Profit from Facebook! High-Impact, Low-Cost Social Marketing That Works!   With more than 80,000,000 affluent, savvy members, Facebook is today’s fastest-growing marketing opportunity! But traditional marketing methods won’t work here. In Facebook Marketing, best-selling author Steven Holzner reveals new social marketing techniques that do work, and shows you exactly how to make the most of them. Using true case studies, Holzner introduces powerful new techniques from today’s smartest Facebook marketers...and helps you avoid pitfalls that can cost you money and credibility. No matter what business you’re in, you’ll learn how to create bottom-up, “viral” Facebook marketing programs that achieve maximum results at minimum cost! Crafting your Facebook profile for maximum impact Getting into the Facebook community: crucial dos and don’ts Joining the right Facebook Groups—or starting your own Creating a Facebook blog that attracts paying customers Promoting products and services with free Facebook Marketplace classifieds Hosting your own Facebook events: from company picnics to concerts Successfully advertising on Facebook, without overspending Promoting your business within today’s most popular Facebook applications Tracking the results of your advertising Using brand-new viral video marketing techniques Driving even more Web traffic to your Facebook pages Building your own Facebook applications Introduction 1   1 Targeting Your Profile 5     Welcome to Facebook Marketing 5     Welcome to Facebook 7     Getting Started with Facebook 8     The Profile Tab 12         Across the Top 13         The Search Bar 15         Name, Photo, Networks, and Status 18         The Mini-Feed Section 19         The Friends and Friends in Other Networks Sections 19         The Photos Section 21         The Groups Section 23         The Information Section 24         The Education and Work Section 24         The Gifts Section 25         The Wall Section 25         Editing Your Profile 25         Setting Profile Privacy 27     The Friends Tab 31         Searching for Friends 31         Managing Your Friends 33         Creating Friend Lists 35     The Inbox Tab 37         Reading Messages 38         Avoiding Spam 39         Reading Notifications 39         Composing Messages 40     Getting Help 41   2 Facebook Groups 45     Welcome to Facebook Groups 45         Messaging Your Members 46         A Word About Spam 46     Joining Facebook Groups 47         What Groups Are Available? 47         Taking a Look at a Group 51         How Do I Join a Group? 54         Which Groups Can I Join? 54     Creating Your Own Facebook Groups 55         Creating Your Group 57         Customizing Your Group 58         Inviting Friends to Join Your Group 61         Seeing Your New Group 65     Managing Your New Group 67         Deleting a Group 70   3 Creating Your Own Pages 71     Welcome to Facebook Pages 71     Pages from a Marketing Perspective 72         Viral Marketing with Pages 73         Page Authenticity 74     Finding Pages 75         Searching for Pages 76         Browsing Pages by Type 78         Browsing All Pages 79     Becoming a Fan of a Page 80     Examining a Page 83     Sharing a Page 85     Creating Your Own Page 88     Examining Your New Page 92     Editing Your Page 94     Updating Your Fans 98     Promoting Your Page 99   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         The Information Section 106         The Description Section 107         The Other Information Section 109         The Photos,Video, and Posted Items Section 109         The Confirmed Guests Section 109         The Other Invites Section 109         The Wall 110         The Event Type and Admins Section 110     Adding an Event to Your Event List 110     Browsing for Events 113     Searching for Events 113     Creating an Event 115     Customizing an Event 117         Uploading the Image for the Event 118         Setting Event Options 118         Setting Event Access 119         Inviting People to Your Event 119     Seeing Your Event 122     Managing and Publicizing Your Event 124         Message All Guests 124         Invite People to Come 124         Edit Event 126   5 Introducing Advertising 129     Welcome to Advertising 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         Deleting Posts 137     Using Ads 139         There Are Ads, and Then There Are Social Ads 139         Cost Per Click or Cost Per Thousand? 141         Bidding for Ad Presentation 141     Creating an Ad 142         Setting Up Your Account 142         Starting Your Ad 143         Choosing What to Advertise 144         Choosing Your Audience 145         Creating the Ad 147         Setting the Budget for Your Ad 151         Review Your Ad 153         Congratulations 154   6 Optimizing and Monitoring Your Advertising 157     Understanding Your Campaign 158         Tuning the Number of Impressions 159         Tuning the Click-Through Ratio 160         Tuning the Average CPC 160     Getting an Ad’s Daily Details 161     Changing Your Ad’s Settings 163         Changing Your Bid 163         Changing Your Budget 163         Pausing or Deleting Your Ad 164     Modifying Your Ad 164     Checking Your Billing 166         Your Daily Spending Limit 166         Integrated Solutions 167     Exporting Your Campaign’s Performance 168     Using Campaign Insights for Pages 170         Page Views 171         Unique Users 171         Wall Posts 171         Discussion Topics 171         Reviews 171         Photo Views 172         Video Plays 172     Optimizing for Your Target Audience 172         Determining Your Target Audience Size 172         Selecting Keywords 175     Some Facebook Ad Facts 175     Onsite or Offsite Landing Pages 176   7 Using the Marketplace 177     Introducing the Marketplace 177     Taking a Look at the Marketplace 178         Marketplace Categories 178         Looking at a Category 179         Looking at an Ad 180         Searching for Items 181     Browsing Other Regions and Networks 182     Creating a Listing 185         Listing an Item for Sale 185         Managing Your Listing 191         Users Can List the Items They Want 193   8 Beacon, Polls, and Networks 199     Introducing Beacon 199     Introducing Facebook Polls 201         All About Facebook Polls 202         Targeting Your Poll 202     Creating and Running a Poll 203     Monitoring a Poll 205     Getting the Demographics of Your Poll Respondents 207     More Facts About Polls 208     Using Facebook Network Pages 209         Joining Networks 210         Accessing Network Pages 212         Posting on Network Pages 215         Creating Your Own Networks 217   9 Facebook Applications 221     Introducing Applications 221         Extend Your Contacts 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         Adding an Application 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         Writing the Game 246         Creating the Begin Function 247         Creating the Guess Function 247         Testing the Game 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     Facebook and Developers 263       Index 265

Table of Contents:
Introduction 1   1 Targeting Your Profile 5     Welcome to Facebook Marketing 5     Welcome to Facebook 7     Getting Started with Facebook 8     The Profile Tab 12         Across the Top 13         The Search Bar 15         Name, Photo, Networks, and Status 18         The Mini-Feed Section 19         The Friends and Friends in Other Networks Sections 19         The Photos Section 21         The Groups Section 23         The Information Section 24         The Education and Work Section 24         The Gifts Section 25         The Wall Section 25         Editing Your Profile 25         Setting Profile Privacy 27     The Friends Tab 31         Searching for Friends 31         Managing Your Friends 33         Creating Friend Lists 35     The Inbox Tab 37         Reading Messages 38         Avoiding Spam 39         Reading Notifications 39         Composing Messages 40     Getting Help 41   2 Facebook Groups 45     Welcome to Facebook Groups 45         Messaging Your Members 46         A Word About Spam 46     Joining Facebook Groups 47         What Groups Are Available? 47         Taking a Look at a Group 51         How Do I Join a Group? 54         Which Groups Can I Join? 54     Creating Your Own Facebook Groups 55         Creating Your Group 57         Customizing Your Group 58         Inviting Friends to Join Your Group 61         Seeing Your New Group 65     Managing Your New Group 67         Deleting a Group 70   3 Creating Your Own Pages 71     Welcome to Facebook Pages 71     Pages from a Marketing Perspective 72         Viral Marketing with Pages 73         Page Authenticity 74     Finding Pages 75         Searching for Pages 76         Browsing Pages by Type 78         Browsing All Pages 79     Becoming a Fan of a Page 80     Examining a Page 83     Sharing a Page 85     Creating Your Own Page 88     Examining Your New Page 92     Editing Your Page 94     Updating Your Fans 98     Promoting Your Page 99   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         The Information Section 106         The Description Section 107         The Other Information Section 109         The Photos,Video, and Posted Items Section 109         The Confirmed Guests Section 109         The Other Invites Section 109         The Wall 110         The Event Type and Admins Section 110     Adding an Event to Your Event List 110     Browsing for Events 113     Searching for Events 113     Creating an Event 115     Customizing an Event 117         Uploading the Image for the Event 118         Setting Event Options 118         Setting Event Access 119         Inviting People to Your Event 119     Seeing Your Event 122     Managing and Publicizing Your Event 124         Message All Guests 124         Invite People to Come 124         Edit Event 126   5 Introducing Advertising 129     Welcome to Advertising 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         Deleting Posts 137     Using Ads 139         There Are Ads, and Then There Are Social Ads 139         Cost Per Click or Cost Per Thousand? 141         Bidding for Ad Presentation 141     Creating an Ad 142         Setting Up Your Account 142         Starting Your Ad 143         Choosing What to Advertise 144         Choosing Your Audience 145         Creating the Ad 147         Setting the Budget for Your Ad 151         Review Your Ad 153         Congratulations 154   6 Optimizing and Monitoring Your Advertising 157     Understanding Your Campaign 158         Tuning the Number of Impressions 159         Tuning the Click-Through Ratio 160         Tuning the Average CPC 160     Getting an Ad’s Daily Details 161     Changing Your Ad’s Settings 163         Changing Your Bid 163         Changing Your Budget 163         Pausing or Deleting Your Ad 164     Modifying Your Ad 164     Checking Your Billing 166         Your Daily Spending Limit 166         Integrated Solutions 167     Exporting Your Campaign’s Performance 168     Using Campaign Insights for Pages 170         Page Views 171         Unique Users 171         Wall Posts 171         Discussion Topics 171         Reviews 171         Photo Views 172         Video Plays 172     Optimizing for Your Target Audience 172         Determining Your Target Audience Size 172         Selecting Keywords 175     Some Facebook Ad Facts 175     Onsite or Offsite Landing Pages 176   7 Using the Marketplace 177     Introducing the Marketplace 177     Taking a Look at the Marketplace 178         Marketplace Categories 178         Looking at a Category 179         Looking at an Ad 180         Searching for Items 181     Browsing Other Regions and Networks 182     Creating a Listing 185         Listing an Item for Sale 185         Managing Your Listing 191         Users Can List the Items They Want 193   8 Beacon, Polls, and Networks 199     Introducing Beacon 199     Introducing Facebook Polls 201         All About Facebook Polls 202         Targeting Your Poll 202     Creating and Running a Poll 203     Monitoring a Poll 205     Getting the Demographics of Your Poll Respondents 207     More Facts About Polls 208     Using Facebook Network Pages 209         Joining Networks 210         Accessing Network Pages 212         Posting on Network Pages 215         Creating Your Own Networks 217   9 Facebook Applications 221     Introducing Applications 221         Extend Your Contacts 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         Adding an Application 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         Writing the Game 246         Creating the Begin Function 247         Creating the Guess Function 247         Testing the Game 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     Facebook and Developers 263       Index 265