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Table of Contents4
Publishing Unique Content on Facebook 58
The Basics: Importing RSS 59
Updating from Twitter 62
Unique Facebook Content 64
Driving Traffic 68
Encouraging Actions 72
Deepen Relationships 76
General Tips for Content 83
Getting a Vanity URL 84
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Hundreds of thousands of words have been written about
Twitter’s power as a marketing tool for brands, businesses and
websites, but now there’s a new player on the scene: Facebook.
Since its launch in 2004, the social networking site has primarily
been viewed as a platform for personal expression, and a place
to connect with friends. However, Facebook has put significant
effort into creating a platform that individuals, businesses and
organizations can use to promote themselves. These are Facebook
By gaining an understanding of how to use Facebook Pages
now, you’ll reap the benefits of being an early adopter. While
many of your competitors probably don’t even have a Facebook
Page, websites like Psdtuts+ (part of the Tuts+ Network I manage)
are finding Facebook is now its highest referrer of social media
traffic, even though it has a Twitter account with more than 40,000
Facebook is being used more and more as the primary front for
large-scale social media campaigns and promotions. But why is it
• There are over 600 million Facebook accounts. On any given
day, 50% of Facebook’s active users check their Facebook
. While Twitter usage is generally restricted to
people who are social media savvy, Facebook is used by
just about everyone.
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• Facebook is an intimate platform. When your Page updates
show up in the News Feeds of your fans, they are appearing
alongside the status updates of some of their closest friends.
This is a very powerful and intimate place for your content to
appear, bringing your brand into your fans’ personal lives.
• Facebook commands more attention. When people are
using Facebook, they are strongly focused on it. Unlike
Twitter, which most people keep running in the background
while they work on a handful of other tasks.
• Threaded comments encourage better quality discussion.
On Twitter, discussion generally only occurs between Twitter
users and their followers. On Facebook, it’s easy for fans
to participate in discussion with both Page admins and
each other, making it much easier to develop a sense of
community among fans of your brand.
• A Facebook Like is more public than a Twitter follow. When
a Facebook user Likes a Page it’s added to their profile for
all to see. It becomes a part of their Facebook identity, and
because of this, a Like is a powerful gesture. A follow on
Twitter, by comparison, is much more hidden.
• Pages are flexible. Twitter is restricted to a 140-character
text update, but Facebook allows you to post photos,
videos, links, events and more.
• There are a wide range of promotional tools available. Tools
such as the Like Box and Like Button make it very easy to
get a steady flow of new Likes and Facebook interaction
happening on your Page.
With all these advantages, it’s stunning that there are still so many
brands, businesses and websites that don’t have a clue about
how to use Facebook for marketing. By owning this book you’re
already ahead of the curve. When others in your industry finally get
around to creating a Facebook Page, you’ll already be enjoying the
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benefits of having a fan-count in the hundreds, or even thousands.
To capitalize on this advantage, we’re going to get started building
your Page right from the first line of Chapter One.
As Tuts+ Manager at Envato, I manage Facebook accounts with
over 87,000 fans. I believe a big part of the reason we have such a
strong Facebook presence is that we were relatively early adopters.
Though it’s important to create the best Facebook Page that you
can, it’s more important to just get started!
The Like Currency
Twitter’s currency is made up of follows and retweets. On Reddit,
it’s upvotes. For Facebook Pages, it’s Likes. Users can Like your
Page, your updates, or content you’ve published. Each of these
translates to different benefits for you.
When a user Likes your Page, this means:
• A link to your Page will appear on the user’s Info tab.
• A notification that they’ve Liked your Page will appear on
their profile (temporarily) under Recent Activity.
• Your posts will now appear in their News Feed.
When a user Likes an update on your Page, this means:
• Other users can see that they have Liked the item. If enough
people Like the update, their name will be replaced by a
total count of Likes. This doesn’t share the update in any
way and is primarily a source of social proof.
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When a user Likes your content on another website (outside of
• It will increase the number of people who are shown as
Liking the content, which adds social proof.
• An update is posted to their Facebook profile saying that
they Liked the content. The update links to the content they
• An update is posted to their friends’ News Feeds saying that
they Liked the content, and linking to it.
The most important of these actions is Liking your Page. Once a
user Likes your Page, they’ll be subscribed to your updates forever,
unless they Unlike your Page or close their account. This is a
powerful way to keep the user engaged with your brand over the
The second most valuable form of a Like is a Like on your content.
This shares the content with the user’s Facebook network and can
drive new visitors to your website, blog or store.
The least valuable form of a Like is a Like on an update you’ve
posted to your Page. This is useful for social proof, but little else.
It’s still a good thing to have, but there’s no need to worry about
this too much. Post good content and the Likes will follow.
Your Facebook Strategy
It’s tempting to view your aim with Facebook very simply: to get
as many Likes of your Page as possible! While having more fans
certainly doesn’t hurt, the level of engagement of those fans is
what truly matters. There are Pages with tens of thousands of
fans, but these people never visit the Page, never comment and
never visit any of the links shared on the Page. There are other
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Pages with only a few hundred or a few thousand fans, which have
extremely active and engaged communities. The ideal is to have
a large and engaged community, but if you’re forced to choose
between lots of fans and active fans, choose active fans every time.
Likes are important because they enable you to get a return on
investment from the work you’ve put into Facebook, but getting
fans should never be your only goal. Instead, fans are useful in that
they enable you to reach other goals, like increasing traffic to your
website, making more sales, raising brand awareness, or getting
Before we start building your Facebook Page, take the time to
decide what your real end goals with Facebook are. What made
you decide to invest in this book? Was it the thought of opening up
another avenue to get clients? Getting more traffic to your blog?
More opt-ins to your newsletter? There are a thousand possible
reasons, but some of them are likely to outline exactly what excites
you about learning Facebook marketing. Rather than focusing
on fans, it’s these goals you should have in mind with everything
you do on Facebook. As long as you make your Facebook Page
easy to find and post good updates, your Page will add fans on
Facebook is an exciting, ever-changing platform. Every day, new
Pages are created, and more people discover how useful Pages
are for keeping up with their favorite things. The Pages platform is
growing at a rapid rate, but the knowledge in this book will put you
ahead of the curve. This is information that companies pay social
media marketing consultants thousands of dollars to share. By the
end of this book, you’ll have the knowledge required to create a
Facebook Page that’s as good as those run by some of the world’s
I hope you enjoy learning about Facebook marketing!
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Creating Your Facebook Page11
To begin, go to the URL http://www.facebook.com/pages/create.
php. You’ll be met with a grid of six colorful icons for different Page
types. Click the one most appropriate to the kind of Page you want
• Choose Local business or Place if you’re setting up a
Facebook page for a brick and mortar business or non-
commercial location. An example of a ‘Local business’ Page
is Zachary’s Chicago Pizza.
• Choose Brand or Product if you’re creating a Page for a
product brand (like Adidas), online-based business (like The
Book Depository), a freelance business or firm (like Make
Design, Not War) or a website (like Psdtuts+).
• Choose Company, Organization or Institution if you are
creating a Page on behalf of a company (like Intel) or an
organization (like Amnesty International).
• Choose Artist, Band, or Public Figure if you are an author,
artist, musician, performer or other figure marketing your
own personal brand.
• Choose Entertainment if you are creating a Page for a
particular source of entertainment, like a movie, TV show,
book, song or sports team.
• Choose Cause or Community if you are creating a Page
for a political cause (like Animal Rights Now), a group, or a
community (like Real Madrid Fans).
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Creating Your Facebook Page12
Naming Your Page
In my case, I’m creating a Page for my blog, Skelliewag.org. I’ll
click ‘Brand or Product’. From the drop-down list that appears, I’ll
select ‘Website’ and carefully type the intended name of my Page.
Fig. 2: Spot the typo? Make sure your Page’s name is correctly spelled or
you’ll be stuck with the mistake!
Fig. 1: Create your Page
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Creating Your Facebook Page13
Next, you need to enter a name for your Facebook page. Once
again, be very careful with this step, as names can’t be edited
after you have 100 fans. In general, the simplest, shortest, most
accurate name is best. Long or descriptive names don’t work well,
as shown in the comparison below.
Long and descriptive
Short and accurate
Lastly, you’ll need to tick a checkbox to verify that you agree to the
Terms for Facebook Pages.
Fig. 3: Long and descriptive
Fig. 4: Short and accurate
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Creating Your Facebook Page14
Once you’ve made sure there are no mistakes in the title and that
you’ve chosen the most relevant category, proceed by clicking
Congratulations, your Facebook Page is live! Right now, it looks
frighteningly bare, but that will change soon.
For now, resist the urge to immediately Like your Page. Doing so
will cause it to show up in your News Feed and make it accessible
to all your friends. Before your Page makes its public debut let’s
take the time to jazz it up a little.
Fig. 5: It’s alive!
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Creating Your Facebook Page15
Adding an Image
Let’s start by adding a profile image. This will replace the question
mark in a grey box on your Page. Note that images with a width
larger than 198 pixels will scale down to 198 pixels wide.
Fig. 6: Upload an image
Fig. 7: Choose a file
Fig. 8: Check the results
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Creating Your Facebook Page16
Here are some suggestions for choosing an appropriate image for
• For a business, use your logo, or an image prominently
featuring your logo.
• For a freelancer, use your business’s logo, or a picture of
• For an organization, use your logo, or an image
prominently featuring your logo.
• For a product, use a good picture of the product.
• For a website, use the website’s logo, or a screenshot of
• For a personal Official Page, use a picture of yourself.
As mentioned earlier, it’s best to create an image 183 pixels wide
or less so that you can keep image quality high. When Facebook
sizes down an image, the result can be blurry. You want your
image to be crisp and high quality.
Keep in mind that you can get creative with your profile image. You
can add text, messages, a tag-line, use it to promote current offers,
causes and new products, or briefly describe what the Page will
For inspiration, here are a number of different approaches to
profile pictures for Pages:
1. The Gnomon Workshop
2. Zippy's Restaurants
6. Texas A&M University
7. Whole Foods
11. Amnesty International
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Creating Your Facebook Page17
1 2 3
4 5 6
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Creating Your Facebook Page18
7 8 9
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Creating Your Facebook Page19
Let’s add some more detail to your Page by filling out the ‘Info’ tab.
Note that depending on which of the six options you chose when
first creating your page, the fields you see in the ‘Info’ tab may
differ from these examples.
Because I’m creating a Page in the Brand or Product category,
let’s run through the options for that category.
Brand or Product Info Tab
Fig. 9: Edit info
Fig. 10: Basic info
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Creating Your Facebook Page20
When you click ‘Edit Information’ you’ll be met with a drop-down
to change your Page category, as well as a field where you would
be able to enter a username if you had more than 25 fans. Once
you’ve hit this milestone you can add a username at any time.
Every field is optional. You may wish to mention when your
business, brand or organization was Founded. The next three
fields, Address, City/Town and Zip are important for businesses
and organizations with a physical address you would like people to
visit, such as a brick and mortar store.
In my case, I’m going to leave these fields blank, as they seem
more appropriate for a physical business than a blog.
Because of the short length of the About field, it seems like it’s
intended for a tag line or motto.
It’s not immediately clear how Company Overview, Mission and
Description differ from each other. Remember that any fields you
leave blank will not be shown, so you can choose to only fill-out
fields that are appropriate for your Page. I suggest choosing just
one of these options to avoid repetition.
A trophy case made of text, you can list any awards you’ve won in
the Awards field.
You can use the Products field to list your product line, or if you
offer services, to list your services.
Enter an Email and Phone if you want people to be able to contact
you via your Facebook Page. This will be visible to both fans and
non-fans. Note that neither of these fields are required, and you
can provide just your email address, just your phone number, or
neither. If you would prefer to be contacted in another way, such
as Twitter, it’s possible to add a URL or plain text to either of these
fields. Because I’d prefer people contacted me via Twitter rather
than a phone, I’ll be a bit tricky and use that instead.
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Creating Your Facebook Page21
Website: add a website address to be linked to from your Page.
URLs will be clickable, and http://www. will be automatically added
to links if you have not done so already. You can add multiple links
by adding a space between each link, or putting each link on a
new line. You are limited to 10 links.
Are Your Fields Different?
Depending on the category and sub-category you selected
when creating your Page, your ‘Info’ options will vary greatly. The
following principles apply to the ‘Info’ tab for all categories:
• Leave a field blank and it will not show. Focus on what’s
important and appropriate, and resist the urge to pad the
‘Info’ tab with unnecessary information.
• Some text fields can be bent to your own purpose, such as
providing a Twitter URL in the Phone text field.
Fig. 11: Finished product
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Creating Your Facebook Page22
Adding Content to Your
The first item on your Getting Started page suggests that you post
your first update. You can post a Status Update, Photo, Link or a
Adding content is done via the “Wall” tab. Your Page’s Wall is the
primary means to communicate with visitors to your Page (it is
visible to both fans and non-fans) and to provide value to them.
Fig. 12: Post status updates
Fig. 13: The Wall tab
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Creating Your Facebook Page23
We’ll be exploring unique Facebook content more deeply in
Chapter 3: Publishing Unique Content on Facebook. For now,
let’s post our first ever Status update on your new Page.
Adding Photos to Your
The photo bar at the top of your Page is looking rather empty!
Uploading and sharing photos is a well-loved Facebook activity, so
it’s no surprise that this feature is available for Facebook Pages,
Fig. 14: Sharing is caring
Fig. 15: Hello world!
Fig. 16: Your first Wall post
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Creating Your Facebook Page24
Hit “Select Photos” and a file select window will open. Browse to
the photo/s you want to upload and hit “Open.”
Watch as your photo is uploaded. While you wait, you can create
an album to house your photo.
You have the option to give your album a descriptive name, and
provide a location. The Location field works well for a personal
photo album (i.e. “St. Kilda Beach”), but it doesn’t make sense for
an album like “Portfolio” or “Products.” Luckily, it is completely
optional, and can be left blank.
If the images you’re uploading are already optimized for the web,
selecting “High Resolution” will not take significantly longer than
selecting “Standard” resolution. In cases where image quality is
Fig. 18: While you wait...
Fig. 17: Add a photo
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Creating Your Facebook Page25
very important, such as when uploading examples of your graphic
design or photography work, consider selecting High Resolution.
However, if you’re uploading images pulled directly from a camera,
or that you know to be more than 500k, select Standard quality to
have the image undergo Facebook’s basic image compression.
When you’re ready, select “Create Album.”
If you want your album to be posted on your Page’s Wall, select
“Publish Now.” If not, or if you want to add it later, select “Skip.” In
my case, I’m going to hit “Publish Now.”
Fig. 19: Preparing the album
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Creating Your Facebook Page26
A little bare, but it’s a start! Soon I’ll add photos of the rest of my
book covers to fill out the album a little. I can do that at any time by
selecting “Add More Photos.”
For now, let’s fill out some details for our album by selecting “Edit
If appropriate, add a caption to your image. If there are people
in your photo, you can click on them to tag them. This opens a
context menu you can use to type in a name or select from your
Facebook friends (drawn from your personal “admin” account, not
from people who have Liked your page). When you tag someone in
a photo, a link to his or her Facebook profile appears beneath the
photo in your album.
Fig. 21: Adding a caption
Fig. 20: Your first Photo Album
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Creating Your Facebook Page27
Lastly, you can select the “Edit Info” tab to add a description to
your photo album. Let’s do that now.
If you view your Photos again, you’ll see your new custom album
next to the default “Profile Pictures” album. Success!.
Your new album has also been posted to your Page’s Wall. Your
Page is starting to look a little less empty!
Fig. 23: My albums
Fig. 22: Adding a description
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Creating Your Facebook Page28
You can also quickly post either a single image or a new album to
your Wall via the “Share” options:
Using the Photo Bar
Every Facebook Page has a series of five photo thumbnails that
display across the top of the Wall. Any photo you upload to your
Page will be added to your photo bar. Though you can remove
photos, you can’t re-order them.
By using small thumbnails that randomly shift in order, Facebook
is trying to prevent companies using the photo bar as a banner ad
Fig. 24: Posted to your ‘Wall’
Fig. 25: Posting photos and albums to your Wall
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Creating Your Facebook Page29
by stitching images together. Even so, many Facebook Pages are
putting the photo bar to good use.
Fig. 26: ShortStack photo bar gives highlights of the business
Fig. 27: The Psdtuts+ photo bar shows previews of recent tutorials
Fig. 28: The FreelanceSwitch photo bar shares various photos
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Creating Your Facebook Page30
Even if your business is non-visual (for example, maybe you’re a
freelance writer), I would still strongly suggest filling out your photo
bar with five good photos. To help you, here are a number of ideas
for ways to use your photo bar:
• Product thumbnails. If you run a business that sells
products, showcase them here.
• Recent work. If you’re someone who does visual, creative
work, showcase it in your photo bar. This is especially useful
for freelancers, who can use it as a mini portfolio.
• Articles you’ve written. If your blog posts have images
(they should!) you can use these as thumbnails, and link to
the full article in the photo description.
• Photos of you, or your team. You can use the photo bar for
up to five headshots.
• Community pictures. This could be photos of your fans, or
photos of fans interacting with your brand at conferences or
If you want to add a picture to your photo bar without publishing it
on your Wall, upload it as normal. When it gives you the option to
“Publish” or “Skip,” select “Skip.”
Customizing Your Page
To remove a tab from your Page, select “Edit Page.” then navigate
to “Apps” in the sidebar. Select “Edit Settings” on the App you
would like to remove, and select “Remove” next to “Tab: Added.”
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Creating Your Facebook Page31
Deleting a tab is a reversible process. Go to “Edit Settings” for the
tab you want to add again and select “Tab: Available (add).”
You can also use the Apps page to add additional Apps and Tabs
to your Page.
• Events. The Events tab allows you to post events related to
• Links. Similar to a Twitter feed, this tab provides an easy
way to share links with your Page visitors.
• Notes. Facebook Status Updates are limited to 420
characters, but the Notes app allows for longer, blog-post
• Videos. Upload videos from your computer, record videos
on the spot, and store them here.
Fig. 29: Re-adding a deleted tab
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Promoting Your Page33
Now you’ve fleshed out your page a little bit, it’s time to get your
first Like. While you weren’t looking, I added some more content to
my Wall, and my Page is looking much more finished (though really,
it’s only just getting started!).
Now that the structure of your Page is finished, let’s take
advantage of some of Facebook’s sharing options to get some
eyes on your new Page. In the right-hand admin menu on your
Page, select “Suggest to Friends.”
Fig. 30: A basic finished Facebook Page
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Promoting Your Page34
Suggest to Friends
Let’s suggest the page to a friend or two. Family and close friends
are a great source of charity Likes to get your Page started!
Once you’ve found the friend or friends you want to send your
Page to, hit “Send Recommendation.”
Though it’s possible to send your Page to all your Facebook
friends, it’s a little spammy. Stick to friends who you know will
understand and appreciate your Page.
Fig. 31: Suggest to Friends
Fig. 32: Recommend your Page
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Promoting Your Page35
Promote this Page on
This option suggests that you add a Like Box to your website to
help promote your page. It’s no surprise Facebook recommends
this as one of the first things you should do, since adding a Like
Box to your website will hugely increase the amount of traffic your
Facebook Page gets.
You may have seen a Like Box before. It looks like this:
Fig. 33: Promote this Page on your website
Fig. 34: The Like Box
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Promoting Your Page36
The Like Box is useful in a number of ways. It’s a great way to
let your audience, customers and clients know that you have a
Facebook page by promoting it on your website. They can Like
your Page without having to visit Facebook. If anyone in their
friendship network also likes the page, their friends will often show
up among the sample thumbnails of people who Like the page.
While helping to manage the Facebook Pages for the Tuts+
Network, we noticed a huge increase in Likes after adding the Like
Box to the sidebar of one of our websites, Nettuts+. The arrow
points to the day we added the Like Box.
I strongly recommend that you add a Like Box to your website.
Now that I’ve created a Facebook Page, I’ll add a Like Box to the
sidebar of my blog, Skelliewag.org. You can follow along and add
a Like Box to your own website (or get someone more technical to
do it for you!).
After selecting “Add the Like Box” you’ll be whisked away to a
page in Facebook’s area for Developers. Facebook have created
a helpful widget you can use to build a custom Like Box for your
Page, no coding required.
Start by copying and pasting your Facebook URL into the Like Box
builder. Right now, your URL is probably long and complicated.
The good news is that once you get 25 fans you’ll be able to select
Fig. 35: Effects of adding the ‘Like Box’ on Page activity
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Promoting Your Page37
a so-called Vanity URL for your Page. My Page’s URL is currently
but by the end of this book it will be http://facebook.com/
Next, select a pixel width for the Like Box. If you’re adding the Like
Box to your sidebar, this pixel width should be thinner than your
sidebar. If you’re not sure how wide your sidebar is, you can find a
good width through some trial and error.
Next, you can choose a light or dark color scheme for the Like Box.
The next three options are the most interesting. They’ll determine
how much stuff is packed into your Like Box. For the simplest
possible version, leave “Show Faces,” “Stream” and “Header”
Select “Show Faces” to put a selection of your fans’ profile pics in
your Like Box. The Like Box can show profile thumbnails of up to
15 fans if left at the default 290-pixel width.
Select “Stream” to add your latest Wall posts to the Like Box.
Lastly, you can enable “Header” to show a “Find us on Facebook”
header. I’m going to use a Like Box with only “Faces” enabled for
my own blog.
Fig. 36: The simplest Like Box
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Promoting Your Page38
Once you’re happy with your Like Box, hit the “Get Code” button.
You’ll be met with two different code formats, iFrame and XFBML.
iFrame format is easiest to setup and retains the core functionality
of the Like Box (being able to remotely Like) a Page. XFBML is an
acronym for Extended Facebook Markup Language and is an ideal
choice for web developers, as it allows further customization with
To keep things simple, I’m going to walk you through adding
iFrames code to your website. Select the iFrames code from the
pop-up box and copy it, then hit “Okay.”
Fig. 39: Like Box with Faces and
Fig. 38: Faces and Stream ‘Like
Fig. 37: Like Box with faces
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Promoting Your Page39
The next step is to add the code to your website where you want
the Like Box to appear. If you run a standard HTML site, open up
the HTML file for the page you want to add the Like Box to and
copy and paste the code where you want it to appear. I’m using
WordPress for my blog, so I can access my theme’s code by going
to “Appearance” > “Themes.” If you’re not 100% comfortable
with code, make sure to save a copy of your theme file before you
modify it, or find someone to help you.
Fig. 40: Plugin code
Fig. 41: WordPress code
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Promoting Your Page40
With a bit of tweaking the box sits nicely in my sidebar. The more
traffic you can send to your website, the more people will see your
Like Box and know that you have Facebook Page. The presence of
a Like Box will help you to add new fans automatically over time.
What You’ve Done So Far
You’re now running an Official Facebook Page for your business,
organization, website or personal brand. You’ve fleshed it out with
information and photos. You’ve added content. You’ve shared
your Page with friends and contacts, and added a Like Box to your
website. By now, you might have even seen a little activity on your
Facebook Page, such as comments on your posts, or Likes (but
don’t worry if you haven’t yet... you will soon!).
Fig. 42: Like Box in a sidebar
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Promoting Your Page41
You’ve built strong foundations for a popular and well-liked
Facebook Page. And yet, there’s still much more you can do to
build your Facebook fan-base and increase engagement with
your Page. In the next section of the book, I’ll be focusing on key
ways to promote and enhance your Facebook presence. These
strategies are focused on increasing the number of fans for your
Adding a Like Button to
If you’ve ever used social media voting sites like Digg or
StumbleUpon, you’ll be familiar with the concept of “voting up”
content you find online. The Like Button is Facebook’s voting up
mechanism. It’s a social plugin that allows Facebook users to Like
specific pieces of content. A link to the content they’ve liked will be
Fig. 43: First blossoms of activity on my Facebook Page
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Promoting Your Page42
posted to the user’s profile and to their friends’ News Feeds. When
a user Likes your content, they share it with their entire friendship
network on Facebook. For this reason, the Like Button is a must-
have for your website.
To start the process, visit Facebook’s page for the Like Button.
There you can read an explanation of how the button works, but
most importantly, you can use the supplied widget to generate a
customized Like Button for your site. Similar to the Like Box we
added earlier, this comes in both iFrame and XFBML versions. This
time, we’re going to install the XFBML version by default. It’s easy,
and means you do not have to enter anything for “URL to Like.”
The code will detect the page or post the user is on, and they will
automatically Like that page. Users will also be able to leave a
comment on the post to their News Feed and profile whenever they
Like your content.
1. Since we’re using XFBML, we do not need to enter a “URL
2. Next, choose between the three layout options available.
Keep in mind that the “Show Faces” feature is only available
when you choose the standard layout.
3. Show Faces” will display profile pictures of friends who
have Liked the same page beneath the Like Button.
4. Next, set the “Width” so that the Like Button is not wider
than the content it will be displayed within.
5. Choose whether to display the verb “Like” or “Recommend.”
While “Like” is the standard, “Recommend” might be more
appropriate in formal contexts where “Like” would seem too
6. Lastly, choose your preferred font and color scheme.
7. When you’re done, select “Get Code.”
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Promoting Your Page43
Fig. 44: Like Button widget
Fig. 45: Selecting XFBML code
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Promoting Your Page44
Just as we did with the Like Box, we need to paste the code into
our website where we want the Like Button to appear. In my case,
it’s at the bottom of all blog posts. In a basic HTML website, simply
paste the code where you’d like it to appear. In WordPress, you
can access this by editing the code for the PHP file controlling
single posts. To find this, look in “Appearance” > “Editor.” Unless
you’re a code maestro, make sure to save a copy of the original
before making any changes.
In my case, I’ll open the Single Post PHP file and look for php
the_content, a tag which serves up the content of your blog
post. I’ll paste the Like Button code directly below this to ensure
the Like Button is the first thing that appears at the end of a post.
If you’re a developer, make sure to read through Facebook’s Like
Button documentation to discover more advanced functionality.
When a user Likes your content, a link to the item is posted under
“Recent Activity” on their profile. The anchor text will be taken from
the title attribute of the page being shared. Now, anyone who visits
the user’s Profile will see a link to your content.
Fig. 46: Adding the Like Button code to WordPress posts
Fig. 47: It worked!
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Promoting Your Page45
After you’ve added the code to your site, no more work is required
to maintain the Like Button. You’ve just installed a fully passive
promotional channel for your content on Facebook!
Adding an Activity Feed
to Your Site
The Like Box showcases users who
Like your site. The Activity Feed
shows visitors to your site how people
are interacting with it on Facebook,
including when they Like your content
or share it on their profile. Unlike the
Like Box, it doesn’t allow for users
to Like your Page directly from your
website. If it’s a choice between the
Like Box or the Activity Feed, I’d go
with the Like Box. If you have the
space for both, however, consider
what the Activity Feed may be able to
offer your site.
Let’s take a look at how to install the
Fig. 48: Likes are posted to “Recent Activity”
Fig. 49: Activity Feed
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Promoting Your Page46
Navigate to Facebook’s Activity Feed page. Once again, there’s a
helpful widget available to help you craft your Feed.
Because we’ll use the XFBML version of the code, we don’t need
to specify a domain. Set the width smaller than the area you want
to display the Activity Feed within. The rest of the choices are
cosmetic, though you can select whether or not you want to show
recommendations in the feed.
When you’re happy with your settings, hit “Get Code.”
Select the XFBML code from the pop-up screen and hit “OK.”
I’m going to test the Activity Feed in my blog’s sidebar, below my
Like Box, so I’ll navigate to “Appearance” > “Editor” in WordPress
and add the code there. Here’s how it looks:
Fig. 50: Getting the XFBML code
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Promoting Your Page47
Looking good! I can see one issue, though. Instead of pulling the
correct thumbnail for my last two posts, it’s pulling a Twitter icon
I have in my sidebar. If I decided to keep the Activity Feed in my
sidebar, I would need to remove the incorrect image, or specify
the image I wanted to use as the post thumbnail in my blog’s code.
Here’s a possible solution.
Fig. 51: The Recent Activity feed
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Promoting Your Page48
to Your Site
The Recommendations Feed is very similar to the Activity Feed,
but it’s focused on recommending your content to users based on
what they’ve Liked in the past, and what their friends have Liked. If
you want the feed to serve up what Facebook believes to be your
site’s most relevant content, rather than its most popular, use the
Recommendations Feed rather than the Activity Feed.
Fig. 52: The Recommendations Feed
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Promoting Your Page49
Adding a Login Button
to Your Site
A clever way to integrate Facebook into your web app or
membership based site, the Login Button shows users which of
their Facebook friends have already signed up for your site.
As always, Facebook has provided a helpful widget to generate the
Button code. You can choose whether to show faces, specify the
width of the Button and faces area, and select how many rows of
faces you’d like to display.
Adding Facepile to Your
The Facepile widget shows the faces of friends who have Liked
your page or have signed up to the site. If none of your friends
have interacted with your content, it will show the total number of
Likes without any accompanying faces.
Fig. 53: The Login Button
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Promoting Your Page50
Since the Like Button also shows faces of friends who have Liked
the same page as you, this seems mostly useful for membership
To add Facepile to your site, visit Facebook’s Facepile page.
Add a Live Stream to
The Live Stream widget lets people comment about an event
on Facebook as it happens. This works best for things like live
streaming video, product launches and live chats. It gives visitors
a place to discuss what is happening, while also posting their
responses on Facebook and further promoting the event.
To add a Live Stream to your site you’ll need to first get an App
ID. Your account will also need to be verified by adding a mobile
phone or credit card.
Once you have an App ID, head back to Facebook’s Live Stream
widget. You can customize variables like height and width, and
select whether comments in the Live Feed are posted to the user’s
Fig. 54: Facepile
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Promoting Your Page51
Adding Comments to
The Comments social plugin lets users comment both on the
page it appears on as well as reposting the comment on their
Facebook profile, if they so choose. The option to “Post comment
to Facebook profile” is ticked by default.
This can work as a replacement for blog comments, or for use on
pages where there is currently no commenting functionality. The
best thing about the plugin is that it takes something that would
not normally help to give your site more exposure (commenting)
and turns it into a way to share your content. The drawbacks are
that users need to have a Facebook profile in order to comment,
and that you can’t moderate comments before they appear (though
Fig. 55: Live Stream
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A number of companies have started to use the Comments
social plugin on product pages. Users can give feedback and
testimonials for a product, then have those recommendations
shared with friends in their stream. Additionally, a number of high
profile blogs have been trialing the use of Facebook comments on
their blog posts.
Facebook Page on
Since you’re interested in marketing with Facebook, you may
already be using other social media outlets for promotion, such
as a Twitter account. These social media outlets are an excellent
place to promote your Facebook Page, because the people who
follow your brand on these services have already shown that
they’re willing to engage with you on social media. Your Twitter
Fig. 56: Comments
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Promoting Your Page53
followers or LinkedIn connections are perfect candidates to
become Facebook fans.
One of the simplest ways you can promote your Facebook Page on
your other social media accounts is to add a link to your Facebook
Page in your profile. In this screenshot, you can see that I’ve
added a link to my blog’s Facebook Page to my Twitter bio. Most
other social media services will allow you to add several links to
elsewhere on the web, so make sure to add links to your Facebook
Page to as many of these as possible.
On social media platforms where you generate unique content, like
Twitter, there are many ways to encourage followers to also Like
your Page on Facebook. The simplest is to let your followers know
that you have a Facebook Page! Here’s an example tweet:
If you use Facebook, you can also follow us there: http://facebook.
Fig. 57: Linking to Facebook from social media profiles
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Promoting Your Page54
Another option is to encourage your followers to engage with
content you have posted on your Facebook Page, for example, a
question you have asked your audience.
Often, you’ll need to share a photo or screenshot on social media.
These can be hosted on Facebook, so why not link to the image on
Facebook, rather than using a service like TwitPic?
If you’d like to promote Facebook to your Twitter fans more heavily
than the occasional update, you can link your Facebook account to
your Twitter account by visiting Facebook.com/twitter. Click “Link
a Page to Twitter,” and on the next screen, select the Facebook
Page you want to link. Note that you will be able to choose which
kinds of updates you do or don’t want to post to Twitter.
Fig. 58: Asking followers to answer on Facebook
Fig. 59: Share photos on Facebook rather than a third party service
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Promoting Your Page55
Next, you’ll receive a Twitter notification that Facebook wishes to
access your Twitter account in order to post the updates. Select
“Allow” if you are happy with this.
Now that you’ve linked your Facebook Page to Twitter, you can
choose which updates to auto-post across, and which to post on
Facebook only. You can toggle Twitter sharing on or off for the
following update types: Status Updates, Photos, Video, Links,
Notes and Events.
Now that Twitter is integrated with Facebook, let’s test it out by
posting an update.
Fig. 60: Giving Facebook access to Twitter
Fig. 61: Choosing which updates to post to Twitter
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Promoting Your Page56
After publishing this Facebook update, my Twitter account
immediately tweeted the same update, though it’s worth noting
that only my comment on the link was posted on Twitter. The title
of the link wasn’t included in the tweet. Because of this, you might
consider adding the title of the link to the comment field when
you’re posting to Facebook, so it’s retained when the link is also
posted to Twitter.
Unfortunately, there is no way to stop a specific update from
being shared. You might have wanted to do this when posting an
update that doesn’t make sense outside the context of Facebook
(for example, a status update thanking your Facebook fans for
their support). To temporarily disable sharing you’ll need to visit
Facebook.com/twitter again and disable ‘Status Update’ from the
list of content types to be shared. Then, you’ll need to re-enable it
once you’ve made the update you don’t want to share on Twitter.
Fig. 62: The Facebook update
Fig. 63: The Twitter update
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Publishing Unique Content on Facebook58
We’ve explored a number of ways to promote your Page from
outside Facebook, but what about the promotion that happens on
your Facebook Page itself?
Everything you post on your Facebook Page can be Liked,
Commented on and Shared. Though Likes are very valuable when
it comes to your Page, they are much less valuable for individual
Wall posts. Liking an individual post does not post it to your
“Recent Activity,” or into your friend’s News Feeds. Sharing and
Commenting are much more valuable. If you comment on a post,
it will appear in your profile page’s “Activity Feed.” If you Share a
post, it will appear on your personal profile’s Wall as well as being
posted to your friends’ News Feeds. When it comes to promoting
your Page within Facebook, Sharing and Commenting is extremely
Fig. 64: Like, Comment, Share
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Publishing Unique Content on Facebook59
Though Sharing and Commenting helps you promote your Page
within Facebook and is a great reason to post unique content
to your Wall, it’s not the only reason. By providing value to your
Fans and interacting with them through Facebook, you help to
deepen their relationship with your brand or product. By posting
unique content, being active in discussions, or letting your Fans
post content and questions to your Wall, you can create a thriving
community on your Facebook Page.
None of this can happen without content on your Page which can
be Liked, Shared and discussed in comments. In this section, I’ll
explore the myriad options for unique Facebook content available
If your website, product or brand has an associated RSS feed for
new content, this gives you a means to automatically update your
Wall with new content.
Fig. 65: Interacting with fans leaves a good impression
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Publishing Unique Content on Facebook60
Select “Edit Page,” then select “Apps.” From that page, select “Go
to App” under the Notes App. If you previously disabled the Notes
app, you’ll need to reactivate it through the “Edit Settings” window.
From the Notes page, select “Edit import settings” from the bottom
left of the sidebar.
Next, enter your RSS feed into the text field. If you’re not sure of
your RSS URL, you can enter a direct link to your website. Tick
the checkbox to verify the content is your own, then hit “Start
Fig. 66: The Notes app
Fig. 67: Edit import settings
Fig. 68: Start importing
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Publishing Unique Content on Facebook61
You’ll be treated to a preview of what your feed will look like. If
you’re happy, hit “Confirm.”
Courtesy of the Notes app, your RSS feed is now neatly displayed
in individual posts. If you want to make this a tab that visitors
can access at any time, you can do so via “Edit Page” > “Apps” >
“Notes” (Edit Settings) and selecting “Add” next to the Tabs option.
Otherwise, posts will be added to your Wall but the Notes page will
not be accessible to visitors.
Navigate back to your Page’s Wall and you’ll see the most recent
posts from your RSS feed have been automatically posted there. If
this amounts to too many posts you can manually delete some of
them by mousing over the update and selecting X (delete).
Fig. 69: A preview of your feed
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Publishing Unique Content on Facebook62
Whenever your RSS feed is updated, your Wall will update with a
link to the new post that people can Like, Share or Comment on.
This is an excellent way to ensure your Wall is always fresh and
active, even on days when you don’t have the time to update it with
Updating from Twitter
If you use Twitter, it’s easy to cross-posts your tweets as status
updates to your Page. While you could set up an RSS feed of
all your tweets, some of your tweets might not make sense on
Facebook, and you may not want to flood your Wall with too many
tweets. One solution is the Selective Tweets app for Facebook. It
enables you to choose tweets to add to your Facebook Page by
adding the hashtag #fb to the tweet.
Fig. 70: Wall posts from an RSS feed
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Go to the Selective Tweets profile and you’ll be met with a Page for
the app. In the sidebar, select “Add to my Page” and choose the
Page you’d like to add.
Head back to your Page and select “Edit Page” > “Apps.” Select
“Go to App” under Selective Tweets. From there, enter your Twitter
username and select “Grant permission.”
You’ll receive a pop-up notification telling you that Selective Tweets
needs to access your basic information, as well as access to post
to your wall. If you’re happy with these terms, hit “Allow.” Make
sure “Has permission?” has changed to “Yes,” then hit “Save
To test the app, publish a tweet with “#fb” added to the end. If
Selective Tweets is working, the tweet will be cross-posted to your
Page’s wall with the #fb hashtag removed. Rather than posting
duplicate content between your Twitter account and Facebook,
you can now update both at the same time. Coupled with the RSS
feed you’ve added to your Facebook Page, it’s clear that keeping
your Wall updated won’t be too difficult!
Fig. 71: Installing Selective Tweets
Fig. 72: A tweet posted to your Wall
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Publishing Unique Content on Facebook64
Though you’ve learned some quick and easy routes for keeping
your Wall updated, there’s much more you can do with Facebook
content. It requires more effort, but the rewards are worth it. By
posting updates unique to Facebook you’ll help your fans to feel
like they’re part of an exclusive group, bringing them closer to your
brand, product or website.
In the “Creating Your Facebook Page” section of this book we
walked through the different types of content you can post to
Facebook: status updates, photos, links and videos. When you
post one of these content types, your Page’s visitors can interact
with it in one of three ways.
• Leave a comment. When a visitor to your Facebook Page
leaves a comment on something you’ve posted, it’s also
posted on their Wall, sharing your content with their friends.
• Share this update. Used to repost your content to the
user’s Wall, this is the best way to get exposure for your
content within Facebook.
• Like this update. Though having a high number of likes on
an update helps with social proof, Liking an update does
not share it in any way. For this reason, comments and
shares are more valuable than Likes on individual updates.
Somewhat confusingly, the same term (“Like”) is used for
how visitors become a Fan of your Page. And, when a user
Likes a page on your website, it will be shared on their wall.
If you are confused by the “Likes” system, you’re not alone!
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Publishing Unique Content on Facebook65
Regardless of whether your fans interact directly with your content
or not, your Wall posts will be posted to their News Feed. This
is the most powerful way Facebook drives traffic back to your
business or website.
Though it gets far less publicity as a source of traffic, for some
sites, Facebook can be a bigger referrer than Twitter. This is all
generated by Wall posts showing up in the News Feeds of your
fans, people Liking your website content and sharing it in their
friends’ News Feeds, as well as by other big Pages linking to your
Below, you can see the top traffic sources for Psdtuts+. Facebook
is just behind Google and RSS in this top 10 list of referrers.
Fig. 73: Like, Comment, Share
Fig. 74: A new item from a Page I’ve Liked shows up in my News Feed
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Publishing Unique Content on Facebook66
Though the site has a Twitter account with nearly 40,000 followers,
and half that number of Facebook fans (as of this writing), Twitter is
not even in the top 10 list of referrers. Why is this?
When people are using Twitter, they’re generally doing other
things. You work on a task, glance at Twitter, then start on another
task. Also, depending on how many people a user follows, tweets
can disappear very quickly from the stream if not read soon after
they’re published. Contrast this with Facebook. When people use
Facebook, they give it their full attention.
Most importantly, unlike Twitter, people don’t use Facebook
when they’re busy. People turn to Facebook in times of boredom,
relaxation and procrastination. They’re looking for something to
catch their attention, which is why getting your content in front of
Facebook users is so important.
Though we know we can publish a number of different content
types on our Facebook Page, and have already experimented with
a few, this doesn’t help us to decide what we should publish on
Fig. 75: Top 10 traffic sources for Psdtuts+
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Publishing Unique Content on Facebook67
What you publish depends on what you want to achieve with your
Facebook Page. Do you want to:
• Drive traffic back to your product or website?
• Encourage specific actions (sales, sign-ups, subscriptions,
• Deepen your relationship with your customers, clients,
audience, or fans?
Rather than focusing on one of these aims exclusively, you’re likely
to be working towards a percentage of each. For example, 50% of
results being traffic, 30% of your results being sign-ups and 20%
of results being more community engagement. This means you
need to choose the same proportion of content types that work
towards each of these aims.
• To drive traffic, you must post content that links back to your
• To encourage specific actions, you must post content that is
a ‘call to action’ (specifically asking your fans to undertake
the action you want.)
• To deepen relationships, you need to ask your fans for their
opinions and answers, and respond to their comments and
feedback. You can also build loyalty by helping fans get to
know your brand, product or website better.
Let’s look at each of these three content paths in detail.
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Publishing Unique Content on Facebook68
This is, arguably, the easiest type of content to produce because it
must always meet one key requirement: it must contain a link.
Earlier in the book I showed you how to pipe an RSS feed into your
Facebook Page. If your website has an RSS feed, the auto-posted
updates give you a good foundation from which to drive traffic. But
you can go further.
For any update designed to drive traffic to your website, you
will usually need to use the ‘Link’ content type. However, URLs
included in Status updates will also be converted into clickable
In this example, I’ll post a link to my blog’s most popular post.
Because it was published some time ago, it’s not going to be
automatically posted via RSS. I need to take matters into my own
Paste your link into the field and hit “Attach.” Facebook will
automatically pull an image thumbnail from the URL, as well as
some text. If the widget chooses the wrong thumbnail, you’ll be
able to scroll through several options, or select “No Thumbnail” if
there are no suitable images on the page. You can also edit the
text preview Facebook automatically pulls from the URL by clicking
Fig. 76: Posting a link
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Publishing Unique Content on Facebook69
Note that you can add an additional comment to your link. This is a
good idea, as it helps to add more personality to the update.
When you’re happy with the customizations to your link, hit “Share.”
In less than a minute I’ve created a new pathway into my website,
Fig. 78: Published link to a past post
Fig. 77: Customizing a link
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Publishing Unique Content on Facebook70
Though the process for adding a link is simple, there are a number
of ways you can link back to your site:
• Bloggers and website owners can link to great posts from
the past, interesting user comments, or category pages.
• Businesses can link to products, a company blog,
testimonials, landing pages, and fun stuff created for
• Freelancers can link to their portfolio or post recent work, to
service pages, or blog posts.
Though what you link to is important, how you link back to your
website or product is crucial. In the example above, I offered a little
bit of description of the link, but didn’t directly engage with my
Page’s fans. Though commonly seen, this is not the best way to
link to your content. Instead, you should ask your fans to provide
an opinion on what you’ve linked to, or to add to it in some way. As
we discussed above, every time a fan comments on your content
the comment is posted on their wall, spreading the reach of the
post to their entire social network. In this way, you can drive traffic
back to your website while also promoting your Facebook page.
The majority of what you publish on Facebook should be designed
not only to achieve your aims, but also to stimulate comments.
Fig. 79: Asking for an opinion
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Publishing Unique Content on Facebook71
That being said, make sure to do so in a way that will not annoy
your fans. Being controversial or provocative might get you more
comments in the short-term, but it could damage your relationship
with your fans. Instead, it’s best to engage with fans openly and
honestly, asking them to enhance what you’ve posted with their
tips, advice and reflections, or to share their own opinions.
Whenever you post something to Facebook, ask yourself, how can
I encourage my Page’s fans to discuss this further?
Fig. 80: Asking fans to expand on the content
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Publishing Unique Content on Facebook72
When you were first setting up your Facebook Page, I asked you to
think about your goals. While creating a Page and amassing fans
is fun and easy to measure, it’s not the end goal. After acquiring
a fan, the next step is to encourage that fan to take action. We’ve
already been through encouraging your fans to visit your site, but
what about other beneficial actions they might take?
In this section, we’ll discuss the different content types that
encourage fans to take a certain type of action.
Following your brand on Twitter. A Facebook fan is an excellent
candidate to become a Twitter follower. To encourage your fans
to follow you on Twitter, it’s important that they know you have a
Twitter account. A Wall update specifically asking fans to follow on
Twitter will help you gather a number of new followers.
The same strategy can be used for any social media account.
Let your fans know you’re active on that service, ask them to
follow you, and provide them with a link. This strategy is simple,
transparent, and effective.
Pre-order a product. Facebook is a platform suited to brief
updates. Because of this, it’s perfect for revealing dribs and drabs
of information about an upcoming launch. After you’ve posted
a number of updates building anticipation about the product or
event, you can conduct a launch on Facebook.
Fig. 81: Encouraging fans to follow
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Publishing Unique Content on Facebook73
Use discount codes and coupons. Many companies post
discounts specifically for Facebook fans. This is a great way to
make your fans feel special while giving exposure to your product
and encouraging sales.
Hiring you or your company. To be hired more you need more
people to know about your services, and their benefits. Because
of this, you should occasionally post on your Wall about one of the
services you offer, and link to a page where people can contact
you about it. To convince your fans that you do quality work, it’s
a good idea to share examples from your portfolio. These can be
links to articles, or screenshots of work.
And of course, sharing testimonials from happy clients is excellent
content for your Wall!
Signing up to your newsletter. Because you can’t embed HTML
in Wall posts, it’s not possible to post a newsletter sign-up form
directly to your Wall. But you can add a sign-up form to your Page
within an iFrame (discussed in Chapter 4). You can also take the
simple route of posting a link to a page with a newsletter sign-up
page on your Wall. This will always convert better if you offer a
bonus for signing up, and let your fans know. These days, many
newsletters come with a bonus for all new subscribers.
Fig. 82: Sharing work can help you land clients through Facebook
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Publishing Unique Content on Facebook74
Share your content. Some of the actions you will want fans to
take will occur directly on Facebook. Remember that when a fan
shares your content, it appears on their personal profile to be seen
by their entire friendship network. A “Shared” post has the same
visibility as a normal status update from that user, and appears
at the top of their profile rather than tucked away under “Recent
Activity.” Sharing your content is the best possible way a fan can
support your content on Facebook.
Instead of waiting for users to share your content, why not ask
them at the end of a high quality update? Here is a simple script
you can add to the bottom of an update every so often:
If you liked this, please Share it using the link below!
Attend events. If you’re active on a personal Facebook profile,
you’d be familiar - perhaps too familiar - with Facebook Events. A
Facebook Page also has the ability to create Events, and you can
then link to them from your Wall to get more RSVPs.
Fig. 83: A bonus offered with a newsletter from ChrisGuillebeau.com
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Publishing Unique Content on Facebook75
Sell your product. Your Wall is a great place to post short
updates about new products. Despite the potential to generate
sales directly via your Wall, any time someone shares or comments
on your product post, it will be posted on their profile and spread
to their network of friends, helping your product sell through new
Fig. 84: Sharing a promotional event.
Fig. 85: Selling a product on the Wall
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Your goals with Facebook should not only be to get more Likes
and more traffic. One of the first things people learn at Business
School is that it costs much more time, energy, and often money
to add a new customer than it does to retain an existing customer.
Keeping your fans loyal and happy is just as important, if not more
important, than finding new fans. For this reason, it’s important to
use your Facebook Page to build more loyalty among your existing
fans, and to gain a better understanding of them.
As I mentioned earlier, comments are one of the most useful ways
fans can interact with your Facebook posts. Every time a fan
leaves a comment it is shared on their profile and in their friends’
News Feeds. While you’re building brand loyalty and interacting
directly with your audience, you’re also creating pathways for new
fans to find your Page. For this reason, content that encourages
discussion will be one of the best possible additions to your
If you want to encourage discussion, sometimes the simplest path
is best. Ask a question! You’ll see this kind of content on many
Facebook Pages. There are lost of different types of questions you
To ask a question or poll, use the ‘Question’ link under your Page’s
‘Share’ options. If you like, you can convert your question into a poll
by selecting ‘Add poll options.’
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Fig. 86: Using the ‘Question’ update type
Fig. 87: Adding poll options
Fig. 88: A live poll
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Questions about your brand, product, or service. Though these
kinds of questions do stimulate discussion, they’re particularly
useful for the insights they can give you about your audience.
Here, you can see an example of a Page asking for feedback on
how fans consume the website’s content, and how this could be
Questions that are relevant to your audience. This operates
on the basic social principle that people like to discuss the things
they have in common. If you ran a blog about graphic design,
for example, you’d be safe in betting your Facebook fans are
interested in the topic. So why not post a general question or
discussion point on graphic design?
The same approach can be applied to any Facebook Page. Here
you can see an example of an expert in making money with blogs
asking fans whether they sell eBooks through their blogs.
Fig. 89: Polling fans
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Questions that are relevant to everyone. Facebook is, by its
nature, a fun and informal platform. People are familiar with using
it to chat with friends, organize their social calendar, and share
bits of their everyday lives. Brands have been able to add a similar
feel to their Facebook Pages by asking fun, informal questions that
everyone can participate in. This can include questions like ‘What
are you doing right now?’, ‘Do you prefer Coke or Pepsi?’, and
‘What’s your favorite video game of all time?’
If the tone of your Page is usually quite formal, you may need to
set up your question a little bit, or the change in tone could be too
jarring. Try something like: ‘Fun question today: What’s the most
beautiful place you’ve ever visited?’ By making it clear that this
informal question is a departure from your usual content style, fans
will be more accepting of the change in tone.
If you’re still concerned about changing your tone too much,
try saving these kinds of questions and discussions for the
weekend. Fans may be much more receptive to a ‘Favorite movie?’
discussion point on a lazy Sunday afternoon than they’d be on a
hectic Monday morning!
Fig. 90: Asking related questions
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Controversial and breaking news. Nothing generates comments
like a controversial topic. That being said, taking sides can damage
the brand perception of those who disagree with you. You can
harness the discussion power of controversy by reporting on the
issue without taking sides. Instead, ask fans ‘What do you think?’
One case where it might benefit you to take sides is when your
audience, by their nature, will agree with you. For example, if your
Page was for a political party or pressure group, presenting your
group’s stance on an issue is likely to be well received among fans
of your Page.
Alternately, you might make the decision to take sides, knowing
that your position will resonate with the majority of your audience.
Fig. 91: Asking an informal question
Fig. 92: Breaking news
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Even if some people disagree, the benefits should still outweigh
Useful and valuable links and tips. One of the most popular uses
for Twitter is to share links, tips and quotes that your audience
will find interesting. People love recommendations that are well
tailored to them, and this kind of content does well on Facebook,
too. However, where this kind of content is often the majority of
what’s shared on Twitter, it’s a good idea if this kind of content only
features occasionally on your Facebook Page. People usually ‘Like’
your Page not solely because of what you post on your Wall, but
because they Like your brand. For that reason, most of what you
publish should be about, or related to, your brand. It’s the reason
people Liked your Page in the first place!
Treat it as a mini-blog. This type of content can be particularly
effective if your Facebook Page is dedicated to a website or blog.
On your Facebook Page, you could share extra ‘mini’ blog posts,
almost like it’s a tumblelog.
Post photos. At the time of this writing, Facebook Pages display a
photo bar of five photos across the top of your Page. To keep your
Page seeming fresh and dynamic, it’s important to occasionally
refresh your photo bar with a new photo. Here are some ideas for
photos to post to your Page:
• Photos of your products.
• Sneak peeks at things you’re working on.
• Photos of you or your team.
• Photos of customers and clients.
• Photos from events you’ve held.
• Images of your branding, i.e. a logo.
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Engage with video. Video can be a more intimate form of
communication than writing. By talking to your fans ‘face to face’
through video, you can bring them closer to you.
Video content on Facebook has another impressive benefit. If you
upload video to Facebook, rather than linking over to YouTube
or another video hosting service, your video will display a ‘Like’
button when viewed by someone who’s not yet a fan of your Page.
If they click that Like button, they’ll become a fan. For this reason,
it’s often best to host your video content on Facebook directly,
unless a YouTube subscriber is as important to you as a Facebook
Fig. 90 shows this custom video Like button. Because the video
is hosted on the Mari Smith Facebook Page, the button says ‘Like
Mari Smith’. If I hosted a video on my own Facebook Page the
button would say ‘Like Skelliewag’.
Fig. 93: The Like button on a Facebook video
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General Tips for
There are two principles that will serve you well regardless of the
types of content you want to publish. The first is that you should
be active in the comments on your own Facebook posts. One of
the most helpful ways a fan can interact with your Facebook Page
is by commenting. To encourage comments, you need to set the
example. This includes answering direct questions, but you might
even want to thank people for their comments, even if they’re
not specifically looking for a response. Additionally, you can use
comments to add persuasive weight, or extra information, to your
The second guiding principle for Facebook content is that more
is better. Because posts are naturally limited in length, and more
comments means that your Page will spread further on Facebook,
it’s ideal to update your Page a number of times per day if possible.
The next best thing is to update once a day, and the next best
thing after that is to update a few times a week. How much time
you commit depends on how important Facebook is to your
business, and how much you enjoy creating Facebook content.
Fig. 94: A Page account responds to comments
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There’s one catch with the ‘more is better’ philosophy: what you
post needs to be unique content created specifically for Facebook.
Upping the number of RSS feeds you pipe through your Page
won’t have the same effect. People are very tuned in to separating
the unique from the generic and the personal from the impersonal.
Your Facebook content should, as much as possible, be hand-
crafted by you or your team.
Getting a Vanity URL
Once you have at least 25 fans for your Page you’ll be able
to choose a shorter “vanity” URL for your Page in the form of
facebook.com/<username>. To do so, go to http://www.facebook.
com/username/. Select your Page, then carefully type the name
of the username you want. You can’t change usernames after you
have 100 fans, so be certain there are no typos, and that you’re
not planning a name change in the future. When you’re ready,
select ‘Check Availability’. You’ll be met with a number of warnings.
Double-check you’re happy with your username, take a deep
breath, and hit ‘Confirm’.
Fig. 95: Applying for a Vanity URL
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Fig. 96: Take a deep breath...
Fig. 97: Success!
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There’s no need to worry about breaking old links, as Facebook
will automatically redirect your old URL to your new vanity URL.
Looks much more professional, doesn’t it?
Fig. 98: Looking good!
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Turning Visitors Into Fans88
In Chapter 3: Publishing Unique Content on Facebook, I mentioned
that encouraging people to post comments on your updates helps
to spread the word about your Facebook Page. But once someone
visits your Page, there’s no guarantee they’ll ever click the Like
button. If your Page is not immediately compelling, they’re more
likely to browse somewhere else!
To get around this problem, many Pages have started to practice
the old marketing adage, that if you want people to do something,
you need to tell them what to do. When a visitor comes to one of
the following Pages, they’re met with a message asking them to
Like it, located on a “Welcome Tab.”
Fig. 99: Like our Page! (Redbull)
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As you can see, this is very different to greeting first-time visitors
with the hubbub of your Page’s Wall, and much more likely to
convert visitors into long-term fans. In this section, I’ll show you
how to easily set up something similar for your own Page.
Earlier in the book, I showed you how to add and remove Tabs
from your Facebook Page, such as the Photos, Notes, and
Discussions tab. Aside from these pre-built tabs, it’s also possible
to add new, custom tabs to your Facebook Page. We’ll use this
functionality to create a landing page within your Facebook Page,
specifically designed to encourage visitors to become fans. With
a custom tab, a unique graphic and a little bit of magic, you can
create something like the following examples.
Fig. 100: The welcome tab for Kotaku.com’s Facebook Page
Fig. 101: The welcome tab for The Book Depository’s Facebook Page
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This system means that rather than potentially being distracted
by the many updates and comments on your Wall, visitors are
immediately urged to Like your Page before going further.
Before we start, be aware that adding a custom tab to your
Facebook Page requires that you have a basic knowledge of HTML
and CSS (or can work with someone who does) and have a server
where you can upload files.
To create our custom tab, we’re going to use an iFrame. An iFrame
is essentially a means to show one webpage within another
webpage. We’ll create our “Welcome” tab content, then use an
iFrame to reveal it on our custom “Welcome” tab.
Most of the websites showcased above have opted for the simple
route of using an image to urge visitors to Like the Page. This
means the iFrame can contain very minimal code. The image you
or your designer create should be 520px wide, as this is the width
of Facebook’s layout.
Fig. 102: The welcome tab for Backcountry’s Facebook Page
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A little while ago, I showed you some call to action images from
a selection of different Facebook Pages. Looking at these, you
can find some tips for your own call-to-action image. For example,
many of these graphics directly call attention to the Like button
by pointing to it with arrows, or using an image of the button
itself. They also ask visitors very clearly to Like the Page. These
two tips will serve you well in creating a call-to-action image that
successfully converts visitors to fans.
Create this image, then embed it inside a HTML document. It
should be contained inside a containing <div> that is also 520px
wide. You can use an internal stylesheet to set these parameters.
When you’re happy with the “Welcome” tab HTML you’ve created,
upload the files to your server.
In order for Facebook to allow you to run an iFrame on your Page,
you need to install the Facebook Developer Application. If you’re
happy for the app to access your basic information, click “Allow.”
Next, hit the “Set Up New App” button.
If you haven’t yet verified your Facebook account, you’ll be
instructed to add either a phone number or credit card number
Fig. 103: Setting up a new app
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Next, you’ll need to choose a name for your app and accept the
Facebook Terms. When you’re happy with your app’s name, hit
After a security check by way of a Captcha, you’ll be met with a
detailed set of options and information fields for your app. The
good news is that you only need to worry about a few of these.
First, add a description for your app. Up next, you have the option
to add an icon and a logo. The icon is what will be displayed in
your Page’s left-hand navigation, so make sure to add a custom
icon if possible, or the default “gears” icon will be displayed.
Next, select “Facebook Integration” from the left-hand menu.
Fig. 104: Adding your app’s essential information
Fig. 105: Entering Basic Information
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On the Facebook Integration page, scroll down to “Page Tabs.”
The “Tab Name” is the word or phrase that will appear in the
left-hand navigation of your Page, linking to your custom tab.
It’s limited to 16 characters. In my case, I’m going to name it
For the “Page Tab Type,” select “iFrame.”
In the “Tab URL” field, enter the URL of the HTML file on your
server where you have added your “Welcome” info.
In the “Secure Tab URL” field, add an https:// version of the same
URL if you have an SSL certificate for your server. If not, you can
leave this blank (as a result, visitors to your Page using SSL will be
taken to your Wall rather than your Welcome tab, but this is OK for
Fig. 106: Facebook Integration
Fig. 107: Page Tabs
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And you’re done! Hit “Save Changes.”
On the next page, you’ll see a summary of your new app. In the
right-hand menu, click “Application Profile Page.”
From your application’s profile, hit “Add to My Page” at the bottom
of the left-hand menu.
Select the Page you want to add your “Welcome” tab to and click
“Add to Page.”
Navigate to your Page and you should see your custom tab appear
in the left-hand menu. We’re done!
Fig. 108: Visit your app’s profile
Figure. 109: Add to My Page
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If your tab isn’t showing, click the “Edit Page” button and select
“Apps” from the left-hand menu. Click “Edit Settings” for your app,
and make sure it is set to “Added.”
If your tab content isn’t showing up, double-check there are no
mistakes in the URL. To do this, go to your app’s profile and hit the
“Edit App” button in the top right-hand corner of your Page.
From the “Edit App” page, click on “App Settings.” From there,
select “Facebook Integration” from the left-hand menu, where you
will be able to double-check your URL. If it looks correct but you
are still having display problems, copy and paste it into a browser
to double check there are no problems with the HTML file.
Now that your Welcome tab is ready for action, we need to set this
tab so that it’s the default landing tab for your Facebook Page. At
the moment, new visitors will still arrive at your Wall and can only
access your Welcome tab by navigating to it in the sidebar.
To change your Welcome tab to the default, click “Edit Page” and
select “Manage Permissions” from the left-hand menu.
Fig. 111: App Settings
Fig. 110: Your new app
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Turning Visitors Into Fans96
From this view, look for the “Default Landing Tab” drop-down
menu. If you haven’t changed this previously, it will be set to Wall.
Open the drop-down menu and select your Welcome tab, then hit
To test that your Welcome tab works, log-out of Facebook and
navigate to your Page. You are viewing it as a new visitor would
see it. If everything is working correctly, visitors should be met with
your Welcome tab and have the option to Like your Page.
Fig. 113: Set your Welcome tab as the Default Landing Tab
Fig. 112: Selecting “Manage Permissions”
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This method is one of the more subtle ways to increase the
number of people who Like your Page, but more can be done
here, particularly if you’re willing to invest some time and effort in
enticing people to become fans. While many Pages ask visitors to
Like them, others offer extra incentives like discount codes, bonus
content, or sneak peeks at upcoming events or products, which
are visible to fans only. To access the content, visitors must Like
the Page. When done right, this can be a powerful way to convert
visitors to fans.
Here are some examples of Pages offering exclusive fan-only
content through their call-to-action images.
Fig. 114: Non-fan view of the 1-800flowers.com Facebook page
Fig. 115: Fan view of the 1-800flowers.com Facebook Page
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Let’s look behind the scenes at one of the Facebook Pages I
administer, Facebook.com/vectortuts. Vectortuts+ is a website
offering tutorials for Adobe Illustrator, and its Facebook Page gives
fans access to an exclusive pre-release tutorial.
Here, you can see the landing page non-fans are greeted with
when they visit the Page.
Fig. 116: Non-fan view of the Teesey Tees Facebook Page
Fig. 117: Fan view of the Teesey Tees Facebook Page
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The text in the image says:
Click the Like Button to become a fan and get an exclusive
pre-release Vector tutorial!
Fans of Vectortuts+ on Facebook will get pre-release
tutorials and regular sneak peeks at upcoming content. Join
us as we discuss industry news and Vector tips and opinions,
participate in activities and get to know our readers better!
Upon clicking the Like button, you receive your Facebook-only
Fig. 118: Non-fan view of the Vectortuts+ Facebook Page
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The coding aspects of adding a fan-only content tab have been
covered in this excellent tutorial by Bill Dailey on the HyperArts
blog. A basic knowledge of the PHP programming language is
required for this implementation.
The key elements you need to set up fan-only content are as
• Text, or a call-to-action graphic, letting people know about
your fan-only content and encouraging them to Like your
• Then, a means to deliver the fan-only content. This might be
an image containing a coupon code, a download link, or you
might choose to display the content directly on the Page.
• Code to hide the content from non-fans and show it to fans.
Instructions for this are covered in Bill Dailey’s previously
Fig. 119: Fan view of the Vectortuts+ Facebook Page
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Now you have an overview of the How of setting up fan-only
content, it’s time to think about the What. What kind of incentive
will be most effective for converting visitors to fans on your
• Discount coupon. If you sell a product, a natural fit is
to offer your fans a coupon that will apply a small but
worthwhile discount when purchasing your product.
• Exclusive content. If you run a website or blog and your
fans are likely to be more interested in your content than
anything else, you can provide an exclusive in-depth article
to Facebook fans.
• A free resource. For a long time, internet marketers have
been using free reports and eBooks to entice people to sign
up to their email lists. This strategy can also be effective for
Facebook, and you can offer a free report or eBook to fans.
• Access to a special event. The Levi’s clothing brand
recently used a fan-only bonus tab to give their fans
exclusive access to a live stream of a concert. If you have
a big enough audience, you could hold a special event and
make the address and time available only to Facebook fans.
• Secret information. People love to hear news and
information before everyone else. If your Facebook Page
is dedicated to a product, brand or website that hasn’t
launched yet, you can use fan-only content to give
Facebook fans news and information before everyone else.
If possible, I do recommend creating fan-only content for your
Facebook Page. A call-to-action image asking visitors to Like your
Page will go a long way, but raising the stakes by adding fan-only
content will help to convert people browsing your Page into fans.
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Setting Up Custom Tabs
The strategies you used to create a Welcome tab can also be used
to create a number of custom tabs for your Facebook Page. In this
screenshot, you can see six custom tabs Intel have created (http://
facebook.com/Intel) for a number of different promotions they’re
Note that Intel actually has a whopping 20 tabs on its Facebook
Page, but the left-hand menu cuts them off at eight. Be aware
that tabs only visible by clicking the ‘More’ link are likely to get
significantly less exposure than your other tabs.
To create a new custom tab, you’ll need to follow the process for
setting up a Facebook app and iFrame we explored in Chapter 4.
Here are a number ideas for custom tabs you could set up for your
• Deals and special offers. If you sell a product, advertise
deals and special offers on this tab.
Fig. 120: Intel’s custom tabs
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• Careers/Jobs. If your Facebook Page is dedicated to a
company, why not create a custom tab for job openings?
• Product pages. If you sell a product, why not make a
custom tab that serves as a landing page for it?
• Other ways to follow your brand. One option is to add a
custom tab linking to other ways fans can keep track of your
brand, such as Twitter or YouTube.
• Services/Hire me. If you offer paid services, create a
custom tab on your Facebook Page to sell them to fans.
Each service you list can be linked to the appropriate page
on your website, if necessary.
• Event page. Use a custom tab to promote an upcoming
event, or launch date.
• Resources. You can create a custom tab to share relevant
links and resources with fans.
• Recommend products. Even if you don’t have products of
your own you can use a custom tab to recommend products
to your fans and, if you choose, make affiliate income from
• Contact page. If you want people to be able to email you
directly through your Facebook Page, use a custom tab to
create a contact page.
• Team pages. If your Facebook Page is for a band or other
team undertaking, you can create a custom tab with more
info on each member of your team.
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At this point, you may be regularly posting updates to your
Facebook Page, promoting it outside Facebook, and hoping to
see the results of your actions. Though it’s always easy to see how
many fans you have, you may also want to measure things like
which posts have been your most popular, whether interactions
with your Page are increasing or decreasing, and the rate at which
you are adding new fans. Fortunately, Facebook helps you to
see all these things (and more) with its analytics tool, Facebook
To access Insights for your Page, click the “Edit Page” button at
the top right-hand corner of your Page. Then, select “Insights”
from the menu on the left.
Fig. 121: Accessing Insights
“You can’t manage what you don’t measure.”
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On the Insights Page, you’ll see an overview with data on Users
and Interactions. On the left, you have the option to dig deeper
and get more specific data. You can change the date range you’re
viewing in the top-right corner of the Overview. For now, let’s go
through the information on the Overview.
On many of the following charts, mousing over the top-right corner
provides buttons you can use to View Full Screen, Print, or Save
Image. As your charts become more complex, the ability to view
Full Screen may come in handy.
The Users view tells you the following data for the date range
• New Likes. The figure on the left is the number of new fans
who’ve been added to your Page. The percentage tells you
whether this is an increase or decrease on the previous time
period. You can see the previous date range by mousing
over the percentage that’s shown.
• Lifetime Likes. This figure tells you how many people have
Liked your Page in its lifetime.
• Monthly Active Users. The total number of people (fans
and non-fans) who have viewed your Page or its posts in the
time period you’ve entered. In many ways, these people are
more valuable than fans. A fan does not help you much if
Fig. 122: Users overview
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they don’t interact with your Page! On the right, you can see
whether your number of Monthly Active Users increased or
decreased on the previous period, which you can reveal by
mousing over the percentage. In my case, I have some work
to do to get my Monthly Active User count growing again.
Below these three statistics you can see an “Active Users” line
chart with three lines. Active users are people who have viewed
your Page or posts, or commented, shared or liked your posts. The
blue line shows the daily trend, the green line shows the weekly
trend, and the purple line shows the 30-day trend. You can see
daily figures by mousing over any of the lines, and toggle lines off
and on by selecting or deselecting the checkbox associated with
Below the Users chart is the Interactions chart. It tells you a
number of things about how your Page is being used.
• Post Views. The number of times people have viewed a
story from your Page in their News Feed. This represents
the total reach of your Page on Facebook. Non-fans are also
included in this count, as when a friend Likes your Page, it is
posted to the News Feed of all their friends. The percentage
figure on the right shows you whether this is an increase or
decrease on the previous time period (visible by mousing
over the percentage shown).
Fig. 123: Interactions overview
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• Post Feedback. Feedback is the total of every Like and
Comment on your posts within the date range. If there
is enough data, you will see a percentage to the right
comparing how Feedback has increased or decreased in
the date range, compared to the previous period.
• Page Content Feedback. Shows a line chart of your daily
Likes (blue line) and Comments (green line). You’ll find that
the spikes correspond very closely to the days when you
post new content. This chart is very useful, as it provides
a quick and easy way to see whether the content you’re
publishing is, firstly, high quality (number of Likes), and
secondly, whether it encourages discussion (Comments).
Both of these things are crucial to the growth of your
Facebook Page. If your Facebook Page is quite new, like
mine, you may not be able to see a clear trend yet, but this
chart will become more useful the busier your Page gets.
Below is a sneak peek at this chart from a Page I manage
with more than 25,000 fans: http://facebook.com/psdtuts.
On both the Users and Interactions chart you are able to dig
deeper by clicking the “See Details” link. You can also access this
data by selecting “Users” or “Interactions” in the left-hand menu.
Let’s take a look at the “Users” detailed view.
Fig. 124: Interactions chart on a Page with 25,000+ Likes
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Users Detailed View
The Users detailed view starts with the overview chart we already
examined on the general Overview, so let’s skip that and move on
to the next one.
We’ve already learned that your Page’s Monthly Active User’s
count includes all the views of your Page and content, and
interactions with it. This line chart gives you a breakdown of all the
actions this can include.
• Unique Page Views. A unique view means that one view
equals one person, rather than counting multiple views from
the same person as separate views. If you have ten unique
page views in a day, this means 10 different people have
viewed your Page on that day.
• Post Viewers. The number of people who have seen your
posts on a given day. They may have seen a post on your
Page, or in a friend’s News Feed. This explains why the
number for Post Viewers can be higher than Unique Page
Views, because not all views of your posts are taking place
on your Page.
• Liked a Post. The number of people who clicked Like on
one of your posts (rather than people who Liked your Page).
• Commented on a Post. The number of users who left a
comment on your posts, either on your Page or elsewhere.
Fig. 125: Daily Active Users Breakdown
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• Wall Posts. Number of Wall posts made by visitors to your
As with the overview charts, you can toggle individual lines on and
off by selecting and deselecting the corresponding checkbox. You
can use this feature to more easily compare smaller subsets of the
data (i.e. Wall Posts vs. Page Views).
This chart helps you to see both the Likes and Unlikes of your Page
you are receiving each day. On the right-hand side of the chart you
can see where these Likes originate from. In my case, most people
are clicking the Like button in the Like Box I have installed on my
To get a useful visual overview of the ‘Like’ growth of your Page,
click the ‘Total’ tab.
Fig. 126: New Likes
Fig. 127: Total Likes
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This chart shows you where your total number of Likes stood at
the end of each day, throughout the date range. This view is useful
to identify where your rate of growth in fans increased, or slowed
This bar chart is extremely valuable for your business, website
or brand, as you may not have had access to any of this kind of
demographic data before. While services like Google Analytics
track country of origin very accurately, it can’t provide information
on gender and age - information that Facebook has easy access
to. In my case, you can see that the split between men and women
who visit my Page is roughly even, with the median age of male
visitors being slightly younger than female visitors. Let’s compare
this with the demographic data from a different Page I manage for
a web development blog, http://facebook.com/nettuts:
Fig. 128: Demographics of Skelliewag.org Page visitors, gender and age
Fig. 129: Demographics of Nettuts+ Page visitors, gender and age
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The Nettuts+ breakdown is very different! The audience is much
more strongly male, and younger overall.
Do pay attention to this data, as it’s information that companies
would have had to pay market researchers many thousands of
dollars to access in the past. Now it’s available for free, and it can
help you tailor your Facebook Page, and your brand, to perfectly fit
This view shows you where your visitors are from, and the
language they browse the internet in. This data is once again from
http://facebook.com/nettuts. It tells us that while the majority of
visitors are from the United States, the second highest number of
visits come from India. Despite this, the highest concentration of
visitors in one city is in Jakarta, Indonesia. Since Nettuts+ is an
English language blog, it’s no surprise that a majority of visitors are
browsing in English.
This data can help you to target your content based on location.
For example, on the Nettuts+ Page, the admin could send out a
greeting to Indian fans, or ask them their thoughts on the state of
web development in India.
Fig. 130: Demographics: location
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Logged-in Page Views show you the number of times your Page
was viewed by someone logged into Facebook, and includes
multiple views from the same person. Unique Page Views counts
only the first visit from a new person. It gives you the total number
of Facebook users who have viewed your Page.
Tab Views counts the visits to your individual tabs. This is
particularly useful if you are running promotions on custom tabs,
and want to see how they’re performing.
Lastly, you can see a list
of external sites linking to
your Facebook Page, and
how many visits they sent.
In this date range I’ve done
little promotion outside of
Facebook, so I have only a
couple of visits from Twitter.
Compare this with the
External Referrers data from
Psdtuts+, which is a much
bigger blog than my own:
Fig. 131: Page views
Fig. 132: External Referrers for
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As you can see, the site is very effectively sending traffic from its
home page and through Twitter, but significant amounts of traffic
are also flowing in from third party websites. By publishing high
quality content on your Facebook Page, you can work to create a
diverse set of referrers to send you traffic.
The Media Consumption Chart helps you to see which types of
Media perform best on your Page. This is the chart for http://
facebook.com/psdtuts. So far we’ve only posted Photos to our
Page, and the chart reflects that. Note that Video Views counts
only videos you’ve uploaded to your Page, rather than YouTube
videos you’ve linked to.
While posting Audio to your Page is not a default feature, you can
do so with the help of Apps, such as Music Player.
While the Users detailed view focused on the visitors to your
Page, this view focuses on the content you publish to your Page.
The Daily Story Feedback chart is the same as the Page Content
Feedback chart on the main overview, so we won’t go over it again
here. Beneath this, you’ll see a table showing your most recent
Fig. 133: Media Consumption
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Posts, how many impressions they had, and how much feedback
Impressions counts the total number of times the post has been
seen, both on your Page and in user News Feeds. Feedback is the
ratio of views of content vs. interactions with the content. So, if
your post is viewed one-hundred times and one person comments
on it, it has received one interaction. Therefore, its Feedback
percentage is 1%.
Fig. 134: Page Posts
Fig. 135: Page Activity
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The Page Activity chart presents an eclectic mix of data, including
content you’ve posted, user generated content, and mentions of
• Mentions. Users can Mention your Page in their status
updates by typing the @ symbol followed by the name of
• Discussion Posts. If you use the Discussion Board app on
your Page, this tracks the number of new posts by users.
• Reviews. Like Audio embedding, this is not a default
Facebook feature, but can be added to your Page with the
• Wall Posts. The daily number of posts visitors make on your
• Videos. Number of videos uploaded to your wall by your
While it’s undeniably useful to have all this data at your fingertips,
what should you be looking for when you begin to pore over your
• Determine the best days to post. If you need to have a
day off posting updates to your Facebook Page, Insights
can tell you when that day should be. On the Psdtuts+
Facebook Page, Insights tells me that traffic dips
significantly on Sundays. This makes it the perfect day to
take a break from posting.
• Compare the performance of different content
strategies. If you posted mainly links to interesting content
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in December, then switched to posting questions in January,
Insights would help you to see which of these different
content strategies was more successful.
• Determine your best Like sources. If you experiment with
moving the Like Box on your website to a more prominent
location, for example, you could use Insights to track how
this affects the number of Likes you get from that source.
• Tailor your content to your demographic. If your Page is
frequented mainly by women under 25, you might consider
tailoring your Page content to that audience. If your Page
receives many visitors from the UK, you might choose to
make an update welcoming your UK visitors to your Page.
• Evaluate the performance of your external promotions.
The External Referrers display can help you to see which
sites are sending the most traffic to your Facebook Page.
If you decided to do a big Facebook promotion on Twitter,
you could use Insights to see the number of visitors Twitter
ended up sending over.
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With a captive audience of millions, it’s no surprise that Facebook
runs a highly successful advertising platform. In this chapter,
you’ll learn how to boost your Facebook Page or business with a
Facebook Advertising campaign. The two key advantages of the
advertising platform are:
1. The minimum budget of each ad campaign is small enough
that it’s very cheap and easy to run an ad and test whether
it’s working for you.
2. Facebook collects so much information about its users that
you can target with remarkable specificity.
As part of a comprehensive knowledge of Facebook marketing,
you should aim to familiarize yourself with its advertising platform.
In this chapter I’ll examine both Facebook advertising and
Creating Your First Ad
Fig. 136: Promote with an ad
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You can access Facebook’s advertising interface from the right-
hand sidebar of your Page when logged in as an admin. Alternately,
you can access the “Marketing” tab through the “Edit Page” view.
If you’ve been using Facebook as your Page, you’ll be asked to
switch to your personal account before you can proceed further.
Next, it’s time to start designing your ad. The first field allows you
to choose a Destination, which must be either an external URL or
a Facebook Page. If you manage multiple Pages, choose the one
you’d like to run your campaign for.
Fig. 137: Design your ad
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You have two choices of the Type of promotion you’d like to run,
Facebook Ads or Sponsored Stories. In this walkthrough we’ll
cover Facebook Ads, but Sponsored Stories are explored later in
If you’ve chosen to advertise your Facebook Page rather than an
external URL, the Destination Tab is the first page visitors will
land on when they click on your ad.
Ideally, you will have created a special landing page or Facebook
tab tailored to people visiting through your ad, which suits your
advertising goals. If the purpose of your campaign is to get new
Facebook fans, it should feature a call to action to Like your Page.
If the ad is selling a product, the landing page should provide
information about the product and a means to buy it. If you’re
advertising your Facebook Page (as I am in this example), you may
choose to have the landing page be your Wall or Info tab.
The Title tab can be the title of your Page, or an attention-grabbing
headline. It should directly relate to what you’re advertising. So,
in an ad to build brand recognition for a business the title should
usually be the name of a business. On an ad about a product or
service, the title should be the name of the product or service, or a
key benefit (i.e. ‘Feel Younger’).
Now for the hard part, your ad Body. Even veteran marketers still
find copywriting tough, and you only have 135 characters to work
with. Fortunately, Facebook has revealed that the best performing
ads have three key things in common:
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1. They Keep it Simple
The best performing ads use clear, short, concise sentences and
proper grammar. Instead of this:
Facebook is a platform where people write short, clear (most of the
time) messages to each other. Your ad should be the same!
2. They Call the Viewer to Action
Let’s look at the above ad copy again. Notice that it ends with
‘Click to learn more!’. This is a call to action. It suggests that the
viewer take a specific action in response to the ad, and the viewer
must decide to obey or ignore the suggestion. But why is this
better than, say, the following ad copy?
This ad copy isn’t terrible, but it’s much weaker for not having a
call to action. It’s become purely informational. It’s not asking the
viewer to do anything, or react in any way, and because of this, it’s
much easier to ignore, and that’s not what you want for your ad.
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Here are some classic call to action phrases you can use in your
(Note: exclamation marks are an optional extra!)
3. They Use an Image
By default, the image for your ad will be your Page’s profile image,
but this may not be the best choice for your ad if you’re promoting
something other than your Facebook Page. In that case, it’s a good
idea to upload a more relevant image. The maximum image size is
110px wide by 80px tall.
• If you’re selling a product, a good choice of image is a
picture of the product.
• If you’re selling a service or raising brand awareness, your
logo will work well as part of the ad.
• And in general, a good choice of image is something
that will appeal to your target market for the ad. If you’re
advertising a consultancy business for people who want to
start working and traveling, a picture of a beautiful, exotic
vista is likely to catch their attention. Dog walker? Try a
picture of a cute puppy!
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Targeting Your Ad
Once you’ve added a Title, Body and checked that you have an
appropriate image, it’s time to start defining the target market for
your ad. Click ‘Continue’ on the ‘Design Your Ad’ page and let’s
proceed to the next step.
The array of targeting possibilities presented to you might seem
overwhelming at first, but only some of the features are likely to be
relevant in defining your particular target market. You can target as
broadly or specifically as you want.
Unless you have an enormous advertising budget to chew through,
broad targeting is bad. You want your ad to have a very low ratio
of views to clicks so you get more returns for your ad budget. To
do this, you need to show your ad only to people who are likely to
click on it. Targeting can help you do this.
Fig. 138: Targeting
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Probably the most commonly used method to target ads, location
is very important since what you’re advertising may be relevant in
some locations but not others. You can target by country (up to 25),
state/province, or city.
• You’ll want to only target Countries that predominantly
speak the language required to understand the ad, or what
you’re advertising (for example, only Spanish-speaking
countries if your ad, product or website is in Spanish).
• You should only display ads in Countries where what you’re
advertising is available for purchase. For example, if you
don’t ship outside the United States, then target only the
• For a local business, ads should be targeted down to City
Because I’m Australian and my blog is best known in Australia, I’ve
decided to target only Australian traffic with this campaign.
As you enter targeting parameters, you’ll notice the “Estimated
Reach” box on the right-hand side of the targeting area. This will
tell you the current specifications for your campaign, and how
many Facebook users it’s expected to reach based on the data
Next, you can specify age and gender targeting for your ad. Even
if you don’t target by gender, I strongly encourage you to consider
tweaking the age range for your ad based on what you know about
your business. If you don’t have any demographics information,
remember that your Insights page may have much to tell you. In
my case, my demographics information suggests that most of my
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blog’s fans are in their mid-20s or older, so I’m going to start my
age targeting at 20 rather than 18. Since there are many 18 - 19
year olds using Facebook, but Insights suggests they’re generally
not interested in my blog until they get older, I would rather save
my impressions for people more likely to click my ad. If I wanted
to get very specific I could target the most common age range for
fans of my blog (25 - 34), but some of my other targeting specifics
already narrow down my reach enough that this isn’t necessary.
If relevant to your product, brand or website, you can also target by
gender. But unless being a certain gender precludes a person from
using or being interested in what you are advertising (for example,
an online dating guide for women), it may be better to target by
Let’s say you wanted to advertise a website where people buy
and sell muscle cars. If you could target your ad only by gender,
you’d probably assume you should target this ad to men. And this
would work, as there are currently 6,540 Australian men who have
listed ‘Muscle Cars’ as an interest on their profile. But, there are
also 3,440 women who’ve done the same! By targeting your ad by
Interest rather than gender, you can reach all of these people.
Likes and Interests
One of the most interesting features of Facebook’s ad targeting
is the ability to specify the Likes (pages they have Liked) and
Interests (things they have written under ‘Interests’ in their profile)
for your target market. You can also enter job titles here, such
as “Web Developer,” to target people who have listed that as their
• For a tennis news site, you could target only people who
say they are interested in tennis or have Liked the Facebook
Page of “Roger Federer.”
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• If you’re looking to hire a Software Engineer to work on a
web app you’ve created, you could target people who’ve
listed their profession as “Software Engineer.”
• If you offer a landing page design service, you could target
people who’ve listed “Internet Marketing” as an Interest.
• In my case, Skelliewag.org is a blog about blogging, so I’m
going to target only people who have listed “Blogging” as an
Interest. If I also wanted to target people who blog but don’t
list it as an interest, I could target people who are fans of
blogging-related Facebook Pages, like the Facebook Page
for WordPress, a popular blogging platform.
Connections on Facebook
This section allows you to target based on the user’s relationship
with your brand on Facebook. For example, under “Connections,”
you can specify that you only want the ad to show to people who
are not already your fans on Facebook (useful if your campaign
is to build brand awareness, or to get people to Like your Page),
or to show your campaign only to people who are already your
fans (useful if you have a large fan-base and want to make them a
special offer). Selecting “Advanced Connection Targeting” lets you
target based on other Pages, Apps and Events you administer.
In my case, because I’m advertising to increase the number of
Likes of my Page, I’m going to target people who are not already
fans of my Page.
Lastly, you can choose to only show your ad to friend of people
who Like your Page. When a user sees this ad, it will also say
“Friend Name Likes This” beneath the ad. This can be powerful
social proof for your brand and an excellent way to build brand
awareness among peers. For example, if you ran a small comic
book store with a reasonable number of Facebook fans, you could
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target people in your city who are interested in “Comics” and
“Graphic Novels” who are also friends of fans of your Page. You
might find next time one of your fans is heading down to the store,
a friend or two ask to tag along!
Though the basic targeting options are enough to build a solid,
well-targeted campaign, it’s worth looking at the more advanced
options available to you. Click “Show Advanced Targeting Options”
to expand the additional options.
Fig. 139: Show Advanced Targeting Options
Fig. 140: Expanded Advanced Options
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These options are much more specific. From this panel you have
the ability to show ads to users only on their birthday, target by
sexual orientation, relationship status, and Languages. If you’re
advertising an English language product or website, it may be wise
to list “English” here. The same applies to any other language you
are using for your brand.
Education and Work
This panel gives you the ability to target users by education level
and workplace. If you ran a tutoring business, you’d probably
target users in school, for example.
You can easily imagine companies using the Workplaces targeting
feature when searching for new employees. For example, a new
social media startup might target employees of Facebook and
Campaigns, Pricing and Scheduling
Once you’ve finished narrowing down your target audience, it’s
time to set a budget and schedule for your ad.
While most of this page is admin, there are a few key elements.
First, pay careful attention to your budget settings. If you set a
Daily budget, you’ll be charged that amount for each day of the
campaign. If you select a lifetime budget, you’ll be charged this
amount over the entire life of your campaign.
I suggest you run a number of small tests before committing to a
significant ad buy. Try three different sets of copy over three ads,
and you might discover that Test #2 is 40% more effective than
the others. Target people who are interested in ‘Stock Trading’ and
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you might find the ad gets 50% more clicks than your ad targeting
people interested in ‘Finance’. Lots of small, carefully measured
tests will get you closer to the perfect ad.
Your Campaign Schedule is also negotiable. If you’re targeting a
small number of people, try a longer campaign to ensure your ad
gets enough exposure. If you’re advertising a specific promotion,
run your campaign for as long as the promotion lasts, rather than
spending all of your budget on the first or second day.
Under Pricing, you might be confused to see that Facebook would
like you to go with their suggested “Bid” for your ad. But if this isn’t
an auction, why are you bidding?
Fig. 141: Campaigns, Pricing and Scheduling
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Because there are often a number of ads competing for the same
demographic, Facebook determines which ads get shown by
taking into account three key factors:
• Maximum Bid. Quality and Performance being equal (see
below), one advertiser will win over another by entering a
higher maximum bid. Here, you should enter the maximum
you are willing to pay per click on your ad (CPC, or Cost
Per Click), or per 1,000 impressions (CPM, or Cost Per Milli,
which means cost per thousand impressions).
• Quality. Facebook determines ad quality by taking into
account the ratio of people who Like or click your ad, and
the number of people who hide it by clicking X.
• Performance. This translates to how much money
Facebook earns from your ad payments per 1,000
impressions of your ad. If your ad is cost per click, this
will be the total value of clicks over 1,000 impressions.
Facebook calls this the eCPM of your ad. A high performing
ad is very good for Facebook and, if you’ve correctly
calculated the real value of a click or thousand impressions,
very good for you.
Once you’re happy with your campaign schedule, budget and
maximum bid, it’s time to review your ad.
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See a mistake? Make sure to “Edit Ad” before it goes live. When
you’re happy with it, click ‘Place Order’. You’ll be able to make
payment for the ad via credit card or PayPal.
Though most of your interactions
with Facebook so far have
happened while using Facebook
as your Page, monitoring the
performance of your ads requires
you to be using Facebook with your
personal account. Navigate to your
Home screen and look for “Ads and
Pages” in the left-hand sidebar.
The Ad Manager gives you an overview of the performance of all
the ads you’re running. Once they’ve run long enough to gather
Fig. 142: Review Ad
Fig. 143: Ads and Pages
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data you’ll be able to see impressions and clicks, as well as a CTR
(Click through ratio) for your ad.
After just under one day, my test ad has 654 impressions and 1
click, a click through ratio of 0.153%. This isn’t bad compared
to many ad campaigns, but I should create another ad to see if I
can improve that figure by testing different ad copy and targeting
One interesting column on the report is the “Social %” of the ad.
This is the percentage of impressions where the user saw “Friend
name Likes this” on your ad. If you want to see the raw numbers,
click “Full Report” to see how many social impressions there were
in total. So far there have been three social impressions in my
test. This figure can be useful to tell you if you’re targeting the right
people with your ad.
If you’re unhappy with your ad and want to start again, click the
ad’s name in the report view. Once on the ad’s page, click “Edit”
under “Run Status” and select “Deleted.” If you only want to put
your campaign on hold, select “Paused.”
As mentioned earlier in this chapter, Sponsored Stories are another
option for marketing on Facebook. Choosing to sponsor your
Page, or a story from your Page, shares it next to the News Feed
of friends of fans of your Page. This advertising option ensures
Fig. 144: Ad manager report
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that your Page will always be promoted in the company of some
powerful social proof.
When creating an ad on Facebook, select “Sponsored Story”
rather than “Facebook Ads” under “Type.” You’ll then have the
option to choose a “Like Story” or “Page Post” story.
• Like Story - shows friends of a fan that the fan has Liked
• Page Post - shows friends of fans a post from your Page.
If you choose the Page Post option, your Page’s most recent
update will be used.
Once you’re happy with your Sponsored Story, set a budget and
submit the ad. You’ll be taken to the Ad Manager page where you
can make last minute edits and see whether your ad has been
approved yet. If you have a change of heart you can Delete the
ad by clicking “Edit” under “Pending review.” Here you’ll also
get a preview of the metrics the Ad Manager will track for your
• Imp. is the number of times your sponsored story has been
loaded on a user’s Facebook profile.
• Social % is the percentage of time a user saw that one of
their friends Likes your Page or Post.
Fig. 145: Sponsored Story Report
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• Clicks is the number of times your Sponsored Story has
• CTR (%) is the percentage of overall impressions where
someone reacted to your ad (a click, Like or RSVP to an
• Actions is the number of times someone Liked your Page or
Post or RSVPed to an event you are promoting.
• AR (%), meaning Action Ratio, is the percentage of
impressions where users ended up Liking your Page or Post
• Avg. CPC ($) is the average cost of every click.
• Avg. CPM ($) is the average cost incurred by your campaign
over 1,000 impressions.
• Spent ($) is your total campaign spend so far.
Just like with regular Facebook advertising, it’s a good idea to
run small tests of the Sponsored Story format before launching
into a full campaign. You could try running one small ”Like Story”
campaign, one small “Like Post” campaign, and comparing the
results. While some brands do extremely well with Facebook
advertising, others don’t fare so well. But you have nothing to lose
if your tests are small and their performance is monitored closely.
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By now, you should have a Facebook Page showing its first signs
of activity and engagement. You should be slowly adding new fans,
getting Likes on some of your Wall posts, and see discussions
blossoming between you and your users. Even if you only have
a handful of fans, or a few dozen, stick with it! Your Facebook
community grows exponentially. 10% of 100 is not a whole lot, but
10% of 10,000 is huge. A steady growth rate of 10% - 20% per
month will add up very quickly.
Now that you’ve learned all this book has to offer, there are some
things you can do to make sure your Facebook strategies keep
getting better. The most important of these is to engage with the
Facebook Pages system as a user. Like Pages of your favorite TV
shows, sports teams, brands, and public figure. In particular, Like
the Pages of your competitors so you can see how they’re using
Facebook. As a user, what kinds of updates do you enjoy the
most? What don’t you like? Every Page you follow has the potential
to teach valuable lessons you can apply to your own Facebook
Facebook is constantly making changes to its Pages platform, and
it’s important for you to stay up to date. Often, Facebook will give
advance notice of upcoming changes and give you time to prepare
for them. To track Facebook news and get high quality tips, there
are a few excellent blogs you can track:
• Social Media Examiner - though this blog covers all kinds of
social media news, its Facebook coverage is unsurpassed.
With a team including some of the world’s leading Facebook
marketers, it’s a Facebook resource I recommend above all
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• Mari Smith’s blog - Mari Smith is a Facebook expert and
publishes in-depth Facebook marketing advice on her blog.
• All Facebook - much more strongly focused on news than
advice, All Facebook is a good place to track upcoming
changes to the (ever-changing) Pages platform.
I wish you the best of luck with your Facebook Page!
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About The Author138
Skellie directs strategy for a group of Facebook Pages with
over 100,000 fans. The blog network she manages, Tuts+, is
viewed more than twenty million times a month. A veteran
blogger, she has written for top blogs like Zen Habits and
ProBlogger, and has over 10 years experience in web