Introduction                                       1  (8)
      About This Book                              3  (1)
      Who This Book Is For                         4  (1)
      What Do I Need to Use This Book?             5  (1)
      Conventions Used in This Book                6  (1)
      Screen Captures                              6  (3)
    1 Introducing Facebook for Business            9  (16)
      Why Facebook Is So Popular                   9  (3)
      Why Your Business Should Be on Facebook      12 (4)
      Comparing Personal and Business Facebook     16 (3)
      Pages
        Your Personal Facebook Page                16 (3)
      Examining a Facebook Fan Page for Business   19 (3)
      Understanding How a Big Business Uses        22 (1)
      Facebook
      Summary                                      23 (2)
    2 Setting Up a Business-Friendly Profile       25 (18)
    Page
      What Makes a Personal Page                   25 (2)
      Business-Friendly?
      Creating a Business-Only "Personal" Page     27 (1)
      Signing Up for Facebook                      28 (2)
      Finding Friends                              30 (1)
      Editing Your Profile                         31 (3)
      Changing Privacy Settings                    34 (5)
      Sharing Your Status                          39 (3)
      Summary                                      42 (1)
    3 Finding and Installing Apps                  43 (10)
      Choosing Apps for Business and Pleasure      43 (2)
      Looking for Facebook Apps                    45 (7)
      Summary                                      52 (1)
    4 Choosing Your Facebook Business Strategy     53 (18)
      Leading with Facebook First                  53 (3)
      Examining Facebook Business Features         56 (6)
        Your Fan Page                              56 (2)
        Your Places Page                           58 (1)
        Facebook Deals                             59 (2)
        Facebook Ads                               61 (1)
      Checking In to a Place                       62 (4)
      Pulling It All Together                      66 (3)
      Summary                                      69 (2)
    5 Planning Your Fan Page                       71 (14)
      Anatomy of a Facebook Page                   71 (2)
      Planning Your Fan Page                       73 (10)
        Typical Website Tabs                       74 (2)
        Freeform Pages Using FBML                  76 (1)
        Photos and Video                           77 (4)
        Events, Reviews, and Discussion Boards     81 (2)
      Summary                                      83 (2)
    6 Creating Your Fan Page                       85 (14)
      Checking if Your Business Name Is in Use     85 (6)
        Why Use a Vanity URL?                      86 (1)
        Just What Name Should You Use?             87 (1)
        Checking Out Your Candidates               88 (2)
        Making Your Choice                         90 (1)
      Signing Up for Your Page                     91 (8)
    7 Setting Up Your Business Fan Page            99 (12)
      Creating Core Settings for Your Business     99 (1)
      Fan Page
      Entering Basic Information                   100(2)
      Adding a Profile Picture                     102(1)
      Adding and Managing Apps                     103(2)
      Changing Mobile Settings and Your URL        105(4)
      Summary                                      109(2)
    8 Expanding and Promoting Your Fan Page        111(14)
      Waiting to Send Out Invitations              111(2)
      Building Your Wall through Status Updates    113(5)
        Text Status Updates                        113(2)
        Photos on Your Wall                        115(1)
        Link Updates                               116(1)
        Video Updates                              117(1)
      Updating the Info Tab                        118(1)
      Managing the Photos Tab                      119(3)
      Start Discussions                            122(1)
      Add Links, Notes, Videos, and Events         123(1)
      Summary                                      124(1)
    9 Claiming Your Places Page                    125(16)
      Understanding How Places Fits In             125(3)
      Understanding How to Claim Your Place        128(2)
      Adding Your Place                            130(3)
      Editing Your Place                           133(1)
      Claiming Your Place                          134(3)
      Combining Places and Pages                   137(2)
      Summary                                      139(2)
    10 Creating Facebook Deals                     141(14)
      Understanding the Advantages of Facebook     141(4)
      Deals
      Finding Out If You Can Offer Facebook        145(1)
      Deals
      Thinking Up Deals                            146(4)
      Creating a Deal                              150(3)
      Summary                                      153(2)
    11 Planning and Targeting Facebook Ads         155(14)
      Budgeting for Your Ad Campaign               155(3)
      Avoiding Wastage                             158(2)
      Creating a Facebook-Friendly Call to         160(1)
      Action
      Designing an Ad                              161(1)
      Targeting Your Ads                           162(6)
        Understanding How Facebook Determines a    164(1)
        User's Location
        Focusing on Major Types of Targeting       165(2)
        Minor Types of Targeting                   167(1)
      Summary                                      168(1)
    12 Pricing and Creating Your Ad Campaign       169(14)
      Understanding What You Pay                   169(1)
      Learning Key Advertising Terms               170(3)
      Creating an Ad                               173(8)
      Summary                                      181(2)
    13 Promoting Your Facebook Presence            183(12)
      Understanding Why Promotion Is Important     183(2)
      Measuring Your Efforts                       185(1)
      Promoting in the Real World                  186(3)
      Promoting Online and on Facebook             189(3)
      Promoting All Your Facebook Pieces           192(1)
      Summary                                      193(2)
    14 Tracking the Performance of Your            195(18)
    Facebook Presence
      Understanding Why Tracking Is Important      195(1)
      Understanding Why Facebook Data Is So        196(2)
      Accurate
      Touring the Page Overview in Insights        198(5)
      Drilling Down on Insights about Users        203(6)
        Daily Active Users Breakdown               204(1)
        New Likes                                  205(1)
        Demographics                               206(1)
        Activity---Page Views and Media            207(2)
        Consumption
      Drilling Down on Interactions                209(2)
        Page Posts                                 209(1)
        Page Activity                              210(1)
      Summary                                      211(2)
Index                                              213