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Provides step-by-step guidance on using Facebook as a marketing tool, including how to create and publish a business page, arranging what visitors can see, building page visibility, customizing with Facebook apps, and analyzing marketing results.
Table des matières
Introduction 1
Book I: Joining the Facebook Marketing Revolution 7
Chapter 1: Exploring Facebook Marketing 9
Chapter 2: Creating Your Facebook Marketing Plan 27
Book II: Claiming Your Presence on Facebook 57
Chapter 1: Understanding Facebook Pages and Personal Accounts 59
Chapter 2: Creating Your Business Page 77
Chapter 3: Administering Your Facebook Business Page 115
Chapter 4: Arranging What Your Visitors See 145
Chapter 5: Using Your Personal Profile to Support Your Business 159
Book III: Adding the Basics to Your Facebook Page 175
Chapter 1: Posting to Your Page 177
Chapter 2: Facebook Apps 101 197
Chapter 3: Importing Your Blog Posts into Your Facebook Page 207
Chapter 4: Connecting Your Page to Twitter 229
Chapter 5: The Fine Print: Legal and Other Considerations 243
Book IV: Building, Engaging, Retaining, and Selling to Your Community 251
Chapter 1: Building Visibility for Your Page 253
Chapter 2: Engaging and Retaining Your Community 277
Chapter 3: Using Like Links and Buttons 295
Chapter 4: Expanding Your E-Commerce Products and Services 307
Chapter 5: Building Visibility for Your Timeline 319
Book V: Understanding Facebook Applications 329
Chapter 1: Customizing Your Page with Facebook Apps 331
Chapter 2: Using iFrame Apps to Create Custom Tabs 343
Book VI: Making Facebook Come Alive with Events and Contests 365
Chapter 1: Creating Facebook Events 367
Chapter 2: Building Excitement with a Contest 389
Chapter 3: Running a Timeline Contest 401
Chapter 4: Using Third-Party Contest Applications 417
Chapter 5: Promoting Your Contest and Analyzing the Results 447
Book VII: Facebook Advertising 467
Chapter 1: Advertising in Facebook 469
Chapter 2: Creating a Facebook Ad 493
Chapter 3: Exploring Power Editor 521
Chapter 4: Testing, Measuring, and Modifying Your Ad 553
Book VIII: Advanced Facebook Marketing Tactics 581
Chapter 1: An Introduction to Advanced Facebook Marketing 583
Chapter 2: Marketing with Facebook Social Plug-ins 607
Chapter 3: Discovering Live Video on Facebook 633
Chapter 4: Using Facebook for Mobile Marketing 653
Book IX: Measuring, Monitoring, and Analyzing 673
Chapter 1: Setting Realistic Targets to Identify Success 675
Chapter 2: Exploring Facebook Insights 693
Chapter 3: Using Third-Party Monitoring Tools and Analyzing Results 715
Index 733
