facebook_marketing_for_dummies

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14 Part I: Getting Started on Facebook Figure 1-2: Facebook Pages feature discussions that allow two-way interaction. Applications Just like a profile, you can customize a Page with a host of applications (apps). Not all Facebook apps work on a Page, but a wide range of useful apps are available ranging from virtual business cards to RSS feeds from your favorite blogs and news services. (See Figure 1-3.) (To find out more about Facebook apps, see Chapter 12.) Figure 1-3: Pages can also sport third-party apps, like this Sony PlayStation 3 Page that features the company’s blog posts via the Social RSS app. www.it-ebooks.info
Chapter 1: Introducing Facebook Marketing 15 If you want to view a directory of Facebook apps that can enhance your business Page, you can choose Applications➪Browse More Applications on the bottom left navigation bar. In this new Facebook apps directory, click Business in the left column to list relevant apps for your Page. (Alternately, you can get to the Application Directory by going to www.facebook.com/ home.php?#/apps/index.php.) When creating a Facebook Page, use only those elements that either provide value to the visitor or represent the brand in a positive, audience-appropriate way. Who Uses Facebook Pages? Facebook Pages are for public figures, businesses, and brands who want to establish a presence on Facebook and start interacting with fans. Pages can be enhanced with apps and provide an open forum for discussions and shared content. Only the official representative of the artist or business controls their Facebook Page. (For more information, see Chapter 4.) Facebook Pages provide a great opportunity for both business-to-consumer (B2C) and business-to-business (B2B) marketers to get the word out about their product or organization. Here are some examples of companies who use Facebook now. Benefits for business-to-consumer marketers Business-to-consumer (B2C) marketers were quick to realize the value of Facebook as a branding opportunity. Entertainment companies, such as movie studios, book publishers, and music labels, were among the initial advertisers on Facebook and that continue to have a major presence. Although well-known brands, such as Coke, Nutella, and Pringles attract millions of fans to their Facebook Pages, there are also more esoteric brands, such as Marshmallow Peeps (shown in Figure 1-4) and Bacon Salt, that are leveraging their Facebook Pages to drive engagement with customers and build interest in their products. Their marketing strategies take advantage of the viral power of Facebook, relying on fan participation to generate a stream of News Feed stories, which in turn creates word-of-mouth awareness and funnels new fans to the Page. www.it-ebooks.info
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Page 3 and 4: Facebook ® Marketing FOR DUMmIES
Page 5 and 6: About the Authors Paul Dunay has sp
Page 7 and 8: Dedication We dedicate this book to
Page 9 and 10: Contents at a Glance Introduction .
Page 11 and 12: Table of Contents Introduction ....
Page 13 and 14: Table of Contents xi Applying Your
Page 15 and 16: Table of Contents xiii Viewing Face
Page 17 and 18: Table of Contents xv Chapter 18: Te
Page 19 and 20: Introduction With more than 200 mil
Page 21 and 22: Introduction 3 ✓ If you have a Pa
Page 23 and 24: Introduction 5 This icon points out
Page 25 and 26: Part I Getting Started on Facebook
Page 27 and 28: Chapter 1 Introducing Facebook Mark
Page 29 and 30: Chapter 1: Introducing Facebook Mar
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Page 39 and 40: Chapter 2 Joining the Facebook Comm
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Page 53 and 54: Chapter 3 Finding Your Way Around I
Page 55 and 56: Chapter 3: Finding Your Way Around
Page 71 and 72: Part II Putting Facebook to Work ww
Page 73 and 74: Chapter 4 Creating a Page for Your
Page 75 and 76: Chapter 4: Creating a Page for Your
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Chapter 4: Creating a Page for Your
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Finding Fans for Your Page Chapter
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Chapter 5 Developing a Facebook Mar
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Chapter 5: Developing a Facebook Ma
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Chapter 6 Promoting Your Page In Th
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Chapter 6: Promoting Your Page 95 Y
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Chapter 6: Promoting Your Page 97 U
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Chapter 6: Promoting Your Page 99 A
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Chapter 6: Promoting Your Page 101
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Chapter 6: Promoting Your Page Leve
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Chapter 7 Facing Facebook Groups In
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Chapter 7: Facing Facebook Groups 1
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Chapter 8 Hosting Facebook Events I
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Chapter 8: Hosting Facebook Events
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Part III Strategies for Advertising
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Chapter 9 Checking out Advertising
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Chapter 9: Checking out Advertising
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Chapter 10 Measuring Advertising Su
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Chapter 10: Measuring Advertising S
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Chapter 11 Buying and Selling withi
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Chapter 11: Buying and Selling with
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Part IV Riding the Facebook Viral W
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Chapter 12 Dressing Up Your Faceboo
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Chapter 12: Dressing Up Your Facebo
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Chapter 13 Hosting Your Own Faceboo
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Chapter 13: Hosting Your Own Facebo
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Chapter 14 Surveying the Crowd In T
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Chapter 14: Surveying the Crowd 217
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Chapter 15 Reaching out Further wit
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Chapter 15: Reaching out Further wi
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Part V The Part of Tens www.it-eboo
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Chapter 16 Ten Reasons Why Your Bus
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Chapter 16: Ten Reasons Why Your Bu
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Chapter 17 Ten Business Etiquette T
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Chapter 17: Ten Business Etiquette
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Chapter 18 Ten Facebook Blogs for B
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Chapter 18: Ten Facebook Blogs for
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Chapter 19 Ten (Plus One) Must-Have
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Chapter 19: Ten (Plus One) Must-Hav
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Appendix A Web Links for Facebook M
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Appendix A: Web Links for Facebook
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Appendix B Protecting Your Identity
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Appendix B: Protecting Your Identit
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Index • A • AboutFaceDigital bl
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Index 281 SlideShare, 73, 252 Socia
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Index 283 Discussions tab, 58, 66-6
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Index 285 joining, 49, 122 limitati
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Index 287 My Del.icio.us applicatio
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Index 289 viewing, 40, 47 viewing P
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Index 291 bulletin boards, 264 for
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Index 293 • U • updates, status
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Business/Accounting & Bookkeeping B
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Internet Marketing/Social Media Con
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