Table of Contents

Introduction 1

Part I: Getting Started with Facebook Marketing 5

Chapter 1: Marketing in the Age of Facebook 7

Chapter 2: Researching and Understanding Your Target Audience 17

Chapter 3: Developing a Facebook Marketing Plan 29

Part II: Building Your Facebook Presence 49

Chapter 4: Getting Started with a Facebook Page 51

Chapter 5: Configuring the Best Admin Settings for Your Facebook Page 75

Chapter 6: Enhancing Your Facebook Page with Applications 87

Part III: Engaging with Your Customers and Prospects on Facebook 103

Chapter 7: Creating a Remarkable Presence on Facebook with Content Marketing 105

Chapter 8: Growing Your Facebook Page’s Fan Base 117

Chapter 9: Engaging Your Facebook Fans 139

Chapter 10: Improving Your Marketing Strategy with Facebook Insights 157

Part IV: Marketing beyond the Facebook Page 179

Chapter 11: Using Facebook Advertising to Promote Your Business 181

Chapter 12: Using Facebook Offers to Sell Products and Services 217

Chapter 13: Using Facebook Groups and Events for Your Business 225

Chapter 14: Integrating Facebook into Your Other Marketing Channels 245

Chapter 15: Integrating Facebook Features into Your Website with Social Plugins 261

Part V: The Part of Tens 287

Chapter 16: Ten Common Facebook Marketing Mistakes (and How to Avoid Them) 289

Chapter 17: Ten Business Tips for Facebook 295

Chapter 18: Ten (Okay, Eight) Factors for Long-Term Facebook Marketing Success 301

Index 305

About the Author

John Haydon is a leading expert on helping nonprofits use digital media to conduct online fundraising, and engage their supporters. He is a speaker, trainer, consultant, and a regular contributor to the Huffington Post and Social Media Examiner.