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Product Description
Product Description
Discover how to use Facebook to create successful marketing campaigns
With more than 400 million active users and more than 25 billion pieces of content shared each month, Facebook is an exciting platform with infinite marketing possibilities. This how–to guide breaks it all down for you and shows you ways to reach your customers with effective marketing strategies, tactics, and techniques on Facebook. Packed with new and updated content, including coverage of the new universal "like" button and Open Graph, Facebook Marketing For Dummies, 2nd Edition is an essential starting point for developing a successful marketing campaign on Facebook.
- Boasts new and updated content for developing a successful Facebook marketing campaign
- Addresses ways to use tools such as events, contests, and polls to promote your page
- Introduces the new Open Graph to connect your Web site visitors through Facebook
- Explains how to integrate your Facebook marketing campaign with your other marketing campaigns using plug–ins and widgets
- Details ways to monitor, measure, and adjust your Facebook marketing campaigns
Start campaigning the Facebook way with Facebook Marketing For Dummies, 2nd Edition!
From the Back Cover
Recruit fans and turn them into customers — find all the latest techniques here!
Ten times more people visit Facebook each day than see those famous Super Bowl TV spots. Your business or group can have a presence before all those eyes for free! This book makes it easy to create a Page, add applications to it, host an event, and much more. It′s an easy–to–follow blueprint for marketing and promoting your organization on Facebook!
Make the most of it — discover what goes into a successful Facebook marketing plan and how to assess its impact with analytics tools
Fan the fire — build a Fan Page that appeals to your customers and offers incentives for visitors to like it
Hit your target — see how to target a specific audience with Facebook ads and how to create landing pages that drive conversion
Get your fans involved — create groups, plan promotions, and host events to keep your message prominent
Optimize — learn to analyze your click–through ratio, track your ad′s success, and make ongoing adjustments to improve performance
Up the value — add applications that make your Page more valuable to users
Go viral — extend the Facebook platform to your own Web site through social plug–ins
Open the book and find:
Tips for maximizing the social networking effect
Ways to demonstrate why a Facebook Page matters
Steps for creating and customizing your Fan Page
How to implement your content strategy
Ideas for contests and promotions
All about Facebook′s ad bidding system
Hints for creating successful landing pages
Facebook business etiquette tips
Learn to:
Use Facebook′s newest marketing tools
Integrate Facebook with your multichannel marketing plan and measure results
Secure your business on Facebook Places and launch a Deal to customers
Add Facebook′s Like button to your home page
Inside This Book
(Learn More)
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Customer Reviews
Most Helpful Customer Reviews
10 of 10 people found the following review helpful
Format:Paperback
shame that this Dummies guide is little more than a manual. It does that well but Id expect some stronger tips and insights into how to make it really effective for you in this competitive world. Its only publsihed a couple of months yet seems quickly out of date! Buy if you need the basics but not if you already have them!
15 of 18 people found the following review helpful
Format:Paperback
The `for dummies' franchise has covered just about every topic under the sun, including information technology, so it's no surprise to see a new title focused on how companies can get the best out of Facebook.
Facebook has grown into the dominant global social network over the past few years with over 400m active users, so I read this book with some trepidation about which level of user it would aim to inform. As an experienced Facebook user with experience of online promotions and campaigns, I was interested in seeing what it could offer.
However, the first 52 pages of the book are consumed with a step-by-step guide to Facebook, without any focus on the specifics of using online marketing tools. Then the book focuses the next one hundred or so pages on creating pages, groups, and events.
Only in the latter third of the book does it begin to explore the use of applications and viral marketing, which is a shame, because there is an important tale to tell for companies who really want to reach out to consumers online.
Facebook is a constantly evolving environment so the book should have steered clear of screen shots and detailed guidance on menu options - who can say whether those menus will look the same next week, let alone in a couple of years? This book will have dated by summer 2010.
A book is not the natural medium for guidance on how to use a social network. The authors should have abstracted away from the nuts and bolts of Facebook and focused more on the challenges of marketing using any social network. This may not have given the book a typical `for dummies' approach, but it would make it more useful for marketing professionals.
The book assumes the reader is still considering whether to sign up and use a social network. Educated marketing professionals are not browsing bookstores looking for guides that will give them a reason to get online. They are already online, already using Facebook, and already familiar with all the tools described in at least the first 200 pages of this book. This is 2010 - not 2006. Over 100m mobile devices connect to Facebook every single day...
File this one under doorstop.
Facebook has grown into the dominant global social network over the past few years with over 400m active users, so I read this book with some trepidation about which level of user it would aim to inform. As an experienced Facebook user with experience of online promotions and campaigns, I was interested in seeing what it could offer.
However, the first 52 pages of the book are consumed with a step-by-step guide to Facebook, without any focus on the specifics of using online marketing tools. Then the book focuses the next one hundred or so pages on creating pages, groups, and events.
Only in the latter third of the book does it begin to explore the use of applications and viral marketing, which is a shame, because there is an important tale to tell for companies who really want to reach out to consumers online.
Facebook is a constantly evolving environment so the book should have steered clear of screen shots and detailed guidance on menu options - who can say whether those menus will look the same next week, let alone in a couple of years? This book will have dated by summer 2010.
A book is not the natural medium for guidance on how to use a social network. The authors should have abstracted away from the nuts and bolts of Facebook and focused more on the challenges of marketing using any social network. This may not have given the book a typical `for dummies' approach, but it would make it more useful for marketing professionals.
The book assumes the reader is still considering whether to sign up and use a social network. Educated marketing professionals are not browsing bookstores looking for guides that will give them a reason to get online. They are already online, already using Facebook, and already familiar with all the tools described in at least the first 200 pages of this book. This is 2010 - not 2006. Over 100m mobile devices connect to Facebook every single day...
File this one under doorstop.
Most Helpful Customer Reviews on Amazon.com (beta)
Amazon.com:
19 reviews
94 of 99 people found the following review helpful
Hardly Any Marketing Information - and WRONG info too!
2 Feb 2010
Format:Paperback
I normally adore Dummies books. I have several of them on my shelves. Facebook Marketing for Dummies is the first in the Dummies series that I did NOT like enthusiastically. I really feel this book is not up to the Dummies standard of helpfulness.
First, this book is supposed to be about MARKETING - but over half the book is about the very basics of Facebook. There are plenty of other books out there on how to use Facebook - including one by the Dummies group! It seems silly for this book on marketing to rehash the existing information and spend so much time on things covered elsewhere. It means that only a small portion of what remains is actually helpful information on Marketing.
They cover a few basics about the areas of Facebook to use for marketing - how a fan page is better than a regular "personal" account because a person can only have 5,000 friends while a fan page is completely unlimited. Fan pages are also "anonymous" - while a group makes it clear which person is the administrator, with a fan page the administrator is private. So you can run a fan page for your company or project without worrying about people tracking down and bugging your personal account.
But in terms of actual MARKETING information, the pickings are very slim. They tell you to post relevant info onto your account. Was anyone really going to post a lot of IRrelevant information? They say to post enough to keep people interested, but not so much that you bombard your users with too many messages. But they don't provide any examples or information to help newbies get a feel for which numbers fall into which ranges! They tell you not to use a "hard sell" and turn off people - but again, no examples, no further information.
In terms of drawing in visitors, they focus primarily on paying Facebook to use their ad system, and that's about it. They mention putting a Facebook tag in your email and on your site, and again, that's it. That's all you are learning about marketing your Facebook fan page?
There's an entire section on pushing contests - about how you can do them with random winners, or with the judging of submissions, and how this is great for traffic building. But NOWHERE in that entire section do they even mention legalities of doing all of this! How about the legalities of taking personal information from winners who are under the age of 13? How about the legalities of having a winner who hails from South Africa or other countries which have strict rules about entering online contests? Some countries have quite serious penalties for companies who offer contests and sweepstakes to "their residents" without doing legal paperwork first! It was completely shocking to me that a book in the Dummies series would offer seriously flawed legal advice like this.
In their "why do marketing on Facebook" section, one of their top ten reasons is "to run promotions for fans". This doesn't make sense to me. This is one of the things you use Facebook FOR but it's not a reason TO have a Facebook account. Reasons are things like "to get a higher ranking in Google" or "to get free word-of-mouth mentions by people in Facebook's network". It's as if they ran out of real reasons and they had to stick something in there to fill out the top 10 list.
When they finally hit issues which ARE important in Facebook marketing - like dealing with irate fans posting on your public business area, there is hardly a few lines dedicated to the topic. If anything, this is the sort of thing that the book should be covering in great detail.
And how about their commandment of "don't drink and Facebook"?? I run a wine site! My wine site page is ALL about drinking wine, and that is what all the members do. Many of them come online when they're drinking wine and we discuss what we're drinking. If what the book was trying to say is "don't post when you're drunk" then that is a COMPLETELY different issue and one they should have been more clear about.
I just can't state how disappointed I was with this book. Looking at other reviews on Amazon, it seems like half of them were primarily swayed by a "$50 Facebook ad credit" they got - but I don't see that credit ANYWHERE in my book. I even went back and re-read the entire Marketing chapter to see if I missed it somewhere. I still can't find a free credit. If it's in here somewhere, they didn't make it very obvious.
Not recommended. You could get far more out of their regular Marketing book, and simply apply that great knowledge to the Facebook world.
UPDATE: I talked directly with the "Dummies" publishers. The book currently DOES NOT HAVE ANY GIFT AD CREDIT. So if you are buying the book based on those "ad credit" promotions on Amazon, you will NOT GET IT.
First, this book is supposed to be about MARKETING - but over half the book is about the very basics of Facebook. There are plenty of other books out there on how to use Facebook - including one by the Dummies group! It seems silly for this book on marketing to rehash the existing information and spend so much time on things covered elsewhere. It means that only a small portion of what remains is actually helpful information on Marketing.
They cover a few basics about the areas of Facebook to use for marketing - how a fan page is better than a regular "personal" account because a person can only have 5,000 friends while a fan page is completely unlimited. Fan pages are also "anonymous" - while a group makes it clear which person is the administrator, with a fan page the administrator is private. So you can run a fan page for your company or project without worrying about people tracking down and bugging your personal account.
But in terms of actual MARKETING information, the pickings are very slim. They tell you to post relevant info onto your account. Was anyone really going to post a lot of IRrelevant information? They say to post enough to keep people interested, but not so much that you bombard your users with too many messages. But they don't provide any examples or information to help newbies get a feel for which numbers fall into which ranges! They tell you not to use a "hard sell" and turn off people - but again, no examples, no further information.
In terms of drawing in visitors, they focus primarily on paying Facebook to use their ad system, and that's about it. They mention putting a Facebook tag in your email and on your site, and again, that's it. That's all you are learning about marketing your Facebook fan page?
There's an entire section on pushing contests - about how you can do them with random winners, or with the judging of submissions, and how this is great for traffic building. But NOWHERE in that entire section do they even mention legalities of doing all of this! How about the legalities of taking personal information from winners who are under the age of 13? How about the legalities of having a winner who hails from South Africa or other countries which have strict rules about entering online contests? Some countries have quite serious penalties for companies who offer contests and sweepstakes to "their residents" without doing legal paperwork first! It was completely shocking to me that a book in the Dummies series would offer seriously flawed legal advice like this.
In their "why do marketing on Facebook" section, one of their top ten reasons is "to run promotions for fans". This doesn't make sense to me. This is one of the things you use Facebook FOR but it's not a reason TO have a Facebook account. Reasons are things like "to get a higher ranking in Google" or "to get free word-of-mouth mentions by people in Facebook's network". It's as if they ran out of real reasons and they had to stick something in there to fill out the top 10 list.
When they finally hit issues which ARE important in Facebook marketing - like dealing with irate fans posting on your public business area, there is hardly a few lines dedicated to the topic. If anything, this is the sort of thing that the book should be covering in great detail.
And how about their commandment of "don't drink and Facebook"?? I run a wine site! My wine site page is ALL about drinking wine, and that is what all the members do. Many of them come online when they're drinking wine and we discuss what we're drinking. If what the book was trying to say is "don't post when you're drunk" then that is a COMPLETELY different issue and one they should have been more clear about.
I just can't state how disappointed I was with this book. Looking at other reviews on Amazon, it seems like half of them were primarily swayed by a "$50 Facebook ad credit" they got - but I don't see that credit ANYWHERE in my book. I even went back and re-read the entire Marketing chapter to see if I missed it somewhere. I still can't find a free credit. If it's in here somewhere, they didn't make it very obvious.
Not recommended. You could get far more out of their regular Marketing book, and simply apply that great knowledge to the Facebook world.
UPDATE: I talked directly with the "Dummies" publishers. The book currently DOES NOT HAVE ANY GIFT AD CREDIT. So if you are buying the book based on those "ad credit" promotions on Amazon, you will NOT GET IT.
29 of 33 people found the following review helpful
Instant Marketing ROI for businesses large and small
9 Nov 2009
Format:Paperback|Amazon Verified Purchase
This book is short on plot, long on value. Immediately got paid back 3x the cost of the book via the included $50 Facebook Ads credit. This excellent primer is suitable for a range of readers from the FB-curious newbie to the seasoned marketeer seeking to leverage every facet of the Facebook service.
Unlike other books on this topic, these authors go beyond the platform capabilities for marketing via Facebook, and do a particularly good job of providing much-needed social context about Facebook norms, and do so with good humor. By providing simple guidelines, and "Do's and Dont's", this book can save marketers from themselves and unintended backlash from their communities of interest.
The Dummies format makes finding useful bits easy - the TOC and indices are quite good. Like all books about online applications, certain page views are rapidly obsoleted, though in this case, the same social media marketing principals will apply, even as the Facebook platform evolves.
Overall, a very helpful volume that I will reference ongoing, and will keep paying returns well beyond the $50 credit. Suggest the next edition include an electronic format (Kindle or included disc) to make it easier to access links referenced in the print version.
Unlike other books on this topic, these authors go beyond the platform capabilities for marketing via Facebook, and do a particularly good job of providing much-needed social context about Facebook norms, and do so with good humor. By providing simple guidelines, and "Do's and Dont's", this book can save marketers from themselves and unintended backlash from their communities of interest.
The Dummies format makes finding useful bits easy - the TOC and indices are quite good. Like all books about online applications, certain page views are rapidly obsoleted, though in this case, the same social media marketing principals will apply, even as the Facebook platform evolves.
Overall, a very helpful volume that I will reference ongoing, and will keep paying returns well beyond the $50 credit. Suggest the next edition include an electronic format (Kindle or included disc) to make it easier to access links referenced in the print version.
6 of 6 people found the following review helpful
dissapointed
10 April 2010
Format:Paperback
i agree with one of the other reviewerss who found the book covered too much of the basics & not enough about marketing. most of what i found in the book i can access simpley on fb in the help center. it was frustrating to have the second half the book, which has deeper, more informative content, still miss the mark & leave me as the reader feeling like i need more info. i don't if it's just my book but i'm missing pages 225 & 226. details & legal considerations in addition to how applications can be executed to be effective fall short of being helpful. sorry i made this purchase
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