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Facebook Marketing: An Hour a Day, 2nd Edition

Facebook Marketing: An Hour a Day, 2nd Edition

Chris Treadaway, Mari Smith

ISBN: 978-1-118-23912-4

Apr 2012

360 pages



The bestselling Sybex guide to marketing on Facebook, now fully updated

As the second most-visited site on the web, Facebook offers myriad marketing opportunities and a host of new tools. This bestselling guide is now completely updated to cover all of the latest tools including Deals, sponsored stories, the Send button, and more. It explains how to develop a winning strategy, implement a campaign, measure results, and produce usable reports. Case studies, step-by-step directions, and hands-on tutorials in the popular Hour-a-Day format make this the perfect handbook for maximizing marketing efforts on Facebook.

  • This revised guide fills you in on the latest Facebook conventions, tools, and demographics, and outlines the important strategic considerations for planning a campaign
  • Takes you step by step through crafting an initial Facebook presence, developing an overall marketing strategy, setting goals, defining metrics, developing reports, and integrating your strategy with other marketing activities
  • Covers using features such as events, applications, and pay-per-click advertising
  • Includes case studies and directions for updating, monitoring, and maintaining your campaign

This popular guide is packed with up-to-date information to help you develop, implement, measure, and maintain a successful Facebook marketing program.

Introduction xvii

Chapter 1 Welcome to the Post-Social Era 1

Chapter 2 Understanding Social Media and Facebook 25

Chapter 3 Marketing and Business Success on Facebook 51

Chapter 4 Month 1: Create the Plan and Get Started 71

Chapter 5 Month 2: Establish Your Corporate Presence with Pages 103

Chapter 6 Month 3: Create Demand with Facebook Advertising 137

Chapter 7 Beyond Pages: Groups, Apps, Social Plugins, and Mobile 177

Chapter 8 The Analytics of Facebook 203

Chapter 9 Addressing Common Marketing Problems 231

Chapter 10 Unique Facebook Marketing Scenarios 255

Chapter 11 Facebook in the Future 277

Appendix A: Recommended Resources 309

Appendix B: Roles and Responsibilities 313

Glossary 319

Index 327

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