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| Introduction | |
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| The Like Effect: The Power of Positive Marketing | |
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| Likes Decrease Costs and Increase Profits | |
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| Likes Increase Sales | |
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| Likes Give You Control of the Customer Conversation | |
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| Likes Prove People Are Paying Attention | |
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| Likes Solidify Loyalty | |
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| Likes Create Evangelistic Customers | |
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| There's No Dislike Button | |
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| Can You Do Fear-Based Marketing on Facebook? | |
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| Google "Likes" the Like Button | |
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| Facebook Is About Passions and Interests | |
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| How Often Do Facebookers Like Things? | |
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| Facebook Users Are More Trusting | |
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| Facebook Groups: Off-the-Charts Positivity | |
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| Facebook Page Brag Boards | |
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| Easy Testimonials | |
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| Emotions on Facebook Are Contagious | |
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| Gross National Happiness | |
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| You Can't Tell a Facebook by its Cover: The Case for Facebook Marketing | |
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| Why Facebook Marketing Is So Important | |
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| Facebook Is the Biggest Thing Since Google and Might Be Bigger Than Google | |
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| The Facebook Ad Platform Is the Most Powerful Marketing Tool in History | |
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| Google Dooms You to Price Wars, Whereas Facebook Creates Loyalty and Increases Your Value | |
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| Are Facebook Fans the New Email Subscribers? | |
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| Facebook Is Heir to the Browsing Empire Yahoo! Lost | |
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| Myths and Misconceptions About Facebook for Business | |
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| Social Media Users Don't Buy Products | |
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| Social Media Users Don't Buy Soon Enough and the Sales Cycle Is Too Long | |
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| Twitter Is the Only Social Media Channel Worth Using? | |
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| Facebook Is Just for College Students/Kids? | |
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| People Don't Click On Ads? | |
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| Who Harbors These Misconceptions and Why? | |
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| Some Businesses Profit on Facebook, and Some Don't | |
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| Common Mistakes | |
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| Success Stories | |
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| Here's What Facebook Marketing Successes and Failures Do Differently | |
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| Facebook's Strengths: Advantages for Your Business | |
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| FaceFirst: How Facebook Fits into Your Business and Other Marketing Efforts | |
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| How Is Social Media Supposedly Changing Business? | |
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| Conversation | |
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| Transparency, Honesty, and Trust | |
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| Availability and Responsiveness | |
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| Marketing | |
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| Evaluating Social Media Experts | |
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| What Businesses That Profit from Facebook Do | |
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| Can Facebook Change Your Business? | |
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| How Can Facebook Fit In to Businesses in Different Ways? | |
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| How Do You Synch Up Your Other Marketing Efforts with Your Facebook Campaigns? | |
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| Facebook + Print, Web, and Email | |
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| Facebook + Google Marketing | |
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| Facebook + PR | |
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| Facebook + Email Marketing | |
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| Facebook + TV | |
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| Facebook for Radio Station Promotion | |
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| FaceBucks: Five Ways Businesses Achieve Profits with Facebook | |
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| How Facebook Advertising Helps All Five Revenue Models | |
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| Reaching Potential Buyers | |
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| Positive Alignment | |
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| Cheap Clicks, Cheap Fans, and Profits | |
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| Should You Try Facebook Marketing Without Fans First? | |
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| Five Facebook Revenue Strategies | |
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| Advertising Direct to e-Commerce | |
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| Advertising and Email Marketing | |
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| Fan Marketing for e-Commerce | |
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| Fans for Blogging and Advertising Revenue | |
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| Fans and Affiliate Marketing | |
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| How Not to Fall on Your Face: Eight Mistakes That Block Facebook Profitability | |
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| Is Your Business Viable Online? Is Profitability Likely? | |
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| The New Online Business | |
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| The Successful Online Business Now Testing Facebook Marketing | |
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| Figuring Out Facebook Marketing Profitability | |
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| Do You Have the Facts? Are You Looking at Them? | |
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| Are You Making It Easy for Them to Buy? | |
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| The 1% Rule: Only 1% Of People Will Do What You Ask Them to Do Online | |
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| The Effect of the 1% Rule on Internet Sales Processes | |
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| Are You Making Them Care? | |
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| Why Should They Care? | |
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| WIIFM? | |
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| Incentives | |
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| Facebook-Specific Landing Pages on Your Website | |
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| Do You Have the Right Fans? | |
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| Are You Reaching Enough of Them? | |
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| Are You Reaching Them Repeatedly? | |
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| Are You Warming Them Up? | |
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| Start with Generosity | |
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| Warming It Up on the Web | |
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| Warming It Up on Facebook | |
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| Facing the Facts: How to Continuously Get Better Results with the Five Steps of Optimization | |
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| How Digital Marketing Is Shifting Marketing Cultures | |
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| The Five Steps of Optimization | |
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| Establish One Clear Goal | |
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| Facebook Marketing Goals | |
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| Prioritizing Goals and Reconciling Conflicts | |
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| Quantify the Goal with a Key Metric | |
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| Balancing Metrics | |
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| Estimating the Likelihood of Success | |
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| Tracking | |
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| Facebook Marketing Metrics | |
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| Look at Where You're Starting | |
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| Resources | |
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| Obstacles | |
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| Capabilities | |
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| Choose Tactics to Test | |
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| Ad Copy Tests | |
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| Ad Image Tests | |
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| Facebook Post Tests | |
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| Testing Post Types | |
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| Landing Pages | |
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| Optimize Based on Results | |
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| Selling the Dream: Going Beyond Benefits to Arouse Your Fans' Desire for What You Offer | |
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| Cure the "Me Me Me" Epidemic | |
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| Use Your Customer's Language | |
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| Who Is Your Customer? | |
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| Why You Are Never the Best Example of Your Target Customer | |
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| Don't Get Obsessed with Art | |
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| Measure Results and Adjust Your Course to Improve | |
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| Facebook Is Their Playground, Not Yours | |
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| Do Pushy Sales Messages Turn People Off? | |
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| Facebook Is Like a Conference: How Do You Sell at a Conference? | |
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| Sales Is a Journey of Four Steps | |
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| What Is AIDA? | |
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| "Hot Donuts Now" | |
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| "I'm on a Horse" | |
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| Social Media Selling Is So Romantic | |
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| How AIDA Works on Facebook | |
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| How to "Sell the Dream" | |
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| The Desire Phase Is Critical in Fan Marketing | |
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| The Features Versus the Benefits | |
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| The Benefits Versus the Customer's Dream | |
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| Examples of Selling the Dream | |
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| 12 Things People Dream About | |
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| How to Figure Out Your Customer's Dream | |
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| How to Get Fans Thinking and Talking About the Dream | |
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| Putting Your Best Face Forward: Setting Up Your Facebook Page to Get More Fans and Sales | |
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| Pages, Groups, and Profiles: The Mad, Mad World of Facebook | |
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| Other Facebook Opportunities | |
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| Can You Market with a Personal Profile? | |
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| What's Better, Pages or Groups? | |
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| Understanding Admins for Pages and Groups | |
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| How Do Pages and Groups Work Together? | |
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| Why Are Facebook Groups So Powerful? | |
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| Critical Mistakes to Avoid in Page Setup | |
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| What to Put in Your Page's Cover Photo | |
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| How to Get a Vanity URL (Username) | |
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| Are Custom Tabs Overhyped? | |
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| Most People Never See Your Tabs | |
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| Why Most People Will Never See Your Tabs | |
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| The Face of Advertising: How to Capitalize on the Most Powerful Marketing Tool | |
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| Why Facebook Advertising Is Critically Important | |
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| Comparing Google Search Marketing with Facebook Marketing | |
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| How Ready Are They to Buy Now? | |
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| Cost of Permission Marketing | |
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| Facebook Ads for Different-Sized Businesses | |
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| Mistakes and Misconceptions | |
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| How to Do Facebook Advertising | |
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| Analyze Your Business and Customers | |
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| Target Your Audiences | |
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| Create Your Advertisements | |
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| Optimizing Your Campaigns and Ads | |
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| Advertising to Existing Fans | |
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| How to Be a (Boring) Rock Star for Just $30 per Month | |
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| FaceHook: Capturing Qualified Prospects as Fans and Group Members | |
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| Why Fan Marketing Can Be So Profitable | |
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| Paid Media Versus Owned Media on Google | |
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| Paid Media Versus Owned Media on Facebook | |
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| Unwise Ways to Get Fans | |
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| The Contest and Giveaway Trap | |
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| Buying Fans from Companies That Get Fans for You | |
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| Marketing 101: Targeting and Return on Investment | |
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| Wrong Fans? Bad Return on Investment | |
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| A Few Fan Growth Campaign Case Studies | |
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| How to Get Low Cost, Targeted Fans | |
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| The Best Ad Settings for Affordable Fan Acquisition | |
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| Target-Ad Consistency: Tightly Grouping Targets with Image and Message | |
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| An Alternative Targeting Approach | |
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| No-Brainer Marketing: Simplicity Gets Results | |
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| Ad Copy Formulas | |
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| Ad Copy Grammar, Punctuation, and Capitalization | |
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| How to Choose Images for Fan Acquisition Ads | |
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| The Key Metric for Fan Generation and How to Find It | |
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| Notes on Business-to-Business Fan Acquisition | |
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| Business-to-Business Fan Generation Advertising Tips | |
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| Talking Till You're Blue in the Face: How to Get More Likes and Comments | |
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| The Surprising Truth About How People Use Facebook | |
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| Your Fans See the People and Pages They Interact With | |
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| The Average Page's Posts Are Seen by Less Than 10% of Its Fans | |
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| The Mysterious EdgeRank Algorithm | |
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| Post Metrics and Benchmarks | |
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| Reach | |
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| Engaged Users | |
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| People Talking About This (PTAT) | |
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| Feedback Rate | |
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| Reach/Fan Count = Visibility | |
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| Feedback Rate's Effect on Reach | |
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| Are Some of Your Fans Unreachable Forever? | |
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| Dancing on the EdgeRank: Increasing Response and Visibility | |
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| What the Heck Is Web 2.0? | |
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| Leading the Community You Create | |
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| Facebook Users Are Bored: Entertain Them! | |
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| Formulas for Posts | |
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| Incorporating Selling the Dream | |
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| Learning from Your Previous Posts | |
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| Engagement Milestones | |
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| Guiding Your Community | |
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| Balancing Engagement and Selling Types of Posts | |
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| Ratio and Frequency | |
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| Ideas for Posting | |
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| Feedback Rate and Sales Posts | |
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| FaceMessage: Achieving Other Corporate Goals on Facebook | |
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| Nonrevenue-Oriented Facebook Goals | |
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| Branding and Positioning | |
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| Customer Service | |
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| Public Relations | |
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| Journalistic Best Practices for Interaction | |
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| Face-alytics: Analyzing Your Facebook Results | |
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| Which Web Analytics Package Should You Use? | |
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| Google Analytics Overview | |
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| Taking Analytics with a Grain of Salt | |
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| The Untrackables | |
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| Uneven Accountability | |
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| Last-Click Bias | |
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| Inconsistencies and Inaccuracies | |
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| Tracking Facebook Visitors with Google Analytics | |
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| Tracking Visitors from Facebook Posts | |
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| Tracking Visitors from Facebook Ads | |
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| How to Get Advanced Facebook Page Insights | |
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| How Often Should You Post on Your Facebook Page? | |
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| What If the Demographics of Your Most Engaged Fans Are Different from Your Average Fan? | |
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| What Types of Posts and Post Content Get You the Best Feedback Rates? Which Get the Worst? | |
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| What's the Best Time to Post to Your Fans? | |
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| Which Sources Get You Fans Who Will Ultimately Unlike Your Page? | |
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| How to Use These Tips to Get Better Results from Your Posts | |
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| Competitive Intelligence Analytics | |
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| Keyword Monitoring and Sentiment Analysis | |
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| Content Engagement Analysis | |
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| Influence: 13 Tactics for Turning Browsers into Buyers | |
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| Sales and Influence Tactics for Increased Facebook Profits | |
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| Applying Influence Principles to Facebook Marketing | |
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| Reciprocity | |
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| Commitment and Consistency | |
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| Social Proof | |
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| Liking | |
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| Authority | |
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| Scarcity | |
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| Applying Time-Tested Sales Tactics to Facebook Marketing | |
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| Discounts | |
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| Bonuses | |
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| Upsells | |
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| Selling the Value | |
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| Testimonials | |
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| Truth and Consequences | |
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| B2B Facebook Marketing | |
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| Facebook B2B Marketing Success Stories | |
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| InfiniGraph: Competitive Social Intelligence | |
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| Harrison Agate, Attorney | |
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| Marketo: Marketing Automation | |
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| Zurvita: Wellness Product Sales Through Independent Consultants | |
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| Comparing Facebook, Google & LinkedIn for B2B | |
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| Allocating B2B Advertising Funds | |
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| The Sales Funnel | |
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| Beyond Professionalism? | |
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| Facebook B2B Marketing Tactics | |
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| Whitepapers | |
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| Infographics | |
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| Memes | |
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| Think Outside the Box with a Ukulele | |
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| Ebooks | |
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| Facebook Advertising | |
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| Facebook Posts | |
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| Conclusion | |
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| FaceBusiness: Seven Principles for Success | |
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| Harness the Power of Positive Marketing | |
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| Embrace the Entire Sales Funnel | |
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| Leverage the Facebook Advertising Platform Now | |
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| Map Out and Optimize Your Revenue Model | |
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| Know Your Customers Much More Deeply | |
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| Test, Track, and Optimize Your Marketing | |
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| Start Fascinating Conversations | |
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| Index | |