Part I: Preparing for Success on Facebook 7

Chapter 1: Marketing in the Age of Facebook 9

Chapter 2: Researching and Understanding Your Target Audience 19

Chapter 3: Developing a Facebook Marketing Plan 27

Part II: Building Your Facebook Presence 49

Chapter 4: Getting Started with a Facebook Page 51

Chapter 5: Getting Noticed on Facebook with a Content Strategy 71

Chapter 6: Enhancing Your Facebook Page with Applications 83

Part III: Engaging with Your Customers and Prospects on Facebook 99

Chapter 7: Going Public with Your Facebook Page 101

Chapter 8: Engaging with Your Fans 119

Chapter 9: Measuring Success with Facebook Insights 145

Part IV: Marketing beyond the Facebook Page 163

Chapter 10: Using Facebook Advertising to Promote Your Business 165

Chapter 11: Facebook Marketing for Local Businesses 195

Chapter 12: Setting Up Groups, Promotions, and Events 215

Chapter 13: Cross-Promoting Your Page 233

Chapter 14: Understanding and Using Facebook Social Plug-ins 247

Part V: The Part of Tens 273

Chapter 15: Ten Common Facebook Marketing Mistakes (And How to Avoid Them 275

Chapter 16: Ten Business Etiquette Tips for Facebook 281

Chapter 17: Ten (Okay, Eight) Factors for Long-Term Facebook Marketing Success 285

Index 289