The Facebook guide to small business marketing
Book - 2013
Saved in:
- Subjects
- Published
-
Hoboken, N.J. :
John Wiley & Sons
c2013.
- Language
- English
- Main Author
- Physical Description
- xxiv, 260 p. : col. ill. ; 23 cm
- Bibliography
- Includes bibliographical references and index.
- ISBN
- 9780470875209
- Acknowledgments
- Introduction
- Chapter 1. Learning Facebook Basics
- The Power of "Social" in Social Media
- Content Is King and Customer Engagement Is Queen
- What Is Facebook?
- Why are individuals using Facebook?
- Why are small businesses using Facebook?
- Chapter 2. Designing a Business Page
- Facebook Business Pages versus Traditional Websites
- Facebook Redesigns
- Designing Your Basic Facebook Page
- Creating a Facebook login
- Creating a business Page
- Customizing Page content
- Profile picture
- Business information
- Timeline posts
- Cover photo
- Views and apps
- Applying Page settings and adding admins
- Publishing your Page
- Choosing a Page Design Tool
- Other options
- Selecting a design
- Adding promotions
- Establishing a Facebook connection
- Best Practices in Design and Content
- Take the easy path: Use a Page design tool
- Use simple and expressive visuals
- Get creative with profile image and photos
- Profile photo
- Cover photo
- Inject your personality
- Follow Facebook guidelines
- Engage, don't educate
- Refresh often
- Case Study: It's a Perfect Day
- Chapter 3. Drawing More People to Your Page
- Creating Contests, Polls, and Questions
- Contests
- Polls
- Questions
- Additional Ways to Drive More Facebook Visits
- Include a link to Facebook in your business material
- Make your Page name simple
- Tag people
- Participate in forums
- Encourage fans
- Make it easy for folks to share
- Using Groups
- How are Pages different from groups?
- How do 1 set up a group?
- How do people join my group?
- How do I poll a group?
- How do I find a specific post in a group?
- How do I delete a group?
- Managing Backlash
- Do not be overly insistent on your point of view
- Do not delete comments
- Consider judgment in using planted posts
- Using Social Media Dashboards
- Leveraging Offline and Online Marketing
- Chapter 4. Making Money on Facebook
- Selling Online Using Facebook
- Creating a Facebook Page to make money
- Brainstorming content ideas for your Facebook Page
- Using Facebook and Skype
- Reviewing Your Facebook Page Analytics
- The Facebook algorithm
- Insights
- Other analytic solutions
- Hootsuite Pro
- Crowdbooster
- PageLever
- Postling
- Google Analytics
- Webtrends Social
- Radian6
- Adobe Social
- Advertising on Facebook
- Identifying your goals
- Defining your target customer
- Creating your advertisement
- Step one: Design your ad
- Step two: Use Sponsored Stories
- Step three: Select your audience
- Step four: Name your campaign and set your pricing
- Step five: Review and submit your ad
- Determining cost and budgeting
- Daily budget, daily spend limit, and lifetime budget
- Auction system
- Test different messages and images
- The Like button in Facebook advertisements
- Using the Facebook Ads Manager
- Measuring advertising success
- Ad performance reporting in Ads Manager
- First ad analysis steps
- Using Sponsored Stories
- Creating a Sponsored Story
- Setting up your budget and targeting criteria
- Generating more stories about your business
- Chapter 5. Boosting Your Website with Facebook
- Integrating Facebook with Your Blogs and Website
- Connecting your users' accounts with Facebook accounts
- Authenticating users
- Publishing News Feed stories
- Plug-ins that work with Facebook Connect and Open Graph
- Other integration ideas
- A meta description
- Facebook plug-ins
- Social media icon
- Website versus Facebook-Only Presence
- How a Cake Recipe Website Integrates with Facebook
- Facebook Like button
- Facebook comments
- Facebook group
- Chapter 6. Creating Facebook Events
- Creating an Event in Facebook
- Announcing Your Event
- Creating Livestream Events
- Promoting Your Event
- Using Other Event Apps
- Chapter 7. Using Facebook to Generate Local Store Foot Traffic
- Your Local Business and Facebook
- Using Facebook Places as a customer
- Establishing a Facebook Place Page for your business
- Setting up a Place Page
- Adding details to your Place Page
- Using Facebook Check-in Deals
- Using Facebook Places and Check-in Deals for your local marketing
- Getting customers
- Spreading the word
- Building loyalty
- Local Check-in Deal Best Practices
- Is Your Business Ready for Your Check-in Deal?
- Be proactive
- Build your Facebook Place or Page content
- Put yourself in your customers' shoes
- Staff appropriately
- Promoting Your Check-in Campaign
- Using Insights to Understand Your Campaign
- Using Facebook Offers
- Chapter 8. Catching Media Attention Using Facebook
- Conducting Audience Research
- Determining Desired Outcomes
- Working with Bloggers and the Media
- Finding and connecting with enthusiasts and influencers
- Good old-fashioned promotion
- Public Relations Gurus Share Their Insights
- Cheryl Snapp Conner, managing partner, Snapp Conner PR
- PR for building a dialogue
- PR for building a following
- Expanding the reach and the scope of a company's PR program
- Mistakes to avoid
- Janet Tyler, president, Airfoil Public Relations
- Making friends with media
- Marketers must push and pull the story
- Chapter 9. Leveraging Facebook as a Platform
- Why Platforms Are Important
- Integrating Facebook and Your Website
- Social plug-ins
- Authentication
- Personalization
- Apps and Mobility
- Designing for Community
- Case Study: Leveraging the Facebook Platform to Raise Brand Awareness
- Objective
- Execution
- Strategy
- Cost
- Success and results
- Chapter 10. Creating and Using Facebook Apps
- Facebook Apps for Your Business 101
- Discovering apps
- Using apps with your business
- Top Facebook apps for business
- Should You Create a Facebook App?
- App Approval and Policy
- App Marketing
- Facebook Ads for Apps
- App Maintenance
- Chapter 11. Learning Lessons from Real Businesses
- How Real Businesses Are Making Real Money on Facebook
- Content
- Advertising
- Analyzing Case Studies
- How Community Coffee builds a loyal customer community on Facebook
- How Squishable used Facebook ads to get more fans on Facebook
- How the company How Fast Time Flies used keyword targeting to boost sales
- How CM Photographies uses targeted Facebook ads to sell more photo services
- How Wedding Paper Divas attracted engaged couples to buy wedding stationery
- How Thumbtack uses Facebook tools to sell services
- How Pretzel Crisps boosted its likes in 36 hours using Facebook coupons
- How Sweet Poppin's gourmet popcorn keeps customers informed using simple Facebook posts
- How TicketLeap sells more tickets through Facebook
- How Framework Media Strategies keeps customers informed with likes and shares
- How the organic body care company Motherlove grows with Facebook
- Educating mothers
- Short-term customers
- Advertising on Facebook
- Building a community
- End result: word of mouth
- The future
- Appendix A. Resources
- Facebook News, Help, and Guidelines
- Facebook for Business
- Facebook Newsroom
- Advertise on Facebook
- Facebook Advertising Guidelines
- Facebook Brand Permissions Center
- Facebook Marketing
- Preferred Marketing Developer Program
- Facebook Video Calling
- Facebook Help Center
- Promotion Applications
- Wildfire
- North Social
- Woobox
- Votigo
- Strutta
- Offerpop
- Social Plug-Ins
- Facebook Social Plug-Ins
- SexyBookmarks
- Wibiya
- Analytic Tools
- Hootsuite Pro
- Crowdbooster
- PageLever
- Postling
- Google Analytics
- Webtrends Social
- Radian6
- Adobe Social
- Video Streaming
- Vpype
- Ustream
- Justin.tv
- Brightcove
- Small Business Information
- Smallbiztechnology.com
- Small Business Trends
- Inc. Magazine