1 The Like Effect: The Power of Positive       1  (12)
    Marketing
      Likes Decrease Costs and Increase Profits    2  (1)
      Likes Increase Sales                         2  (1)
      Likes Give You Control of the Customer       3  (1)
      Conversation
      Likes Prove People Are Paying Attention      3  (1)
      Likes Solidify Loyalty                       4  (1)
      Likes Create Evangelistic Customers          5  (1)
      There's No Dislike Button                    5  (1)
      Can You Do Fear-Based Marketing on           6  (1)
      Facebook?
      Google and Wikipedia "Like" the Like         6  (1)
      Button
      Facebook Is About Passions and Interests     7  (1)
      How Often Do Facebookers Like Things?        8  (1)
      Facebook Users Are More Trusting             9  (1)
      Facebook Groups: Off-the-Charts Positivity   9  (1)
      Facebook Page Brag Boards                    10 (1)
      Easy Testimonials                            10 (1)
      I Just Posted to Say "I Love You"            10 (1)
      Emotions on Facebook Are Contagious          11 (1)
      Gross National Happiness                     11 (2)
    2 You Can't Tell a Facebook by Its Cover:      13 (20)
    The Case for Facebook Marketing
      Why Facebook Marketing Is So Important       14 (4)
        Facebook Is the Biggest Thing Since        14 (2)
        Google and Might Be Bigger Than Google
        The Facebook Ad Platform Is the Most       16 (1)
        Powerful Marketing Tool in History
        Google Dooms You to Price Wars, Whereas    16 (1)
        Facebook Creates Loyalty and Increases
        Your Value
        Facebook Fans Are the New Email            17 (1)
        Subscribers
        Facebook Is Heir to the Browsing Empire    17 (1)
        Yahoo! Lost
      Myths and Misconceptions About Facebook      18 (12)
      for Business
        Social Media Users Don't Buy Products      19 (3)
        Social Media Users Don't Buy Soon          22 (1)
        Enough and the Sales Cycle Is Too Long
        Twitter Is the Only Social Media           23 (4)
        Channel Worth Using
        Facebook Is Just for Kids                  27 (2)
        People Don't Click On Ads                  29 (1)
        Who Harbors These Misconceptions and       29 (1)
        Why?
      Some Businesses Profit on Facebook, and      30 (2)
      Some Don't
        Common Mistakes                            30 (1)
        Success Stories                            31 (1)
        Here's What Facebook Marketing             32 (1)
        Successes and Failures Do Differently
      Facebook's Strengths: Advantages for Your    32 (1)
      Business
    3 FaceFirst: How Facebook Fits In to Your      33 (12)
    Business and Other Marketing Efforts
      How Is Social Media Supposedly Changing      34 (4)
      Business?
        Conversation                               34 (1)
        Transparency, Honesty, and Trust           35 (1)
        Availability and Responsiveness            36 (1)
        Marketing                                  37 (1)
      Evaluating Social Media Experts              38 (1)
      What Businesses That Profit from Facebook    38 (1)
      Do
        Can Facebook Change Your Business?         38 (1)
        How Can Facebook Fit In to Businesses      39 (1)
        in Different Ways?
      How Do You Synch Up Your Other Marketing     39 (6)
      Efforts with Your Facebook Campaigns?
        Facebook + Print, Web, and Email           40 (1)
        Facebook + Google Marketing                40 (1)
        Facebook + PR                              41 (1)
        Facebook + Email Marketing                 41 (1)
        Facebook + TV                              42 (1)
        Facebook + Radio                           43 (2)
    4 FaceBucks: Five Ways Businesses Achieve      45 (16)
    Profits with Facebook
      How Facebook Advertising Helps All Five      46 (2)
      Revenue Models
        Reaching Potential Buyers                  46 (1)
        Positive Alignment                         47 (1)
        Cheap Clicks, Cheap Fans, and Profits      47 (1)
      Should You Try Facebook Marketing Without    48 (1)
      Fans First?
      Five Facebook Revenue Strategies             49 (12)
        Strategy #1 Advertising Direct to          49 (1)
        e-Commerce
        Strategy #2 Advertising and Email          50 (3)
        Marketing
        Strategy #3 Fan Marketing for e-Commerce   53 (2)
        Strategy #4 Fans for Blogging and          55 (2)
        Advertising Revenue
        Strategy #5 Fans and Affiliate Marketing   57 (4)
    5 How Not to Fall on Your Face: Six            61 (14)
    Mistakes That Block Facebook Profitability
      1 Viability and Profitability                62 (5)
        The New Online Business                    62 (4)
        The Successful Online Business Now         66 (1)
        Testing Facebook Marketing
        Figuring Out Facebook Marketing            67 (1)
        Profitability
      2 Head in the Sand: No Analytics             67 (1)
      3 Too Many Hoops: The Arduous Conversion     68 (2)
      Funnel
        The 1% Rule: Only 1% Of People Will Do     68 (1)
        What You Ask Them to Do Online
        The Effect of the 1% Rule on Internet      69 (1)
        Sales Processes
      4 Why Should I Care? Unmotivated Customers   70 (2)
        Why Should They Care?                      70 (1)
        WIIFM?                                     70 (1)
        Incentives                                 70 (1)
        Facebook-Specific Landing Pages on Your    71 (1)
        Website
      5 You've Got the Wrong Guy: Unqualified      72 (1)
      Fan Base
      6 Let's Get It On: No Warm-up                73 (2)
        Start with Generosity                      73 (1)
        Warming It Up on the Web                   73 (1)
        Warming It Up on Facebook                  74 (1)
    6 Facing the Facts: How to Continuously Get    75 (18)
    Better Results with the Five Steps of
    Optimization
      The Five Steps of Optimization               76 (3)
      Step One Establish One Clear Goal            79 (3)
        Facebook Marketing Goals                   80 (1)
        Prioritizing Goals and Reconciling         81 (1)
        Conflicts
      Step Two Quantify the Goal with a Key        82 (3)
      Metric
        Balancing Metrics                          83 (1)
        Estimating the Likelihood of Success       83 (1)
        Tracking                                   84 (1)
        Facebook Marketing Metrics                 84 (1)
      Step Three Look at Where You're Starting     85 (3)
        Resources                                  86 (1)
        Obstacles                                  86 (1)
        Capabilities                               87 (1)
      Step Four Choose Tactics to Test             88 (2)
        Ad Copy Tests                              88 (1)
        Ad Image Tests                             88 (1)
        Facebook Post Tests                        89 (1)
        Testing Post Types                         90 (1)
        Landing Pages                              90 (1)
      Step Five Optimize Based on Results          90 (3)
    7 Selling the Dream: Going Beyond Benefits     93 (16)
    to Arouse Your Fans' Desire for What You
    Offer
      Facebook Is Not About You: Curing the "Me    94 (4)
      Me Me" Epidemic
        Your Favorite Words Versus the             94 (1)
        Customers'
        Disinclination to Better Understand the    95 (2)
        Potential Customer
        Can You Really Say, "I Am the Best         97 (1)
        Example of Our Target Customer"?
        Obsession with the Artistic Parts of       97 (1)
        the Marketing Process, to the Detriment
        of Other Aspects
        Lack of Interest in Measuring Results      98 (1)
        and Changing Strategies and Tactics to
        Get Better Results
      Facebook Is the Consumer's Playground: So    98 (1)
      Play by the Rules
      Do Pushy Sales Messages Turn People Off?     99 (1)
        Facebook Is Like a Conference: How Do      99 (1)
        You Sell at a Conference?
      Sales Is a Journey of Four Steps             100(3)
        What Is AIDA?                              100(1)
        "Hot Donuts Now"                           100(1)
        "I'm on a Horse"                           101(1)
        Social Media Selling Is So Romantic        101(1)
        How AIDA Works on Facebook                 102(1)
      How to "Sell the Dream"                      103(6)
        The Desire Phase Is Critical in Fan        103(1)
        Marketing
        The Features Versus the Benefits           103(1)
        The Benefits Versus the Customer's Dream   104(1)
        Examples of Selling the Dream              105(2)
        12 Things People Dream About               107(1)
        How to Figure Out Your Customer's Dream    107(1)
        How to Get Fans Thinking and Talking       108(1)
        About the Dream
    8 Putting Your Best Face Forward: Setting      109(16)
    Up Your Facebook Page to Get More Fans and
    Sales
      Pages, Groups, and Profiles: The Mad, Mad    110(10)
      World of Facebook
        Other Facebook Opportunities               113(1)
        Can You Market with a Personal Profile?    114(1)
        What's Better, Pages or Groups?            114(2)
        Understanding Admins for Pages and         116(1)
        Groups
        How Do Pages and Groups Work Together?     116(1)
        Why Are Facebook Groups So Powerful?       117(1)
        Critical Mistakes to Avoid in Page Setup   118(1)
        What to Put in Your Page's Main Picture    119(1)
        How to Get a Vanity URL                    119(1)
      Are Custom Tabs Overhyped?                   120(5)
        Most People Never See Your Welcome Tab     120(1)
        Why Most People Will Never See Your Tabs   121(1)
        Easiest Ways to Create Welcome Tabs        121(2)
        Other Great Uses of Custom Tabs            123(2)
    9 The Face of Advertising: How to              125(30)
    Capitalize on the Most Powerful Marketing
    Tool
      Why Facebook Advertising Is Critically       126(4)
      Important
        Comparing Google Search Marketing with     127(1)
        Facebook Marketing
        How Ready Are They to Buy Now?             127(1)
        Cost of Permission Marketing               127(1)
        Facebook Ads for Different-Sized           128(1)
        Businesses
        Mistakes and Misconceptions                129(1)
      How to Do Facebook Advertising               130(21)
        1 Analyze Your Business and Customers      131(1)
        2 Target Your Audiences                    132(4)
        3 Create Your Advertisements               136(8)
        4 Optimizing Your Campaigns and Ads        144(7)
      Advertising to Existing Fans                 151(1)
      How to Be a (Boring) Rock Star for Just      152(3)
      $30 per Month
    10 FaceHook: Capturing Qualified Prospects     155(18)
    as Fans and Group Members
      Why Fan Marketing Can Be So Profitable       156(2)
        Paid Media Versus Owned Media on Google    156(1)
        Paid Media Versus Owned Media on           156(2)
        Facebook
      Unwise Ways to Get Fans                      158(1)
        The Contest and Giveaway Trap              158(1)
        Buying Fans from Companies That Get        159(1)
        Fans for You
      Marketing 101: Targeting and Return on       159(1)
      Investment
      Wrong Fans? Bad Return on Investment         160(1)
      A Few Fan Growth Campaign Case Studies       161(2)
      How to Get Cheap, Targeted Fans              163(8)
        The Best Ad Settings for Cheap Fan         163(1)
        Acquisition
        Target-Ad Consistency: Tightly Grouping    164(1)
        Targets with Image and Message
        An Alternative Targeting Approach          165(1)
        No-Brainer Marketing: Simplicity Gets      165(1)
        Results
        Ad Copy Formulas                           165(1)
        Ad Copy Grammar, Punctuation, and          166(1)
        Capitalization
        Ad Headline Issues                         166(1)
        How to Choose Images for Fan               167(1)
        Acquisition Ads
        The Key Metric for Fan Generation and      167(4)
        How to Find It
      Notes on Business-to-Business Fan            171(2)
      Acquisition
        Business-to-Business Fan Generation        171(2)
        Advertising Tips
    11 Talking Till You're Blue in the Face:       173(18)
    How to Get More Likes and Comments
        How People Use Facebook                    174(1)
        Your Fans See the People and Pages They    174(1)
        Interact With
        The Average Page's Posts Are Seen by       175(2)
        Less Than 10% of Its Fans
        The Mysterious EdgeRank Algorithm          177(1)
        Post Metrics and Benchmarks                177(2)
      Dancing on the EdgeRank: Increasing          179(9)
      Response and Visibility
        What the Heck Is Web 2.0?                  179(2)
        Leading the Community You Create           181(1)
        Formulas for Posts                         181(3)
        Incorporating Selling the Dream            184(1)
        Learning from Your Previous Posts          185(1)
        Engagement Milestones                      186(1)
        Guiding Your Community                     186(2)
      Balancing Engagement and Selling Types of    188(3)
      Posts
        Ratio and Frequency                        188(1)
        Ideas for Posting                          189(1)
        Feedback Rate and Sales Posts              190(1)
    12 FaceMessage: Achieving Other Corporate      191(12)
    Goals on Facebook
      Non-Revenue-Oriented Facebook Goals          192(11)
        Branding and Positioning                   192(2)
        Customer Service                           194(2)
        Public Relations                           196(4)
        Journalistic Best Practices for            200(3)
        Interaction
    13 Face-alytics: Analyzing Your Facebook       203(18)
    Results
      Which Web Analytics Package Should You       204(1)
      Use?
      Google Analytics Overview                    205(2)
      Taking Analytics with a Grain of Salt        207(5)
        The Untrackables                           208(2)
        Uneven Accountability                      210(1)
        Last-Click Bias                            211(1)
        Inconsistencies and Inaccuracies           211(1)
      Tracking Facebook Visitors with Google       212(4)
      Analytics
        Tracking Visitors from Facebook Posts      213(1)
        Tracking Visitors from Facebook Ads        214(2)
      How to Get Advanced Facebook Page Insights   216(5)
        1 How Often Should You Post on Your        217(1)
        Facebook Page?
        2 What If the Demographics of Your Most    217(1)
        Engaged Fans Is Different from Your
        Average Fan?
        3 What Types of Posts and Post Content     218(1)
        Get You the Best Feedback Rates? Which
        Get the Worst?
        4 What's the Best Time to Post to Your     218(1)
        Fans?
        5 Which Sources Get You Fans Who Will      218(1)
        Ultimately Unlike Your Page?
        How to Use These Tips to Get Better        219(2)
        Results from Your Posts
    14 FaceFluence: Turning FaceBrowsers into      221(22)
    FaceBuyers---13 Sales and Influence Tactics
      When Influence Comes into Play               221(1)
      Sales and Influence Tactics for Increased    222(1)
      Facebook Profits
      Applying Influence Principles to Facebook    223(14)
      Marketing
        Reciprocity                                223(7)
        Commitment and Consistency                 230(2)
        Social Proof                               232(1)
        Liking                                     233(1)
        Authority                                  234(1)
        Scarcity                                   235(2)
      Applying Time-Tested Sales Tactics to        237(6)
      Facebook Marketing
        Discounts                                  237(1)
        Bonuses                                    238(1)
        Upsells                                    238(1)
        Selling the Value                          238(1)
        Testimonials                               239(1)
        Truth and Consequences                     240(3)
    15 FaceBusiness: Seven Principles for          243(8)
    Success
      Harness the Power of Positive Marketing      245(1)
      Embrace the Entire Sales Funnel              246(1)
      Leverage the Facebook Advertising            246(1)
      Platform Now
      Know Your Customers Much More Deeply         247(1)
      Test, Track, and Optimize Your Marketing     248(1)
      Start Fascinating Conversations              248(3)
Index                                              251