Facebook Marketing
Facebook Marketing Designing Your Next Marketing CampaignJustin R. Levy800 East 96th StreetIndianapolis, Indiana 46240 USA
Facebook Marketing Copyright 2010 by Pearson Education, Inc.All rights reserved. No part of this book shall be reproduced, stored in aretrieval system, or transmitted by any means, electronic, mechanical,photocopying, recording, or otherwise, without written permission fromthe publisher. No patent liability is assumed with respect to the use of theinformation contained herein. Although every precaution has been takenin the preparation of this book, the publisher and author assume noresponsibility for errors or omissions. Nor is any liability assumed fordamages resulting from the use of the information contained herein.ISBN-13: 978-07897-4321-30-7897-4321-3Library of Congress Cataloging-in-Publication Data:Levy, Justin R. (Justin Robert)Facebook marketing : designing your next marketing campaign /Justin R. Levy.p. cm.ISBN-13: 978-0-7897-4321-3ISBN-10: 0-7897-4321-31. Internet marketing. 2. Internet advertising. 3. Facebook(Electronic resource)4. Social networks--Computer network resources. I. Title.HF5415.1265.L4813 2010658.8'72--dc222010005894Printed in the United States of AmericaFourth Printing: June 2011Associate PublisherGreg WiegandAcquisitions EditorLoretta YatesDevelopment EditorKevin HowardManaging EditorKristy HartProject EditorsJovana San Nicolas-ShirleyAnne GoebelCopy EditorApostrophe EditingServicesIndexerErika MillenProofreaderLeslie JosephPublishing CoordinatorCindy TeetersCover DesignerAnne JonesCompositorJake McFarlandTrademarksAll terms mentioned in this book that are known to be trademarks or service marks have been appropriately capitalized. Que Publishing cannot attest to the accuracy of this information. Use of a term inthis book should not be regarded as affecting the validity of any trademark or service mark.Facebook is a registered trademark of Facebook Inc.Warning and DisclaimerEvery effort has been made to make this book as complete and as accurate as possible, but no warrantyor fitness is implied. The information provided is on an “as is” basis. The author and the publisher shallhave neither liability nor responsibility to any person or entity with respect to any loss or damages arising from the information contained in this book or from the use of programs accompanying it.Bulk SalesQue Publishing offers excellent discounts on this book when ordered in quantity for bulk purchasesor special sales. For more information, please contactU.S. Corporate and Government or sales outside of the U.S., please contactInternational Salesinternational@pearson.com
CONTENTS AT A GLANCE1234567891011About the AuthorDedicationAcknowledgmentsIntroductionFrom Dorm Room to Boardroom: The Growth of Social NetworksGetting Around Facebook: The BasicsEstablishing a Corporate PresenceExtending Facebook into the Interwebs: The Power and Reach of Facebook ConnectFacebook Advertising: How and Why You Should Be Using ItExtending the Experience with Facebook AppsAddressing Privacy ConcernsDeveloping a Facebook Marketing StrategyUsing Facebook to Develop CommunitiesBest in ClassShaking the Crystal Ball: What’s Next for FacebookIndex
TABLE OF CONTENTSIntroduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . XIII1From Dorm Room to Boardroom: The Growth of SocialNetworks . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1About Mark Zuckerberg . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5The Early Days.5The Teenage Years.7Coming into Adulthood2.8Getting Around Facebook: The BasicsGetting Started.15. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 160-60 on Facebook in 11 Steps . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 161. Take a Few Minutes to Familiarize Yourself . . . . . . . . . . . . . . . . . . . . . . . 162. Upload a Picture of Yourself . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 173. Fill Out Your Profile Completely . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 184. Start Finding Some Friends . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 195. Import your AOL Instant Messenger (AIM) orWindows Live Buddies . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 196. Upload More Photos . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 237. Upload a Video or Two . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 248. Send Your First Status Using the Publisher Tool . . . . . . . . . . . . . . . . . 249. Download a Facebook Mobile Application . . . . . . . . . . . . . . . . . . . . . . . 2510. Start Interacting with Your Friends . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2511. Have Fun and Explore! . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 26Home Page Feed. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 26Comments and LikesPublisher Tool. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 28. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 29Photos. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 31Videos. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 32Pages and Groups . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 33Notes. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 34Facebook Chat . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 35Search. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 35Friends TabInbox Tab. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 37. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 38Settings Tab. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 38
Ta b l e o f C o n t e n t s3Establishing a Corporate PresenceFacebook: Personal or Professional?V.41. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 42Developing a Corporate Facebook Presence . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 43Getting Started . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 43Facebook Pages . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 44Getting Started with Your Facebook Page . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 45What’s Next . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 54Promoting Your Facebook Page . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 54Email Signature . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 54Twitter . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 55Facebook . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 56Email Marketing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 57Company Website . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 57Facebook Ads . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 58Google AdWords . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 58Facebook Groups . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 59Page or Group: Which One?. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 61Nurturing Your Community . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 62Run Contests or Sweepstakes . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 62Share Specific Content . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 62Create Specific Content . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 63Simply Engage . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 64Should You Police Your Community? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 654Extending Facebook into the Interwebs:The Power and Reach of Facebook ConnectUsing Facebook Connect for Commenting.67. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 68Using Facebook Connect to Provide Sharing Options . . . . . . . . . . . . . . . . . . . 69Sharing Stories into Your Stream with Facebook Connect . . . . . . . . . . . . . . 69Recent Friend Activity . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 71Using Facebook Connect for Social Filtering. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 72Using Facebook Connect as a Single Sign On . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 72Creating a Personalized Experience with Facebook ConnectIntegrating Chat Using the Live Feed. . . . . . . . . . 73. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 74Not Just for the Web . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 76A Few Stats. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 77Summary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 77
Ta b l e o f C o n t e n t sVI5Facebook Advertising: How andWhy You Should Be Using It . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 79Common Reasons for an Ad to be Rejected. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 80Step-by-Step Guide to Creating an Ad . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 821. Design Your Ad . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 822. Target Your Audience . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 843. Create a Campaign and Set Pricing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 864. Review and Submit . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 87Analyzing Performance. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 88Summary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 896Extending the Experience with Facebook Apps . . . . . . . . . . . . . . . 91Shareability of Applications . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 93Finding Facebook Applications and Navigating the Directory . . . . . . . . . 93Reviewing and Adding an Application. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 96Managing Your Applications . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 99Creating Your Own Facebook Application . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 101Installing the Developer Application. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 101Completing the Application Configuration Form . . . . . . . . . . . . . . . . . . . . . . . 102Summary7. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 103Addressing Privacy Concerns.105The Two Faces of Privacy on Facebook . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 106Single Facebook Profile . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 107Two Different Facebook Profiles . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 108Not Mixing Personal and Work . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 108Privacy Settings . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 109Personal Privacy Settings . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 109Pages Privacy Settings . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 116Group Privacy Settings . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 119Facebook’s Privacy PolicySummary8. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 120. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 121Developing a Facebook Marketing StrategyDesigning a Community Building StrategyDesigning a Promotions Strategy.123. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 125. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 130Designing an Advertising Strategy. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 132The Importance of Measurement . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 132Facebook Insights . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 133Facebook Advertising . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 134
Ta b l e o f C o n t e n t sVIIWeb Analytics . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 136Marketing Software . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 137Other Measuring Methods . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 138Summary9. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 138Using Facebook to Develop Communities . . . . . . . . . . . . . . . . . . . . . 141Building a Community for Your Company, Product, or Service . . . . . . . 143Upload Photos . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 144Upload Videos . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 145Ask Questions . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 146RSS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 147Provide Exclusives . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 147Building an Internal Community. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 148Using Facebook as a Focus Group. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 149Building a Personal Community . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 149Be Helpful . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 150Connect Often . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 150Be a Connector . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 151Use Lists . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 152Business Benefit from Personal Communities. . . . . . . . . . . . . . . . . . . . . . . . . . . 153Building a Community Around a Hobby or Interest . . . . . . . . . . . . . . . . . . . . 153Summary10. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 155Best in Class.157Volkswagen. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 158Trust Agents. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 159Microsoft Office . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 160Gary Vaynerchuk . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 162Barack Obama . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 163Jonas Brothers . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 165Gavin Newsom. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 166Vin Diesel . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 168The Ellen DeGeneres ShowMashable. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 169. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 171Lessons Learned from the “Best in Class”11. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 173Shaking the Crystal Ball: What’s Next for Facebook.177Going Public. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .178Acquisitions. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .179
VIIITa b l e o f C o n t e n t sIntegrating More ProfessionalismDashboard Customization. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 181. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 182Increasing Ways to Connect. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 184An Endless Rainbow of Options. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 187Signing Off . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 187Index . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 189
About the AuthorJustin R. Levy is the Director of Business Development, Marketing, and ClientRelations of New Marketing Labs, a new media marketing agency. In this role Justinhelps large and mid-sized businesses navigate the unknown seas of new mediamarketing including how to use social media tools, blogs, community platforms,and listening tools to drive business value. Justin and his team help their clientsmove the needles that they care about moving using these new and emergingresources. Justin has worked with brands such as Sony, PepsiCo, Microsoft, CitrixOnline, Molson Coors, SAS, and several other big brand partners.When not busy with New Marketing Labs, Justin is partner and general manager ofCaminito Argentinean Steakhouse, located in Massachusetts. Through the use ofsocial media marketing techniques, Justin has successfully grown his steakhouse atleast 20 percent in sales every month for more than 24 months straight. Because ofthis success, Justin and Caminito have been featured in multiple business andmarketing books and profiled by some of the most successful marketing blogs inthe world.Justin writes and creates all types of media at justinrlevy.com, which is listed as oneof the top 350 marketing blogs worldwide according to AdAge and top 5,000 blogsworldwide according to Technorati. Justin is founder and editor of primecutsblog.com, a blog focusing on teaching readers cooking techniques, tips, and recipes, andthe editor-in-chief and a contributor for several other blogs on behalf of his clients.Justin received a master’s degree in Homeland Security from the University ofConnecticut and dual undergraduate degrees in sociology and criminal justice fromthe University of Hartford.DedicationThis book is dedicated to my beautiful wife, Laura. Without her support, none of thiswould be possible.
AcknowledgmentsThank you to Loretta Yates and everyone at Pearson Education who was patient,encouraging, and true professionals to work with to bring this book to life.Thank you to the entire team at New Marketing Labs for always supporting myambitious goals, especially Chris Brogan. Chris, you have been an amazing mentor,friend, and colleague.A special thanks to all the great partners that I’ve had the honor of working with atNew Marketing Labs. The experiences that I’ve had working with each of you haveprovided lifelong lessons, experiences, and friendships.Thank you to Joseph Gionfriddo for being an amazing best friend and partner towork with and my entire staff at Caminito Argentinean Steakhouse for working ashard as they do on a daily basis to help in our continued success.Although this book is dedicated to my wife Laura, it’s only appropriate that she isacknowledged here as well. You have had a larger impact on my life than any card,bunch of flowers, or gift can ever express. I am blessed to have a wife as beautiful,smart, loving, caring, understanding, and supportive as you are. I love you.To my mom and dad, who unfortunately I lost way too early in life: I hope that I’vemade you proud. You are the force looking over my shoulder that has kept pushingme for the past 10 years since you were taken away from me. I love and miss bothof you!Words can never express my gratitude to Laura’s family, especially her parents, Jimand Lynne Pasternack. You have always treated me like family, and you have filled avoid that had been torn open from the loss of my parents. You provide a model forwhat the word “family” truly means. Thank you.To my grandparents, Santo and Norma Lasorsa, and my uncles, Stephen and DavidLasorsa, for always being there. Your guidance and support over the years has hadan immeasurable impact on who I’ve become.To everyone who has supported me over the years, thank you for always believingin me. There are far too many of you to list individually, but please know that I havelearned from every one of you.Thank you to all the great companies that have served as the model for how businesses can successfully use social media and, for the purposes of this book, specifically, Facebook. You have paved the way and set the gold standards. Keep beinginnovative and not scared to take a little risk on finding new ways to connect withyour prospects, customers, and fans.Most of all, thank YOU for picking out this book among the thousands of othersvying for your attention. It is my hope that what follows is useful to YOU.
We Want to Hear from You!As the reader of this book, you are our most important critic and commentator. Wevalue your opinion and want to know what we’re doing right, what we could do better, what areas you’d like to see us publish in, and any other words of wisdom you’rewilling to pass our way.As an associate publisher for Que Publishing, I welcome your comments. You canemail or write me directly to let me know what you did or didn’t like about thisbook—as well as what we can do to make our books better.Please note that I cannot help you with technical problems related to the topic of thisbook. We do have a User Services group, however, where I will forward specific technical questions related to the book.When you write, please be sure to include this book’s title and author as well asyour name, email address, and phone number. I will carefully review your comments and share them with the author and editors who worked on the book.Reader ServicesVisit our website and register this book at www.informit.com/title/9780789743213for convenient access to any updates, downloads, or errata that might be availablefor this book.
ForewordHere's how I met Justin Levy: I decided to drive to a Jeff Pulver event in LongIsland. Justin mentioned that he was in Connecticut and that I could swing by andpick him up, if I wanted company for the ride. Or something like that.The event was great, but the conversations were better. Justin was passionate, hadlots of ideas, and had some interesting experience in his background. By the timewe'd left the event, I was pretty sure I wanted him to work for me at my new company, New Marketing Labs.This has a lot to do with how Facebook works. We tend to know a lot about peoplenow before we meet them. We learn lots about who they spend their time with. Weknow what they talk about. We know what upsets them, what makes them happy,what keeps them going. We know when their birthday is, and all these kinds ofthings.Justin Levy is one of the vanguard of people who leads into every business experience with relationships as a top priority. He considers every one of his businessassociates and clients "friends" (with or without the air quotes). He slips betweenplatforms like Facebook and Twitter and SMS messaging as easily as you mightaddress two different people at the same dinner table.What Justin teaches in this book is that the tools are just a way to get closer. Hegives you plenty of technical detail, but you'll miss out if you don't read behind thelines. This books fits with the new philosophy of human business: build from sustainable, relationship-minded business and you'll get much further in the world.Sure, you need to understand how the tools get you from point A to point B, butdon't miss the journey.A few years later, I still don't regret giving Justin a ride to that conference. You won'tregret picking up this book.—Chris BroganNew York Times and Wall Street Journal bestselling author of Social Media 101 andpublisher at chrisbrogan.com.
Introductionou can’t seem to escape it. It’s everywhere. On the news. On business cards. Onyour mobile phone. What is “it”? “It” is Facebook and it is part of a suite ofonline tools that change the way we communicate, build relationships, connect withone another, market, and do business.YThe more people embrace it, others love to hate it; Facebook continues to grow intonot “just another social network” but, instead, a powerhouse company that commands influence.Many people question the viability of using Facebook as a main form of communication, not only personally but also professionally. Companies, rightfully so, havemany questions regarding security, privacy, and how a website where you can comment on what your friends are doing, upl
4 Extending Facebook into the Interwebs: The Power and Reach of Facebook Connect 5 Facebook Advertising: How and Why You Should Be Using It 6 Ext
students. Facebook Marketing is an important tool for the firms and this research paper tries to emphasize upon the effectiveness of it. This study attempts to understand the efficiency of Facebook Marketing and how it is the most popular source of social media marketing for the businesses. Keywords: Facebook, Marketing, Social Media Marketing .
media, facebook marketing, youtube marketing, email and mobile marketing, and marketing automation. Key Learning Objectives Gain in-depth knowledge on Social Media Marketing channels like Facebook, Instagram, Youtube and Twitter Understand the foundation of Email and Mobile Marketing STEP Mastering Social Media, Mobile Marketing and Digital .
Small businesses can create their own branded pages to establish relationships with people and other companies on Facebook. About Facebook Facebook Marketing Facebook allows you to connect with your audience, start conversations, update company news and use word-of
Creating a Facebook Page The Different Kinds of Facebook Accounts Causes Page: An page with Facebook Causes that offers expanded fundraising and email tools for nonprofits on Facebook. These pages are not part of Facebook.com and are not findable in Facebook’s search. Example:
How could you hack your Facebook password ？ Notoriously, Facebook is the most popular social networking site that helps people connect and share life with friends. If our life, basically everyone has a Facebook account, so that more and more people asking for Facebook Password hacking in the Internet just because they forgot Facebook login .
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media, Facebook can connect you with patients in new and interesting ways. This Facebook 101 Guide will cover why this social media tool is important to your practice, how to build a brand and advertise on Facebook, how Bausch Lomb can support your practice and its Facebook page, as well as several frequently asked Facebook questions and answers.
These guidelines are to support our editors and societies who wish to manage their own Facebook fan page. The document explains how to set up the fan page and best practices in using the page to communicate and engage with your target audience. Setting up a Facebook account Facebook offers users the option to set up a Facebook fan page or a .
