- Paperback: 312 pages
- Publisher: For Dummies; 1 edition (November 2, 2009)
- Language: English
- ISBN-10: 0470487623
- ISBN-13: 978-0470487624
- Product Dimensions: 7.4 x 0.7 x 9.3 inches
- Shipping Weight: 1.1 pounds
- Average Customer Review: 25 customer reviews
- Amazon Best Sellers Rank: #1,278,224 in Books (See Top 100 in Books)
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Facebook Marketing For Dummies 1st Edition
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From the Back Cover
Connect with customers by putting your best face forward with Facebook marketing
Facebook continues to grow, engaging an ever-widening demographic base. Why wouldn’t you want to market your business to its hundreds of millions of loyal members, especially when you can build a Facebook Page for free? Learn how to use the Wall, start a discussion, host an event, and promote your business. Branch out into more engaging Facebook ad strategies and measure your marketing success!
- Make up your mind — learn how Facebook marketing works and what to keep in mind as you seek a new kind of relationship with your customers
- Above the crowd — design a Facebook Page that makes your business stand out and create a strategy for viral marketing success in Facebook
- Go guerilla — tap into Facebook’s efficient network of connections to expand your customer base
- Get connected — use Facebook Connect to engage your visitors with the same social features that have built Facebook’s popularity
- The next level — host a contest, develop an application, or use Facebook as a giant focus group with Facebook survey applications
- Fascinating facts about the changing Facebook demographics
- How to use the site to promote your business
- Facebook business etiquette tips
- Characteristics of a successful Page for your business
- Ten great Facebook business blogs
- How to host a Facebook event
- Tips for optimizing your Facebook ad campaign
- Reasons why your company needs a Facebook presence
- Use the Facebook tools and built-in applications to connect with your customers
- Develop a successful Facebook ad campaign by targeting key demographics
- Gather marketing information through Facebook Insights
- Extend your Facebook clients to your own Web site with Facebook Connect
About the Author
Paul Dunay is one of BtoB Magazine's Top Marketers of the Year 2009. His blog and podcasts are available at buzzmarketingfortech.blogspot.com.
Richard Krueger is founder of AboutFaceDigital, a social media marketing agency, and cofounder of Samepoint, LLC, a social media search engine. He has been featured in Forbes magazine and maintains a popular blog on Facebook marketing at www.aboutfacedigital.com/blog.
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Top customer reviews
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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.
It is a good overview of Facebook and its promotion potential. It progresses through the basics to the special features of Facebook that will make it a wonderful and inexpensive tool for marketing purposes.
I would have liked to have seen more examples of use in marketing and better illustrations with larger print and color. Facebook is not a very intuitive environment to work with and the effects of making changes are not always clear until one encounters problems. The book mentions there are "over 52,000 apps" developed for Facebook but I only see 2000 on the site. Just where are the other 50,000 located?
There is nothing about setting-up SEO to optimize Facebook marketing. As a matter of principle, your Facebook Page should be carefully crafted, before going live, to appeal to Google . The "Facebook Marketing Bible" does address this, and does so quite well.
Some info is out-of-date. For instance, it should be made clear that a Facebook Place is a _type_ of Page (to set it up, select "local business", not "company"). This has a domino effect on other marketing maneuvers one may be able to use(e.g; geolocation and Deals app) so you must know about this before hand. (I have not been able to make the geolocation function work on my Blackberry, even though I know the GPS is working).
The book discusses Facebook Insights (the answer Facebook has to its competition, Google Analytics) and does a good job of explaining how to use if to monitor marketing campaign performance. It's role in online market research is unclear.
I am unsure of how this book is different from "Facebook Advertising for Dummies". Part III of this book is called "Engaging in Facebook Advertising".
"Facebook for Dummies" (2008) talks about "syndicated ads" and "social ads" but this book (2011) does not. I assume Facebook changed things and it's all one paid ad now.
P.164 "Targeting your Audience" touches on the topic of demographics and psychographics. To me this is the great marketing strength of Facebook over Google Ads; the ability to segment target markets.
Yet the book could discuss this more. The potential for low-cost market research with Facebook is huge but this is never touched on. Ads can be used to direct select target segments to a Page (or a Website) then to a survey website(I use professional sites like Surveygizmo, which even has a template that looks like a Facebook webpage) to do fundamental research. This allows the market researcher to determine product and price.
I do not use the "Facebook Polls", a popular app, as it behaves too much like a game. The book could have discussed Polls in the context of online market research.
Overall, the book does orient one quite well and if you have a good understanding of marketing, Facebook in general, and SEO, it may be all you really need. Because Facebook changes things constantly it will out-of-date soon.
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.