5 Ways to Make Money Using Facebook

Facebook Hyper Traffic Review

Created by a social media expert who has been in your shoes, the creator has dedicated his time to make a system that will help you generate big money in no time. This program is based on Facebook and it utilizes the fact that it is overly populated with people and opportunity so much that you cannot fail. It will use the techniques and strategies that some of the smartest people are using like generating traffic. It does not require any experience, no website, no knowledge in blogging or online marketing, it only requires no more than barely an hour of your day to make sales that can generate you money to your account right now. It will also be your helping hand in any step that you want to take, it will help you avoid the biggest pitfalls and it will guide you to make money online that people will be very impressed at. Your bank account is finally going to flourish and you can enjoy the life that you deserve. With the purchase of this product, you will be able to get instant access to the content and the system that will be the step between success and failure. Read more here...

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Facebook Hyper Traffic Review

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All of the information that the author discovered has been compiled into a downloadable pdf so that purchasers of Facebook Hyper Traffic Review can begin putting the methods it teaches to use as soon as possible.

As a whole, this e-book contains everything you need to know about this subject. I would recommend it as a guide for beginners as well as experts and everyone in between.

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Facebook Profile Basics

A Profile is a digital representation of a Facebook user's self. Profiles are a thing of pride for frequent Facebook users an extension of their personalities. Profiles are how users share things with their large and very connected group of social connections. For marketers, the Profile is where it all begins. To reach and engage these socially connected influencers, you must know what they do and enjoy on the site. Remember, the most valuable Facebook users are the ones who provide a lot of information and have vast connections. The average user has 130 friends think about the potential of these superusers. Their Profile upkeep requires time and energy to stay fresh, personal, and relevant to friends (and, of course, to marketers like you). In total, users spend over 70 billion minutes on Facebook per month. You need to appreciate the dedication and openness it takes to create a complete Facebook Profile, because the owners of these Profiles will be the ones that spend a few of those...

What Is a Facebook Profile

A Facebook Profile is the way individual users represent themselves on the site (Figure 2-1). Typically it contains information about the user's interests, hobbies, school and work affiliations, and photos. It is also connected to any Facebook Pages he likes, from a favorite football team to a preferred brand of soda, as well as all the other Facebook users he identifies as friends. Many users are quite open with their Profile information, and Facebook strongly encourages this. Because the site is free, Facebook's big moneymaking opportunity comes from charging marketers for the right to use the personal data its users share the more data users freely provide, the more potential revenue for the site. Some users have expressed concern over privacy issues, particularly regarding Facebook's increasingly open view of public information on their site. Expanded privacy settings have allowed many users to customize their information as for friends only, but most users, especially younger...

Facebook profiles for Business

Facebook's original intention was to be a social network for college students, and at one time it required an .edu email address for registration. Later, it expanded to grant membership to high school students, and finally to people of all ages. However, keeping true to its origins as a service geared to connecting individuals, Facebook has always maintained certain rules for brands and businesses. One rule many marketers find frustrating is Facebook's strong distinction between the types of users and how it applies that distinction to Profiles. If you represent a brand or entity other than an individual user, Facebook's Terms of Service state that you must set up a Facebook Page to represent that brand, business, or public persona, whatever it may be. This includes politicians, sports figures, and other celebrities even as individuals, they need a Page for their very recognizable self. These Pages offer different choices that are specific to companies, such as business hours, and...

Creating and Customizing a Facebook page

Because there are so many options for customization, from Facebook apps to custom applications that you can design yourself (Figure 3-5), it's helpful to create a wireframe or basic design of your Page layout before you begin. You should also develop a content strategy and posting schedule that includes automated feeds from external sites, like an RSS feed from your blog or Twitter page, as well as manual updates and responses you post to the Page in real time. By searching the Application Directory on Facebook, you can find many free applications with which to begin customizing your Facebook Page. The official Facebook Page about Pages (found at http www. facebook.com FacebookPages) also offers many tips and resources for Facebook Page administrators, who are more commonly called admins. facebook facebook Figure 3-6. Popular Facebook Pages make good use of the standard, preset tabs. Figure 3-6. Popular Facebook Pages make good use of the standard, preset tabs. Static FBML, Notes, and...

Facebook Group Basics

Facebook Groups are often set up by fans of a brand, as is the case with the extremely popular Coke bottle Groups that exclaim how much better a bottle is than a can. Groups are much faster and easier to create than Pages, which is why many fans are quick to set them up, but they also offer less functionality. Most of your Facebook marketing efforts should stem from a Facebook Page Pages are the official channel for brands to reach consumers, as determined by Facebook. Overall, they offer more functionality and better opportunities to interact with members. Still, there is some value in using Groups for occasional marketing efforts. To help you make the best decisions for your campaign, this chapter explains where Groups came from and examines how and when you should take advantage of them. Figure 4-1. As this chart by All Facebook shows, Group functionality can vary greatly from that of Pages.

Your Facebook Marketing Objectives

Using Facebook, you want to accomplish several things. First, you want to be found by people who are interested in buying your iPhone iPad app. Second, you want to connect with these potential customers and establish a relationship with them. You can use Facebook to create a business page for your app within a few minutes. You can start to build your page by going to www.facebook.com pages create.php and filling in the details, as shown in Figure 7.2. Figure 7.2 Facebook's main screen to create a business page for your iPhone iPad app. Figure 7.2 Facebook's main screen to create a business page for your iPhone iPad app. Once you have completed all the details for your page, you can then invite your friends to become fans of your business (app) page. This will help you to initiate the viral marketing process for your app. When people join your Fan page, it's published in their news feed for all their friends to read, further helping the word to get out about your app. An example of the...

Facebook Application Basics

Several years ago, Facebook released a platform that allowed developers to create applications to leverage the site's features and the social information of its users. When a user installs or adds your application, the app can display content on his Profile, as well as gain limited access to his information. For marketers, applications present an opportunity to create engaging, branded experiences that are inherently social. This chapter details what you need to know to brainstorm an idea for a great application, as well as how to plan for its development. To build an application, of course, you'll need development resources. You could task a programmer at your company, hire one, or learn how to code yourself. Any competent developer can learn to work with the Facebook API, but it is not within the scope of this book to teach you to program.

Integrate with Viral Facebook Features

Facebook is a social network, and as such it contains a wide range of potentially contagious features. Users can invite one another to applications, suggest Pages, send messages, and tag people. Most of these actions trigger Facebook to send messages to the target user informing him of his friend's actions (Figure 6-6). Users can also post updates to their feed, which is displayed on all of their friends' home pages. Be sure your application correctly utilizes these viral features. Don't fall into the trap of thinking that you can just slap these viral mechanisms onto an app after it's been built. For best results, these mechanisms should be deeply integrated and part of the fundamental reason for using your app. Don't design a Facebook application that functions in a social vaccuum. Build something where the entire point is to interact with other people and spread the app. An application has essentially three parts or places on Facebook where you can interact with users the canvas...

Customizing Your Facebook Page

With so many other brands to compete with on Facebook, it's crucial that you customize your Facebook Page. Your best bet for making your content stand out and get shared is to customize every aspect of your Page from your name and URL to the specific landing tab for new visitors right up to every last status update that current Page members see in their newsfeeds. Facebook is not as simple to customize as your own site, but you can do a lot even when playing by its rules. Many other brands are not taking full advantage of the free tools and Facebook-provided functionality available to them, so a little extra effort on your part can go a long way. Because Facebook is always changing the exact tools and methods of customization, this chapter explores strategies to make your Page stand out from the rest and become a favorite destination for fans without relying on specific functionality. Figure 7-1. Longer Facebook icons provide more real estate to customize your Page on the Wall and...

How You Can and Should Use Facebook

Even small brands can get in on the action. Sprinkles Cupcakes (Figure 1-3) has more than 150,000 fans because of a Facebook-only promotion that ran in its stores. Luxury hotel chain Joie De Vivre offered a similar Facebook-only discount and booked more than 1,000 rooms because of the deals. Your existing and potential customers and all of their friends and family are not only on Facebook, but also logging in regularly and engaging with content on the site. Your competitors are probably already there, too. If you're not on Facebook, you need to play catch-up to avoid appearing out of touch. If your competitors are not yet using Facebook, you'll gain major points with your audience by being there first. Facebook B Wall Info Resources Stories facebook Live Press Facebook Are you an admin for any Face bo ok Pages Check out new tools for managing your Pages. Facebook Pages help braids, businesses, and public figures build a presence to connectivity the people wiio ike thein on Facebook....

Developing a Facebook Content Strategy

Given the restrictions Facebook places on Page design, content is the easiest and often most effective way to differentiate yourself from competitors. Facebook's power lies in its huge number of users, but this also creates a high volume of posts. To reach these potential customers or brand enthusiasts, your content must stand apart from the rest. Because content is a core piece of a successful Facebook marketing campaign, this chapter explores ways you can create and optimize it for Page members, while at the same time improving your placement in both Facebook and natural web searches. ACTIVITY ON FACEBOOK Figure 8-1. There are 900 million people, places, and things that a user can interact with on Facebook. More than 30 billion pieces of content are shared across the site each month. (Graphic by The Blog Herald.)

Competing with Other Content on Facebook

The average Facebook user has 130 friends and is connected to 80 community Pages, Groups, and Events. Yet this is only a fraction of the 900 million people, places, and things that he could interact with on Facebook (Figure 8-1). Considering the more than 30 billion pieces of content being shared across the site each month, you can understand clearly why content is a key factor in your Facebook marketing strategy. Obviously, there's a lot that the average user is seeing on a daily basis. But this average user also creates about 90 pieces of content every month posting links to news stories or blog posts, writing notes, uploading to photo albums, creating Events, writing on friends' Walls, and more. Since Facebook imposes so many design restrictions, content is the best way to market yourself to potential Page members (and future customers), as well as to keep current Page members and customers engaged and entertained. On the other hand, you must also combat the fatigue many users feel...

Optimizing for Both Facebook and Search Engines

Facebook can be a valuable asset for search results. The volume of content and variety of places to add keyword-rich content can help you attract new Page members on Facebook, while providing more natural search results (Figure 8-6). Facebook is indexed by search engines and also has deals with Google and Bing to display social search results that include posts from your friends. Facebook's search is not always the greatest at displaying results, but the site's working on it. Counteract its shortcomings with some rockstar SEO to ensure that people looking for your name or service can find you. Misspellings are especially important to account for on Facebook. In the more general natural-search realm, a well-optimized Facebook Page can help you overtake a competitor by providing a second set of Pages (in addition to your own website) to display on the search results page. This can also be helpful when you're looking to do some reputation management. A Facebook Page can also give you the...

Cross Promoting Content on Facebook

Given its status as the world's largest social network, Facebook is one of the most important and common ways people share content with their friends on the Web. As such, it represents an amazingly large audience for your off-Facebook content. Even when you're creating content outside of Facebook on your own site, you should strive to encourage sharing. Cross-promoting content and driving traffic from your website to your Facebook Page (and vice versa) is an important part of a Facebook marketing strategy. This chapter demonstrates how you can promote your blog and website content so that it gets shared on Facebook. Figure 9-1. Inclusion of these words tends to correlate to an article being shared less than the average on Facebook.

Network with Facebook

Facebook, located at www.facebook.com, is a popular social networking Web site that enables you to build lists of contacts and interact with people all over the world through profile pages, pictures, videos, message boards, and various technology applications. Facebook is one of the top ten most trafficked Web sites in the United States and boasts over 60 million active members. You can use Facebook to interact with current and prospective business associates while generating considerable traffic to your Web site and buzz about your business. Similar to other leading social network Web sites such as MySpace, your Facebook profile page represents your primary vehicle to communicate and share information about yourself and your business with other members of the Facebook community. Use your profile page to tell other members of the Facebook community about yourself and why your product or service is useful, unique, and valuable. Network with Facebook Your Facebook profile should include...

Twitter and Facebook Connect

Beyond sending emails, you may want to also give users the ability to post messages to their Twitter and Facebook accounts. And although it's nice when users blatantly promote your app, another more subtle way to increase awareness for your app is to deeply integrate social networking with other core features in your app. For example, if you're building a game, enabling users to share their high scores via Twitter and Facebook will not only breed synergy among players but may also attract new customers who want to get in on the action. NimbleBit's Moon Drop includes a seamless user option for Tweeting high scores (see Figure 4-18). A more comprehensive extension of community building is to integrate one of the many social gaming platforms currently available for iPhone games, which I'll be talking about in Chapter 5. For now, let's look at Twitter and Facebook. Facebook allows developers to access their platform using their Facebook Connect API Recently, it released Facebook Connect...

Advertising on Facebook

Facebook has a powerful advertising platform known as Facebook Ads. Low click-through rates, sophisticated targeting options, and easy integration with applications and Pages make it an interesting tool for marketers. Facebook Ads can be especially helpful for kick-starting your Facebook presence, and some of the most powerful social targeting features become useful when you have a large number of Page members or users. This chapter introduces the platform and walks you through creating and launching an ad. Figure 11-1. Use this form to create your Facebook ad.

Create a Facebook Fan Page

Create a Facebook fan page to showcase your new app and develop your brand. A number of popular games apps are using Facebook fan pages and they have generated huge followings. Facebook fan pages are easy to set up and don't cost you a dime. Your app page can be found in the search engines as well, which is going to help people find you. Additionally, when a visitor joins your fan page, the updates are broadcast to all members of that person's group and they are helping you to spread the word about your app. For more information on creating a Facebook fan page, refer to Chapter 7.

Feedback on Facebook Posts

On the detailed interactions Page, Facebook shows you daily story feedback information with a graph displaying likes, comments, and unsubscribes over time (Figure 12-3). Again, you want the first two metrics increasing, and a large spike in unsubscribes should set off some alarms. Below the daily story feedback graph, there is a list of stories posted to your Page and the number of impressions each story received as well as a feedback percentage. The feedback percentage is the portion of users who interacted with a story somehow larger is better. This chart is very useful for refining the content you post to your Page. Notice which subjects get the most views and feedback, and pay attention to the days and hours that seem to be the most popular. The Page activity graph shows the amount of activity undertaken by users on your Page, including discussion, Wall and video posts, reviews, and mentions. This graph shows the activity day to day, so it will be very bumpy. Figure 12-4. Facebook...

Facebook Ads Analytics

The Facebook Ads platform shows you some basic information about clicks, impressions, and click-through rates over time. With it, you can also create reports about ad performance as well as responder demographics and Profile information. The campaigns Page of the Facebook Ads interface provides basic statistics about your campaigns, including the number of clicks, impressions, and cost (Figure 12-6). You'll also find a graph that displays impressions, clicks, and click-through rate over time. This data is useful only for very high level, at-a-glance monitoring of your ads.

Creating a Facebook Page

Setting up a Facebook Page for your product or business is a great way to connect with people on the world's most popular social networking site. Unlike Twitter, members are not able to search for keywords in posts. Facebook's search engine is limited to searching for member names. With only a personal Facebook account under your own name, you won't be listed in Facebook searches for your iPhone app name or business name. But with a Facebook Page for your iPhone app or company, related Facebook searches will find it by name. To create a Facebook Page, you must have a personal Facebook account since that is the account assigned as the Page's administrator. If you plan on creating more than one iPhone app, then I recommend building a fan base under one company Facebook Page, rather than several separate accounts for each iPhone app. One centralized page will not only be easier to manage but will also allow you to cross-promote your products to the same fan audience. Sign into your...

Big Brands on Facebook

The world's largest and most well-known brands are leveraging Facebook to build engaged and profitable communities. Coca-Cola has over 11 million fans of its Page, while Starbucks is closing in on 13 million. Vitamin Water launched an extremely successful contest on Facebook to choose the flavor, design the package, and name its newest drink. The company now has 1.7 million fans. Figure 1-3. Sprinkles Cupcakes is a good example of a small business leveraging Facebook to improve its marketing. Furniture giant IKEA announced the opening of a new location by posting showroom photos to Facebook. But it didn't stop there. Each item in the photo was up for grabs and given away to the first user to tag a piece with his or her own name. Within hours, thousands of people were scrambling to tag the pictures. Software maker Adobe targeted college students with its Photoshopped or Not game, asking users to decide whether an image had been manipulated. Six percent of students who saw the game...

Facebook Page Management

Managing your Page ensures that you have a finger on the pulse of your consumers, helps attract and keep members, and can assist direct marketing initiatives beyond Facebook. As an extension of your website but offering a lot more user freedom, your Page must be monitored. You need to keep an eye on your Wall, specifically the good (and the bad) reviews from Page members. Like it or not, what people post on your Page's Wall is a reflection of your brand. If you allow it to be overrun with spam, foul language, or unanswered questions or complaints, your brand will suffer. You need to push out fresh content, sure, but you also need to engage with people on your Page. This chapter teaches you how to keep your Facebook Page full of fresh content and how to keep Page members happy. facebook Welcome We're glad you found us. Now that you're here look for exclusive Facebook deals only offered to our Facebook fans Feel free to write on our wall, join discussions or add photos and videos. You...

Who Uses Facebook

Originally a network for select college students, Facebook first expanded into high schools, then larger networks, collecting students and colleagues across the country and, eventually, the world. Now you can not only identify your romantic partner and growing circle of friends, but also your parents and siblings. Your mom is on Facebook. Your sister is, and your daughter as well. Your college roommate, your first crush, and the former best friend you haven't spoken to in years. Your grandparents may even be tagging you in family photos you forgot existed. Seventy percent of Facebook users live outside the United States. The fastest growing segment of users Women 55 to 65 years old. Depending on how you measure it, Facebook either has already surpassed Google in traffic levels or is about to. The Facebook Application platform alone has been used by over one million developers to build more than 500,000 active applications. Try to pinpoint the average user, and you'll find most users...

Facebook Page Basics

A Facebook Page is key to most social media marketing strategies and will more than likely be the central point for most of your efforts and promotions. Twitter is great for quick updates, but to get the full story, users usually need to click elsewhere. A Facebook Page allows you to provide both in one place, while also offering full customization and a variety of interactions. Many brands use Facebook tabs in lieu of landing pages on their actual websites, because tabs have more built-in social functionality, are easy to update, and are especially helpful for running contests and promotions. But even if you foresee offering giveaways through tabs, you should still invest some serious setup time in Page customization. facebook facebook Figure 3-1. Facebook's official Page about Facebook Pages provides helpful hints and tips for Page administrators. As you read in Chapter 2, Facebook outlines strict rules about who can have a Facebook Profile. In its early years, Facebook was a closed...

Facebook Search

Facebook's internal site search is notoriously picky, but it is getting better. As you might imagine, ranking well in an internal Facebook search is even more important (Figure 3-10). Someone searching for your brand directly within Facebook knows what she wants and is almost certain to click Like when she reaches your Page. When optimizing your Facebook Page, focus primarily on keywords and content Facebook adds the nofollow attribute to links, making it difficult to pass on any link power. A good, keyword-rich content strategy should be at the heart of your Page optimization plan, as it will help new users find you and keep old ones coming back. Of course, also include all the important links to your site so that people who like you on Facebook can easily navigate to your website.

Using Facebook

Facebook has become an extremely powerful tool for creating a community and attracting users from a social perspective. In fact, Facebook has some 350 million registered users and is still growing. It has such a large collection of users that it simply can't be ignored. You won't reach all of them, but your goal is to do the best you can to reach your market of interested users and buyers. Need more encouragement Here are some more reasons why you can't ignore Facebook as part of your marketing plan Half of the registered users login daily to Facebook. Your app buying audience is on Facebook. There are over 65 million accessing Facebook from their mobile devices.

Facebook Events

Using Facebook's Event functions, you can invite users to any event, be it real or virtual. Events are great for rallying Page members around a timely happening, whether it is a sale, movie opening, menu revamp, or new product launch. Plus, because Events have a dedicated tab on your Page, Page members can easily see what you're up to. Events are quick and easy to set up, perfect for creating a quick response to a time-sensitive issue. This makes them a no-brainer for inclusion in your Facebook marketing strategy. On the flip side, they are also easy enough for anyone else to make, leaving a lot of Event clutter on the site. This makes it harder (but not impossible) to use Facebook Events effectively. You just need a little extra effort to make your Event stand out. Figure 5-1. Facebook Events should be used for actual events that include a time and a place in the real world. They can also be used for virtual events, but be careful not to confuse people. Figure 5-1. Facebook Events...

Facebook

The Facebook social networking site has about 10 of the networking traffic as of late 2007. Originally available only to students with a school affiliation, Facebook opened its ranks to the public in September 2006 and doubled its traffic in one year (Hitwise). In May 2007, the site opened its platform, allowing software developers the chance to create integrated programs. From this, we are beginning to see more music-related applications. One such application dedicated to music is iLike. Born from garageband.com, iLike catalogs what users listen to through iTunes and other computer music players, compiles lists of recommendations, and allows users to share their music with friends. According to iLike, it promotes music democracy by exposing artists that users have not heard of but may like, according to their listening habits. Users download an iTunes sidebar that tracks their listening habits, which can be easily posted on their Facebook profile page. For artists attempting to...

Impact on Todays Media

Newspaper circulation rates are in decline (Figure 1-2), and most television ads aren't profitable. Facebook has a far larger audience than old media. That alone has been enough to convince some that it's the perfect place to try a new marketing plan. If you need more incentive, consider the huge amount of personal information that users give the site and, therefore, advertisers. Facebook provides brands with new ways to target ads more effectively than ever before. The best part All of this information has been volunteered by users. In many cases, they have actively opted in to more targeted advertising by liking ads or allowing Facebook to share their data with select external sites and partners.

Creating Valuable Content

If used properly, Facebook can be an extension of your brand, helping you present the same personality, tone, and visual face as you would in any other material. Take the time to think about why you and your brand want to engage Facebook and what you hope to achieve from doing so. But don't stop there. Think about your audience, specifically the segment of your audience on Facebook. Facebook is a highly competitive and fast-moving channel. Each piece of content you post needs to be quickly digestible and easily recognizable in a busy newsfeed. Above all else, it needs to fit the unofficial model of a Facebook post. Do not copy and paste from your website or email campaign. Each post should be specific to your Facebook Page. Keep it short and to the point. Add media to spice things up, and make it clear what action you want users to take. Facebook marketing can be amazingly cost effective, especially when compared to traditional media alternatives, but expect to make a significant time...

The Difference Between a Page and a Profile

The easiest way to determine what warrants a Page versus a Profile is to compare the verbs Facebook uses to interact on the site friend versus like (previously fan). You friend the people you work with, went to school with, or met at a party. You can't actually friend your favorite TV show, college mascot, or flavor of soda. But you can absolutely like these things that is what you would say in real life, and the action you take on the site. The top Facebook Pages (Figure 3-2) exemplify the types of things that you would like, not friend. Figure 3-3. The Facebook Page Directory provides another look at some of the top Facebook Pages. Figure 3-3. The Facebook Page Directory provides another look at some of the top Facebook Pages. Here again, taking a hard look at the verb use on the site will help. You're not going to actually become friends with the president. Sure, he has friends and may keep a private Profile for real-life friends, but the greater public can only like him on...

Custom User Applications

Zappos, on the other hand, created an application that allows users to share their favorite products from the online retailer with their Facebook friends. Marshalls uses a custom application to ask Page members to unlock their shopportunity for a chance to win a shopping spree, while TripAdvisor allows users to display all the cities they have visited. Fashion, technology, and travel play well on Facebook as applications, but get creative and you can create an application that is both fun and relevant in any industry.

Custom Tab Applications

With a custom application, you can create tabs that not only display content any way you want, but also include such interactive elements as polls and quizzes, video players, games, and email capture forms (Figure 3-9). A custom app like this is ideal when designing a landing tab for a Facebook promotion. Although you can also use Static FBML to create custom tabs, it does not provide the full level of customization that an application built to your specifications can offer. Figure 3-10. An example of poor internal Facebook search results for the T.J. Maxx brand. Figure 3-10. An example of poor internal Facebook search results for the T.J. Maxx brand.

Custom applications

Facebook hosts over 1.6 million active Pages, with a combined total of 5.3 billion Page members. (Graphic by Muhammad Saleem for Mashable.com.) Figure 3-15. Facebook hosts over 1.6 million active Pages, with a combined total of 5.3 billion Page members. (Graphic by Muhammad Saleem for Mashable.com.)

Better Event Management

Because Groups are maintained by real people, they are better suited for managing Events and have more Event functionality, such as messaging attendees. Group content is also now included in the Facebook Newsfeed, something once exclusive to Pages. This is a major factor in retaining members and driving engagement. Groups are not, however, able to customize as much content, add applications, or select a vanity URL. This prevents them from ranking as highly in a search. Facebook also continues to more heavily support Pages through promotion widgets, ads, and development resources dedicated to improving Pages for both admins and users. facebook

Include Keywords for Easier Searching

Groups don't provide as much content to crawl as a Page, but they are indexed by search engines as well as by Facebook searches. When filling out your Group description, be sure to include keywords. This increases the chance that a potential member will find your Group while searching for similar topics, organizations, or events. The same goes for creating a Group name think of keywords people would associate with your content or the purpose of the Group.

Dont Make New Friends

Since a Group cannot exist on its own, you'll use your Profile to invite at least the first batch of members. That makes it tempting to start sending random friend requests to a bunch of people you don't know. Inviting unknown members goes against Facebook's Terms of Service and will very quickly get you banned. If you do want to add a few new people, make sure you include a personal message in your potential friend request explaining how you found them and why you want to be friends.

Post Links Photos Videos

Besides providing fresh content, frequent posting keeps members engaged and allows for greater interaction (Figure 4-9). Post links to external sites or to other parts of Facebook, and ask questions about the content found there, like in a book club. You can also post photos or videos on related topics or from actual real-life Group events.

Using Groups to Supplement Your Page

If you like all the bells and whistles of a Facebook Page but appreciate the discussion aspect of a Group as well, try doing both. You'll get the search engine optimization (SEO) and brand buzz benefits of a Page, as well as the ability to design tabs and develop applications, but you'll also be able to create a smaller, community-based presence within your Group (Figure 4-11).

Breaking Through the Clutter

A lot of people use Events for things like lost phones and silly surveys (Figure 5-3), so correct setup is key to Facebook Event success. Events are very easy to spread because other people can pass them on and invite people from outside the original creator's network. This easy transfer also means, however, that users may be exposed to many Event messages on a daily basis.

Link it from your site

If you're going to host a lot of Events, you should integrate those announcements somehow. Add a page to your website just for Events, and direct site visitors to Facebook to sign up for the Facebook Event there. This way, you won't end up with two guest lists or require users to sign up for a separate site to RSVP. Figure 5-7. A fashion-focused PR firm always makes sure to take photos at an event and upload them to clearly labeled Facebook albums. The popular social media blog Mashable does the same at its real-life events. Figure 5-7. A fashion-focused PR firm always makes sure to take photos at an event and upload them to clearly labeled Facebook albums. The popular social media blog Mashable does the same at its real-life events.

Improve Existing Social Behaviors

Facebook itself has been described as a social utility, rather than a social network, in that it is not a collection of people who interact, but a collection of tools that allow people to interact with their existing social networks. For many, Facebook is not a place to meet new people it is a place to connect and communicate with those they already know. Users were interacting with their social circle long before Facebook existed, and many interactions still happen offline. Facebook is a tool that makes it easier to connect with people over long distances or about specific activities or pieces of content (like the photos of the party we all just attended). One of the easiest ways to design an inherently social application is to identify pre-existing social behavior and make it better. A user is much more likely to use your application to send congratulations to a college graduate than in an entirely new kind of social interaction. The latter is entirely possible it's just much harder...

Clarity Simplicity and Speed to Engagement

Remember that your target users are probably already familiar with using Facebook to socialize and aren't super interested in learning a ton of new behaviors. You should strive to make your application as intuitive as possible. One of the most popular Facebook applications of all time is Super Wall, which simply enhanced the existing Wall back before Facebook itself integrated a range of new features. People already understood the concept of a Wall and so there was very little delay from the time they installed the application to the time they were using and enjoying it. Think of your application in terms of friction and inertia. Friction is the amount of time investment, hassle, and commitment a user faces when using an application, and inertia is the movitation that user has to push through the friction. If your application is the best thing to happen to Facebook since FarmVille, and everyone knows this to be true, potential users will have enough motivation to deal with a fairly...

Launching and Promoting Your Application

When the first usable version of your application is complete, you'll want to start introducing it to potential users. If you have an existing Facebook community, like a Page, those Page members are perfect initial users. Post the app to your Wall. Your Twitter account, blog, or newsletter are also great ways to soft-launch your application to users who already have an affinity for your brand. Listen closely for their feedback and use it to inform the next development iterations you make. Figure 6-10. This is the screen you'll see when you add your Facebook application to Facebooks Application Directory. Figure 6-10. This is the screen you'll see when you add your Facebook application to Facebooks Application Directory. When your application reaches at least 5 total users or 10 monthly active users, you should submit it to Facebook's Application Directory. The link you'll need is on your application's settings Page (Figure 6-10). In addition to the required 250-character description,...

Designing Assets and Media

Your Page icon now makes a good first impression, but don't stop there. Take advantage of one of the biggest tools for customization Facebook tabs. Display tabs host custom content using Facebook Markup Language (FBML), and are purely informational. Custom applications tabs offer interactivity through media players, forms, quizzes, and games. Facebook's downsizing of tab widths to 520 pixels made a lot of Page admins nervous, but it still leaves plenty of space to get your message across. Hire a designer or devote in-house resources to developing a few custom Facebook tabs. At this writing, tabs are created using FBML, but Facebook has indicated it might shift to iframes soon. Either way, you'll need a little bit of coding ability to get your Page up and running, but nothing too strenuous for display tabs. If you plan to push the limits of Facebook customization, you may need to hire someone to build a custom application that runs your tab. This is different from a user-facing...

Branded Patterns and Days

You may have seen the user-generated incarnation of this on Twitter with Follow Friday. Many brands have caught on and found great success with the idea on their Facebook Pages (Figure 7-4). Themes can be very overt and consumer facing or more subtle. For example, Fan Friday might highlight an active Page member, while Trivia Tuesday offers fun facts about your brand or industry. You could also try using the theme to guide your content creation. Perhaps Thursday is always the day you give out tips, and Wednesday is for contests. Of course, you don't need to name every promotion as part of Win It Wednesday, and the actual terms and prizes can change. Either way, themes can make developing content much easier and help your Page members choose their favorite days to check your Page. first on her Facebook Page.

The Power of Positivity

We were initially somewhat surprised to find that positive stories did much better than negative ones, but after we thought about it a bit, it made sense. There is no lack of negative news stories in the media, and most people aren't going on Facebook to get depressed. They're there to socialize with their friends, and that usually means feeling good, not bad. Try to write positive stories as much as you can, and when you have to cover something negative, try adding an upbeat, hopeful spin.

Frequent Status Updates

The most important thing to remember when posting updates is that there are lots of other Pages on Facebook, all competing for a share of space in the Newsfeed. You want to keep your brand appearing in that feed, and you want your content to keep people clicking to your Page or sharing with friends. Give them a reason to keep coming back, and provide content they want.

Creative Content Design

When you're creating your Facebook ads, remember that you're talking to a mainstream audience that is interested in socializing with friends. The creative elements images and copy that make up your ads should reflect this as well. Figure 11-2. Selecting a good image is key to creating an attractive and attention-grabbing Facebook ad.

Likes and Interests

When a user fills out his Profile, he adds information about his interests, activities, favorite books, movies, television shows, and more (Figure 11-5). Using the Facebook Ads platform, you can specify keywords to target users who have used the same words in their Profiles. Search engine marketing will provide a great list of keywords to start with, but you might have to go a step further for your Facebook ads. Think about interests that may not be directly related to your business but indicate that a user may be interested in your brand.

Connections and Friends of Connections

If your application or Page already has a sizable fan base, you can use the Connected To field to nurture users who are already familiar with your brand, persuading them to become even more engaged or moving them along the sales process (Figure 11-6). Ask users if they'd like to talk to a live representative or offer them special fan-only discounts. You can use the Not Connected To field to show ads only to users who aren't connected to your presence on Facebook. It can be useful to show less direct-response, introductory ads to these users. Using the Friends of Connections field (one of our favorites), you can target people who are friends with Page members or application users. Not only does this allow you to target social groups who are likely to be interested in your brand (if their friend is, they're likely to be as well), but when a user sees an ad for a Page or application a friend is connected to, it shows a John Doe likes this line underneath. This is an incredibly powerful...

Insights for Applications

Much like the native analytics for Pages, Facebook allows marketers to view detailed statistics about the usage of their applications (Figure 12-4). The Users section of application Insights includes information on monthly and daily active users (MAUs and DAUs). MAUs and DAUs are the most important and visible metrics about an application's popularity. They indicate the number of users who have interacted with an application in a given month or day. Most applications will have many more users who allow an application access to their Profile (effectively installing the application) than those who regularly use it. MAUs and DAUs are the easiest way to monitor how engaged your application's users are. Facebook shows the same demographics information about applications as it does about Profiles, including age, gender, location, and languages. It also shows simple data about the number of views to an application's canvas Page, as well as the number of users who gave the application...

Posting Application Content to Walls

Applications often allow users to post content to their own Profiles, and Facebook shows information about this content in the Sharing section of application Insights. Facebook displays the number of stories, status updates, and photos posted through the application as well as the amount of feedback (likes and comments) this content received. You can also monitor the number of times this content was hidden. Sharing content is an important viral mechanism for an application, so this data is a good way to monitor how social your application is and how well it is doing in generating interest from your users' friends. The third and fourth sections of the application Insights interface include performance and diagnostics information (Figure 12-5). For marketers, the key points here are to keep an eye on the request and rendering time your application takes to display content to users. Work with your developers to ensure that this trends downward over time as your application gets faster,...

Advertising Performance Report

The reports section of the Ads interface allows you to generate more detailed reports about your ads. The first of these reports is Advertising Performance, which includes information about clicks, impressions, conversions, and actions. The last metric, actions, is the most important and useful. If you're advertising a Facebook-based Page or Event, the Actions column shows the number of times viewers of the ad liked your Page or sent a yes or maybe RSVP to your Event through the ad itself.

The Activity and Recommendations Feeds

The third type of social plug-in Facebook offers you to cross-promote your content are the feeds Activity and Recommendations (Figure 9-13). Both are narrow boxes that display content from your site that a visitor may be specifically interested in. The Recommendations feed contains content suggested by Facebook based on overall activity, while the Activity feed shows your readers the content from your domain that their friends have liked. The Activity plug-in includes an option to display Recommendations, so we advise that you use it to get the benefit of both. When you're setting up your Activity feed plug-in, Facebook asks several questions related to the design of the feed box, including font, border color, height, and width. As with the Like button, your choices here are dependent on the space available in your site's design. Stick to the default light color scheme, because it is the most similar to Facebook itself. To install an Activity feed plug-in on your site, copy and paste...

Photos

The Photos tab has long been a Facebook staple. This tab houses every photo you have uploaded or been tagged in. Each tag creates a link back to that user's Profile. Note that only people, and therefore Profiles, can be tagged in a photo, not brands or Pages. Figure 2-4. The basic information section of a Facebook Profile is full of personal details about the user. Figure 2-4. The basic information section of a Facebook Profile is full of personal details about the user.

Bio and Quotations

The next section of a Facebook Profile (Figure 2-4) requires a bit more thought. Users have adapted the Bio and Favorite Quotations sections for various purposes. Some users take a straightforward approach, giving a few brief sentences about themselves followed by song lyrics or movie quotes. Others use that space for inside jokes, while yet another group treats it as space for a r sum .

Work and Education

As Facebook shifted its focus from exclusively college students to its current, much more diverse user base, the Work and Education section expanded to accommodate these changes. Predictive-type drop-down menus allow users to input as many schools as required, going all the way back to high school, and to specify areas of concentration at universities or colleges (Figure 2-5). Facebook uses this information to search for relevant alumni Pages within the site. Users can also input work experience in much the same way, adding jobs in reverse chronological order as Facebook attempts to match the companies they have worked for with existing Pages. These fields are all some form of drop-down menu, with the exception of the Description box, in which users can enter highlights of what the job entailed or the company's purpose. While job and education history may be of little interest to many retail brands, this section can be especially helpful if you plan to use Facebook for recruiting...

Contact Information

Last, and probably least for most marketers, is the contact information section (Figure 2-7). Some users may find this section helpful for searching and connecting with old friends or taking Facebook communications to a more private venue, but as a marketer on Facebook, you should keep your communications on the site. Still, it's useful to know how the entire Profile section works, and what you can add to yours depending on how accessible you want to be to your audience.

Privacy Settings

Along with the ability to add and share all this information online, Facebook also created ways to keep some sections of a Profile more private than others. Some people put up barriers that reflect real life, only accepting friends they personally know. The easiest way to share what you want with whom you want, however, is to use Facebook's built-in privacy settings and friend lists. As discussed in the previous section, privacy settings (Figure 2-8) allow you to control who can see your contact information. They also allow you to control who can see your personal information, including your birthday, favorite quotes, interests, education and work info, and relationship status. You can also determine who is allowed to post on your wall, tag you in photos or videos, or view your Profile in both Facebook and public search results. Photo album settings are determined on a case-by-case basis, so you can make some albums available to all friends, and others just a select group of people....

Profile Applications

Facebook offers a myriad of applications. These can be useful for marketers, because they provide a naturally viral vehicle for spreading awareness of your brand. Some apps are designed by Facebook and have a more practical utility, such as Photos or Notes. Others are more about fun, like Coke Zero's Facial Profile doppleganger app or Zynga's FarmVille. Anyone can create a Facebook app, which means there are a lot of fun and useful applications available however, this also means that there are plenty of abandoned apps that never worked quite right. As Facebook phases out the Boxes tab of Profiles and Pages, applications appear either on their own tab, like the Static FBML custom tab, or as a function of a Profile, like Twitter's status updater. Facebook maintains tight control over how and where items are displayed, and some apps are further restricted by their developers for optimum viewing.

Profile Interactions

There are many ways that a user can interact with your brand on Facebook, from a Page to a custom-branded Application or ad. However, user-to-user interaction is actually a little more limited, despite the categorization of Facebook as a social network. Facebook friendships are two-way connections that is, a user must request to friend another user and wait for approval before they can talk or interact in any meaningful way. Once that connection has been established, users can use Facebook Chat as well as Facebook's private messaging system (which works much like email). However, the favorite means of communication for frequent Facebook users is Wall posting (Figure 2-11). Facebook is a site founded on connections but is increasingly moving toward more open channels of communication. Heavy Facebook users feed into this change by making many chats completely public. Wall-to-Wall postings often read like email or IM exchanges, and the comments for status updates, link posts, or photo...

Summary

As you can tell, a lot goes into a Facebook Profile. What information you show and how much time you spend updating and maintaining it is up to you and will largely depend on your goals for and use of the Profile. But the Profile is where it all begins and is a major part of every user's Facebook experience, so it's vital that you thoroughly understand how Profiles work, look, and relate to one another. No matter what kind of brand, product, or service you are marketing, you need a firm understanding of your target. On Facebook, this means getting back to basics and working from the beginning the Facebook Profile. According to Facebook, there are currently over 500 million active users on the site, at least half of whom log in every day (Figure 2-12). That means 500 million Profiles that you can use to get data about your target audience. In fact, this is Facebook's biggest selling point the site actively (some say aggressively) encourages users to fill their Profiles with the type of...

Types of Pages

Facebook separates Pages into 17 categories and many subcategories, of which the four most common are The Facebook Page setup process (Figure 3-4) will guide you through choosing the right one for your needs. Publish multiple RSS Feeds on your profile. Blog RSS Feed Reader is great way to drive traffic 10 your blog from your Facebook profile using a RSS Feed. Customise each RSS Feed with images, description & dates. The Best RSS Application on Facebook. Social RSS allows you to add your blog favourite RSS feeds to your wall, boxes tab or a dedicated tab on your profile or Facebook Page. It updates automatically and lets your readers subscribe to the feeds if they wish With Facebook Photos, you can upload an unlimited number of albums to your Facebook profile. Vou can reorder photos, rotate them, and tag your friends in them. With Facebook Posted Items, you can share anything on the internet by posting it to your profile. You can post websites, blogs, videos, and songs, as well as...

Page Applications

A Facebook Page usually comes preloaded with several Facebook-developed applications, including Photos, Links, Notes, Discussions, Videos, and Events. Many of these existed on the site even before the introduction of Pages or applications, and so it is easy to forget that they are, in fact, Facebook-developed apps. The functionality of these apps is pretty self-explanatory each allows you to upload or post the content they are named for. Thus, they provide the basic structure of a Page and the Page members' interactions with content. Your Facebook Page marketing strategy should go far beyond these basic applications, however.

Use the About box

One of the most undervalued and overlooked features of a Facebook Page is that little box on the left, below the Page's picture. Prominently displayed on the Wall tab, this box is a great place to add keywords to quickly signal what your Page is about to both users and search engines. Plus, you can add a clickable link. Just be careful not to exceed the box's 250-character limit. Figure 3-12. Look for multiple ways to cross-promote content, such as on a Facebook tab, Facebook Wall, and website. Figure 3-12. Look for multiple ways to cross-promote content, such as on a Facebook tab, Facebook Wall, and website.

Keep content flowing

The most important part of a content strategy is to keep it going No one will interact with a stagnant Page, and many will click Unlike if you don't deliver. An automated RSS feed can help, but be sure to add some Facebook-specific content as well. This is where you can really drive engagement by asking people to comment on photos as part of a promotion or by developing timely, targeted articles that encourage sharing. And above all else, respond to Page members on your Wall.

Incentive offers

Offer exclusive information, deals, or discounts just to members of your Facebook Page (Figure 3-13). Add this incentive to your launch email or blog post to give people an even better reason to click Like. You don't need to go crazy with giveaways, but be ready to offer something.

Groups Versus pages

Facebook Groups were the first organized way for marketers to message their audience. They were quick and easy to set up but provided little to no engagement or customization. Facebook has come a long way since then, but many differences between Pages and Groups still exist (Figure 4-1). Pages are the Facebook-preferred method of corporation-to-consumer interaction. In fact, Facebook's intention is so clear that when the site first introduced Pages, Facebook itself took on the work of converting many official brand Groups into Pages. By migrating power-players such as Apple, Facebook hoped that users would learn to like Pages and quickly prefer them to Groups.

You need control

Groups also offer more control over who is allowed in or out, while Pages are open to everyone. A Group can be open just to a particular school or work network, or to all of Facebook. You can also require permission for joining a Group so that everyone must be approved by an admin (but can see some Group content before requesting to join), or you can make the Group completely secret and visible only to those you invite. This makes Groups helpful as a separate subsection of your Page, perhaps for your biggest brand supporters.

Its personal

All around, Facebook Groups provide a feeling of more personal interaction. Groups are directly tied to the person who administers them, and that Profile name will appear on the Group, unlike a more anonymous Page, which could be manned by any number of people. Some find this personal connection a welcome change in the digital world, especially when dealing with more sensitive topics or emotional issues, like health questions or life-changing events.

Keep It Global

To get the maximum reach and value out of your Group, you need to ensure that anyone who wants to can join without having to be approved by an admin. You also want them to be able to invite their friends, as this cuts down on the work for you and allows you to focus on building content that people want to share. When setting up your Group, make sure you create it as a Global Group (Figure 4-5) so it is visible to all of Facebook, and set its access to Open, allowing members to invite friends. Members should also be able to post and share links and media on the Group Page. On the other hand, if you are using a Group specifically for its privacy controls, you may wish to keep the Group closed so you can approve members. facebook facebook

Send Messages

Group messaging is more useful than Facebook Page messaging, because Group messages are delivered to the recipient's inbox just like those from friends. You can quickly keep all members up-to-date on Group news, events, and information by selecting Message All Members and drafting your message like any other private correspondence on Facebook. Keep in mind that this works only if your Group has fewer than 5,000 members. But when you use Message All Members in conjunction with your segmented friend lists, you can deliver very targeted, relevant messaging. facebook

When to Use an Event

The best way to use an Event is as you would use a printed invitation when you have an actual event to promote (Figure 5-1). Using Facebook to send event information is a lot faster (and cheaper) than printing and mailing invitations to all your contacts. Facebook Events can also make a great accompaniment to an email announcement or an actual invitation. You may want to send select people an announcement or invitation to a store opening through the postal mail (like restaurant reviewers or fashion bloggers) and then follow up with the more general population online. Your various contact lists will most likely overlap, but it's wise to message people in different ways to ensure a large turnout. Send an email announcement about an upcoming sale, then follow up with a Facebook Event invitation as the date draws near. It's OK to create a Facebook Event for every real-life happening you host. If you have a lot of parties, sales, or promotions, you definitely want to use the Events tab on...

Respond to invitees

Because Facebook limits the number of Event invitations you can send, it's often easier to send a mass update to all Page members with a link to the Event and let them add themselves to the guest list. Figure 5-4. Because Facebook limits the number of Event invitations you can send, it's often easier to send a mass update to all Page members with a link to the Event and let them add themselves to the guest list.

Sending Invites

Now that you've created your Event on Facebook, here's the (slight) catch. As a marketer, you should be using a Page to talk to your fans on Facebook, but a Page can't invite people to an Event. Only a personal Profile has that capability. You have a few options here. One would be to break the Facebook Terms of Service and create a Facebook Profile for your brand as well. Not only is that not a great idea, but you'll also waste a lot of time and energy. A better solution is to use your own Profile to personally invite some friends you think might be interested in the Event. Start small and encourage them to invite their friends. You can also use your email list to invite people to an Event. This can be tricky, as you can invite only 100 people in one invite blast, and Facebook allows only 300 pending invitations at any given time. Still, your email list can be a great way to seed the Event with some of your major supporters. The good news is that, although you can invite only 100...

Learn from Success

Stretching the viral marketing metaphor, you might think of contagious Facebook applications as actual, living organisms. If you wished to create a new dog with a certain set of characteristics, you would select parents with those traits and breed them. Similarly, you can borrow features and ideas from successful applications already spreading in the wild and blend them into something new. In some industries and niches, you'll have one or more direct competitors building applications on Facebook. In most, you won't have this luxury. Rather than look for competitors who are selling products similar to yours, look for companies and applications who are targeting the same audiences you are. In 2007 and 2008, one of the most popular Facebook applications was the virulent Vampires game in which players bit their friends to turn them into vampires and gain points (Figure 6-3). Rather than risk a potentially unsuccessful new idea, Sony Pictures rebranded the application to promote their...

Page Icon

The Page icon is the first thing current Page members see every time they come to your Page. Its thumbnail image is also how you will be represented in the Facebook Newsfeed, where many other Pages and friends are also clamoring for attention. Your Page icon must stand out but also clearly represent your brand and be easily distinguishable in the fast-paced environment of the Newsfeed. A Page icon is most often a company logo or some variation of it. The perfect size is 200 pixels square, which shrinks exactly into the thumbnail without cropping. You can also experiment with an elongated icon that is 600 pixels high by 200 pixels wide. In this case, a third of your icon (200 pixels square) should be something that can serve as the thumbnail, and you can specify how Facebook crops the icon. Maintaining a connection between the Page icon and Newsfeed thumbnail will help you increase interaction, engagement, and click-throughs Page members will immediately recognize your brand in the...

Exclusive Stuff

You want people to visit your Facebook Page and, ultimately, to visit your website or physical location to purchase your product or service. Unless they're already customers, however, you can't jump in with the hard sell. You need to convince Facebook users to click Like for your Page and then to keep coming back. Think about what your current customers like. Discounts and secret sales are an easy opportunity for retail Pages, but don't be afraid to think outside the box. Could you give away a special gift to Facebook Page members only Or offer an off-menu entree they need a secret password to order at your restaurant Figure 7-6. The New York Times uses Involver to power a simple yet effective custom tab on its Facebook Page. Figure 7-6. The New York Times uses Involver to power a simple yet effective custom tab on its Facebook Page.

Custom Tabs

Facebook has tried very hard to stay away from the overly customizable options that MySpace offers, but it does allow you to create your own custom tabs. Tabs are currently restricted to 520 pixels wide and cannot contain autoplay content any interactive functionality must be click-to-engage. Although you are constrained to customizing just a few tabs, you can do quite a bit in that limited area. If you don't have much coding experience or the resources to hire someone who does, start with a basic tab with a few static images and text. Many free applications provide the basic shell of a tab and enable you to customize within it. Static FBML is the most popular of these, but as mentioned previously Facebook has indicated that it might move toward iframes in the future, so keep that in mind. Other apps help you create a tab by repurposing existing content. Social RSS is great for pulling in a blog or other RSS channel. The app creates a tab that requires you to enter only a little intro...

Least Shared Words

If you're used to writing for Twitter, the most important thing to remember is that you're dealing with a much more mainstream audience on Facebook. Topics that entice your typical social media geek won't even raise a Facebook user's eyebrow. Avoid writing about every new iPhone app, Google's every move, or the latest social media fad (Figure 9-1). Of course, if something genuinely newsworthy (and applicable to the nongeek masses) happens in these spaces, then feel free to write about it just don't do it every day. While people might be interested in reading reviews of products they're thinking of buying, they're not very likely to share those reviews with their Facebook friends. It also appears that Facebook users aren't big fans of controversial Company-A-versus-Company-B comparisons. Figure 9-2. Talking about Twitter does not lead to an article being shared on Facebook. Figure 9-2. Talking about Twitter does not lead to an article being shared on Facebook.

Meta Mentions

The practice of meta mentions, in which a user talks about Twitter in a tweet or about Facebook on Facebook itself, produces mixed results. Articles mentioning both Twitter and Facebook did pretty well on Twitter (Figure 9-2). On Facebook, however, articles about Twitter did very poorly, but writing about Facebook itself performed much better. People who are using Facebook are likely to have at least a passing interest in it and probably have some friends who are interested as well. Content about or mentioning Facebook gets shared pretty well across the site itself. Again, keep in mind that Facebook users are, by and large, not social media geeks, so avoid consistently writing about social media itself. To that end, for content about Facebook to be shared far and wide, it is best to keep it simple and not dive too far into technical comparisons. Figure 9-3. These words correlate with articles that were shared the most on Facebook.

Most Shared Words

As is the case practically everywhere else on the Web, users aren't that interested in hearing about you on Facebook they want to read about themselves. When writing for Facebook, tell the reader how your article can help her do something, and use the word you. Articles with titles like Top 10 Ways You Can Get Rich are bound to do well. The topics and stories you hear mentioned on the nightly news or see on the covers of popular magazines are good things to write about, including political issues and celebrity gossip. Notice the word says in Figure 9-3's Most Shareable Words graph quote people whenever you can, especially people your audience has heard of. Facebook users also appear to appreciate deeper looks at issues. When the words how and why occur in article titles, those stories do better, on average, on Facebook. TV, radio, and any number of news websites deliver the 15-second sound bite if you can get behind a story and tell the reader why or how it happened, he might be...

Parts of Speech

One of the best books about writing is a short tome called The Elements of Style, but most people know it by its two authors' names Strunk and White. It contains a series of rules, essays, and exhortations about proper grammar and style, and teaches many great lessons, especially about the importance of direct and terse language. Nowhere are those lessons more valuable than on the Web. Browsing users are bombarded with far more articles than they could ever hope to read, and most of those stories are laden with superlatives and bombastic claims. Not only are we overloaded with information, but we're becoming numb to the most shocking stuff. The adjective and the adverb are the main weapons abused by the spam-headline and tabloid-style blog writers. When we looked at the parts-of-speech content of stories shared on Facebook, we found that modifiers in headlines tend to bode poorly for the performance of an article (Figure 9-7). Figure 9-8. Articles that require a high level of...

Readability

The information you're presenting should be strong enough to shine through a simple and direct headline. Of course, there are exceptions certain niches online, most notably photography and design, have been successful using adjectives like stunning and amazing, but use these with caution. Reading level scores indicate the grade level needed by a reader to fully understand a piece of text. You're probably familiar with scores like the Flesch-Kincaid reading level embedded in Microsoft Word. In previous research, we found that retweets tended to have comparable (or slightly higher) required reading abilities to understand than tweets that were not retweeted. But when we used readability metrics to look at stories shared on Facebook, we found a very different situation (Figure 9-8). As the complexity and education level required to read a story increased, the number of times it was shared on Facebook decreased. Once your article is much tougher than...

The Share Button

The Share button is the oldest of the three features and the most common. It is a piece of JavaScript code that you copy and paste onto your site to create a button displaying the number of times that Page has been shared on Facebook. This also allows visitors to share it themselves with one click. The button can be shown as a link, but we recommend not using this version. Facebook gives you the option to include the share count on the button or not. Including the count is the best option, as it not only draws more attention to the button, but also adds a form of social proof to your content, prominently displaying how many other people liked your work. Figure 9-10. This is the screen you'll see when you're creating a Facebook Share button to include on your site. Figure 9-10. This is the screen you'll see when you're creating a Facebook Share button to include on your site. When you add the Share button code, Facebook presents you with options to customize it (Figure 9-10). The Above...

The Like Button

Facebook's Like button is similar in implementation to the Share button, but adds functionality (http Adding the Like button requires you to copy and paste JavaScript code. Once the button is on your page, it shows how many people have liked your content, while also allowing visitors to like it with one click. Unlike Share, this button appears in only a small, horizontal version (Figure 9-11). When you set up your Like button, Facebook offers you two versions standard and button count. The button count version resembles the inline Like button in size and layout and may be used to replace it. The standard version is the most common and recognizable version. Although you have the option to Show Faces or not, you should choose to show them. Facebook also enables you to change the verb displayed on the button you can select either Like or Recommend from the drop-down menu. In most cases, Like is preferred and the most common, but in certain circumstances (such as a specific product page),...

Like or Share

The Like button includes many of the benefits of the Share button in that it allows your visitors to post your content to Facebook with a single click, and it shows readers how many people have also liked or shared your content. There are some trade-offs between the two buttons, though. While the Like button has the large advantage of showing visitors exactly which of their friends have liked your content, it is much smaller than the Share button, and therefore, may attract less attention. Data Shows Twitter-Centric Stories are Hot Heavily Shared or Facebook Dan Zarrella Figure 9-13. The Facebook Recommendations box allows your visitors to see content from your site that has recently been shared on Facebook by their friends.

Timely Redesigns

So you're posting status updates at least once a day and keeping a steady stream of content flowing on your Wall and in the Facebook Newsfeed. But what about the rest of your Page One of the best things about Facebook is how much simpler it can be to update a tab on your Page than a page on your website. You should think about a Facebook Page refresh at least four times a year. You could, for example, tie these changes to the seasons, as fashions change for the weather and menus reflect in-season produce (Figure 10-3). Even if your business isn't as tied to seasonal changes as some others, you can still take a cue from the changing weather and preferred activities. Or just think of these transitions as gentle reminders to update your Page. If you have a lot going on, you can even update once a month.

Promotions

A promotion is, by nature, a limited-time kind of thing. Whether it's for a Facebook contest, in-store event, or online sale, a promotional tab (Figure 10-4) is designed to be updated fairly frequently. Short-term, one-day promotions (store opening sales, limited-quantity items, or that day's restaurant special) can be covered in a status update or two. Long-term promotions, however, warrant their own tab, unique to that specific promotion. You can also create a catch-all promotions tab and swap out the content as needed.

Monitoring

The goal of your Facebook Page is to attract and engage fans of your brand, building a community for Page members. While increasing interaction by encouraging questions and comments is a solid strategy and an integral part of your Facebook marketing plan, it also generates a lot of user content and commentary that must be monitored (Figure 10-5). Many services offer automated Facebook monitoring (a quick Google search for social media monitoring provides a host of free and paid tools), but there really is no substitute for human interaction. That means actual on-Page eyes from someone on your team who can take the pulse of the Page and respond to questions, complaints, and compliments. You do not need to be watching your Page all day, but you should check in at least once. If you're posting frequently, see what's going on then. Keep in mind that most action might be clustered right after you post, so check back shortly after that, too. Of course, if you're running a Facebook...

Moderation

Yes, some people like to use social media just to complain. But it's usually pretty easy to pick out the ones who just want to cause trouble from the ones who want your help resolving an issue. If they ask for a solution, try to give it to them, but don't feel tied to responding exclusively through Facebook. A simple message like we hear you and will get back to you with how we can resolve this can go a long way. Post this on the Wall to show you heard their cries, then message them privately to get contact information and fix the problem behind the scenes.

Responding

Facebook ads are often tied to specific landing pages, either on or off Facebook. When your landing page changes, so should your ad. Figure 10-8. Facebook ads are often tied to specific landing pages, either on or off Facebook. When your landing page changes, so should your ad.

Advertising

Your Facebook ads should be updated at least four times a year, just like your tabs. Facebook advertising (Figure 10-8) is perhaps one of the most targeted advertising vehicles online, and you can play with millions of possible parameters. Experiment to find out what works, and don't be afraid to switch things up or run some tests. These goals could fluctuate throughout the year, from gaining Page members to increasing interaction to eventually driving traffic to your website. Facebook ads that drive off-site should be clear about the end location. You might even create a specific landing Page acknowledging that people came from Facebook. This helps ease their transition, while also aiding with your tracking and allowing you to easily deliver on Facebook-exclusive deals. Facebook ads that direct users to your Facebook Page should always have a corresponding landing tab. So when you change up your tabs, it's probably time to update your ads, too. Remember, keep your content fresh. This...

Where to Send Users

Remember why people use Facebook it's not to view your ads and then go to your website. They're on Facebook to use Facebook itself. Use the Facebook Ads platform to send people to applications or Pages on Facebook itself, not external websites. Make sure to provide a seamless user experience as well. To create an ad that sends traffic to your Page or application, click the I want to advertise something I have on Facebook link (found at http www.facebook.com ads create ) and select the destination from the drop-down menu (Figure 11-1).

Images

Facebook ads are composed of a title limited to 25 characters, a body of 135 or fewer characters, and an image under 110 pixels wide and 80 tall. The most important part is the image it will draw the user's eye first (Figure 11-2). There are big differences between images for Facebook ads and those for print and web ads. Professional-looking ads aren't best on the social network. Facebook users don't click on a lot of ads while there they're not trying to be marketed to and they won't be impressed by high production values. Facebook users are looking at user-generated content, so your ads should reflect that. Stay away from highly polished stock photography. They're also looking at mostly pictures of people, so you'll do well to use images of real people in your ads. Remember the visual context surrounding your ad. Facebook is mostly white and blue, so experiment with photographs in contrasting warm colors. Sometimes, louder tactics such as three-dimensional-looking buttons, bright...

Demographics

Facebook will also allow you to choose age and gender specifications. Again, try writing separate ads to appeal to people of different sexes and ages. Men and women use Facebook differently, as do people in various age groups. While researching your exact audience, you'll uncover specific preferences, but you can start with hints from the ads you see on television and from the covers of magazines aimed at different groups. Also keep in mind that older users may be more conscious of privacy issues, so don't ask them for a lot of personal information. Figure 11-5. As you continue targeting your Facebook ad, including likes and interests, Facebook shows you the

Budget

The first time you create an ad, Facebook Ads requires you to create a new campaign to put your ad into (Figure 11 -7) as well as a daily budget. The daily budget is the dollar amount you're willing to pay every day to run your ads once you hit this limit, Facebook stops running your ads for the rest of the day.

Bidding

The bottom of Facebook Ads' creation Page presents you with two options for ad pricing Because the click-through rate on Facebook ads tends to be very low, you'll probably want to use a CPC model, meaning you pay only when someone actually clicks your ad. Under this model, you'll get thousands of impressions without paying for thousands of clicks, and it is generally the cheapest way to pay. By default, Facebook suggests a bidding model and price in what it calls Simple Mode (Figure 11-8). For most purposes, this suggestion works fine. Let your ad run for a few days or weeks. If you're hitting your budget every day, experiment with lowering your bid gradually. You may be able to squeeze a few more clicks out of your investment this way. Figure 11-9. Once your ad is running, Facebook shows you some basic information about impressions, clicks, and cost.

Facebook Fans Stampede Entire Collection

Facebook Fans Stampede Entire Collection

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