Facebook Marketing

Chris Treadaway is the founder and CEO of Polygraph Media, a social media data mining and analytics company. Prior to his work at Polygraph Media, Chris spent almost four years at Microsoft where he was the group product manager for web strategy. Chris has worked in the Internet marketing field for more than 15 years and was a cofounder of Stratfor. He blogs regularly about entrepreneurship and social media issues at treadaway.typepad.com and on Twitter at twitter.com/ctreada.
 
Mari Smith is a passionate social media thought leader, specializing in relationship marketing and Facebook mastery for companies of all sizes. She is author of The New Relationship Marketing and leads social media training events and delivers keynotes worldwide. Fast Company describes Mari as "a veritable engine of personal branding, a relationship marketing whiz, and the Pied Piper of the Online World." Forbes named Mari as one of the top ten social media influencers. She regularly appears in publications such as the New York Times, the Wall Street Journal, Forbes, Fortune, and Success magazine.

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.

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.

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