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Facebook Marketing: Leverage Social Media to Grow Your Business Paperback – September 7, 2008

ISBN-13: 978-0789738028 ISBN-10: 0789738023 Edition: 1st

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Product Details

  • Paperback: 288 pages
  • Publisher: Que; 1 edition (September 7, 2008)
  • Language: English
  • ISBN-10: 0789738023
  • ISBN-13: 978-0789738028
  • Product Dimensions: 6 x 0.6 x 9 inches
  • Shipping Weight: 13.6 ounces
  • Average Customer Review: 2.9 out of 5 stars  See all reviews (22 customer reviews)
  • Amazon Best Sellers Rank: #1,576,369 in Books (See Top 100 in Books)

Editorial Reviews

About the Author

Steven Holzner is the award-winning author of 112 books and has been a contributing editor at PC Magazine. His books have sold three million copies and have been translated into 18 languages.He specializes in web topics such as Facebook. He has been marketing his own companies on the Web for years, using marketplace experience; banner ads; Google,Yahoo!, and MSN pay-per-click campaigns; viral marketing; Usenet marketing; and more. He’s a web entrepreneur and has three online companies, which keep him busy.

Excerpt. © Reprinted by permission. All rights reserved.

Introduction

Introduction

Facebook has 42 million users, and they’re smart, affluent, Internet-savvy people whom marketers can no longer ignore.

However, traditional marketing methods won’t work here. In Facebook, the users are in charge, not the marketers, and that’s a fact we have to live with.

Facebook members can comment on your brand, and there’s not much you can do about it. The marketing channel is reversed—rather than top-down, things now move from the bottom up. Now that your customers can talk back, for good or ill, it pays to listen to what they have to say.

Learning to live with the new rules of social marketing is what this book is all about. If you want to survive and thrive in this world, you have to provide content, not just ad copy. Rather than interruptive advertising, you have to go viral. And spam can get you kicked out.

Facebook has tons of profit potential. Facebook users are not averse to marketing—they’re just averse to unilateral marketing that feels like marketing.

What’s in This Book

This book is a survey of Facebook and where marketers fit in. Facebook has many nooks and crannies that aren’t obvious to the casual user, and ferreting them out can be tough. Here’s what’s in this book:

Chapter 1, “Targeting Your Profile”

Most social interaction on Facebook revolves around your profile, and this chapter is all about setting up this most basic of Facebook tools. You’ll learn about the various sections of the Facebook profile, which is essential knowledge for the rest of the book.

Chapter 2, “Facebook Groups”

Facebook groups allow Facebook members to congregate and discuss issues—including your brand. Users can post text items, photos, and videos and hold discussions. This chapter shows you how to use groups and create your own group.

Chapter 3, “Creating Your Own Pages”

People have profiles on Facebook. Brands, bands, and companies have Facebook pages, which are much like profiles. Facebook members don’t become friends of a page, however; they become fans. This chapter shows you how Facebook pages work, as well as how to create your own Facebook page.

Chapter 4, “Hosting Your Own Facebook Events”

Facebook events are, as their name implies, pages about one-time events that you want people to know about. For example, your store could be having a big sale, a company picnic, or a sponsored event, such as a music event. This chapter shows you how to get the word out.

Chapter 5, “Introducing Advertising”

Facebook now allows ads (it didn’t used to). These can be displayed in various places, and you can pay using cost per click or cost per impression. Social ads tie into the actions that users perform on Facebook. We’ll explore all the options in this chapter.

Chapter 6, “Optimizing and Monitoring Your Advertising”

Having spent money on advertising, you’d like to know how effective those ads are—what your click-through ratio is, how many impressions you’re getting, and so on. Facebook recently added ad analytics, and they’re improving all the time, so we’ll take a look in this chapter.

Chapter 7, “Using the Marketplace”

If you have items to sell, Facebook is up to the task with its marketplace. You can list items for sale here, and people can get in touch with you about them. In other words, the marketplace is Facebook’s classified section. It’s free, and it works, and it can be useful to some marketers.

Chapter 8, “Beacon, Polls, and Networks”

Chapter 8 discusses some more-advanced marketing techniques—Beacon, polls, and handling networks.

Beacon is Facebook’s effort to “Facebookize” the entire Web for the benefit of marketers. Using Beacon, sites around the Web can add Facebook users’ actions on their sites to the news feeds on Facebook (for example, “Ethmoid Studge bought a book on booksbooksbooksetc.com”) and include a link. Because the news feed is the chief way that marketing goes viral on Facebook, that can be pretty powerful.

Facebook polls allow you to ask your potential customers questions and get immediate results. Polls are displayed in users’ news feeds, and users seem to have no problem letting their voices be heard—which is a great marketing tool.

As you’ll see in this book, much of Facebook centers on what network(s) you belong to. You’ll discover how to use this to your advantage—such as by posting on the network pages, which is where Facebook comes the closest to tolerating outright spam. You’ll also see how to suggest a new network to Facebook.

Chapter 9, “Facebook Applications”

Facebook has recently been thrown open to third-party developers, who create applications that can be displayed in users’ profiles and pages. There are many ways for marketers to take advantage of this. Many applications can display advertising, and you can buy space in them, using various ad networks. You can also use many applications to further your social networking on Facebook. And finally, you can hire developers to build your own applications, dedicated to your brand. You’ll see all of that in this chapter.

Chapter 10, “Developing Your Own Applications”

The last chapter gives you an overview of what’s involved in creating your own Facebook applications. You’ll build an actual Facebook application and get it running. And you’ll explore—and get working—various calls to the Facebook API.

What You’ll Need

All you need in this book is a Facebook account. So if you don’t already have one, go to http://www.facebook.com and sign up. As soon as you’re on Facebook, you’re ready to turn to Chapter 1.


© Copyright Pearson Education. All rights reserved.


More About the Author

Steven Holzner is an award-winning author who has written extensively on Ajax and JavaScript. With over 100 titles published, he's sold over a million copies of his books and been translated into 16 languages. As a former faculty member of MIT and Cornell, he teaches corporate seminars around the country.

Customer Reviews

First, there isn't a Groups icon at the left on my profile page; it is on the left on my Home page.
Kenneth Flo
What is really disappointing about this book though, beyond the lack of content and poor style is that it is totally missold.
D. Rafferty
I would only recommend it for someone who has a very hard time with computers and needs a manual for absolute beginners.
J. Carda

Most Helpful Customer Reviews

35 of 36 people found the following review helpful By Jeff Lippincott VINE VOICE on November 5, 2008
Format: Paperback
I liked this book. I thought it was well written and well outlined. I'm not sure I would have included on the cover the following: "Leverage social media to grow your business." But the book provides a "rough guide" to Facebook. And I think it does a pretty good job.

Over the past year some leaders in the social media marketing realm have been materializing. Besides blogs of all kinds, it seems fair to me to say these leaders include MySpace, YouTube, LinkedIn, and Facebook. I've read and reviewed the following books on some of these platforms:

YouTube for Business (ISBN: 9780789737977)
The Rough Guide to MySpace (ISBN: 9781843538424)
Amp Your MySpace Page (ISBN: 9780071490726)
I'm on LinkedIn, Now What? (ISBN: 9781600050695)

Until I read the instant book being reviewed I had not read any on Facebook. I am aware of "I'm on Facebook, Now What?" (ISBN: 9781600050954). But I haven't seen or read it. If it is anything like the book its author wrote on LinkedIn, then it is probably a good book. However, I think "Facebook Marketing" does a better job covering Facebook than the LinkedIn book did regarding LinkedIn.

This book is NOT about social media marketing per se. It is not going to tell you how to leverage social media in order to grow your business. You will have to read other books on that subject. And the coverage on that topic is expanding and changing as I write this review. What this book is about is the Facebook platform that can be used as a marketer's tool when practicing social media marketing. It tells us about User Profiles, Facebook Groups, how to create Web pages within Facebook, hosting events on Facebook, and other things that one can take advantage of at Facebook.
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35 of 37 people found the following review helpful By Amazon Customer on January 8, 2009
Format: Paperback
I am glad I got this book from the library and didn't pay money for it. It is little more than a rehash of the menus. I am always disappointed in computer books that just list and describe menu items. There are maybe ten pages of worthwhile material. To make matters worse, all the screen shots are based on outdated formats. Save your money and search the internet for more useful and current information. Sorry to be so negative, but that's the way I see it.
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17 of 18 people found the following review helpful By S. Hwong on February 17, 2009
Format: Paperback
This is just a "how to" use facebook. How to create Groups, Pages, Ads m but disguise as a marketing book. In some chapters, it has "cut and paste" information from Facebook. I was looking for case studies or examples but instead all the examples were the author's trying to rent out his town house. Not worth it!
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8 of 8 people found the following review helpful By J. Carda on March 26, 2009
Format: Paperback
I was expecting a guide to leveraging the power of Facebook from a marketing perspective. What I got was a manual for someone who doesn't know how to create a basic profile. There is very little marketing information in this book. I would only recommend it for someone who has a very hard time with computers and needs a manual for absolute beginners. For most people, just signing up for a free account on Facebook and clicking around until they figure out what is going on is cheaper, more interesting, and more effective.
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7 of 7 people found the following review helpful By R. Heeren on April 27, 2009
Format: Paperback Verified Purchase
Very dissappointed in the book considering the title. This book should have been sold and marketed as a beginners how-to guide versus a book that "leverages" social media. I was expecting a stategy for marketing on the site but was dissappointed to see a rehash of Facebook's help menus.
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6 of 6 people found the following review helpful By D. Rafferty on September 13, 2009
Format: Paperback
The blurb above says the author has written 112 books, and the blurb in this 2009 book says 108, I am surprised it is not higher as 'writing a book' seems to be mostly copying and pasting screenshots and rephrasing the help text from Facebook. To be fair he has also asked a few pundits to share 'secrets' with him. None of them seem to be that qualified to do so and mostly it is the same pundit. What is really disappointing about this book though, beyond the lack of content and poor style is that it is totally missold. The book spends nearly all its time taking the reader through making a page and other basic features of being a Facebook *user*. Little if any time is devoted to *marketing* in Facebook. Where are the case studies of organisations and campaigns that have been successful? Where is the analysis? Where are the trends? What should one bear in mind (beyond the chillingly obvious, 'don't spam')? There is a great book to be written about social media and marketing. This is so very not it.
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4 of 4 people found the following review helpful By Manny Hernandez HALL OF FAME on March 22, 2009
Format: Paperback Verified Purchase
Sure enough, you need to know how to use Facebook to be able to leverage it as a platform for marketing purposes. However, there are much better books for that purpose, such as Facebook For Dummies. Still, this title gives a fair introduction to most Facebook features that can be used to help you market your band, your band, your product/service, etc.

Where the book falls short is in going beyond mere tactics: it doesn't provide any kind cohesive strategy to make the most of Facebook (or social media at large) as part of your marketing plan. The sad reality is that, as of the date of this review, I haven't found anything better focused exclusively on Facebook.

If you are a knowledgeable Facebook user, I would recommend simply Googling "Facebook Marketing" and read every blog you can find on the topic. You will probably find as much information as you are likely to learn from this book and you will save yourself a few bucks.
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