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Facebook Guide to Small Business Marketing

ISBN-10: 0470875208
ISBN-13: 9780470875209
Edition: 2012
List price: $13.99
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Description: The Facebook Guide To Small Business Marketing offers small and local business ideas on how to attract customers through Facebook. Using familiar design elements from the Facebook site and clear direction, this book will guide readers through  More...

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Book details

List price: $13.99
Copyright year: 2012
Publisher: John Wiley & Sons, Limited
Publication date: 3/25/2011
Binding: Paperback
Pages: 288
Size: 6.00" wide x 9.00" long x 0.75" tall
Weight: 1.144

The Facebook Guide To Small Business Marketing offers small and local business ideas on how to attract customers through Facebook. Using familiar design elements from the Facebook site and clear direction, this book will guide readers through creating a business profile, presenting information in the most appealing and useful way possible, and taking advantage of all of Facebook's marketing features. Packed with insider tips and proven best practices, this book will help any small business harness the worldwide marketing potential of Facebook.

Acknowledgments
Introduction
Learning Facebook Basics
The Power of "Social" in Social Media
Content Is King and Customer Engagement Is Queen
What Is Facebook?
Why are individuals using Facebook?
Why are small businesses using Facebook?
Designing a Business Page
Facebook Business Pages versus Traditional Websites
Facebook Redesigns
Designing Your Basic Facebook Page
Creating a Facebook login
Creating a business Page
Customizing Page content
Profile picture
Business information
Timeline posts
Cover photo
Views and apps
Applying Page settings and adding admins
Publishing your Page
Choosing a Page Design Tool
Other options
Selecting a design
Adding promotions
Establishing a Facebook connection
Best Practices in Design and Content
Take the easy path: Use a Page design tool
Use simple and expressive visuals
Get creative with profile image and photos
Profile photo
Cover photo
Inject your personality
Follow Facebook guidelines
Engage, don't educate
Refresh often
Case Study: It's a Perfect Day
Drawing More People to Your Page
Creating Contests, Polls, and Questions
Contests
Polls
Questions
Additional Ways to Drive More Facebook Visits
Include a link to Facebook in your business material
Make your Page name simple
Tag people
Participate in forums
Encourage fans
Make it easy for folks to share
Using Groups
How are Pages different from groups?
How do 1 set up a group?
How do people join my group?
How do I poll a group?
How do I find a specific post in a group?
How do I delete a group?
Managing Backlash
Do not be overly insistent on your point of view
Do not delete comments
Consider judgment in using planted posts
Using Social Media Dashboards
Leveraging Offline and Online Marketing
Making Money on Facebook
Selling Online Using Facebook
Creating a Facebook Page to make money
Brainstorming content ideas for your Facebook Page
Using Facebook and Skype
Reviewing Your Facebook Page Analytics
The Facebook algorithm
Insights
Other analytic solutions
Hootsuite Pro
Crowdbooster
PageLever
Postling
Google Analytics
Webtrends Social
Radian6
Adobe Social
Advertising on Facebook
Identifying your goals
Defining your target customer
Creating your advertisement
Step one: Design your ad
Step two: Use Sponsored Stories
Step three: Select your audience
Step four: Name your campaign and set your pricing
Step five: Review and submit your ad
Determining cost and budgeting
Daily budget, daily spend limit, and lifetime budget
Auction system
Test different messages and images
The Like button in Facebook advertisements
Using the Facebook Ads Manager
Measuring advertising success
Ad performance reporting in Ads Manager
First ad analysis steps
Using Sponsored Stories
Creating a Sponsored Story
Setting up your budget and targeting criteria
Generating more stories about your business
Boosting Your Website with Facebook
Integrating Facebook with Your Blogs and Website
Connecting your users' accounts with Facebook accounts
Authenticating users
Publishing News Feed stories
Plug-ins that work with Facebook Connect and Open Graph
Other integration ideas
A meta description
Facebook plug-ins
Social media icon
Website versus Facebook-Only Presence
How a Cake Recipe Website Integrates with Facebook
Facebook Like button
Facebook comments
Facebook group
Creating Facebook Events
Creating an Event in Facebook
Announcing Your Event
Creating Livestream Events
Promoting Your Event
Using Other Event Apps
Using Facebook to Generate Local Store Foot Traffic
Your Local Business and Facebook
Using Facebook Places as a customer
Establishing a Facebook Place Page for your business
Setting up a Place Page
Adding details to your Place Page
Using Facebook Check-in Deals
Using Facebook Places and Check-in Deals for your local marketing
Getting customers
Spreading the word
Building loyalty
Local Check-in Deal Best Practices
Is Your Business Ready for Your Check-in Deal?
Be proactive
Build your Facebook Place or Page content
Put yourself in your customers' shoes
Staff appropriately
Promoting Your Check-in Campaign
Using Insights to Understand Your Campaign
Using Facebook Offers
Catching Media Attention Using Facebook
Conducting Audience Research
Determining Desired Outcomes
Working with Bloggers and the Media
Finding and connecting with enthusiasts and influencers
Good old-fashioned promotion
Public Relations Gurus Share Their Insights
Cheryl Snapp Conner, managing partner, Snapp Conner PR
PR for building a dialogue
PR for building a following
Expanding the reach and the scope of a company's PR program
Mistakes to avoid
Janet Tyler, president, Airfoil Public Relations
Making friends with media
Marketers must push and pull the story
Leveraging Facebook as a Platform
Why Platforms Are Important
Integrating Facebook and Your Website
Social plug-ins
Authentication
Personalization
Apps and Mobility
Designing for Community
Case Study: Leveraging the Facebook Platform to Raise Brand Awareness
Objective
Execution
Strategy
Cost
Success and results
Creating and Using Facebook Apps
Facebook Apps for Your Business 101
Discovering apps
Using apps with your business
Top Facebook apps for business
Should You Create a Facebook App?
App Approval and Policy
App Marketing
Facebook Ads for Apps
App Maintenance
Learning Lessons from Real Businesses
How Real Businesses Are Making Real Money on Facebook
Content
Advertising
Analyzing Case Studies
How Community Coffee builds a loyal customer community on Facebook
How Squishable used Facebook ads to get more fans on Facebook
How the company How Fast Time Flies used keyword targeting to boost sales
How CM Photographies uses targeted Facebook ads to sell more photo services
How Wedding Paper Divas attracted engaged couples to buy wedding stationery
How Thumbtack uses Facebook tools to sell services
How Pretzel Crisps boosted its likes in 36 hours using Facebook coupons
How Sweet Poppin's gourmet popcorn keeps customers informed using simple Facebook posts
How TicketLeap sells more tickets through Facebook
How Framework Media Strategies keeps customers informed with likes and shares
How the organic body care company Motherlove grows with Facebook
Educating mothers
Short-term customers
Advertising on Facebook
Building a community
End result: word of mouth
The future
Resources
Facebook News, Help, and Guidelines
Facebook for Business
Facebook Newsroom
Advertise on Facebook
Facebook Advertising Guidelines
Facebook Brand Permissions Center
Facebook Marketing
Preferred Marketing Developer Program
Facebook Video Calling
Facebook Help Center
Promotion Applications
Wildfire
North Social
Woobox
Votigo
Strutta
Offerpop
Social Plug-Ins
Facebook Social Plug-Ins
SexyBookmarks
Wibiya
Analytic Tools
Hootsuite Pro
Crowdbooster
PageLever
Postling
Google Analytics
Webtrends Social
Radian6
Adobe Social
Video Streaming
Vpype
Ustream
Justin.tv
Brightcove
Small Business Information
Smallbiztechnology.com
Small Business Trends
Inc. Magazine

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