A detailed resource for businesses and individuals seeking to
promote goods and services on Facebook
Social media is the number one vehicle for online marketing,
and Facebook may be the most popular site of all. Facebook
marketers must consider?content delivery, promotions,?etiquette and
privacy, creating community, applications, advertisements, the open
graph, and much more. Written by social media experts, this
all-in-one guide gives marketers and small-business owners all the
tools they need to create successful Facebook marketing
campaigns.
Successful marketing campaigns today require effective use of
social media, especially Facebook
This guide covers understanding Facebook basics, developing a
marketing plan, creating your business Facebook page, engaging your
community, working with apps, advertising within Facebook, ways to
connect with users, and monitoring and measuring your campaign
Expert authors use plenty of examples and case studies to
illustrate the techniques and how to use them
Everyone with something to market on Facebook can do a better
job of it with the advice in Facebook Marketing All-in-One For
Dummies.
From the Authors: 5 Things to Know About E-Commerce on
Facebook
Business owners all over the world are exploring and diving
into social media marketing on Facebook, but what does that mean
for your business? Do you have a community-based local store with
business hours, or do you have a consulting company that conducts
business over Skype at all hours? Both types, and the myriad of
different types of businesses between those two points on the
spectrum, can use Facebook as an e-commerce hub, or outpost, to
gather new business.
There are 5 main things to know about e-commerce on Facebook
before you jump in. And if you have already created a business
profile Page on Facebook, going over these points will help you,
too. This is a quick look at a very important subject. To further
your understanding make sure you pick up Facebook Marketing
All-In-One for Dummies.
1. You must use a business Page profile not a personal
profile to conduct business on Facebook.
There are two main types of profiles on Facebook; a personal
profile and a business Page profile. It’s against Facebook’s rules
to sell or conduct business through a personal profile, but it is
highly encouraged to sell through a business Page profile. It’s
really easy to set-up a business profile and create a great
business Page. Go to Facebook and look for the Create Page button
to get started. You can also find a Create a Page link at the
bottom left column of any Facebook Page.
The most important thing you need to keep in mind as you go
through the process of opening your Facebook Page is, are you a
local business with hours open the public, or not. If you are, then
make sure you click the Local Business or Place type, as that will
give you a rich Info link to put things that are specific to a
bricks and mortar store.
2. Using an E-Commerce application will make business
transactions easy.
Once you’ve created your business Page, you’ll want to explore
some e-commerce applications apps. There’re lots of really good
apps that will create a link on your Page that will either let
people purchase right there without leaving the Facebook
environment or link to a website off Facebook for purchases. In
most cases you won’t need a merchant account either - PayPal can be
used to make the transaction. If you are part of an e-commerce
community, they might have already built a Facebook app for you!
You should be able to find out on the community’s website under
Resources or Tools. Ask, if you don’t see one, as they might be in
the middle of creating one for the community!
3. You can link from Facebook to your existing Website
Store.
If you already have an e-commerce website and would prefer to
just link from Facebook to it - breathe easy, because this is
really simple to do. One of the best ways to link back to your
website is to use an app from woobox. One of their options is
create a custom link using the Static iFrames app that you can
use to direct people back to your existing Website store pages. You
will need to paste some HTML code in a box geeky meter at an 8.
After your custom link is set up that links people back to your
website, you will still need to occasionally remind people about
your products through regular posts with a link to your website.
Turns out that most people who Like a Page don’t visit the Page,
they only see posts that come across their News Feed from the Page.
So you will still need to give them an easy way to see your
products through posts with links.
4. Make your business social.
To really enjoy the marketing potential of Facebook, or any
social media site, you need to remember the qualities of a social
environment; sharing, conversing, appreciating and being attentive.
Don’t just post links to coupons, or post strong push-type
marketing phrases. People enjoy being on Facebook because of the
human interaction, so start a conversation with the people who Like
your business Page. Once they see how much you know about your
subject or product they will start to refer people to you and
become a social force in your marketing efforts. Learning how to be
social and market can take some time, but it will be well worth it
as your social authority grows with your Facebook Page connections
your fans.
5. You don’t have to stay in the shopping bag box.
Let’s jump out of the shopping bag for a moment, ok? Using an
e-commerce app is a good thing, but maybe you can try something
different, something that jumps out as unique and edgy. Here are a
couple of ideas to ponder:
? Video Posts: Why not use video posts to sell your stuff?
Fancy yourself a TV Shopping Channel? If you are really charming
and fun on video, think about creating some short snappy videos
that highlight a new product, or new service. Post them on a
regular basis or as the mood strikes you! You can use the built-in
Facebook webcam recording system with your computer, or upload a
video created on your iPhone, iPad2, or any smartphone with video
capabilities. Always include a link to the product in the video
comments section.
? Happy customer photos: Take pictures of your happy customers
and publish them to your Page’s Wall. If you are personal Friends
with them on Facebook, ask their permission to Tag them so they can
share it with their Friends.
? Use the photo strip across the top of your Page to feature
products: You have five photo spots to feature something -- why not
what you are selling! There are some great examples of this all
over Facebook. Do a little exploring to find what works for your
business and have fun with it! Get started and enjoy your new
Facebook business Page! You’ll be opening doors to new customers
you wouldn’t have reached any other way!
From the Authors: Top 10 Do’s and Don’ts for Your Facebook
Page
Everyone has told you that you need to start a Facebook Page
and you finally did it! Hooray! Now what? You want to make sure you
are doing it “right”. Are you posting enough and what do you post?
How do you get people to visit your Page and Like you? This list of
Top 10 Do’s and Don’ts for your Facebook Page will help answer
those questions and get you started down the right path.
Do:
1. Post regularly. Post least once per day you can take the
weekends off if you like. As people are connecting with more
people and Pages on Facebook, your post may be missed in their
crowded News Feed. Being active on Facebook and posting often
ensures that your business is staying in people’s minds.
2. Vary your content. Post pictures, videos, questions, and
links. People enjoy variety and different things will appeal to
different people in your community. You may find you get more
response and interaction from the pictures you post or maybe from a
question. Track your interaction with the Insights area so you know
what is working for you. The content and links don’t all have to
come from your website. Posting links to other helpful articles or
videos about your niche is encouraged.
3. Respond to posts. If someone takes the time to comment on a
post or post a greeting or question on your Wall, make sure you
respond. You don’t have to respond to each and every comment in the
thread of a post but make sure you acknowledge the conversation.
With the e-mail notifications you receive, you can see when someone
posts to your wall or comments. Nothing looks worse than a Facebook
Page where the comments or posts go unanswered.
4. Publicize your Page. Get the word out about your Facebook
presence with a prominent link or Like Box on your website. Send an
invitation to your e-mail list to come and Like you. Put a sign up
in your local business about your Page. Put a link to your Facebook
Page in your e-mail signature.
5. Have a Welcome Page that new visitors land on. A custom
landing page does not have to be terribly difficult. It can consist
of an image that tells people a little more about yourself or your
company and tells people to click the Like button. There are a
variety of applications that can help you add this custom
page.
Don’t:
1. Be afraid of negative comments. Make sure you allow the
community to comment on your posts or on your wall. Don’t be afraid
if you get a bad review or negative feedback. Address the comment
and try and provide customer service. Negative feedback can help
you improve your processes or product. If the comment is completely
unfounded or just in poor taste you can delete it.
2. Have a boring Page. Add some excitement to your page with
some of the Facebook applications. You can bring in your YouTube
Channel, add a contest, add your blog, or bring in special offers
that are available only for your Facebook Community. Make your Page
a fun place to be.
3. Oversell. Your Facebook community isn’t there for a
pitch-fest. It’s ok to mention new products or a special sale or a
workshop you are running from time to time. But make your posts 90%
-95% useful and interesting content and 5-10% sales.
4. Leave spam posts on your Page. You will get spam posts from
people occasionally. You know the type, where someone posts a link
on your wall to a miraculous product or money-making deal. It’s
perfectly acceptable to delete these posts. The people that post
them are not adding value to your community. If someone continues
to post unwanted things on your wall, feel free to ban them. It’s
your sandbox and you want to give your community value, not
spam.
5. Be too serious. Facebook is first and foremost a social
place. People go on Facebook for fun and entertainment. Post some
engaging questions, crazy news stories, or irreverent pictures from
the office. Let your personality shine through a little. Just make
sure everything is in good taste.
Above all, watch what is working for you. There is no one
“right” way to do everything on Facebook. Hopefully these general
guidelines can help you get started.
關於作者：
Amy Porterfield created "The Simple Social Media Formula" and
consults for high-profile companies and industry-leading
entrepreneurs.
Phyllis Khare is Social Media Director for iPhone Life
magazine and a social media marketing speaker, trainer, and
consultant.
Andrea Vahl is a social media coach, strategist, and speaker
and blogs as Grandma Mary.
目錄：
Introduction
Book I: Joining the Facebook Marketing Revolution
Chapter 1: Exploring Facebook Marketing
Chapter 2: Creating Your Facebook Marketing Plan
Book II: Claiming Your Presence on Facebook
Chapter 1: Understanding the Different Types of Facebook
Pages
Chapter 2: Creating Your Business Page
Chapter 3: Administering Your Facebook Business Page
Chapter 4: Arranging Your Navigation Menu
Book III: Adding the Basics to Your Facebook Page
Chapter 1: Posting to Your Page
Chapter 2: Understanding and Using iFrames to Customize Your
Page
Chapter 3: Importing Your Blog Posts to Your Facebook
Page
Chapter 4: Connecting Your Social Media Accounts
Chapter 5: The Fine Print: Legal and Other
Considerations
Book IV: Building, Engaging, Retaining, and Selling to Your
Community
Chapter 1: Building Visibility for Your Page
Chapter 2: Engaging and Retaining Your Community
Chapter 3: Better Engagement with the Help of Facebook Like
Links and Buttons
Chapter 4: Expanding Your Existing E-Commerce onto
Facebook
Book V: Understanding Facebook Applications
Chapter 1: Facebook Applications
Chapter 2: Creating New Streams of Income with Apps
Book VI: Making Facebook Come Alive with Events and
Contests
Chapter 1: Creating Facebook Events
Chapter 2: Building Excitement with a Contest
Chapter 3: Using Third-Party Contest Applications
Chapter 4: Promoting Your Contest and Analyzing the
Results
Book VII: Advanced Facebook Marketing Tactics
Chapter 1: An Introduction to Advanced Facebook
Marketing
Chapter 2: Marketing with Facebook Social Plugins
Chapter 3: Discovering Live Streaming
Chapter 4: Stepping Out with Facebook Places and Facebook
Deals
Book VIII: Facebook Advertising
Chapter 1: Advertising in Facebook
Chapter 2: Creating a Facebook Ad
Chapter 3: Testing, Measuring, and Modifying Your Ad
Book IX: Measuring, Monitoring, and Analyzing
Chapter 1: Setting Realistic Targets to Identify
Success
Chapter 2: Exploring Facebook Insights
Chapter 3: Using Third-Party Monitoring Tools and Analyzing
Results
Index
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