Home > Store

Facebook Marketing: Leverage Social Media to Grow Your Business

Register your product to gain access to bonus material or receive a coupon.

Facebook Marketing: Leverage Social Media to Grow Your Business

Book

  • Sorry, this book is no longer in print.
Not for Sale

Description

  • Copyright 2009
  • Edition: 1st
  • Book
  • ISBN-10: 0-7897-3802-3
  • ISBN-13: 978-0-7897-3802-8

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 124

        Invite People to Come 124

        Edit Event 126

5 Introducing Advertising 129

    Welcome to Advertising 129

    News Feed Advertising with Posted Items 131

        Posting Items from External Sites 131

        Posting Items from Facebook 134

        Posting Items with the Share on Facebook Button 135

        Posting Items from Partner Websites 135

        Deleting Posts 137

    Using Ads 139

        There Are Ads, and Then There Are Social Ads 139

        Cost Per Click or Cost Per Thousand? 141

        Bidding for Ad Presentation 141

    Creating an Ad 142

        Setting Up Your Account 142

        Starting Your Ad 143

        Choosing What to Advertise 144

        Choosing Your Audience 145

        Creating the Ad 147

        Setting the Budget for Your Ad 151

        Review Your Ad 153

        Congratulations 154

6 Optimizing and Monitoring Your Advertising 157

    Understanding Your Campaign 158

        Tuning the Number of Impressions 159

        Tuning the Click-Through Ratio 160

        Tuning the Average CPC 160

    Getting an Ad’s Daily Details 161

    Changing Your Ad’s Settings 163

        Changing Your Bid 163

        Changing Your Budget 163

        Pausing or Deleting Your Ad 164

    Modifying Your Ad 164

    Checking Your Billing 166

        Your Daily Spending Limit 166

        Integrated Solutions 167

    Exporting Your Campaign’s Performance 168

    Using Campaign Insights for Pages 170

        Page Views 171

        Unique Users 171

        Wall Posts 171

        Discussion Topics 171

        Reviews 171

        Photo Views 172

        Video Plays 172

    Optimizing for Your Target Audience 172

        Determining Your Target Audience Size 172

        Selecting Keywords 175

    Some Facebook Ad Facts 175

    Onsite or Offsite Landing Pages 176

7 Using the Marketplace 177

    Introducing the Marketplace 177

    Taking a Look at the Marketplace 178

        Marketplace Categories 178

        Looking at a Category 179

        Looking at an Ad 180

        Searching for Items 181

    Browsing Other Regions and Networks 182

    Creating a Listing 185

        Listing an Item for Sale 185

        Managing Your Listing 191

        Users Can List the Items They Want 193

8 Beacon, Polls, and Networks 199

    Introducing Beacon 199

    Introducing Facebook Polls 201

        All About Facebook Polls 202

        Targeting Your Poll 202

    Creating and Running a Poll 203

    Monitoring a Poll 205

    Getting the Demographics of Your Poll Respondents 207

    More Facts About Polls 208

    Using Facebook Network Pages 209

        Joining Networks 210

        Accessing Network Pages 212

        Posting on Network Pages 215

        Creating Your Own Networks 217

9 Facebook Applications 221

    Introducing Applications 221

        Extend Your Contacts 222

        Advertise Using Prebuilt Applications 222

        Have a Custom Application Developed 223

        Write Your Own Application 223

    Finding Facebook Applications 224

        Using the Facebook Application Directory 224

        Looking at an Application 227

        Adding an Application 227

        Managing Your Applications 230

    Using Prebuilt Applications 237

        Advertising in Prebuilt Facebook Applications 237

        Gaining Exposure Through Apps 241

    Having Custom Apps Developed 242

10 Developing Your Own Applications 245

    Creating a New Application 245

        Writing the Game 246

        Creating the Begin Function 247

        Creating the Guess Function 247

        Testing the Game 249

        Installing the Developer Facebook Application 250

        Using the Developer Application 251

        Converting the Game into a Facebook Application 253

        Filling out the Application Configuration Form 253

        Installing and Testing the Game 257

    Working with the Facebook API 259

    Facebook and Developers 263

     

Index 265

Sample Content

Online Sample Chapter

Facebook Marketing: Targeting Your Profile

Sample Pages

Download the sample pages

Table of Contents

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 124

        Invite People to Come 124

        Edit Event 126

5 Introducing Advertising 129

    Welcome to Advertising 129

    News Feed Advertising with Posted Items 131

        Posting Items from External Sites 131

        Posting Items from Facebook 134

        Posting Items with the Share on Facebook Button 135

        Posting Items from Partner Websites 135

        Deleting Posts 137

    Using Ads 139

        There Are Ads, and Then There Are Social Ads 139

        Cost Per Click or Cost Per Thousand? 141

        Bidding for Ad Presentation 141

    Creating an Ad 142

        Setting Up Your Account 142

        Starting Your Ad 143

        Choosing What to Advertise 144

        Choosing Your Audience 145

        Creating the Ad 147

        Setting the Budget for Your Ad 151

        Review Your Ad 153

        Congratulations 154

6 Optimizing and Monitoring Your Advertising 157

    Understanding Your Campaign 158

        Tuning the Number of Impressions 159

        Tuning the Click-Through Ratio 160

        Tuning the Average CPC 160

    Getting an Ad’s Daily Details 161

    Changing Your Ad’s Settings 163

        Changing Your Bid 163

        Changing Your Budget 163

        Pausing or Deleting Your Ad 164

    Modifying Your Ad 164

    Checking Your Billing 166

        Your Daily Spending Limit 166

        Integrated Solutions 167

    Exporting Your Campaign’s Performance 168

    Using Campaign Insights for Pages 170

        Page Views 171

        Unique Users 171

        Wall Posts 171

        Discussion Topics 171

        Reviews 171

        Photo Views 172

        Video Plays 172

    Optimizing for Your Target Audience 172

        Determining Your Target Audience Size 172

        Selecting Keywords 175

    Some Facebook Ad Facts 175

    Onsite or Offsite Landing Pages 176

7 Using the Marketplace 177

    Introducing the Marketplace 177

    Taking a Look at the Marketplace 178

        Marketplace Categories 178

        Looking at a Category 179

        Looking at an Ad 180

        Searching for Items 181

    Browsing Other Regions and Networks 182

    Creating a Listing 185

        Listing an Item for Sale 185

        Managing Your Listing 191

        Users Can List the Items They Want 193

8 Beacon, Polls, and Networks 199

    Introducing Beacon 199

    Introducing Facebook Polls 201

        All About Facebook Polls 202

        Targeting Your Poll 202

    Creating and Running a Poll 203

    Monitoring a Poll 205

    Getting the Demographics of Your Poll Respondents 207

    More Facts About Polls 208

    Using Facebook Network Pages 209

        Joining Networks 210

        Accessing Network Pages 212

        Posting on Network Pages 215

        Creating Your Own Networks 217

9 Facebook Applications 221

    Introducing Applications 221

        Extend Your Contacts 222

        Advertise Using Prebuilt Applications 222

        Have a Custom Application Developed 223

        Write Your Own Application 223

    Finding Facebook Applications 224

        Using the Facebook Application Directory 224

        Looking at an Application 227

        Adding an Application 227

        Managing Your Applications 230

    Using Prebuilt Applications 237

        Advertising in Prebuilt Facebook Applications 237

        Gaining Exposure Through Apps 241

    Having Custom Apps Developed 242

10 Developing Your Own Applications 245

    Creating a New Application 245

        Writing the Game 246

        Creating the Begin Function 247

        Creating the Guess Function 247

        Testing the Game 249

        Installing the Developer Facebook Application 250

        Using the Developer Application 251

        Converting the Game into a Facebook Application 253

        Filling out the Application Configuration Form 253

        Installing and Testing the Game 257

    Working with the Facebook API 259

    Facebook and Developers 263

     

Index 265

Updates

Submit Errata

More Information

InformIT Promotional Mailings & Special Offers

I would like to receive exclusive offers and hear about products from InformIT and its family of brands. I can unsubscribe at any time.

Overview


Pearson Education, Inc., 221 River Street, Hoboken, New Jersey 07030, (Pearson) presents this site to provide information about products and services that can be purchased through this site.

This privacy notice provides an overview of our commitment to privacy and describes how we collect, protect, use and share personal information collected through this site. Please note that other Pearson websites and online products and services have their own separate privacy policies.

Collection and Use of Information


To conduct business and deliver products and services, Pearson collects and uses personal information in several ways in connection with this site, including:

Questions and Inquiries

For inquiries and questions, we collect the inquiry or question, together with name, contact details (email address, phone number and mailing address) and any other additional information voluntarily submitted to us through a Contact Us form or an email. We use this information to address the inquiry and respond to the question.

Online Store

For orders and purchases placed through our online store on this site, we collect order details, name, institution name and address (if applicable), email address, phone number, shipping and billing addresses, credit/debit card information, shipping options and any instructions. We use this information to complete transactions, fulfill orders, communicate with individuals placing orders or visiting the online store, and for related purposes.

Surveys

Pearson may offer opportunities to provide feedback or participate in surveys, including surveys evaluating Pearson products, services or sites. Participation is voluntary. Pearson collects information requested in the survey questions and uses the information to evaluate, support, maintain and improve products, services or sites, develop new products and services, conduct educational research and for other purposes specified in the survey.

Contests and Drawings

Occasionally, we may sponsor a contest or drawing. Participation is optional. Pearson collects name, contact information and other information specified on the entry form for the contest or drawing to conduct the contest or drawing. Pearson may collect additional personal information from the winners of a contest or drawing in order to award the prize and for tax reporting purposes, as required by law.

Newsletters

If you have elected to receive email newsletters or promotional mailings and special offers but want to unsubscribe, simply email information@informit.com.

Service Announcements

On rare occasions it is necessary to send out a strictly service related announcement. For instance, if our service is temporarily suspended for maintenance we might send users an email. Generally, users may not opt-out of these communications, though they can deactivate their account information. However, these communications are not promotional in nature.

Customer Service

We communicate with users on a regular basis to provide requested services and in regard to issues relating to their account we reply via email or phone in accordance with the users' wishes when a user submits their information through our Contact Us form.

Other Collection and Use of Information


Application and System Logs

Pearson automatically collects log data to help ensure the delivery, availability and security of this site. Log data may include technical information about how a user or visitor connected to this site, such as browser type, type of computer/device, operating system, internet service provider and IP address. We use this information for support purposes and to monitor the health of the site, identify problems, improve service, detect unauthorized access and fraudulent activity, prevent and respond to security incidents and appropriately scale computing resources.

Web Analytics

Pearson may use third party web trend analytical services, including Google Analytics, to collect visitor information, such as IP addresses, browser types, referring pages, pages visited and time spent on a particular site. While these analytical services collect and report information on an anonymous basis, they may use cookies to gather web trend information. The information gathered may enable Pearson (but not the third party web trend services) to link information with application and system log data. Pearson uses this information for system administration and to identify problems, improve service, detect unauthorized access and fraudulent activity, prevent and respond to security incidents, appropriately scale computing resources and otherwise support and deliver this site and its services.

Cookies and Related Technologies

This site uses cookies and similar technologies to personalize content, measure traffic patterns, control security, track use and access of information on this site, and provide interest-based messages and advertising. Users can manage and block the use of cookies through their browser. Disabling or blocking certain cookies may limit the functionality of this site.

Do Not Track

This site currently does not respond to Do Not Track signals.

Security


Pearson uses appropriate physical, administrative and technical security measures to protect personal information from unauthorized access, use and disclosure.

Children


This site is not directed to children under the age of 13.

Marketing


Pearson may send or direct marketing communications to users, provided that

  • Pearson will not use personal information collected or processed as a K-12 school service provider for the purpose of directed or targeted advertising.
  • Such marketing is consistent with applicable law and Pearson's legal obligations.
  • Pearson will not knowingly direct or send marketing communications to an individual who has expressed a preference not to receive marketing.
  • Where required by applicable law, express or implied consent to marketing exists and has not been withdrawn.

Pearson may provide personal information to a third party service provider on a restricted basis to provide marketing solely on behalf of Pearson or an affiliate or customer for whom Pearson is a service provider. Marketing preferences may be changed at any time.

Correcting/Updating Personal Information


If a user's personally identifiable information changes (such as your postal address or email address), we provide a way to correct or update that user's personal data provided to us. This can be done on the Account page. If a user no longer desires our service and desires to delete his or her account, please contact us at customer-service@informit.com and we will process the deletion of a user's account.

Choice/Opt-out


Users can always make an informed choice as to whether they should proceed with certain services offered by InformIT. If you choose to remove yourself from our mailing list(s) simply visit the following page and uncheck any communication you no longer want to receive: www.informit.com/u.aspx.

Sale of Personal Information


Pearson does not rent or sell personal information in exchange for any payment of money.

While Pearson does not sell personal information, as defined in Nevada law, Nevada residents may email a request for no sale of their personal information to NevadaDesignatedRequest@pearson.com.

Supplemental Privacy Statement for California Residents


California residents should read our Supplemental privacy statement for California residents in conjunction with this Privacy Notice. The Supplemental privacy statement for California residents explains Pearson's commitment to comply with California law and applies to personal information of California residents collected in connection with this site and the Services.

Sharing and Disclosure


Pearson may disclose personal information, as follows:

  • As required by law.
  • With the consent of the individual (or their parent, if the individual is a minor)
  • In response to a subpoena, court order or legal process, to the extent permitted or required by law
  • To protect the security and safety of individuals, data, assets and systems, consistent with applicable law
  • In connection the sale, joint venture or other transfer of some or all of its company or assets, subject to the provisions of this Privacy Notice
  • To investigate or address actual or suspected fraud or other illegal activities
  • To exercise its legal rights, including enforcement of the Terms of Use for this site or another contract
  • To affiliated Pearson companies and other companies and organizations who perform work for Pearson and are obligated to protect the privacy of personal information consistent with this Privacy Notice
  • To a school, organization, company or government agency, where Pearson collects or processes the personal information in a school setting or on behalf of such organization, company or government agency.

Links


This web site contains links to other sites. Please be aware that we are not responsible for the privacy practices of such other sites. We encourage our users to be aware when they leave our site and to read the privacy statements of each and every web site that collects Personal Information. This privacy statement applies solely to information collected by this web site.

Requests and Contact


Please contact us about this Privacy Notice or if you have any requests or questions relating to the privacy of your personal information.

Changes to this Privacy Notice


We may revise this Privacy Notice through an updated posting. We will identify the effective date of the revision in the posting. Often, updates are made to provide greater clarity or to comply with changes in regulatory requirements. If the updates involve material changes to the collection, protection, use or disclosure of Personal Information, Pearson will provide notice of the change through a conspicuous notice on this site or other appropriate way. Continued use of the site after the effective date of a posted revision evidences acceptance. Please contact us if you have questions or concerns about the Privacy Notice or any objection to any revisions.

Last Update: November 17, 2020