Facebook Marketing An Hour a Day

ISBN-10: 1118147839

ISBN-13: 9781118147832

Edition: 2nd 2012

List price: $19.99 Buy it from $10.74
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Description:

Facebook Marketing: An Hour a Day is the ultimate step-by-step guide to developing a winning Facebook strategy, implementing the campaign, and then measuring and reporting on the results. Completely revised and updated based on Facebook changes and marketer feedback, the first part of the book quickly gets readers up to speed on today's Facebook conventions and demographics, and then outlines the broad strategic considerations marketers must consider. Readers are then guided step-by-step through crafting a successful initial presence on Facebook and then shown day-by-day how to develop an overall Facebook marketing strategy by setting goals, defining metrics, developing reports, getting corporate buy-in, and integrating the Facebook strategy with other internet marketing activities.Readers are then shown how to execute on the strategy and leverage and incorporate all of Facebook's relevant features, including events, applications, advertising on Facebook's stand-alone pay-per-click platform, Deals, and more. The final portion of the book discusses the marketing metrics that matter and how to update, monitor, refine, and maintain a Facebook marketing campaign.Full of interesting case studies, step-by-step guides, and hands-on tutorials and written in the popular An Hour a Day format, in which intimidating topics are broken down into easily approachable tasks, this book is sure to help marketers and others develop, implement, measure, and maintain a successful Facebook strategy.
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Book details

List price: $19.99
Edition: 2nd
Copyright year: 2012
Publisher: John Wiley & Sons, Limited
Publication date: 5/4/2012
Binding: Paperback
Pages: 360
Size: 7.25" wide x 9.50" long x 1.00" tall
Weight: 1.144
Language: English

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