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Wiley Facebook Marketing For Dummies 4Th (2013) .pdf



Original filename: Wiley Facebook Marketing For Dummies 4Th (2013).pdf
Title: Facebook® Marketing For Dummies®, 4th Edition
Author: Haydon, John

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Facebook
Marketing
®

4th Edition

Facebook
Marketing
®

4th Edition

by John Haydon

Facebook® Marketing For Dummies®, 4th Edition
Published by:
John Wiley & Sons, Inc.,
111 River Street,
Hoboken, NJ 07030-5774,
www.wiley.com

Copyright © 2013 by John Wiley & Sons, Inc., Hoboken, New Jersey
Published simultaneously in Canada
No part of this publication may be reproduced, stored in a retrieval system or transmitted in any form or
by any means, electronic, mechanical, photocopying, recording, scanning or otherwise, except as permitted under Sections 107 or 108 of the 1976 United States Copyright Act, without the prior written permission of the Publisher. Requests to the Publisher for permission should be addressed to the Permissions
Department, John Wiley & Sons, Inc., 111 River Street, Hoboken, NJ 07030, (201) 748-6011, fax (201) 7486008, or online at http://www.wiley.com/go/permissions.
Trademarks: Wiley, For Dummies, the Dummies Man logo, Dummies.com, Making Everything Easier, and
related trade dress are trademarks or registered trademarks of John Wiley & Sons, Inc. and may not be
used without written permission. Facebook is a registered trademark of Facebook, Inc. All other trademarks are the property of their respective owners. John Wiley & Sons, Inc. is not associated with any
product or vendor mentioned in this book.
LIMIT OF LIABILITY/DISCLAIMER OF WARRANTY: THE PUBLISHER AND THE AUTHOR MAKE NO
REPRESENTATIONS OR WARRANTIES WITH RESPECT TO THE ACCURACY OR COMPLETENESS
OF THE CONTENTS OF THIS WORK AND SPECIFICALLY DISCLAIM ALL WARRANTIES, INCLUDING
WITHOUT LIMITATION WARRANTIES OF FITNESS FOR A PARTICULAR PURPOSE. NO WARRANTY
MAY BE CREATED OR EXTENDED BY SALES OR PROMOTIONAL MATERIALS. THE ADVICE AND
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PUBLISHER ENDORSES THE INFORMATION THE ORGANIZATION OR WEBSITE MAY PROVIDE OR
RECOMMENDATIONS IT MAY MAKE. FURTHER, READERS SHOULD BE AWARE THAT INTERNET
WEBSITES LISTED IN THIS WORK MAY HAVE CHANGED OR DISAPPEARED BETWEEN WHEN THIS
WORK WAS WRITTEN AND WHEN IT IS READ.
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Department within the U.S. at 877-762-2974, outside the U.S. at 317-572-3993, or fax 317-572-4002. For technical support, please visit www.wiley.com/techsupport.
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included with standard print versions of this book may not be included in e-books or in print-on-demand.
If this book refers to media such as a CD or DVD that is not included in the version you purchased, you
may download this material at http://booksupport.wiley.com. For more information about Wiley
products, visit www.wiley.com.
Library of Congress Control Number: 2013935680
ISBN 978-1-118-40038-8 (pbk); ISBN 978-1-118-41326-5 (ebk); ISBN 978-1-118-41325-8 (ebk);
ISBN 978-1-118-41324-1 (ebk)
Manufactured in the United States of America
10 9 8 7 6 5 4 3 2 1

Contents at a Glance
Introduction................................................................. 1
Part I: Getting Started with Facebook Marketing............ 7
Chapter 1: Marketing in the Age of Facebook................................................................. 9
Chapter 2: Researching and Understanding Your Target Audience.......................... 19
Chapter 3: Developing a Facebook Marketing Plan...................................................... 29

Part II: Building Your Facebook Presence..................... 51
Chapter 4: Getting Started with a Facebook Page........................................................ 53
Chapter 5: Configuring the Best Admin Settings for Your Facebook Page............... 75
Chapter 6: Enhancing Your Facebook Page with Applications................................... 87

Part III: Engaging with Your Customers
and Prospects on Facebook........................................ 103
Chapter 7: Creating a Remarkable Presence on Facebook
with Content Marketing............................................................................................... 105
Chapter 8: Going Public with Your Facebook Page.................................................... 117
Chapter 9: Engaging with Your Fans............................................................................ 139
Chapter 10: Measuring Success with Facebook Insights........................................... 153

Part IV: Marketing beyond the Facebook Page..............173
Chapter 11: Using Facebook Advertising to Promote Your Business...................... 175
Chapter 12: Using Facebook Offers to Promote Your Business............................... 211
Chapter 13: Using Facebook Groups and Events to Promote Your Business......... 219
Chapter 14: Cross-Promoting Your Page..................................................................... 239
Chapter 15: Understanding and Using Facebook Social Plug-Ins............................. 253

Part V: The Part of Tens............................................ 277
Chapter 16: Ten Common Facebook Marketing Mistakes
(and How to Avoid Them)........................................................................................... 279
Chapter 17: Ten (or So) Business Etiquette Tips for Facebook............................... 285
Chapter 18: Ten (Okay, Eight) Factors for Long-Term
Facebook Marketing Success...................................................................................... 291

Index....................................................................... 295

Table of Contents
Introduction.................................................................. 1
About This Book............................................................................................... 1
Foolish Assumptions........................................................................................ 2
Conventions Used in This Book...................................................................... 2
What You Don’t Have to Read......................................................................... 2
Part I: Getting Started with Facebook Marketing................................ 3
Part II: Building Your Facebook Presence........................................... 3
Part III: Engaging with Your Customers and
Prospects on Facebook...................................................................... 4
Part IV: Marketing beyond the Facebook Page................................... 4
Part V: The Part of Tens......................................................................... 4
Icons Used in This Book.................................................................................. 4
Where to Go from Here.................................................................................... 5

Part I: Getting Started with Facebook Marketing............. 7
Chapter 1: Marketing in the Age of Facebook . . . . . . . . . . . . . . . . . . . . . 9
What Is Facebook and Why Is It So Popular?.............................................. 10
Understanding the Marketing Potential of Facebook................................ 12
Leveraging the power of word-of-mouth marketing......................... 13
Marketing tools for all kinds of businesses....................................... 14
Understanding Why Your Business Needs a Facebook Page.................... 15
Attracting new fans that are friends of customers........................... 17
Changing first-time customers into repeat customers.................... 18

Chapter 2: Researching and Understanding Your Target Audience . . 19
Defining Your Target Audience..................................................................... 19
Understanding the marketing funnel.................................................. 20
Understanding the ladder of engagement......................................... 21
Defining who your best customers are.............................................. 22
Selecting demographic criteria for your target audience................ 23
Using personas to give your target audience personality............... 24
Researching Target Audiences with Facebook’s Ad Tool......................... 25

Chapter 3: Developing a Facebook Marketing Plan . . . . . . . . . . . . . . . 29
Understanding the Power of Word-of-Mouth on Facebook....................... 30
Understanding What to Include in Your Marketing Plan........................... 31
Developing Your Value Proposition: Why Should
Customers Buy What You’re Offering?.................................................... 32


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