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