Columbo answer: Buy it now, explain why later.
Sherlock Holmes answer: If you explore and remove all the options, the remaining one must be the answer. Or Sherlock reportedly said, "Should I answer chronologically or alphabetically?" There are no answers to advertising, marketing, social media marketing, there are only roadmaps, recipes and ideas. If we had all the answers, then we wouldn't need to know anything we would have already done it. In lieu of knowing everything or even a very little we need to get ideas, direction and "how-to's" to do something. This book gives you a "soup-to-nuts" approach to Facebook advertising. If you have the money to buy only one book, buy this one. Reports, graphs, graphics and even some great cartoons by Rich Tennant to get you going and keep you motivated.
Advertising is hard work, I've done Google Adwords since the beginning in 2003 and they keep making it harder to do. Facebook advertising is a great platform for "their" audience but it is not the only audience. Being a Twitter fan, I prefer it than others. Yet you the advertiser have to find your own marketplace or space to suit your own needs. Coffee cups, billboards and very traditional media still works. It will continue work in spite of proclamations of the "death of email marketing" email still works as well. I am coming the end now as I like to keep writing shorter than the Gettysburg Address but want to leave with my favorite chapter and one that everyone seems to want to know the answer to. What is the ROI or rather "where's the money, honey?" Chapter 9 Tracking conversions to Sales is more about marketing then Facebook, it is about how sales and marketing work together. The greatest sales person I have ever known Dan Broussard, who said it best, "marketing tells sales people who to call on." Buy the book for Chapter 9 alone or as Holmes would say, "Elementary Mr. Watson*."
One final note, I first met Paul at a presentation he gave on Avaya's stealth product integrating contact center with Facebook.
Tom @techtionary is the author of 13 books on technology and society including: Split Second Society, Knowledge Engineering Business Uses of Artificial Intelligence and Intelligent Buildings. He writes profusely daily created TwitterTutors [...] and built the first and largest animated library on technology called TECHtionary [...] because he like Holmes would ask the question -- why would you put static text on the internet?
*(or if you want the funny answer, [...]
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