Cover -- Title Page -- Copyright -- Acknowledgments -- About the Authors -- Contents -- Introduction -- Chapter 1 Welcome to the Post-Social Era -- The Humble Beginnings of Social Marketing -- Online Services v1 -- Emergence of the World Wide Web -- Search and the Decline of Banner Ads -- The Rise of Google and Click-Through Ads -- The Emergence of Social Networks -- Emergence of Facebook -- The Social Media Revolution Takes Over -- The Technology Evolution -- Novelty Gone in the Post-Social Era -- Ubiquitous Social Context -- Curated Social Experiences -- Evolving Social Etiquette and Expectations -- Shifts in Usage Patterns -- Dramatically Increasing Business/Marketing Investment -- Democratization of Community Management -- Immature Yet Critically Important Legal Frameworks -- Summary -- Chapter 2 Understanding Social Media and Facebook -- Social Networks, Social Media, and the Social Graph Defined -- The Social Landscape 2012 -- Seven (Plus Two) Truths of Social Networks -- Facebook, the Evolving Organism -- Facebook Basics -- Account Setup -- Friending -- The News Feed -- Campaign Ideas -- What You Want: Viral Marketing -- Other Opportunities in Social Networking -- Chapter 3 Marketing and Business Success on Facebook -- Right-Brain vs. Left-Brain Thinking -- Overview of Social Marketing Metrics -- Marketing Metrics and Your Organization -- Defining Your Facebook Presence -- Understanding Who Your Customers Are -- Mapping Customer Needs to Effective Tactics -- Your Social Media "Product" -- What You'll Get in Return: The Hard and Soft Benefits of Social Media -- Specific Applications of Facebook Marketing -- Your Facebook To-Do List -- Set Up Campaign -- Procure Content -- Update Content -- Track Metrics -- Analyze and Revise -- Revise: Set Up Campaign, Take Two.

Chapter 4 Month 1: Create the Plan and Get Started -- Week 1: Lay the Groundwork -- Monday: Set Project Goals -- Tuesday: Analyze Stakeholder Needs -- Wednesday: Analyze Customer Needs -- Thursday: Determine Work Roles -- Friday: Set or Review Social Media Policy -- Week 2: Draft and Present the Plan -- Monday: Research Best Practices and Success Stories -- Tuesday: Assess the Social Media Activity of Competitors -- Wednesday: Assign Metrics -- Thursday: Set Reporting Strategy -- Friday: Present the Plan -- Week 3: Establish a Presence with the Facebook Profile and Friends -- Monday/Tuesday: Learn about Data in the Facebook Profile and Security Settings -- Wednesday: Decide How You'll Use Your Facebook Profile -- Thursday: Set Up Your Profile and Make Friends for a Consumer Campaign -- Friday: Repurpose a Profile for Business -- Week 4: Use Basic Facebook Features to Promote Yourself -- Monday: Post Status Updates -- Tuesday/Wednesday: Share Links, Events, Photos, and Videos -- Thursday: Install Third-Party Apps -- Friday: Understand Other Aspects of the Facebook Platform -- Chapter 5 Month 2: Establish Your Corporate Presence with Pages -- Week 1: Research Pages, and Set Up Your Own -- Monday: Observe a Successful Facebook Fan Page -- Tuesday: Become a Fan of Successful Fan Pages -- Wednesday: Complete the Fan Page Checklist -- Thursday: Set Up Your Page -- Friday: Add Design Elements -- Week 2: Determine Your Content Strategy -- Monday: Develop a "Product Strategy" for Content -- Tuesday: Talk with Colleagues about the Use/Reuse of Content -- Wednesday: Set Editorial Policy for Content -- Thursday/Friday: Perform Your Content Audit -- Week 3: Add and Experiment with Content -- Monday: Publish Content to the Wall -- Tuesday: Correct an Erroneous or Embarrassing Post -- Wednesday: Post Videos and Photos.

Thursday: Experiment with Content -- Friday: Fill Your Presence with Content and People -- Week 4: Promote and Engage -- Monday: Promote on Facebook and the Web -- Tuesday: Promote Offline -- Wednesday: Follow Engagement Best Practices -- Thursday: Build Your Page Culture -- Friday: Spark Engagement -- Week 5: Monitor and Modify the Plan -- Monday/Tuesday: Reassess Your Progress -- Wednesday: Get Help Where You Need It -- Thursday/Friday: Produce the First Reports and Analysis on Your Progress -- Chapter 6 Month 3: Create Demand with Facebook Advertising -- Week 1: Learn the Basics of Facebook Advertising -- Monday: Review Opportunities in Facebook Advertising -- Tuesday: Choose Success Metrics -- Wednesday/Thursday/Friday: Create Your First Ads -- Week 2: Build the Dashboard and Collect Data -- Monday: Know What Data Can Tell You -- Tuesday: Make Final Decisions about Your Data Reporting Cadence -- Wednesday: Set Up and Populate the Dashboard -- Thursday: Understand Moving Averages -- Friday: Back Up Your Dashboard -- Week 3: Refine Your Campaign Using A/B and Multivariate Testing -- Monday: Learn the Basics of A/B and Multivariate Testing -- Tuesday: Understand the Basics of Great Ad Copy -- Wednesday: Create Ad Variations -- Thursday: Judge Ad Performance -- Friday: Educate Stakeholders on the Process -- Week 4: Analyze and Adjust the Campaign -- Monday: Perform Basic Analysis of a Campaign -- Tuesday: Recalibrate Advertising -- Wednesday: Review and Spice Up Your Dashboard -- Thursday: Analyze Your Numbers Further with Moving Averages -- Friday: Review Your Work with Advertising and Start Anew -- Chapter 7 Beyond Pages: Groups, Apps, Social Plugins, and Mobile -- Groups for Business -- Find and Join Groups -- Create Your Own Group -- Facebook Default Apps -- Third-Party Apps -- Social Plugins -- Create Your Own App.

Best Practices for Apps -- Hire a Programmer -- Manage a Development Project -- Monetize Your App -- The Future: Applications on Mobile Devices -- Facebook Mobile for Business -- Chapter 8 The Analytics of Facebook -- Keep Score with Metrics and Monitoring -- Measure Your Facebook Marketing with Insights -- New Insights -- Old Insights -- Insights for App Developers -- The Importance of Derivative Statistics -- Advanced Statistical Analysis -- When the Standard Facebook Experience Isn't Quite Enough: Landing Pages -- Conduct Tests for Greater Results -- Chapter 9 Addressing Common Marketing Problems -- My Fan Page Won't Grow, and My Fans Can't See My Content -- Creating Appropriate Content for International Audiences -- Managing Negative Comments and Feedback -- Can't Measure, Determine ROI, or Understand Metrics -- Reach Business Customers on Facebook -- Seven Keys to Successful B2B Marketing on Facebook -- Migrate Fans from One Page to Another -- Moving Forward with the Migration -- Converting Places and Profiles to Pages and Combining Them -- Low Response Rates for Facebook Advertising -- Chapter 10 Unique Facebook Marketing Scenarios -- Businesses Appealing to Tourists -- Religious Organizations -- Government -- Nonprofits -- Education -- Startups -- Chapter 11 Facebook in the Future -- Question 1: Walled Garden? -- Question 2: Privacy? -- Question 3: Personal Data? -- Question 4: Facebook Pages? -- Question 5: Gamification? -- Question 6: F-Commerce? -- Question 7: Facebook Mobile? -- Question 8: Businesses on Facebook? -- Question 9: Third-Party Apps? -- Question 10: Monetizing? -- Question 11: How to Stay #1? -- Question 12: Coming Trends? -- Question 13: Biggest Threat? -- Perry Marshall's Crystal Ball for Facebook and Social Media -- Biographies -- People, Blogs, and Businesses to Follow.

Facebook Page Template, Design, and App Providers -- Advanced Facebook Marketing Solutions -- Facebook Contest and Promotion App Providers -- Facebook Analytics Service Providers -- Facebook App Development -- Appendix B: Roles and Responsibilities -- Job Functions -- Vendors vs. Employees -- Use In-House Staff -- Get Help from a Vendor or Consultant -- Glossary -- Index -- EULA.