Facebook Marketing For Dummies E-Book

John Haydon

• Herausgeber: John Wiley & Sons
• Kategorie: Wissenschaft und neue Technologien
• Sprache: Englisch

Seitenzahl: 374

Veröffentlichungsjahr: 2014

Beschreibung

Practical Facebook marketing strategies, tactics, andtechniques This new edition of Facebook Marketing For Dummies armsnovice to expert marketers with everything they need to plan,refine, execute, and maintain a successful Facebook marketingcampaign. Fully updated to cover the latest tools and techniques ofFacebook marketing, you'll find hands-on guidance to create andadminister your Page Timeline, understand the psychology of theFacebook user, build your fan base, utilize events, contests, andpolls to promote your Page, increase your brand awareness,integrate your Facebook marketing campaign with other marketingstrategies, and monitor, measure, and adjust your Facebookmarketing campaigns. Written by a leading expert on helping others use Facebook andother social media tools to promote and enhance their brands, thispractical guide gets you up and running on Facebookmarketing--fast. In plain English, it walks you through allthe latest features, including new designs for the News Feed,Timeline, and Pages, as well as major changes to the Facebookadvertising platform. * Includes real-world case studies that illustrate how successfulFacebook marketing really works * Fully updated to cover the latest tools and techniques inFacebook marketing * Shows marketers how to use Facebook to reach and engage theirtarget audience * Provides step-by-step instructions on how to organize,optimize, and manage your Facebook advertising campaigns If you're a marketer looking to develop or refine a social mediamarketing plan that includes significant Facebook presence,Facebook Marketing For Dummies is your go-to guide.

Leseprobe

Facebook® Marketing For Dummies®, 5th Edition

Published by: John Wiley & Sons, Inc., 111 River Street, Hoboken, NJ 07030-5774, www.wiley.com

Copyright © 2015 by John Wiley & Sons, Inc., Hoboken, New Jersey

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Published simultaneously in Canada

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Library of Congress Control Number: 2014948540

ISBN 978-1-118-95132-3 (pbk); ISBN 978-1-118-95133-0 (ebk); ISBN 978-1-118-95134-7 (ebk)

Manufactured in the United States of America

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Facebook® Marketing For Dummies®, 5th Edition

Visit www.dummies.com/cheatsheet/facebookmarketing to view this book's cheat sheet.

Table of Contents

Introduction

About This Book

Foolish Assumptions

Icons Used in This Book

Beyond the Book

Where to Go from Here

Part I: Getting Started with Facebook Marketing

Chapter 1: Marketing in the Age of Facebook

What Is Facebook, and Why Is It So Popular?

Understanding the Marketing Potential of Facebook

Leveraging the power of word-of-mouth marketing

Using marketing tools for all kinds of businesses

Understanding Why Your Business Needs a Facebook Page

Attracting new fans who are friends of customers

Changing first-time customers into repeat customers

Chapter 2: Researching and Understanding Your Target Audience

Defining Your Target Audience

Understanding the marketing funnel

Understanding the ladder of engagement

Defining who your best customers are

Selecting demographic criteria for your target audience

Using personas to give your target audience personality

Researching Target Audiences with Facebook’s Ad Tool

Discovering How Many Customers Use Facebook

Chapter 3: Developing a Facebook Marketing Plan

Understanding the Power of Word of Mouth on Facebook

Understanding What to Include in Your Marketing Plan

Developing Your Value Proposition

Understanding Your Audience

Finding out what makes your fans tick

Appreciating your fans

Defining Your Marketing Goals

Building awareness of your brand

Driving sales

Forming a community with a Facebook Group

Listening to feedback

Developing Your Content Strategy

Monitoring and Reporting Page Activity

Using Insights for Pages

Creating benchmarks and setting goals

Keeping an eye on key metrics

Integrating Your Online and Offline Campaigns

Deciding on a media budget

Hiring an online writer

Part II: Building Your Facebook Presence

Chapter 4: Getting Started with a Facebook Page

Understanding the Differences among Pages, Timelines, and Groups

Timelines are personal, not business

Groups are for connection, not promotion

Creating a Facebook Page from Scratch

Adding your description and website

Uploading your profile picture

Adding your Page to your favorites

Advertising your Facebook Page

Adding a cover photo to your Facebook Page

Editing your Facebook Page’s profile picture

Limiting access to your Page until launch

Adding More Information about Your Business

Setting age, location, posting, and messaging restrictions

Configuring, commenting, and posting moderation settings

Adding Apps to and Removing Apps from a Facebook Page

Adding more apps to your Facebook Page

Changing the order of your Facebook Page views

Adding Page Administrators

Getting the Most from Facebook Marketing Resources

Understanding Facebook’s Terms and Conditions

Chapter 5: Configuring the Best Admin Settings for Your Facebook Page

Configuring Your Page Timeline for Maximum Engagement

Allowing Threaded Comments on Your Page Updates

Limiting Who Can See Your Page Content

Configuring Profanity and Moderation Settings

Posting as a Page versus Posting as a Profile

Switching between posting as a profile and posting as a Page

Posting as a Page on other Pages

Posting as a profile as a personal choice

Knowing the difference between being helpful and spamming

Engaging Fans with Your Mobile Phone

Posting content and managing your Page with mobile web browsers

Posting content and managing your Page with mobile apps

Posting content and managing your Facebook Page via email

Chapter 6: Enhancing Your Facebook Page with Applications

Understanding Facebook Applications

Yeah, There’s an App for That — but Where?

Using Third-Party Custom Facebook Page Tab Services

Choosing E-Commerce Applications for Your Page

Granting Access to Applications

Configuring Application Tabs on Your Facebook Page

Changing tab names

Changing tab images

Changing the order of tabs

Removing an app from your Facebook Page

Creating Custom Facebook Tabs with HTML

Using the Static HTML: iframe tabs application

Designing a custom tab: Tips and recommendations