John Haydon - Facebook Marketing For Dummies

Facebook Marketing For Dummies, 4th Edition

Published by:
John Wiley & Sons, Inc.,
111 River Street, Hoboken, NJ 07030-5774,
www.wiley.com

Copyright 2013 by John Wiley & Sons, Inc., Hoboken, New Jersey

Published simultaneously in Canada

No part of this publication may be reproduced, stored in a retrieval system or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, scanning or otherwise, except as permitted under Sections 107 or 108 of the 1976 United States Copyright Act, without the prior written permission of the Publisher. Requests to the Publisher for permission should be addressed to the Permissions Department, John Wiley & Sons, Inc., 111 River Street, Hoboken, NJ 07030, (201) 748-6011, fax (201) 748-6008, or online at http://www.wiley.com/go/permissions .

Trademarks: Wiley, For Dummies, the Dummies Man logo, Dummies.com, Making Everything Easier, and related trade dress are trademarks or registered trademarks of John Wiley & Sons, Inc. and may not be used without written permission. Facebook is a registered trademark of Facebook, Inc. All other trademarks are the property of their respective owners. John Wiley & Sons, Inc. is not associated with any product or vendor mentioned in this book.

Limit of Liability/Disclaimer of Warranty: The publisher and the author make no representations or warranties with respect to the accuracy or completeness of the contents of this work and specifically disclaim all warranties, including without limitation warranties of fitness for a particular purpose. No warranty may be created or extended by sales or promotional materials. The advice and strategies contained herein may not be suitable for every situation. This work is sold with the understanding that the publisher is not engaged in rendering legal, accounting, or other professional services. If professional assistance is required, the services of a competent professional person should be sought. Neither the publisher nor the author shall be liable for damages arising herefrom. The fact that an organization or Website is referred to in this work as a citation and/or a potential source of further information does not mean that the author or the publisher endorses the information the organization or Website may provide or recommendations it may make. Further, readers should be aware that Internet Websites listed in this work may have changed or disappeared between when this work was written and when it is read.

For general information on our other products and services, please contact our Customer Care Department within the U.S. at 877-762-2974, outside the U.S. at 317-572-3993, or fax 317-572-4002. For technical support, please visit www.wiley.com/techsupport .

Wiley publishes in a variety of print and electronic formats and by print-on-demand. Some material included with standard print versions of this book may not be included in e-books or in print-on-demand. If this book refers to media such as a CD or DVD that is not included in the version you purchased, you may download this material at http://booksupport.wiley.com . For more information about Wiley products, visit www.wiley.com .

Library of Congress Control Number: 2013935680

ISBN 978-1-118-40038-8 (pbk); ISBN 978-1-118-41326-5 (ebk); ISBN 978-1-118-41325-8 (ebk); ISBN 978-1-118-41324-1 (ebk)

Manufactured in the United States of America

10 9 8 7 6 5 4 3 2 1

About the Author

John Haydon is the founder of Inbound Zombie, an Internet marketing consultancy in Cambridge, Massachusetts that serves small- and medium-sized nonprofits in the United States and Canada. John is also cofounder of Socialbrite, a cross-industry social media consultancy. He is an instructor at MarketingProfs.com, conducts educational webinars at CharityHowTo.com, and is a regular contributor to The Huffington Post.

John has also presented at BlogWorld, The Nonprofit Technology Conference, 140 Characters Conference, and many other regional conferences.

You can read his blog at www.johnhaydon.com .

Dedication

I dedicate this book to marketers everywhere who are in the middle of the biggest sea of change in marketing history. Theres never been a better time to be a marketer, and tools like Facebook are rewriting the rules. I hope that by providing you with straightforward, step-by-step advice, as well as sharing my real-world experience in marketing companies via Facebook, youll become better at your craft and thereby take everyone to levels in marketing people have yet to explore. I also hope that you keep your Facebook marketing efforts in perspective, and always put family and friends first!

Authors Acknowledgments

This project couldnt have succeeded without the help and support of many people.

First, I want to express deep appreciation for my family, especially Kate and Guthrie, who support my passion for helping businesses and nonprofits use Facebook. The time spent away from you can never be replaced. I also want to thank the stellar team at Wiley, including Amanda Graham, for her amazing copyediting; Michelle Krasniak, for her supurb technical accuracy; Amy Fandrei, who originally reached out to me and continues to hold my hand through the entire process; and finally Christopher Morris, my project editor, who kept me on track every step of the way. I couldnt imagine working with a better team!

Thanks to scores of bloggers, especially Beth Kanter, Mari Smith, Amy Porterfield, Jon Loomer and many others who keep me informed about changes at Facebook and what they mean for nonprofits and businesses. Most of all, I want to thank Facebook founder Mark Zuckerberg and his team of young entrepreneurs and software developers for their vision in realizing the most popular online social network on the planet.

Publishers Acknowledgments

Acquisitions Editor: Amy Fandrei

Senior Project Editor: Christopher Morris

Copy Editor: Amanda Graham

Technical Editor: Michelle Krasniak

Editorial Assistant: Anne Sullivan

Sr. Editorial Assistant: Cherie Case

Project Coordinator: Katherine Crocker

Cover Image: Jozsef Szasz-Fabian / iStockphoto

Introduction

W ith more than 1 billion active users including 618 million who log in every day Facebook has become a virtual world unto itself. Harvard dropout Mark Zuckerberg originally started Facebook as a dorm room exercise to extend the popular printed college directory of incoming freshmen online, but he has since developed it into an international organization employing more than 4,500 programmers, graphic artists, and marketing and business development executives with offices across the United States as well as in Dublin, London, Milan, Paris, Stockholm, Sydney, and Toronto. These days, on average, more than 3 billion posts are liked and commented on, and more than 450 million photos are uploaded to Facebook every single day!

For many, Facebook is a social experience, a place to reconnect with an old college chum or poke a new friend. But in April 2007, Zuckerberg did something so revolutionary that its aftershocks are still being felt throughout the business web. He opened his virtual oasis to allow anyone with a little programming knowledge to build applications that take advantage of the platforms social graph (or network architecture). In that open software act, Facebook redefined the rules for marketers looking to gain access to social networks, and it will never be business as usual again.

About This Book