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Introduction 1 Part I: Getting Started with Facebook Marketing 5 Chapter 1: Marketing in the Age of Facebook 7 Chapter 2: Researching and Understanding Your Target Audience 17 Chapter 3: Developing a Facebook Marketing Plan 29 Part II: Building Your Facebook Presence 49 Chapter 4: Getting Started with a Facebook Page 51 Chapter 5: Configuring the Best Admin Settings for Your Facebook Page 75 Chapter 6: Enhancing Your Facebook Page with Applications 87 Part III: Engaging with Your Customers and Prospects on Facebook 103 Chapter 7: Creating a Remarkable Presence on Facebook with Content Marketing 105 Chapter 8: Growing Your Facebook Page's Fan Base 117 Chapter 9: Engaging Your Facebook Fans 139 Chapter 10: Improving Your Marketing Strategy with Facebook Insights 157 Part IV: Marketing beyond the Facebook Page 179 Chapter 11: Using Facebook Advertising to Promote Your Business 181 Chapter 12: Using Facebook Offers to Sell Products and Services 217 Chapter 13: Using Facebook Groups and Events for Your Business 225 Chapter 14: Integrating Facebook into Your Other Marketing Channels 245 Chapter 15: Integrating Facebook Features into Your Website with Social Plugins 261 Part V: The Part of Tens 287 Chapter 16: Ten Common Facebook Marketing Mistakes (and How to Avoid Them) 289 Chapter 17: Ten Business Tips for Facebook 295 Chapter 18: Ten (Okay, Eight) Factors for Long-Term Facebook Marketing Success 301 Index 305
John Haydon is a leading expert on helping nonprofits use digital media to conduct online fundraising, and engage their supporters. He is a speaker, trainer, consultant, and a regular contributor to the Huffington Post and Social Media Examiner.