Table of Contents
Introduction 1
About This Book 3
Who This Book Is For 4
What Do I Need to Use This Book? 5
Conventions Used in This Book 6
Screen Captures 6
1 Introducing Facebook for Business 9
Why Facebook Is So Popular 9
Why Your Business Should Be on Facebook 12
Comparing Personal and Business Facebook Pages 16
Your Personal Facebook Page 16
Examining a Facebook Fan Page for Business 19
Understanding How a Big Business Uses Facebook 22
Summary 23
2 Setting Up a Business-Friendly Profile Page 25
What Makes a Personal Page Business-Friendly? 25
Creating a Business-Only “Personal” Page 27
Signing Up for Facebook 28
Finding Friends 30
Editing Your Profile 31
Changing Privacy Settings 34
Sharing Your Status 39
Summary 42
3 Finding and Installing Apps 43
Choosing Apps for Business and Pleasure 43
Looking for Facebook Apps 45
Summary 52
4 Choosing Your Facebook Business Strategy 53
Leading with Facebook First 53
Examining Facebook Business Features 56
Your Fan Page 56
Your Places Page 58
Facebook Deals 59
Facebook Ads 61
Checking In to a Place 62
Pulling It All Together 66
Summary 69
5 Planning Your Fan Page 71
Anatomy of a Facebook Page 71
Planning Your Fan Page 73
Typical Website Tabs 74
Freeform Pages Using FBML 76
Photos and Video 77
Events, Reviews, and Discussion Boards 81
Summary 83
6 Creating Your Fan Page 85
Checking if Your Business Name Is in Use 85
Why Use a Vanity URL? 86
Just What Name Should You Use? 87
Checking Out Your Candidates 88
Making Your Choice 90
Signing Up for Your Page 91
7 Setting Up Your Business Fan Page 99
Creating Core Settings for Your Business Fan Page 99
Entering Basic Information 100
Adding a Profile Picture 102
Adding and Managing Apps 103
Changing Mobile Settings and Your URL 105
Summary 109
8 Expanding and Promoting Your Fan Page 111
Waiting to Send Out Invitations 111
Building Your Wall through Status Updates 113
Text Status Updates 113
Photos on Your Wall 115
Link Updates 116
Video Updates 117
Updating the Info Tab 118
Managing the Photos Tab 119
Start Discussions 122
Add Links, Notes, Videos, and Events 123
Summary 124
9 Claiming Your Places Page 125
Understanding How Places Fits In 125
Understanding How to Claim Your Place 128
Adding Your Place 130
Editing Your Place 133
Claiming Your Place 134
Combining Places and Pages 137
Summary 139
10 Creating Facebook Deals 141
Understanding the Advantages of Facebook Deals 141
Finding Out If You Can Offer Facebook Deals 145
Thinking Up Deals 146
Creating a Deal 150
Summary 153
11 Planning and Targeting Facebook Ads 155
Budgeting for Your Ad Campaign 155
Avoiding Wastage 158
Creating a Facebook-Friendly Call to Action 160
Designing an Ad 161
Targeting Your Ads 162
Understanding How Facebook Determines a User’s Location 164
Focusing on Major Types of Targeting 165
Minor Types of Targeting 167
Summary 168
12 Pricing and Creating Your Ad Campaign 169
Understanding What You Pay 169
Learning Key Advertising Terms 170
Creating an Ad 173
Summary 181
13 Promoting Your Facebook Presence 183
Understanding Why Promotion Is Important 183
Measuring Your Efforts 185
Promoting in the Real World 186
Promoting Online and on Facebook 189
Promoting All Your Facebook Pieces 192
Summary 193
14 Tracking the Performance of Your Facebook Presence 195
Understanding Why Tracking Is Important 195
Understanding Why Facebook Data Is So Accurate 196
Touring the Page Overview in Insights 198
Drilling Down on Insights about Users 203
Daily Active Users Breakdown 204
New Likes 205
Demographics 206
Activity–Page Views and Media Consumption 207
Drilling Down on Interactions 209
Page Posts 209
Page Activity 210
Summary 211
Index 213
