E-Book - 231 pages This book is for professionals who want to understand how Facebook can be integrated into their business, and for small business owners and corporate marketing professionals who want to market companies and brands via Facebook. This includes anyone from the CEO to the CMO to PR, communications, and marketing. Not only will you gain an understanding of how you can use Facebook within your business, you will be armed with the necessary information to prove its value to others within your company. Facebook Marketing is organized into four parts: Part I: Getting Started Chapter 1, “Getting Around Facebook: The Basics,” provides an introduction to the phenomenon known as Facebook and provides you with a foundation for going deeper into the platform and understanding how it can be integrated into your business. Chapter 2, “Addressing Privacy Concerns,” reviews the changes in Facebook’s privacy policy over the years, how that affects your business, and what you need to know about your privacy, or the lack thereof, on Facebook. Because privacy on Facebook is something that affects personal profiles, business pages, applications and several other areas of the platform, we’ll explore each of these and explain why this is important for your business to really understand. Chapter 3, “Establishing a Corporate Presence,” explores establishing a corporate presence with a Facebook Page, including designing custom landing tabs, leveraging the Events platform, measuring your performance, and much more. You gain an understanding of how to set up each of these features for your business, how they can be used, and which features you should select based on your business goals. Part II: Intermediate Marketing Skills Chapter 4, “Facebook Advertising: How and Why You Should Be Using It,” you learn about the Facebook advertising platform and why you should use it. You learn how to create an ad, discover how many people within your target demographic are on Facebook, setting a budget, understanding CPC versus CPM, launching your campaign, and measuring it using Facebook Analytics and Insights. Chapter 5, “Facebook Page Analytics: Tracking Your Success,” shows you the deep data Facebook provides about your users and their interactions on your Facebook Pages, as well as how you can dive deeper with third-party solutions and Google Analytics. Chapter 6, “Using Facebook to Develop Communities,” explores how to make decisions about Group and Page strategies and what tactics you can use to build and nurture your communities. Part III: Getting the Most Out of Advanced Facebook Features Chapter 7, “The Power of Local: Facebook Places and Deals,” provides you with a deeper understanding of Facebook’s location-based features. This chapter explores how your business can best leverage locations and deals, and how this can benefit your business. Chapter 8, “Socialize Your Website with Facebook Connect and Social Plugins,” breaks out of the walled garden of Facebook.com and discusses integrating Facebook into websites using the Like button, chat, commenting, and other powerful features. Chapter 9, “Facebook Credits: Social Currency and Your Business,” digs into Facebook applications, not from the technical aspect, but from understanding how they can be utilized on your Facebook Page and what role applications have outside of Facebook. We will break down what Facebook Credits are and how virtual currency may be an essential monetization effort by Facebook. During this chapter we will also explain why virtual currency is a worthwhile option over real currency and how your business should be leveraging virtual currency. Part IV: Role Models and Predictions Because you’re not the first company to jump into Facebook, Chapter 10, “Best in Class Facebook Pages,” provides you with some of the best case studies of companies that have leveraged Facebook to build communities and engage with their audiences. These case studies are above and beyond those that are mentioned throughout the other chapters in the book. Chapter 11, “What’s Next for Facebook,” looks into the crystal ball and tries to figure out what’s next for Facebook. This is your sandbox to play in to see whether you can figure out where Facebook goes from here. Place your bets and let ’em ride!

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