Introduction
Part 1: Getting Started
1. Getting Around Facebook: The Basics
-Getting Started
-0-60 on Facebook in 11 Steps
-Home Page News Feed and Ticker
-Comments and Likes
-Publisher Tool
-Photos
-Videos
-Pages and Groups
-Notes
-Facebook Chat
-Search
-Managing Friends and Friend Lists
-Messages
-Account Settings
2. Addressing Privacy Concerns
-The Two Faces of Privacy on Facebook
-Single Facebook Profile
-Two Different Facebook Profiles? Or Get a Page?
-Not Doing Business on Facebook
-Privacy Settings
-Personal Privacy Settings
-Extensive Profile Privacy Settings
-Pages Privacy Settings
-Group Privacy Settings
-Facebook's Privacy Policy
-Summary
3. Establishing a Corporate Presence
-Personal or Professional?
-Developing a Corporate Facebook Presence
-Getting Started
-Facebook Pages
-Getting Started with Your Facebook Page
-Apps for Pages
-Notes and Your Blog
-Events
-What's Next
-Promoting Your Facebook Page
-Email Signature
-Twitter
-Facebook
-Email Marketing
-Company Website
-Facebook Ads
-Google AdWords
-Other Facebook Page Promotion Ideas
-Facebook Groups
-Page or Group: Which One?
Part 2: Intermediate Marketing Skills
4. Facebook Advertising: How and Why You Should Be Using It
-Common Reasons for an Ad to Be Rejected
-Step-by-Step Guide to Creating an Ad
-Analyzing Performance
-Summary
5. Facebook Page Analytics: Tracking Your Success
-Quantify and Improve Your Page's Performance
-Inside Facebook Page Insights
-The Users Section of Facebook Page Insights
-The Interactions Section of Facebook Page Insights
-Advanced Facebook Page Insights
-Using Web Analytics to Measure Facebook Impact
6. Using Facebook to Develop Communities
-Building a Community for Your Company, Product, or Service
-Do Pages or Groups Create More Community?
-How Does Community Build ROI?
-Building Private Corporate Communities
-Using Facebook as a Focus Group
-Building Personal Networking Communities
-Be Helpful
-Connect Often
-Be a Connector
-Use Lists
-How Corporations Benefit from Employees' Personal Social Networks
-Building a Community Around a Hobby or Interest
-Building Community Membership with Facebook Ads
-Why Pages with Millions of Fans Still Might Need Ads
-How to Get Affordable Fans and Group Members
-How to Build Interaction Within Your Community
-Upload Photos
-Upload Videos
-Ask Questions
-Nurturing Your Community
-How Do You Know Whether You're Doing a Good Job?
-Should You Police Your Community?
-Facebook and Social Media Monitoring
-To Prevent Negativity, Nurture Positivity
-Summary
Part 3: Getting the Most Out of Advanced Facebook Features
7. The Power of Local: Facebook Places and Deals
-The Importance of Locally Oriented Online Marketing
-How Does Facebook Check-in Deals Compare to Groupon?
-Facebook Places
-How Facebook Places Work
-How to Claim Your Business as a Facebook Place
-How to Create a Place
-Businesses with Multiple Locations
-Facebook Check-in Deals
-How Do Facebook Users Find Deals?
-What Kinds of Check-in Deals Can You Offer?
-How Do You Create a Facebook Deal?
-Deal Ideas
-How Do You Prepare Your Biz for a Deal?
-Endnotes
8. Socialize Your Website with Facebook Connect and Social Plug-ins
-Adding the Like Button to Your Website
-Adding the Send Button to Your Website
-Adding a Like Box to Your Website
-Adding Facebook Commenting to Your Website
-Integrating Chat Using the Live Stream
-Using Facebook for Your Website's Registration and Login System
-Creating a Personalized Experience with Facebook Connect
-Not Just for the Web
-Summary
9. Facebook Credits: Social Currency and Your Business
-What Are Facebook Credits?
-How to Get Facebook Credits
-Uses of Facebook Credits Beyond Games
-Movies and Television
-News Media and Facebook Credits
-The Music Industry and Facebook Credits
-Analytics for Facebook Credits
-Takeaways
-Endnotes
Part 4: Role Models and Predictions
10. Best in Class Facebook Pages
-Best Fan Interaction
-I Wish I Were Diving
-Vin Diesel
-The Ellen DeGeneres Show
-Best Use of Facebook Features
-Spartan Race
-Volkswagen
-Barack Obama
-Best Revenue and ROI
-Rosehall Kennel
-Baseball Roses
-Lessons Learned from the "Best in Class"
11. What's Next for Facebook
-Going Public
-Acquisitions
-Integrating More Professionalism and Control
-The News Feed and EdgeRank
-Facebook Versus Google
-Increasing Ways to Connect
-An Endless Rainbow of Options
-Signing Off
Index
