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The Like Economy: How Businesses Make Money With Facebook

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The Like Economy: How Businesses Make Money With Facebook

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  • This eBook includes the following formats, accessible from your Account page after purchase:

    ePub EPUB The open industry format known for its reflowable content and usability on supported mobile devices.

    MOBI MOBI The eBook format compatible with the Amazon Kindle and Amazon Kindle applications.

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Description

  • Copyright 2012
  • Dimensions: 6" x 9"
  • Pages: 300
  • Edition: 1st
  • Book
  • ISBN-10: 0-7897-4906-8
  • ISBN-13: 978-0-7897-4906-2

 Earn Big Business Profits on Facebook

• Practical, specific, proven, and revenue-oriented!

• Packed with real-world lessons you can use right now

Here’s your complete, start-to-finish plan for making money on Facebook! Brian Carter offers step-by-step techniques and practical lessons drawn from his 11 years of experience helping companies double and triple their revenue online. This revenue-focused book is packed with up-to-date ideas and proven solutionswith all the details you need to execute crisply, avoid costly mistakes, and reap big profits. You’ll learn how to identify your best Facebook profit opportunities…craft Facebook programs that reflect your unique offerings, brands,  and customers…use Facebook to supercharge your existing marketing programs…attract super-affordable targeted clicks and fans with Facebook ads…repel negative "brand-bashers."…increase visibility…deepen your customer interactions…translate "community" into cash!

Your customers aren’t just "on" Facebook: Nowadays, that’s where they’re most engaged. That’s where you need to reach them. Marketing on Facebook is no longer optional—but the field is cluttered with hype, foolishness, and "fake" solutions that don’t deliver results. This book gives you what you really need: a complete, proven, step-by-step plan for maximizing your ROI on Facebook. Building on techniques he’s used to help dozens of companies supercharge their online revenues, Brian Carter delivers up-to-the minute, ground-level solutions that work. The devil’s in the details, so Carter gives you all the specifics you need to implement these strategies quickly and cost-effectively. Whether you’re an entrepreneur, marketer, or social marketing specialist, this book will help you attract more visitors and fans at lower cost…convert more visitors into profitable buyers…repel "brand-bashers" and encourage positive, productive posts…continually measure and optimize your performance…transform your Facebook presence from an experiment into a robust, highly profitable market channel.

• Leverage the five most direct routes to Facebook profits

    Construct your most powerful Facebook marketing mix

• Transform FaceLookers into FaceBuyers

    Master the 13 best Facebook sales and influence techniques

• Avoid six missteps that destroy Facebook marketing programs

    Learn from the pioneers’ costly mistakes

• Achieve non-revenue goals while you’re earning bigger profits

    Gain branding and positioning benefits at the same time as you’re building sales

Sample Content

Online Sample Chapter

The Like Effect: The Power of Positive Marketing

Table of Contents

1 The Like Effect: The Power of Positive Marketing . . . . . . . . . . . . . 1

Likes Decrease Costs and Increase Profits . . . . . . . . . . . . . . . . . . . . . .2

Likes Increase Sales . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .2

Likes Give You Control of the Customer Conversation . . . . . . . .3

Likes Prove People Are Paying Attention . . . . . . . . . . . . . . . . . . . . . . .3

Likes Solidify Loyalty . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .4

Likes Create Evangelistic Customers . . . . . . . . . . . . . . . . . . . . . . . . . . . . .5

There’s No Dislike Button . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .5

Can You Do Fear-Based Marketing on Facebook? . . . . . . . . . . . . .6

Google and Wikipedia “Like” the Like Button . . . . . . . . . . . . . . . . . .6

Facebook Is About Passions and Interests . . . . . . . . . . . . . . . . . . . . . . .7

How Often Do Facebookers Like Things? . . . . . . . . . . . . . . . . . . . . . . .8

Facebook Users Are More Trusting . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .9

Facebook Groups: Off-the-Charts Positivity . . . . . . . . . . . . . . . . . . . .9

Facebook Page Brag Boards . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .10

Easy Testimonials . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .10

I Just Posted to Say “I Love You” . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .10

Emotions on Facebook Are Contagious . . . . . . . . . . . . . . . . . . . . . . .11

Gross National Happiness . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .11

2 You Can’t Tell a Facebook by Its Cover: The Case for

Facebook Marketing. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13

Why Facebook Marketing Is So Important . . . . . . . . . . . . . . . . . . . .14

Facebook Is the Biggest Thing Since Google and

Might Be Bigger Than Google . . . . . . . . . . . . . . . . . . . . . . . . . . .14

The Facebook Ad Platform Is the Most Powerful

Marketing Tool in History . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .16

Google Dooms You to Price Wars, Whereas Facebook

Creates Loyalty and Increases Your Value . . . . . . . . . . . . . .16

Facebook Fans Are the New Email Subscribers . . . . . . . . . . . .17

Facebook Is Heir to the Browsing Empire Yahoo! Lost . . .17

00_9780789749062_fm.qxd 11/8/11 9:08 AM Page IV

Myths and Misconceptions About Facebook for Business . . . .18

Social Media Users Don’t Buy Products . . . . . . . . . . . . . . . . . . . .19

Social Media Users Don’t Buy Soon Enough and the

Sales Cycle Is Too Long . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .22

Twitter Is the Only Social Media Channel Worth Using . .23

Facebook Is Just for Kids . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .27

People Don’t Click On Ads . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .29

Who Harbors These Misconceptions and Why? . . . . . . . . . .29

Some Businesses Profit on Facebook, and Some Don’t . . . . . . .30

Common Mistakes . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .30

Success Stories . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .31

Here’s What Facebook Marketing Successes and

Failures Do Differently . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .32

Facebook’s Strengths: Advantages for Your Business . . . . . . . . . .32

3 FaceFirst: How Facebook Fits In to Your Business and

Other Marketing Efforts . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 33

How Is Social Media Supposedly Changing Business? . . . . . . . .34

Conversation . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .34

Transparency, Honesty, and Trust . . . . . . . . . . . . . . . . . . . . . . . . . .35

Availability and Responsiveness . . . . . . . . . . . . . . . . . . . . . . . . . . . .36

Marketing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .37

Evaluating Social Media Experts . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .38

What Businesses That Profit from Facebook Do . . . . . . . . . . . . . .38

Can Facebook Change Your Business? . . . . . . . . . . . . . . . . . . . . .38

How Can Facebook Fit In to Businesses in

Different Ways? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .39

How Do You Synch Up Your Other Marketing Efforts

with Your Facebook Campaigns? . . . . . . . . . . . . . . . . . . . . . . . . . . .39

Facebook + Print, Web, and Email . . . . . . . . . . . . . . . . . . . . . . . . .40

Facebook + Google Marketing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .40

Facebook + PR . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .41

Facebook + Email Marketing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .41

Facebook + TV . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .42

Facebook + Radio . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .43

4 FaceBucks: Five Ways Businesses Achieve Profits

with Facebook . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 45

How Facebook Advertising Helps All Five Revenue Models . . .46

Reaching Potential Buyers . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .46

Positive Alignment . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .47

Cheap Clicks, Cheap Fans, and Profits . . . . . . . . . . . . . . . . . . . . .47

Should You Try Facebook Marketing Without Fans First? . . .48

Five Facebook Revenue Strategies . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .49

Strategy #1: Advertising Direct to e-Commerce . . . . . . . . . . .49

Strategy #2: Advertising and Email Marketing . . . . . . . . . . . .50

Strategy #3: Fan Marketing for e-Commerce . . . . . . . . . . . . . .53

Strategy #4: Fans for Blogging and Advertising Revenue .55

Strategy #5: Fans and Affiliate Marketing . . . . . . . . . . . . . . . . . .57

5 How Not to Fall on Your Face: Six Mistakes That Block

Facebook Profitability. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 61

1. Viability and Profitability . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .62

The New Online Business . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .62

The Successful Online Business Now Testing

Facebook Marketing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .66

Figuring Out Facebook Marketing Profitability . . . . . . . . . . .67

2. Head in the Sand: No Analytics . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .67

3. Too Many Hoops: The Arduous Conversion Funnel . . . . . . .68

The 1% Rule: Only 1% Of People Will Do What

You Ask Them to Do Online . . . . . . . . . . . . . . . . . . . . . . . . . . . .68

The Effect of the 1% Rule on Internet Sales Processes . . . .69

4. Why Should I Care? Unmotivated Customers . . . . . . . . . . . . . .70

Why Should They Care? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .70

WIIFM? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .70

Incentives . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .70

Facebook-Specific Landing Pages on Your Website . . . . . . .71

5. You’ve Got the Wrong Guy: Unqualified Fan Base . . . . . . . . .72

6. Let’s Get It On: No Warm-up . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .73

Start with Generosity . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .73

Warming It Up on the Web . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .73

Warming It Up on Facebook . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .74

6 Facing the Facts: How to Continuously Get Better

Results with the Five Steps of Optimization . . . . . . . . . . . . . . . . . . . 75

The Five Steps of Optimization . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .76

Step One: Establish One Clear Goal . . . . . . . . . . . . . . . . . . . . . . . . . . . .79

Facebook Marketing Goals . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .80

Prioritizing Goals and Reconciling Conflicts . . . . . . . . . . . . . .81

Step Two: Quantify the Goal with a Key Metric . . . . . . . . . . . . . . .82

Balancing Metrics . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .83

Estimating the Likelihood of Success . . . . . . . . . . . . . . . . . . . . . . .83

Tracking . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .84

Facebook Marketing Metrics . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .84

Step Three: Look at Where You’re Starting . . . . . . . . . . . . . . . . . . . .85

Resources . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .86

Obstacles . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .86

Capabilities . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .87

Step Four: Choose Tactics to Test . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .88

Ad Copy Tests . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .88

Ad Image Tests . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .88

Facebook Post Tests . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .89

Testing Post Types . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .90

Landing Pages . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .90

Step Five: Optimize Based on Results . . . . . . . . . . . . . . . . . . . . . . . . . .90

7 Selling the Dream: Going Beyond Benefits to Arouse

Your Fans’ Desire for What You Offer. . . . . . . . . . . . . . . . . . . . . . . . . . . . 93

Facebook Is Not About You: Curing the

“Me Me Me” Epidemic . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .94

Your Favorite Words Versus the Customers’ . . . . . . . . . . . . . . .94

Disinclination to Better Understand the

Potential Customer . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .95

Can You Really Say, “I Am the Best Example of

Our Target Customer”? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .97

Obsession with the Artistic Parts of the Marketing

Process, to the Detriment of Other Aspects . . . . . . . . . . . .97

Lack of Interest in Measuring Results and Changing

Strategies and Tactics to Get Better Results . . . . . . . . . . . . .98

Facebook Is the Consumer’s Playground:

So Play by the Rules . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .98

Do Pushy Sales Messages Turn People Off? . . . . . . . . . . . . . . . . . . . .99

Facebook Is Like a Conference: How Do You

Sell at a Conference? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .99

Sales Is a Journey of Four Steps . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .100

What Is AIDA? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .100

“Hot Donuts Now” . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .100

“I’m on a Horse” . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .101

Social Media Selling Is So Romantic . . . . . . . . . . . . . . . . . . . . . .101

How AIDA Works on Facebook . . . . . . . . . . . . . . . . . . . . . . . . . . .102

How to “Sell the Dream” . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .103

The Desire Phase Is Critical in Fan Marketing . . . . . . . . . . .103

The Features Versus the Benefits . . . . . . . . . . . . . . . . . . . . . . . . . .103

The Benefits Versus the Customer’s Dream . . . . . . . . . . . . . .104

Examples of Selling the Dream . . . . . . . . . . . . . . . . . . . . . . . . . . . .105

12 Things People Dream About . . . . . . . . . . . . . . . . . . . . . . . . . . .107

How to Figure Out Your Customer’s Dream . . . . . . . . . . . . . .107

How to Get Fans Thinking and Talking

About the Dream . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .108

8 Putting Your Best Face Forward: Setting Up Your

Facebook Page to Get More Fans and Sales. . . . . . . . . . . . . . . . . 109

Pages, Groups, and Profiles: The Mad, Mad World

of Facebook . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .110

Other Facebook Opportunities . . . . . . . . . . . . . . . . . . . . . . . . . . . .113

Can You Market with a Personal Profile? . . . . . . . . . . . . . . . . .114

What’s Better, Pages or Groups? . . . . . . . . . . . . . . . . . . . . . . . . . .114

Understanding Admins for Pages and Groups . . . . . . . . . . .116

How Do Pages and Groups Work Together? . . . . . . . . . . . . .116

Why Are Facebook Groups So Powerful? . . . . . . . . . . . . . . . . .117

Critical Mistakes to Avoid in Page Setup . . . . . . . . . . . . . . . . .118

What to Put in Your Page’s Main Picture . . . . . . . . . . . . . . . . .119

How to Get a Vanity URL . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .119

Are Custom Tabs Overhyped? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .120

Most People Never See Your Welcome Tab . . . . . . . . . . . . . . .120

Why Most People Will Never See Your Tabs . . . . . . . . . . . . .121

Easiest Ways to Create Welcome Tabs . . . . . . . . . . . . . . . . . . . .121

Other Great Uses of Custom Tabs . . . . . . . . . . . . . . . . . . . . . . . . .123

9 The Face of Advertising: How to Capitalize on the

Most Powerful Marketing Tool . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 125

Why Facebook Advertising Is Critically Important . . . . . . . . . .126

Comparing Google Search Marketing with

Facebook Marketing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .127

How Ready Are They to Buy Now? . . . . . . . . . . . . . . . . . . . . . . .127

Cost of Permission Marketing . . . . . . . . . . . . . . . . . . . . . . . . . . . . .127

Facebook Ads for Different-Sized Businesses . . . . . . . . . . . .128

Mistakes and Misconceptions . . . . . . . . . . . . . . . . . . . . . . . . . . . . .129

How to Do Facebook Advertising . . . . . . . . . . . . . . . . . . . . . . . . . . . . .130

1. Analyze Your Business and Customers . . . . . . . . . . . . . . . . .131

2. Target Your Audiences . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .132

3. Create Your Advertisements . . . . . . . . . . . . . . . . . . . . . . . . . . . .136

4. Optimizing Your Campaigns and Ads . . . . . . . . . . . . . . . . . .144

Advertising to Existing Fans . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .151

How to Be a (Boring) Rock Star for Just $30 per Month . . . .152

10 FaceHook: Capturing Qualified Prospects as Fans and

Group Members. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 155

Why Fan Marketing Can Be So Profitable . . . . . . . . . . . . . . . . . . . .156

Paid Media Versus Owned Media on Google . . . . . . . . . . . .156

Paid Media Versus Owned Media on Facebook . . . . . . . . . .156

Unwise Ways to Get Fans . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .158

The Contest and Giveaway Trap . . . . . . . . . . . . . . . . . . . . . . . . . . .158

Buying Fans from Companies That Get Fans for You . . .159

Marketing 101: Targeting and Return on Investment . . . . . . . .159

Wrong Fans? Bad Return on Investment . . . . . . . . . . . . . . . . . . . . .160

A Few Fan Growth Campaign Case Studies . . . . . . . . . . . . . . . . . .161

How to Get Cheap, Targeted Fans . . . . . . . . . . . . . . . . . . . . . . . . . . . . .163

The Best Ad Settings for Cheap Fan Acquisition . . . . . . . . .163

Target-Ad Consistency: Tightly Grouping Targets

with Image and Message . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .164

An Alternative Targeting Approach . . . . . . . . . . . . . . . . . . . . . . .165

No-Brainer Marketing: Simplicity Gets Results . . . . . . . . . .165

Ad Copy Formulas . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .165

Ad Copy Grammar, Punctuation, and Capitalization . . . .166

Ad Headline Issues . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .166

How to Choose Images for Fan Acquisition Ads . . . . . . . . .167

The Key Metric for Fan Generation and How to Find It 167

Notes on Business-to-Business Fan Acquisition . . . . . . . . . . . . .171

Business-to-Business Fan Generation Advertising Tips .171

11 Talking Till You’re Blue in the Face: How to Get More

Likes and Comments. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 173

How People Use Facebook . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .174

Your Fans See the People and Pages They Interact With . .174

The Average Page’s Posts Are Seen by Less Than

10% of Its Fans . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .175

The Mysterious EdgeRank Algorithm . . . . . . . . . . . . . . . . . . . .177

Post Metrics and Benchmarks . . . . . . . . . . . . . . . . . . . . . . . . . . . . .177

Dancing on the EdgeRank: Increasing Response

and Visibility . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .179

What the Heck Is Web 2.0? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .179

Leading the Community You Create . . . . . . . . . . . . . . . . . . . . . .181

Formulas for Posts . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .181

Incorporating Selling the Dream . . . . . . . . . . . . . . . . . . . . . . . . . .184

Learning from Your Previous Posts . . . . . . . . . . . . . . . . . . . . . . .185

Engagement Milestones . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .186

Guiding Your Community . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .186

Balancing Engagement and Selling Types of Posts . . . . . . . . . . .188

Ratio and Frequency . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .188

Ideas for Posting . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .189

Feedback Rate and Sales Posts . . . . . . . . . . . . . . . . . . . . . . . . . . . . .190

12 FaceMessage: Achieving Other Corporate Goals

on Facebook. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 191

Non–Revenue-Oriented Facebook Goals . . . . . . . . . . . . . . . . . . . . .192

Branding and Positioning . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .192

Customer Service . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .194

Public Relations . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .196

Journalistic Best Practices for Interaction . . . . . . . . . . . . . . . .200

13 Face-alytics: Analyzing Your Facebook Results. . . . . . . . . . . . . 203

Which Web Analytics Package Should You Use? . . . . . . . . . . . . .204

Google Analytics Overview . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .205

Taking Analytics with a Grain of Salt . . . . . . . . . . . . . . . . . . . . . . . . .207

The Untrackables . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .208

Uneven Accountability . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .210

Last-Click Bias . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .211

Inconsistencies and Inaccuracies . . . . . . . . . . . . . . . . . . . . . . . . . .211

Tracking Facebook Visitors with Google Analytics . . . . . . . . . .212

Tracking Visitors from Facebook Posts . . . . . . . . . . . . . . . . . . .213

Tracking Visitors from Facebook Ads . . . . . . . . . . . . . . . . . . . . .214

How to Get Advanced Facebook Page Insights . . . . . . . . . . . . . .216

1. How Often Should You Post on Your

Facebook Page? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .217

2. What If the Demographics of Your Most Engaged

Fans Is Different from Your Average Fan? . . . . . . . . . . . . .217

3. What Types of Posts and Post Content Get You

the Best Feedback Rates? Which Get the Worst? . . . . .218

4. What’s the Best Time to Post to Your Fans? . . . . . . . . . . . .218

5. Which Sources Get You Fans Who Will Ultimately

Unlike Your Page? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .218

How to Use These Tips to Get Better Results

from Your Posts . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .219

14 FaceFluence: Turning FaceBrowsers into

FaceBuyers—13 Sales and Influence Tactics. . . . . . . . . . . . . . . 221

When Influence Comes into Play . . . . . . . . . . . . . . . . . . . . . . . . . . . . .221

Sales and Influence Tactics for Increased Facebook Profits . . . .222

Applying Influence Principles to Facebook Marketing . . . . . .223

Reciprocity . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .223

Commitment and Consistency . . . . . . . . . . . . . . . . . . . . . . . . . . . .230

Social Proof . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .232

Liking . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .233

Authority . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .234

Scarcity . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .235

Applying Time-Tested Sales Tactics to Facebook

Marketing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .237

Discounts . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .237

Bonuses . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .238

Upsells . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .238

Selling the Value . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .238

Testimonials . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .239

Truth and Consequences . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .240

15 FaceBusiness: Seven Principles for Success. . . . . . . . . . . . . . . . 243

Harness the Power of Positive Marketing . . . . . . . . . . . . . . . . . . . . .245

Embrace the Entire Sales Funnel . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .246

Leverage the Facebook Advertising Platform Now . . . . . . . . . .246

Know Your Customers Much More Deeply . . . . . . . . . . . . . . . . . .247

Test, Track, and Optimize Your Marketing . . . . . . . . . . . . . . . . . . .248

Start Fascinating Conversations . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .248

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