing: Designing Your Next Marketing Campaign, 2nd Edition
- By Justin Levy
- Published May 5, 2010 by Que. Part of the Pearson Custom Library: Computer Science series.
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- Book
- ISBN-10: 0-7897-4321-3
- ISBN-13: 978-0-7897-4321-3
The All-New, Up-to-the-Minute Guide to Facebook® Marketing: Better Techniques, Better Results!
In this completely revised book, top Facebook marketer Justin R. Levy shows how to use Facebook to attract more customers and earn more profits. This isn’t hype: It’s actionable information based on the real experiences of companies and individuals who have used Facebook to supercharge their businesses and careers. Levy covers it all, from the absolute basics to attracting visitors and building your community. You’ll discover the latest tools and Facebook Apps–and new best practices for everything from search to privacy. Packed with real case studies, this is the only Facebook business guide you need: your fast, complete blueprint for success.
Coverage includes
• Learning from the pioneers and avoiding beginner’s mistakes
• Developing a winning Facebook marketing strategy
• Establishing a presence that starts working fast and grows with you
• Designing Facebook ads that drive more clickthroughs at lower cost
• Using Facebook Connect and Live Stream Box to reach customers outside Facebook
• Monitoring what customers are saying about you in real-time
• Communicating more powerfully with widgets and Apps
• Addressing privacy concerns
• Building communities that promote loyalty and innovation
• Using Sweepstakes and other traffic builders
• Mastering advanced Facebook marketing tips, tricks, and hacks
• Preparing for the future of Facebook
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20 of 23 people found the following review helpful
great guide on how to use facebook, marketing value absolutely zero, By
This review is from: Facebook Marketing: Designing Your Next Marketing Campaign (2nd Edition) (Que Biz-Tech) (Paperback)
Bought this book because it promises it will teach you a thing or two about Facebook Marketing, soon i realized this book was written for those who have spend the last 5 years on the bottom of the ocean or any other place without no access to the internet.The whole book is a collection of screenshots on how to setup a facebook account, how to create a page, how to post something, how to share a picture, etc. all basic stuff which is pretty straight forward and has nothing to do with marketing. In fact he doesn't touch marketing at all in this book apart from how to setup an add campaign and create a group. The real life examples aren't real life examples. screenshots of blank reports, what will it tell us? I mean, why spent an entire chapter on facebook's marketplace if you mention already in the first paragraph that this can not be used for any commercial messages, then why bother? its only useful if you having a personal garage sale. Its... Read more
6 of 7 people found the following review helpful
A very valuable book, By
This review is from: Facebook Marketing: Designing Your Next Marketing Campaign (2nd Edition) (Que Biz-Tech) (Paperback)
The second edition of a very valuable book that encompasses all the changes to Facebook to date. I found his chapter on setting up Pages to be very valuable. He goes into great detail showing you how to make your corporate Facebook page a valuable marketing asset. One chapter of best practices is worth the price of the book. Easy read, worth the time investment
2 of 2 people found the following review helpful
An excellent intro into Facebook Marketing, By
This review is from: Facebook Marketing: Designing Your Next Marketing Campaign (2nd Edition) (Que Biz-Tech) (Paperback)
The maze that corporations, and even individuals, maneuver through in Facebook is daunting when it comes to marketing strategy and implementation. Justin R. Levy makes it seem so simple in his second edition of Facebook Marketing: Designing Your Next Marketing Campaign. This is through the published Que, and is available on Amazon as well.I worked through the pages quickly, even folding corners on pages I really found value in. I was shocked to see the number of them I flagged when I had completed the book. It made me realize this book of less than 200 pages answered many questions I personally had about how best to market across Facebook. The author starts the book with a quick 5 page summary on social network growth and then a required 25 pages for anyone new to Facebook. I know it seems strange, but there is those that have never been in Facebook yet. So this snapshot is always important. The author even suggests you skip that chapter is you know it... Read more |
Online Sample Chapter
From Dorm Room to Boardroom: The Growth of Social Networks
Sample Pages
Download the sample pages (includes Chapter 1 and Index)
Table of Contents
Introduction XIII
1 From Dorm Room to Boardroom: The Growth of Social Networks 1
About Marc Zuckerberg 5
The Early Days 5
The Teenage Years 7
Coming into Adulthood 8
2 Getting Around Facebook: The Basics 15
Getting Started 16
0-60 on Facebook in 11 Steps 16
1. Take a Few Minutes to Familiarize Yourself 16
2. Upload a Picture of Yourself 17
3. Fill Out Your Profile Completely 18
4. Start Finding Some Friends 19
5. Import your AOL Instant Messenger (AIM) or Windows Live Buddies 19
6. Upload More Photos 23
7. Upload a Video or Two 24
8. Send Your First Status Using the Publisher Tool 24
9. Download a Facebook Mobile Application 25
10. Start Interacting with Your Friends 25
11. Have Fun and Explore! 26
Home Page Feed 26
Comments and Likes 28
Publisher Tool 29
Photos 31
Videos 32
Pages and Groups 33
Notes 34
Facebook Chat 35
Search 35
Friends Tab 37
Inbox Tab 38
Settings Tab 38
3 Establishing a Corporate Presence 41
Facebook: Personal or Professional? 42
Developing a Corporate Facebook Presence 43
Getting Started 43
Facebook Pages 44
Getting Started with Your Facebook Page 45
What’s Next 54
Promoting Your Facebook Page 54
Email Signature 54
Twitter 55
Facebook 56
Email Marketing 57
Company Website 57
Facebook Ads 58
Google AdWords 58
Facebook Groups 59
Page or Group: Which One? 61
Nurturing Your Community 62
Run Contests or Sweepstakes 62
Share Specific Content 62
Create Specific Content 63
Simply Engage 64
Should You Police Your Community? 65
4 Extending Facebook into the Interwebs: The Power and Reach of Facebook Connect 67
Using Facebook Connect for Commenting 68
Using Facebook Connect to Provide Sharing Options 69
Sharing Stories into Your Stream with Facebook Connect 69
Recent Friend Activity 71
Using Facebook Connect for Social Filtering 72
Using Facebook Connect as a Single Sign On 72
Creating a Personalized Experience with Facebook Connect 73
Integrating Chat Using the Live Feed 74
Not Just for the Web 76
A Few Stats 77
Summary 77
5 Facebook Advertising: How and Why You Should Be Using It 79
Common Reasons for an Ad to be Rejected 80
Step-by-Step Guide to Creating an Ad 82
1. Design Your Ad 82
2. Target Your Audience 84
3. Create a Campaign and Set Pricing 86
4. Review and Submit 87
Analyzing Performance 88
Summary 89
6 Extending the Experience with Facebook Apps 91
Shareability of Applications 93
Finding Facebook Applications and Navigating the Directory 93
Reviewing and Adding an Application 96
Managing Your Applications 99
Creating Your Own Facebook Application 101
Installing the Developer Application 101
Completing the Application Configuration Form 102
Summary 103
7 Addressing Privacy Concerns 105
The Two Faces of Privacy on Facebook 106
Single Facebook Profile 107
Two Different Facebook Profiles 108
Not Mixing Personal and Work 108
Privacy Settings 109
Personal Privacy Settings 109
Pages Privacy Settings 116
Group Privacy Settings 119
Facebook’s Privacy Policy 120
Summary 121
8 Developing a Facebook Marketing Strategy 123
Designing a Community Building Strategy 125
Designing a Promotions Strategy 130
Designing an Advertising Strategy 132
The Importance of Measurement 132
Facebook Insights 133
Facebook Advertising 134
Web Analytics 136
Marketing Software 137
Other Measuring Methods 138
Summary 138
9 Using Facebook to Develop Communities 141
Building a Community for Your Company, Product, or Service 143
Upload Photos 144
Upload Videos 145
Ask Questions 146
RSS 147
Provide Exclusives 147
Building an Internal Community 148
Using Facebook as a Focus Group 149
Building a Personal Community 149
Be Helpful 150
Connect Often 150
Be a Connector 151
Use Lists 152
Business Benefit from Personal Communities 153
Building a Community Around a Hobby or Interest 153
Summary 155
10 Best in Class 157
Volkswagen 158
Trust Agents 159
Microsoft Office 160
Gary Vaynerchuk 162
Barack Obama 163
Jonas Brothers 165
Gavin Newsom 166
Vin Diesel 168
The Ellen DeGeneres Show 169
Mashable 171
Lessons Learned from the “Best in Class” 173
11 Shaking the Crystal Ball: What’s Next for Facebook 177
Going Public 178
Acquisitions 179
Integrating More Professionalism 181
Dashboard Customization 182
Increasing Ways to Connect 184
An Endless Rainbow of Options 187
Signing Off 187
Index 189
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