Facebook Marketing For Dummies, 4th edition

Engage your customers and build your business with a Facebook marketing program

To run a successful business or nonprofit these days, you have to know Facebook. And because Facebook is ever evolving, this popular guide has been fully updated to cover the newest tools and techniques. Follow these steps to increase brand awareness, launch products, enhance your customer service, and turn visitors into loyal customers with Facebook.

• Do the groundwork — understand how Facebook benefits your business, how to leverage content, and what goes into a winning strategy
• Make a plan — learn what your marketing plan should include and define your goals, target audience, and key performance metrics
• Build your presence — discover how to design a compelling Facebook Page and use applications to expand your presence
• Engage your customers — use content marketing, status updates, quizzes, polls, photos, and webinars to get your fans involved
• Track your success — analyze your progress with Facebook Insights
• Promote visibility — include Facebook ads in your plan, create sponsored stories, and set up groups, promotions, and events
• Expand your reach — cross-promote your page through your e-mail, website, and blog

Open the book and find:

• How to get your customers talking
• Tools for researching your audience
• Advice on integrating your online and offline campaigns
• Information that should be on your Page
• Tips for making your Page easier to find
• How to write a good Facebook ad
• Ways to use social plug-ins
• Facebook business etiquette

Learn to:

• Create, administer, and customize your timeline
• Build an engaged fan base with Likes, Shares, and Comments
• Integrate Facebook with other marketing plans and measure results
• Use events, contests, and polls to promote your brand

John Haydon is a leader in helping nonprofits use Facebook to market their causes, conduct online fundraising, and enhance their brands. He owns Inbound Zombie, a consultancy in Cambridge, MA, where he provides strategy and training on Facebook and other social media to nonprofit enterprises.