Table of Contents

Introduction xvii Chapter 1 Welcome to the Post-Social Era 1 Chapter 2 Understanding Social Media and Facebook 25 Chapter 3 Marketing and Business Success on Facebook 51 Chapter 4 Month 1: Create the Plan and Get Started 71 Chapter 5 Month 2: Establish Your Corporate Presence with Pages 103 Chapter 6 Month 3: Create Demand with Facebook Advertising 137 Chapter 7 Beyond Pages: Groups, Apps, Social Plugins, and Mobile 177 Chapter 8 The Analytics of Facebook 203 Chapter 9 Addressing Common Marketing Problems 231 Chapter 10 Unique Facebook Marketing Scenarios 255 Chapter 11 Facebook in the Future 277 Appendix A: Recommended Resources 309 Appendix B: Roles and Responsibilities 313 Glossary 319 Index 327

About the Author

Chris Treadaway is the founder and CEO of Polygraph Media, a social media data mining and analytics company. Prior to his work at Polygraph Media, Chris spent almost four years at Microsoft where he was the group product manager for web strategy. Chris has worked in the Internet marketing field for more than 15 years and was a cofounder of Stratfor. He blogs regularly about entrepreneurship and social media issues at treadaway.typepad.com and on Twitter at twitter.com/ctreada. Mari Smith is a passionate social media thought leader, specializing in relationship marketing and Facebook mastery for companies of all sizes. She is author of The New Relationship Marketing and leads social media training events and delivers keynotes worldwide. Fast Company describes Mari as "a veritable engine of personal branding, a relationship marketing whiz, and the Pied Piper of the Online World." Forbes named Mari as one of the top ten social media influencers. She regularly appears in publications such as the New York Times, the Wall Street Journal, Forbes, Fortune, and Success magazine.