Social media has radically transformed advertising and marketing, requiring a new set of writing and graphic design skills. While Facebook may seem simple and cost-effective, it can be misused or even under-used by companies who do not understand how the site works. As Dan Zarrella and Alison Zarrella state on the cover of The Facebook Marketing Book, "just showing up is not enough." A sequel of sorts to Dan Zarella's The Social Media Marketing Book, The Facebook Marketing Book provides concise, clearly written advice on using the social networking site to promote products and organizations. The book offers an overview of setting up a Facebook page, writing advertising copy, and designing graphics and applications to attract potential customers. While supplemental reading may be required, particularly concerning analytics and return on investment (ROI), the manual walks the reader though Facebook basics, explaining how social media marketing differs from traditional advertising.
Experienced Facebook users will find the first three chapters simplistic, but newcomers should benefit from Zarrella and Zarella's thorough definitions of a Facebook profile versus a page. The authors offer step-by-step instructions on setting up profiles and pages, and discuss the advantages of establishing groups. Although avoiding overly technical specifics, they also describe creating applications, and how they can further advertise a brand. Those looking for explicit programming information should consult another manual, as The Facebook Marketing Book functions as an introduction and demonstration of how applications help to promote a product.
How does social media marketing differ from print and television advertising? Think socially, Zarrella and Zarrella emphasize. The audience becomes one's partner in marketing in that they help spread a message through sharing. One goal, the authors explain, is for an application to "go viral" — to accomplish such a goal, the advertising campaign should be contagious. They suggest designing applications that mimic pre-existing behaviors, such as sending a congratulatory gift to a college graduate. Another important aspect of maintaining a Facebook page is by frequently adding content; they list keywords that are often shared, and others that search engines such as Google or Bing consistently find. Copywriters may wish to consult a book addressing search engine optimization (SEO), but The Facebook Marking Book offers a useful introduction to the concept.