Facebook Marketing All-in-One For Dummies, 3rd Edition

795 Pages·2014·27.32 MB·English

by  Andrea Vahl

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Facebook®
Marketing
ALL-IN-ONE
3rd Edition
by Andrea Vahl
John Haydon
Jan Zimmerman
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Facebook® Marketing All-in-One For Dummies®, 3rd Edition
Published by
John Wiley & Sons, Inc.
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Hoboken, NJ 07030-5774
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Copyright © 2014 by John Wiley & Sons, Inc., Hoboken, New Jersey
Published by John Wiley & Sons, Inc., Hoboken, New Jersey
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Library of Congress Control Number: 2014930421
ISBN 978-1-118-81618-9 (pbk); ISBN 978-1-118-81605-9 (ebk); ISBN 978-1-118-81600-4 (ebk)
Manufactured in the United States of America
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Table of Contents
Introduction ................................................................. 1
About This Book ..............................................................................................1
Foolish Assumptions .......................................................................................2
Icons Used in This Book .................................................................................2
How This Book is Organized ..........................................................................3
Book I: Joining the Facebook Marketing Revolution .........................3
Book II: Claiming Your Presence on Facebook...................................3
Book III: Adding the Basics to Your Facebook Page ..........................4
Book IV: Building, Engaging, Retaining, and Selling
to Your Community ...........................................................................4
Book V: Understanding Facebook Applications.................................4
Book VI: Making Facebook Come Alive with Events
and Contests .......................................................................................4
Book VII: Facebook Advertising ...........................................................4
Book VIII: Advanced Facebook Marketing Tactics ............................5
Book IX: Measuring, Monitoring, and Analyzing ................................5
Beyond the Book .............................................................................................5
Where to Go from Here ...................................................................................6
Book I: Joining the Facebook Marketing Revolution ........ 7
Chapter 1: Exploring Facebook Marketing . . . . . . . . . . . . . . . . . . . . . . . .9
Seeing the Business Potential of Facebook ..................................................9
Asking yourself what you’re after ......................................................10
Using Facebook to your advantage ...................................................10
Reaping the benefits for business-to-consumer companies...........11
Reaping the benefits for business-to-business companies .............14
Developing genuine relationships with customers
and prospects ...................................................................................15
Creating one-to-one customer engagement ......................................15
Providing prompt customer service .................................................16
Creating a shopping portal .................................................................18
Using Facebook with the Global Market .....................................................19
Understanding Facebook Marketing Basics ...............................................20
Marketing on your Page and your Profile .........................................20
Developing your Page to be a hub of activity ..................................21
Understanding privacy options .........................................................22
Keeping things professional but personal ........................................25
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Facebook Marketing All-in-One For Dummies, 3rd Edition
Chapter 2: Creating Your Facebook Marketing Plan . . . . . . . . . . . . . . .27
Defining Your Ideal Audience on Facebook ...............................................27
Identifying the demographics of your ideal audience.....................28
Understanding the psychographics of your ideal audience ..........28
Finding Your Ideal Audience inside Facebook ...........................................29
Filtering Facebook Search results......................................................31
Using Facebook Ads to research your ideal audience ....................32
Identifying Your Facebook Marketing Plan’s Core Goals .........................35
Defining your Facebook marketing goals ..........................................35
Deciding on a social media budget ....................................................36
Deciding whether a Facebook Ads campaign is right for you ........36
Rules for Successful Facebook Pages .........................................................37
Rule #1: Be deliberate, and manage expectations ...........................37
Rule #2: Focus on smart branding .....................................................38
Rule #3: Create fresh content .............................................................39
Rule #4: Give your Page a human touch ...........................................40
Rule #5: Cultivate engagement with two-way dialog .......................42
Rule #6: Encourage fan-to-fan conversations ...................................42
Rule #7: Make word-of-mouth advocacy easy ..................................43
Rule #8: Create consistent calls to action.........................................43
Rule #9: Monitor, measure, and track ...............................................44
Summing up the nine rules .................................................................44
Setting Up Resources and Manpower for Your Plan .................................45
Identifying your existing resources and manpower ........................45
Deciding on in-house or outsourced marketing ..............................46
Defining Your Admin Team ..........................................................................48
Filling the five admin roles..................................................................49
Adding an admin ..................................................................................49
Deleting an admin ................................................................................51
Choosing the right Page manager ......................................................51
Considering a social media manager.................................................52
Coordinating admin posts and strategies .........................................53
Measuring Your Return on Investment .......................................................54
Defining success ...................................................................................54
Measuring brand ROI...........................................................................55
Measuring financial ROI ......................................................................55
Book II: Claiming Your Presence on Facebook ............... 57
Chapter 1: Understanding Facebook Pages and
Personal Accounts . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .59
Reviewing Facebook Pages and Account Types ........................................60
Navigating Your Personal Profile Timeline and the Follow Button .........60
Creating a personal Profile .................................................................61
Turning on the Follow button ............................................................63
Talking about the Ticker .....................................................................65
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Getting Down to Business .............................................................................66
Making a Places Page ....................................................................................68
Creating a Facebook Group ..........................................................................71
Setting Up an Interest Page ..........................................................................72
Chapter 2: Creating Your Business Page . . . . . . . . . . . . . . . . . . . . . . . . .77
Considering a Few Things before You Start ...............................................77
Choosing the right name for your business Page ............................78
Choosing the right type of business Page ........................................79
Setting Up Your New Business Page ...........................................................81
Creating a business Page ...................................................................81
Opening your page...............................................................................83
Unpublish your Page ...........................................................................85
Completing, Publishing, and Promoting Your Page ..................................86
Getting your Facebook images right .................................................87
Completing the Info Page ....................................................................91
Adding Facebook-built apps ...............................................................93
Adding custom apps ............................................................................94
Posting status updates ........................................................................96
Publishing your Page ...........................................................................97
Editing and adding milestones ...........................................................97
Inviting your Facebook Friends..........................................................99
Inviting e-mail contacts .....................................................................100
Sharing your Page ..............................................................................102
Promoting this Page on your website .............................................104
Setting up your mobile phone ..........................................................105
Claiming a Facebook Place .........................................................................106
Merging a Facebook Place with Your Page ..............................................108
Managing Missteps ......................................................................................110
Creating personal Profiles with a business name ..........................110
Sorting out or deleting a personal Profile set up as a business .........110
Changing your business Page type or name ..................................113
Chapter 3: Administering Your Facebook Business Page . . . . . . . . .115
Viewing Facebook as Your Page ................................................................115
Liking other Pages as your Page ......................................................118
Changing voice preferences ............................................................119
Touring the Admin panel ..................................................................119
Understanding How Other People See Your Page ...................................123
Cover photo ........................................................................................124
Featured apps .....................................................................................125
Profile image .......................................................................................126
Friends (Mutual connections) ..........................................................126
About section .....................................................................................126
The numbers ......................................................................................127
The likes ..............................................................................................129
Message button ..................................................................................130
Drop-down menus on Pages .............................................................130
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Facebook Marketing All-in-One For Dummies, 3rd Edition
Editing Your Page ........................................................................................132
Edit Settings .................................................................................................135
Admin Roles ........................................................................................138
Apps .....................................................................................................140
Audience Suggestions .......................................................................140
Featured ..............................................................................................140
Mobile ..................................................................................................142
Use Activity Log .................................................................................143
See Banned Users...............................................................................143
Build Audience ...................................................................................144
See Insights .........................................................................................144
Help ......................................................................................................144
Chapter 4: Arranging What Your Visitors See . . . . . . . . . . . . . . . . . . . .145
Finding Your Page ........................................................................................145
Understanding How Apps Act as Navigation Links .................................147
Adding Facebook Apps to Your Page ........................................................148
Events app ..........................................................................................149
Photos app ..........................................................................................150
Notes app ............................................................................................152
Video app ............................................................................................154
Changing the Order of Apps on Your Page ..............................................155
Using the Hover Card as an Ad ..................................................................156
Chapter 5: Using Your Personal Profile to Support Your Business . . .159
Determining Whether the Follow Button Is Right for You .....................159
Turning On Your Follow Button ................................................................162
Editing the Follow Settings .........................................................................164
Seeing How to Post Publicly .......................................................................165
Marketing Basics with a Personal Profile .................................................167
Understanding Friend Followers and Public Followers ..........................169
Adding Public Life Events to Your Personal Profile ................................171
Adjusting Your Timeline for Public Viewing ............................................172
Uploading a Cover Photo that Supports Your Business .........................174
Book III: Adding the Basics to Your Facebook Page .... 175
Chapter 1: Posting to Your Page . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .177
Posting Updates to Your Timeline via the Publisher ..............................177
How long to make your post ............................................................178
How often to post an update ............................................................179
What types of material to include ...................................................179
Including Attachments ................................................................................180
Updating status and posting links ...................................................181
Attaching photos ...............................................................................183
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Attaching video ..................................................................................186
Scheduling posts ................................................................................188
Adding events .....................................................................................189
Adding milestones .............................................................................189
Using Facebook Offers ................................................................................191
Targeting Your Updates by Location and Language ...............................192
Boosting posts ....................................................................................194
Pinning and highlighting posts.........................................................194
Chapter 2: Facebook Apps 101 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .197
Defining Apps and Understanding Facebook Installed Apps .................197
Adding an App to Your Page ......................................................................201
Rearranging the Positions of Your Apps ..................................................203
Deleting an App from Your Page ...............................................................204
Customizing the App Title and App Photo ...............................................204
Finding Apps in Your Page Dashboard .....................................................205
Chapter 3: Importing Your Blog Posts into Your Facebook Page . . . . .207
Getting the Address of Your RSS Feed ......................................................207
On Internet Explorer ..........................................................................208
On Firefox............................................................................................208
In HTML code .....................................................................................209
Introducing the Facebook Blog-Import Applications ..............................210
Using the NetworkedBlogs Application ....................................................210
Registering your blog on NetworkedBlogs .....................................211
Verifying ownership of your blog ....................................................213
Setting up syndication .......................................................................215
Reposting a blog post with NetworkedBlogs .................................216
Adding the NetworkedBlogs tab to your Facebook Page .............217
Installing Social RSS .....................................................................................218
Using Social RSS .................................................................................220
Deciding when to upgrade to paid service .....................................221
Using RSS Graffiti .........................................................................................221
Using the dlvr.it Tool ..................................................................................224
Chapter 4: Connecting Your Page to Twitter . . . . . . . . . . . . . . . . . . . . .229
To Connect or Not to Connect ...................................................................229
Connecting Facebook and Twitter ............................................................230
Linking your Facebook Page to Twitter ..........................................230
Seeing what happens to too-long tweets ........................................233
Using HootSuite to Update Facebook .......................................................234
Using Other Posting Applications .............................................................237
SocialOomph ......................................................................................238
Buffer ...................................................................................................238
Sprout Social.......................................................................................239
Adding a Twitter Tab to Your Facebook Page .........................................240
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Chapter 5: The Fine Print: Legal and Other Considerations . . . . . . . .243
Digesting Legal Considerations .................................................................243
Understanding U.S. Regulations on Testimonials and Reviews ............245
Meeting Content Compliance for Certain Industries ..............................248
Book IV: Building, Engaging, Retaining,
and Selling to Your Community .................................. 251
Chapter 1: Building Visibility for Your Page . . . . . . . . . . . . . . . . . . . . .253
Inviting Your Existing Customers and Connections to Your Page ........254
Changing your hold message ...........................................................254
Adding your Page address to your e-mail signature .....................255
Including your new Facebook address on hard
copy mailings ..................................................................................258
Updating your letterhead and stationery .......................................259
Including a Facebook icon on your web page ................................259
Linking to your Page from your Profile ...........................................260
Inviting your other social networks to visit your Page .................262
Growing your Page manually or buying automatic fans ...............263
Sharing Your Page with Your Friends on Facebook ................................263
Inviting Facebook Friends to your Page ..........................................264
Sharing your Page ..............................................................................265
Sending requests to promote your Page ........................................268
Finding and thanking your key enthusiasts ....................................269
Adding Photos to Attract People to Your Page .......................................269
Creating a marketing strategy with your Cover photo .................270
Creating a marketing strategy with photo albums ........................270
Uploading photos to your Facebook Page ......................................271
Sharing your albums and photos .....................................................273
Sharing with people other than your personal Friends
on Facebook ....................................................................................275
Chapter 2: Engaging and Retaining Your Community . . . . . . . . . . . . .277
Creating Posts and Updates That Engage Your Readers ........................278
Asking questions ................................................................................279
Giving away something .....................................................................279
Promoting your fans and enthusiasts .............................................280
Tagging key players in updates........................................................280
Using public posts to thank people .................................................282
Creating a posting schedule .............................................................283
Targeting your posts to be seen ......................................................284
Understanding the News Feed Algorithm .......................................285
Using News Feed optimization strategies .......................................286
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