| Introduction | | 1 | |
| | 5 | |
| Welcome to Facebook Marketing |
| | 5 | |
| | 7 | |
| Getting Started with Facebook |
| | 8 | |
| | 12 | |
| | 13 | |
| | 15 | |
| Name, Photo, Networks, and Status |
| | 18 | |
| | 19 | |
| The Friends and Friends in Other Networks Sections |
| | 19 | |
| | 21 | |
| | 23 | |
| | 24 | |
| The Education and Work Section |
| | 24 | |
| | 25 | |
| | 25 | |
| | 25 | |
| | 27 | |
| | 31 | |
| | 31 | |
| | 33 | |
| | 35 | |
| | 37 | |
| | 39 | |
| | 39 | |
| | 40 | |
| | 41 | |
| | 45 | |
| Welcome to Facebook Groups |
| | 45 | |
| | 46 | |
| | 46 | |
| | 47 | |
| What Groups Are Available? |
| | 47 | |
| | 51 | |
| | 54 | |
| | 54 | |
| Creating Your Own Facebook Groups |
| | 55 | |
| | 57 | |
| | 58 | |
| Inviting Friends to Join Your Group |
| | 61 | |
| | 65 | |
| | 67 | |
| | 70 | |
| 3 Creating Your Own Pages |
| | 71 | |
| Welcome to Facebook Pages |
| | 71 | |
| Pages from a Marketing Perspective |
| | 72 | |
| Viral Marketing with Pages |
| | 73 | |
| | 74 | |
| | 75 | |
| | 76 | |
| | 78 | |
| | 79 | |
| | 80 | |
| | 85 | |
| | 88 | |
| | 92 | |
| | 94 | |
| | 98 | |
| 4 Hosting Your Own Facebook Events |
| | 101 | |
| Welcome to Facebook Events |
| | 101 | |
| All About Facebook Events |
| | 102 | |
| Checking Out Your Friends' Events |
| | 103 | |
| Taking a Look at an Event |
| | 104 | |
| | 106 | |
| | 107 | |
| The Other Information Section |
| | 109 | |
| The Photos, Video, and Posted Items Section |
| | 109 | |
| The Confirmed Guests Section |
| | 109 | |
| The Other Invites Section |
| | 109 | |
| | 110 | |
| The Event Type and Admins Section |
| | 110 | |
| Adding an Event to Your Event List |
| | 110 | |
| | 113 | |
| | 113 | |
| | 115 | |
| | 117 | |
| Uploading the Image for the Event |
| | 118 | |
| | 118 | |
| | 119 | |
| Inviting People to Your Event |
| | 119 | |
| | 122 | |
| Managing and Publicizing Your Event |
| | 124 | |
| | 124 | |
| | 124 | |
| 5 Introducing Advertising |
| | 129 | |
| | 129 | |
| News Feed Advertising with Posted Items |
| | 131 | |
| Posting Items from External Sites |
| | 131 | |
| Posting Items from Facebook |
| | 134 | |
| Posting Items with the Share on Facebook Button |
| | 135 | |
| Posting Items from Partner Websites |
| | 135 | |
| | 137 | |
| | 139 | |
| There Are Ads, and Then There Are Social Ads |
| | 139 | |
| Cost Per Click or Cost Per Thousand? |
| | 141 | |
| Bidding for Ad Presentation |
| | 141 | |
| | 142 | |
| | 142 | |
| | 143 | |
| Choosing What to Advertise |
| | 144 | |
| | 145 | |
| | 147 | |
| Setting the Budget for Your Ad |
| | 151 | |
| | 154 | |
| 6 Optimizing and Monitoring Your Advertising |
| | 157 | |
| Understanding Your Campaign |
| | 158 | |
| Tuning the Number of Impressions |
| | 159 | |
| Tuning the Click-Through Ratio |
| | 160 | |
| | 160 | |
| Getting an Ad's Daily Details |
| | 161 | |
| Changing Your Ad's Settings |
| | 163 | |
| | 163 | |
| | 163 | |
| Pausing or Deleting Your Ad |
| | 164 | |
| | 164 | |
| | 166 | |
| Your Daily Spending Limit |
| | 166 | |
| | 167 | |
| Exporting Your Campaign's Performance |
| | 168 | |
| Using Campaign Insights for Pages |
| | 170 | |
| | 171 | |
| | 171 | |
| | 171 | |
| | 171 | |
| | 172 | |
| | 172 | |
| Optimizing for Your Target Audience |
| | 172 | |
| Determining Your Target Audience Size |
| | 172 | |
| | 175 | |
| | 175 | |
| Onsite or Offsite Landing Pages |
| | 176 | |
| | 177 | |
| Introducing the Marketplace |
| | 177 | |
| Taking a Look at the Marketplace |
| | 178 | |
| | 178 | |
| | 179 | |
| | 180 | |
| | 181 | |
| Browsing Other Regions and Networks |
| | 182 | |
| | 185 | |
| | 185 | |
| | 191 | |
| Users Can List the Items They Want |
| | 193 | |
| 8 Beacon, Polls, and Networks |
| | 199 | |
| | 199 | |
| Introducing Facebook Polls |
| | 201 | |
| | 202 | |
| | 202 | |
| Creating and Running a Poll |
| | 203 | |
| | 205 | |
| Getting the Demographics of Your Poll Respondents |
| | 207 | |
| | 208 | |
| Using Facebook Network Pages |
| | 209 | |
| | 210 | |
| | 212 | |
| | 215 | |
| Creating Your Own Networks |
| | 217 | |
| | 221 | |
| | 221 | |
| | 222 | |
| Advertise Using Prebuilt Applications |
| | 222 | |
| Have a Custom Application Developed |
| | 223 | |
| Write Your Own Application |
| | 223 | |
| Finding Facebook Applications |
| | 224 | |
| Using the Facebook Application Directory |
| | 224 | |
| Looking at an Application |
| | 227 | |
| | 227 | |
| Managing Your Applications |
| | 230 | |
| Using Prebuilt Applications |
| | 237 | |
| Advertising in Prebuilt Facebook Applications |
| | 237 | |
| Gaining Exposure Through Apps |
| | 241 | |
| Having Custom Apps Developed |
| | 242 | |
| 10 Developing Your Own Applications | | 245 | |
| Creating a New Application |
| | 245 | |
| | 246 | |
| Creating the Begin Function |
| | 247 | |
| Creating the Guess Function |
| | 247 | |
| | 249 | |
| Installing the Developer Facebook Application |
| | 250 | |
| Using the Developer Application |
| | 251 | |
| Converting the Game into a Facebook Application |
| | 253 | |
| Filling out the Application Configuration Form |
| | 253 | |
| Installing and Testing the Game |
| | 257 | |
| Working with the Facebook API |
| | 259 | |
| | 263 | |
| Index | | 265 | |
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