دانلود کتاب Facebook Marketing: Leverage Social Media to Grow Your Business

Profit from Facebook!High-Impact, Low-Cost Social Marketing That Works! With more than 80,000,000 affluent, savvy members, Facebook is today’s fastest-growing marketing opportunity! But traditional marketing methods won’t work here. In Facebook Marketing, best-selling author Steven Holzner reveals new social marketing techniques that do work, and shows you exactly how to make the most of them. Using true case studies, Holzner introduces powerful new techniques from today’s smartest Facebook marketers...and helps you avoid pitfalls that can cost you money and credibility. No matter what business you’re in, you’ll learn how to create bottom-up, “viral” Facebook marketing programs that achieve maximum results at minimum cost!Crafting your Facebook profile for maximum impactGetting into the Facebook community: crucial dos and don’tsJoining the right Facebook Groups―or starting your ownCreating a Facebook blog that attracts paying customersPromoting products and services with free Facebook Marketplace classifiedsHosting your own Facebook events: from company picnics to concertsSuccessfully advertising on Facebook, without overspendingPromoting your business within today’s most popular Facebook applicationsTracking the results of your advertisingUsing brand-new viral video marketing techniques Driving even more Web traffic to your Facebook pagesBuilding your own Facebook applicationsIntroduction 1 1 Targeting Your Profile 5    Welcome to Facebook Marketing 5    Welcome to Facebook 7    Getting Started with Facebook 8    The Profile Tab 12        Across the Top 13        The Search Bar 15        Name, Photo, Networks, and Status 18        The Mini-Feed Section 19        The Friends and Friends in Other Networks Sections 19        The Photos Section 21        The Groups Section 23        The Information Section 24        The Education and Work Section 24        The Gifts Section 25        The Wall Section 25        Editing Your Profile 25        Setting Profile Privacy 27    The Friends Tab 31        Searching for Friends 31        Managing Your Friends 33        Creating Friend Lists 35    The Inbox Tab 37        Reading Messages 38        Avoiding Spam 39        Reading Notifications 39        Composing Messages 40    Getting Help 41 2 Facebook Groups 45    Welcome to Facebook Groups 45        Messaging Your Members 46        A Word About Spam 46    Joining Facebook Groups 47        What Groups Are Available? 47        Taking a Look at a Group 51        How Do I Join a Group? 54        Which Groups Can I Join? 54    Creating Your Own Facebook Groups 55        Creating Your Group 57        Customizing Your Group 58        Inviting Friends to Join Your Group 61        Seeing Your New Group 65    Managing Your New Group 67        Deleting a Group 70 3 Creating Your Own Pages 71    Welcome to Facebook Pages 71    Pages from a Marketing Perspective 72        Viral Marketing with Pages 73        Page Authenticity 74    Finding Pages 75        Searching for Pages 76        Browsing Pages by Type 78        Browsing All Pages 79    Becoming a Fan of a Page 80    Examining a Page 83    Sharing a Page 85    Creating Your Own Page 88    Examining Your New Page 92    Editing Your Page 94    Updating Your Fans 98    Promoting Your Page 99 4 Hosting Your Own Facebook Events 101    Welcome to Facebook Events 101    All About Facebook Events 102    Checking Out Your Friends’ Events 103    Taking a Look at an Event 104        The Information Section 106        The Description Section 107        The Other Information Section 109        The Photos,Video, and Posted Items Section 109        The Confirmed Guests Section 109        The Other Invites Section 109        The Wall 110        The Event Type and Admins Section 110    Adding an Event to Your Event List 110    Browsing for Events 113    Searching for Events 113    Creating an Event 115    Customizing an Event 117        Uploading the Image for the Event 118        Setting Event Options 118        Setting Event Access 119        Inviting People to Your Event 119    Seeing Your Event 122    Managing and Publicizing Your Event 124        Message All Guests 124        Invite People to Come 124        Edit Event 126 5 Introducing Advertising 129    Welcome to Advertising 129    News Feed Advertising with Posted Items 131        Posting Items from External Sites 131        Posting Items from Facebook 134        Posting Items with the Share on Facebook Button 135        Posting Items from Partner Websites 135        Deleting Posts 137    Using Ads 139        There Are Ads, and Then There Are Social Ads 139        Cost Per Click or Cost Per Thousand? 141        Bidding for Ad Presentation 141    Creating an Ad 142        Setting Up Your Account 142        Starting Your Ad 143        Choosing What to Advertise 144        Choosing Your Audience 145        Creating the Ad 147        Setting the Budget for Your Ad 151        Review Your Ad 153        Congratulations 154 6 Optimizing and Monitoring Your Advertising 157    Understanding Your Campaign 158        Tuning the Number of Impressions 159        Tuning the Click-Through Ratio 160        Tuning the Average CPC 160    Getting an Ad’s Daily Details 161    Changing Your Ad’s Settings 163        Changing Your Bid 163        Changing Your Budget 163        Pausing or Deleting Your Ad 164    Modifying Your Ad 164    Checking Your Billing 166        Your Daily Spending Limit 166        Integrated Solutions 167    Exporting Your Campaign’s Performance 168    Using Campaign Insights for Pages 170        Page Views 171        Unique Users 171        Wall Posts 171        Discussion Topics 171        Reviews 171        Photo Views 172        Video Plays 172    Optimizing for Your Target Audience 172        Determining Your Target Audience Size 172        Selecting Keywords 175    Some Facebook Ad Facts 175    Onsite or Offsite Landing Pages 176 7 Using the Marketplace 177    Introducing the Marketplace 177    Taking a Look at the Marketplace 178        Marketplace Categories 178        Looking at a Category 179        Looking at an Ad 180        Searching for Items 181    Browsing Other Regions and Networks 182    Creating a Listing 185        Listing an Item for Sale 185        Managing Your Listing 191        Users Can List the Items They Want 193 8 Beacon, Polls, and Networks 199    Introducing Beacon 199    Introducing Facebook Polls 201        All About Facebook Polls 202        Targeting Your Poll 202    Creating and Running a Poll 203    Monitoring a Poll 205    Getting the Demographics of Your Poll Respondents 207    More Facts About Polls 208    Using Facebook Network Pages 209        Joining Networks 210        Accessing Network Pages 212        Posting on Network Pages 215        Creating Your Own Networks 217 9 Facebook Applications 221    Introducing Applications 221        Extend Your Contacts 222        Advertise Using Prebuilt Applications 222        Have a Custom Application Developed 223        Write Your Own Application 223    Finding Facebook Applications 224        Using the Facebook Application Directory 224        Looking at an Application 227        Adding an Application 227        Managing Your Applications 230    Using Prebuilt Applications 237        Advertising in Prebuilt Facebook Applications 237        Gaining Exposure Through Apps 241    Having Custom Apps Developed 242 10 Developing Your Own Applications 245    Creating a New Application 245        Writing the Game 246        Creating the Begin Function 247        Creating the Guess Function 247        Testing the Game 249        Installing the Developer Facebook Application 250        Using the Developer Application 251        Converting the Game into a Facebook Application 253        Filling out the Application Configuration Form 253        Installing and Testing the Game 257    Working with the Facebook API 259    Facebook and Developers 263     Index 265