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| Introduction | |
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| Welcome to the Post-Social Era | |
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| The Humble Beginnings of Social Marketing | |
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| Online Services v1 | |
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| Emergence of the World Wide Web | |
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| Search and the Decline of Banner Ads | |
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| The Rise of Google and Click-Through Ads | |
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| The Emergence of Social Networks | |
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| Emergence of Facebook | |
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| The Social Media Revolution Takes Over | |
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| The Technology Evolution | |
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| Novelty Gone in the Post-Social Era | |
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| Ubiquitous Social Context | |
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| Curated Social Experiences | |
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| Evolving Social Etiquette and Expectations | |
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| Shifts in Usage Patterns | |
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| Dramatically Increasing Business/Marketing Investment | |
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| Democratization of Community Management | |
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| Immature Yet Critically Important Legal Frameworks | |
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| Summary | |
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| Understanding Social Media and Facebook | |
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| Social Networks, Social Media, and the Social Graph Defined | |
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| The Social Landscape 2012 | |
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| Seven (Plus Two) Truths of Social Networks | |
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| Facebook, the Evolving Organism | |
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| Facebook Basics | |
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| Account Setup | |
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| Friending | |
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| The News Feed | |
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| Campaign Ideas | |
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| What You Want: Viral Marketing | |
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| Other Opportunities in Social Networking | |
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| Marketing and Business Success on Facebook | |
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| Right-Brain vs. Left-Brain Thinking | |
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| Overview of Social Marketing Metrics | |
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| Marketing Metrics and Your Organization | |
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| Defining Your Facebook Presence | |
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| Understanding Who Your Customers Are | |
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| Mapping Customer Needs to Effective Tactics | |
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| Your Social Media "Product" | |
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| What You'll Get in Return: The Hard and Soft Benefits of Social Media | |
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| Specific Applications of Facebook Marketing | |
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| Your Facebook To-Do List | |
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| Set Up Campaign | |
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| Procure Content | |
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| Update Content | |
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| Track Metrics | |
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| Analyze and Revise | |
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| Revise: Set Up Campaign, Take Two | |
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| Month 1: Create the Plan and Get Started | |
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| Week 1: Lay the Groundwork | |
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| Monday: Set Project Goals | |
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| Tuesday: Analyze Stakeholder Needs | |
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| Wednesday: Analyze Customer Needs | |
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| Thursday: Determine Work Roles | |
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| Friday: Set or Review Social Media Policy | |
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| Week 2: Draft and Present the Plan | |
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| Monday: Research Best Practices and Success Stories | |
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| Tuesday: Assess the Social Media Activity of Competitors | |
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| Wednesday: Assign Metrics | |
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| Thursday: Set Reporting Strategy | |
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| Friday: Present the Plan | |
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| Week 3: Establish a Presence with the Facebook Profile and Friends | |
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| Monday/Tuesday: Learn about Data in the Facebook Profile and Security Settings | |
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| Wednesday: Decide How You'll Use Your Facebook Profile | |
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| Thursday: Set Up Your Profile and Make Friends for a Consumer Campaign | |
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| Friday: Repurpose a Profile for Business | |
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| Week 4: Use Basic Facebook Features to Promote Yourself | |
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| Monday: Post Status Updates | |
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| Tuesday/Wednesday: Share Links, Events, Photos, and Videos | |
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| Thursday: Install Third-Party Apps | |
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| Friday: Understand Other Aspects of the Facebook Platform | |
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| Chapters Month 2: Establish Your Corporate Presence with Pages | |
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| Week 1: Research Pages, and Set Up Your Own | |
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| Monday: Observe a Successful Facebook Fan Page | |
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| Tuesday: Become a Fan of Successful Fan Pages | |
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| Wednesday: Complete the Fan Page Checklist | |
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| Thursday: Set Up Your Page | |
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| Friday: Add Design Elements | |
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| Week 2: Determine Your Content Strategy | |
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| Monday: Develop a "Product Strategy" for Content | |
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| Tuesday: Talk with Colleagues about the Use/Reuse of Content | |
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| Wednesday: Set Editorial Policy for Content | |
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| Thursday/Friday: Perform Your Content Audit | |
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| Week 3: Add and Experiment with Content | |
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| Monday: Publish Content to the Wall | |
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| Tuesday: Correct an Erroneous or Embarrassing Post | |
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| Wednesday: Post Videos and Photos | |
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| Thursday: Experiment with Content | |
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| Friday: Fill Your Presence with Content and People | |
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| Week 4: Promote and Engage | |
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| Monday: Promote on Facebook and the Web | |
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| Tuesday: Promote Offline | |
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| Wednesday: Follow Engagement Best Practices | |
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| Thursday: Build Your Page Culture | |
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| Friday: Spark Engagement | |
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| Week 5: Monitor and Modify the Plan | |
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| Monday/Tuesday: Reassess Your Progress | |
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| Wednesday: Get Help Where You Need It | |
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| Thursday/Friday: Produce the First Reports and Analysis on Your Progress | |
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| Month 3: Create Demand with Facebook Advertising | |
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| Week 1: Learn the Basics of Facebook Advertising | |
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| Monday: Review Opportunities in Facebook Advertising | |
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| Tuesday: Choose Success Metrics | |
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| Wednesday/Thursday/Friday: Create Your First Ads | |
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| Week 2: Build the Dashboard and Collect Data | |
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| Monday: Know What Data Can Tell You | |
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| Tuesday: Make Final Decisions about Your Data Reporting Cadence | |
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| Wednesday: Set Up and Populate the Dashboard | |
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| Thursday: Understand Moving Averages | |
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| Friday: Back Up Your Dashboard | |
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| Week 3: Refine Your Campaign Using A/B and Multivariate Testing | |
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| Monday: Learn the Basics of A/B and Multivariate Testing | |
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| Tuesday: Understand the Basics of Great Ad Copy | |
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| Wednesday: Create Ad Variations | |
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| Thursday: Judge Ad Performance | |
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| Friday: Educate Stakeholders on the Process | |
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| Week 4: Analyze and Adjust the Campaign | |
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| Monday: Perform Basic Analysis of a Campaign | |
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| Tuesday: Recalibrate Advertising | |
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| Wednesday: Review and Spice Up Your Dashboard | |
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| Thursday: Analyze Your Numbers Further with Moving Averages | |
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| Friday: Review Your Work with Advertising and Start Anew | |
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| Beyond Pages: Groups, Apps, Social Plugins, and Mobile | |
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| Groups for Business | |
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| Find and Join Groups | |
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| Create Your Own Group | |
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| Facebook Default Apps | |
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| Third-Party Apps | |
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| Social Plugins | |
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| Create Your Own App | |
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| Best Practices for Apps | |
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| Hire a Programmer | |
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| Manage a Development Project | |
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| Monetize Your App | |
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| The Future: Applications on Mobile Devices | |
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| Facebook Mobile for Business | |
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| The Analytics of Facebook | |
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| Keep Score with Metrics and Monitoring | |
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| Measure Your Facebook Marketing with Insights | |
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| New Insights | |
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| Old Insights | |
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| Insights for App Developers | |
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| The Importance of Derivative Statistics | |
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| Advanced Statistical Analysis | |
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| When the Standard Facebook Experience Isn't Quite Enough: Landing Pages | |
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| Conduct Tests for Greater Results | |
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| Addressing Common Marketing Problems | |
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| My Fan Page Won't Grow, and My Fans Can't See My Content | |
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| Creating Appropriate Content for International Audiences | |
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| Managing Negative Comments and Feedback | |
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| Can't Measure, Determine ROI, or Understand Metrics | |
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| Reach Business Customers on Facebook | |
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| Seven Keys to Successful B2B Marketing on Facebook | |
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| Migrate Fans from One Page to Another | |
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| Moving Forward with the Migration | |
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| Converting Places and Profiles to Pages and Combining Them | |
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| Low Response Rates for Facebook Advertising | |
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| Unique Facebook Marketing Scenarios | |
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| Businesses Appealing to Tourists | |
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| Religious Organizations | |
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| Government | |
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| Nonprofits | |
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| Education | |
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| Startups | |
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| Facebook in the Future | |
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| Question 1: Walled Garden? | |
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| Question 2: Privacy? | |
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| Question 3: Personal Data? | |
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| Question 4: Facebook Pages? | |
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| Question 5: Gamification? | |
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| Question 6: F-Commerce? | |
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| Question 7: Facebook Mobile? | |
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| Question 8: Businesses on Facebook? | |
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| Question 9: Third-Party Apps? | |
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| Question 10: Monetizing? | |
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| Question 11: How to Stay #1? | |
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| Question 12: Coming Trends? | |
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| Question 13: Biggest Threat? | |
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| Perry Marshall's Crystal Ball for Facebook and Social Media | |
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| Biographies | |
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| Recommended Resources | |
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| People, Blogs, and Businesses to Follow | |
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| Facebook Page Template, Design, and App Providers | |
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| Advanced Facebook Marketing Solutions | |
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| Facebook Contest and Promotion App Providers | |
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| Facebook Analytics Service Providers | |
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| Facebook App Development | |
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| Roles and Responsibilities | |
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| Job Functions | |
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| Vendors vs. Employees | |
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| Use In-House Staff | |
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| Get Help from a Vendor or Consultant | |
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| Glossary | |
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| Index | |