1) Facebook Pages allow businesses to connect with customers and fans on Facebook by building a following and interacting with them.
2) Keys to success include making the page personal, updating it frequently, harnessing the power of the News Feed to spread virally, and using relevant applications and Facebook Ads.
3) While individual user profiles are for personal use, Facebook Pages make businesses visible to all and allow unlimited fans to interact and spread the word.
Facebook Marketing: Leveraging Best Practices on the World’s Most Powerful Social Network.
Did you know Nielson reported a 700% increase in time that people spent on Facebook in 2009 compared to 2008? With reported averages ranging from 4 to 5.75 hours a day for the 50% of total users that login daily – Facebook presents marketing opportunities to those willing and ready to engage. From the fundamentals to advanced applications and advertising tips, Jason Cormier will outline multiple practices for leveraging Facebook to your marketing advantage. Learn: · How and why Facebook is working for businesses.
· Facebook advertising tactics
· Best practices in community engagement
· Overview of new Facebook Social Plugins
· How custom applications extend the effectiveness and value
of Facebook as a leading online marketing channel.
This document provides information about Facebook pages and tips for using them effectively. Facebook pages are public profiles created for businesses, brands, and organizations to engage fans rather than friends. The document outlines key metrics like page likes and fan demographics. It also shares examples of successful brand pages like Oreo, Banana Republic, and Wendy's. Engagement strategies discussed include contests, questions, mobile optimization, and sharing fan content. Tools for scheduling posts, creating contests and tabs, and measuring analytics are also reviewed.
Facebook is the world's largest social network with over 300 million monthly active users. It has become a major platform for advertising, with Facebook's share of US display ad views increasing from 1.8% to 14.7% from January to August 2009. The document discusses how companies can use Facebook to humanize their brand, monitor their brand, provide customer service, build loyalty, collaborate, conduct public relations, network, share thought leadership, and acquire customers. It provides examples of companies like Vitaminwater that have used creative Facebook applications to engage customers.
An overview of the social media used at the USF Alumni Association and goals for improvement. This was a project I completed for my "Social Media in Mass Communications" course at the University of South Florida in Fall of 2014.
Local Social Marketing and Public Health in Rural Communitieskimberlykeith
Social marketing uses marketing techniques to promote social good and behavior change. It can utilize traditional media like newspapers, radio, and TV as well as social media. Social networks are important for spreading health messages as people are influenced by those close to them. To use social media for health promotion, an organization first needs to define its mission, goals, and key messages. It then shares this message on platforms like Facebook and encourages local social networks to engage by liking and sharing posts. Photos, videos, and interacting regularly help make the page more visible and spread its reach.
Facebook not just social networking- Facebook marketingMumbai Angels
Facebook is just not social networking site but more than that. You can grow your business from facebook and generate more sales and revenue.
This slides teaches you about facebook marketing and how effective it is.
Facebook has grown tremendously since its founding, now with over 800 million users uploading photos and videos each month. However, it has faced significant privacy and business model issues. Facebook's initial Beacon program that shared user purchase information without consent caused a backlash. While the site provides valuable user data for advertisers, skepticism remains that Facebook can convert high traffic into sustainable revenue streams given user hostility over privacy and the immersive user experience making ads less effective. Facebook continues working to strengthen its privacy policies and identify business opportunities like e-commerce to profit from its massive user base.
This document provides an overview of how hotels can effectively use Facebook for marketing purposes. It discusses Facebook user statistics to demonstrate the platform's large user base. It then outlines five different approaches hotels have taken to using Facebook, from using it as an exclusive source of information to integrating it throughout the customer experience. The document also covers best practices for designing brand pages, promoting content, and integrating Facebook with a hotel's website. Finally, it provides examples of creative Facebook strategies used by companies outside the hotel industry.
Social marketing uses marketing techniques to promote social good and behavior change. It can utilize traditional media like print materials as well as social media. Establishing an online presence through tools like Facebook, YouTube, and websites allows sharing of health messages within local social networks. Creating a Facebook page and engaging core contacts helps spread content and visibility within the community. Photos, videos, links and interacting with others enhances engagement on the page. Additional online tools like Google sites, maps and blogs can further share resources and information to promote community health goals.
Is Your Business on Facebook? With Facebook overtaking Google for search, now is the time to have a presence on Facebook. Setting up a fanpage can be diggicult, this guide will show you step by step how to create an effective Facebook fanpage.
This document summarizes a presentation on Facebook given by the Social Media Team of Fomax. It discusses the history and founding of Facebook, how Mark Zuckerberg created it, and its growth over time. It also covers how to create a Facebook profile and page, the differences between them, how to optimize pages using posts, ads, and insights, and tips for engaging fans and creating effective content strategies. The presentation provides an overview of Facebook and how businesses can utilize it.
Making Friends with Facebook for Project DisseminationFHI 360
- Why Should Your Organization Use Facebook?
- How to set up a Facebook Fanpage for Your Organization
- Examples of Effective Use
- Establishing Boundaries/Policies
- Analytics: Measuring Results
See companion User Guide at:
http://www.slideshare.net/DrNICHCY/a-guidetousingfacebookindissemination
Facebook Strategy for Public Relations - June 2010Scott Meis
This document provides an overview of using Facebook for public relations purposes. It discusses trends in Facebook usage, personal versus professional use, privacy settings, creating pages and groups, promotion strategies, engagement and measurement tactics. It also provides case studies and tips for running Facebook ads effectively. The goal is to educate PR professionals on best practices for utilizing Facebook to build communities and engage with target audiences.
Maximizing Use of Facebook and YouTube in the Donation CommunityScott Meis
A January 2010 Webinar presentation to the organ/tissue donation community about maximizing the use of Facebook and YouTube to increase donor registrations.
The document provides an introduction and guide to using Facebook Pages for businesses. Some key points:
- Facebook Pages allow businesses to connect with customers and build their consumer base through Facebook's large platform. Pages give opportunities to interact with customers, sell products, and share information.
- To be successful with a Facebook Page, businesses should make their Page personal, update it frequently, harness the power of the News Feed to spread virally, and choose useful applications. They can also promote their Page through Facebook Ads.
- Facebook Pages are visible to all and have no limit on fans, unlike personal profiles. They allow businesses to publicly engage with customers in ways that profiles do not.
1) Facebook Pages allow businesses to connect with customers and fans on Facebook by building a following and interacting with them.
2) Keys to success include making the page personal, updating it frequently, harnessing the power of the News Feed to spread virally, and using relevant applications and Facebook Ads.
3) While individual user profiles are for personal use, Facebook Pages make businesses visible to all and allow unlimited fans to interact and spread the word.
Order Granting Preliminary Injunction Sysco US FoodsMark Moreno
After considering the extensive record in this matter
and the parties’ legal arguments, the court finds that the FTC has carried its burden of showing that a preliminary injunction of the proposed merger between Sysco and US Foods is in the public interest. The FTC has shown that there is a reasonable probability that the proposed merger will
substantially impair competition in the national customer and local broadline markets and that the equities weigh in favor of injunctive relief. The court’s reasoning is set forth in the accompanying Memorandum Opinion. Because the Memorandum Opinion likely contains “competitively sensitive information” of Defendants and third parties, Protective Order Governing Confidential Material, ECF No. 87 ¶ 1, the court has issued the Memorandum Opinion under seal to allow the parties to propose redactions of competitively sensitive information. The parties shall meet and confer and present to the court proposed redactions to the Memorandum Opinion no later than 5:00 p.m. on June 25, 2015. After considering the proposed redactions, the court will issue a public version of the Memorandum Opinion on June 26, 2015.
This document provides information about promoting Facebook pages on fbmarks.com. It includes categories for different types of Facebook pages like artist pages, band pages, brand pages, and business pages. It also lists specific page types under each category and provides links to submit pages in those categories.
STORY: Teaching for Understanding in FictionAngela Maiers
This document provides an overview of teaching fiction to secondary students. It defines key elements of plot, including introduction, problem, rising action, climax, resolution, and conclusion. It also discusses different genres of fiction like fairy tales, realistic fiction, historical fiction, mystery, fantasy, science fiction, and fables. The document aims to give teachers more concrete definitions of literary elements for teaching fiction to older students, with a focus on having students analyze texts in more depth rather than just identifying surface-level elements.
Fred Isbell presentation at KIPP Academy 7-16-14 on SAP and Our PeopleFred Isbell
Introduction to SAP and our people and culture for KIPP Academy summer workshop students. KIPP is a charter school in Lynn MA and this is part of an SAP Community Services Project.
The document provides an introduction and guide to using Facebook Pages for businesses. Some key points:
- Facebook Pages allow businesses to connect with customers and build their consumer base through Facebook's large user base.
- Pages give businesses opportunities to share information, run promotions, and interact with customers. Hundreds of thousands of brands and businesses use Pages successfully.
- The guide covers best practices for setting up and managing a Page, including adding fresh content regularly, using applications, and promoting the Page through ads.
Facebook started in 2004 as a social network for college students and has since expanded globally. It is the most popular social media site with over 500 million active users who spend over 700 billion minutes per month on the site. Facebook allows businesses to create pages and groups to promote their brand, connect with customers, and gain exposure to both registered and unregistered users. It provides analytics to understand audiences and offers advertising options to reach new customers.
Facebook has become a crucial marketing platform for companies due to its large user base and ability to target personalized messages. It allows direct marketing without middlemen and uses consumer information to customize offers. While providing opportunities, Facebook's use of personal information also raises privacy concerns. Possible solutions include giving users more control over privacy settings and information disclosure.
Facebook marketing social media marketing life time future because 1.4 M support and get result grow followers like Earn any any everybody so go and register now
The document summarizes the benefits of using social networking, specifically Facebook, for non-profits and libraries. It discusses how Facebook can be used as a free marketing tool to promote events, services, and visibility. It provides statistics on Facebook usage and outlines the differences between Facebook Groups and Pages. Key recommendations include using features like photos, events, polls and applications to engage users and market the organization's online presence.
Introduction to Social Media Marketing training & campaign execution on Facebook & Tiktok etc platform
1.Detailed understanding of Social Media Marketing.
2.How to execute each paid channel
and Analyse that by sharing the understanding.
3. What is the use of each channel, what are the analytics generated from each channel?
I hope it would be helpful.
P.S Do share your thoughts by commenting.
An Introductory Guide to Facebook for Business Melih ÖZCANLI
This document provides an introduction to using Facebook for business purposes. It begins with an overview of Facebook and its terminology. It then discusses setting up both a personal Facebook profile and a business Facebook page, including the differences between the two. Finally, it provides best practices for using Facebook including posting content, measuring success, and additional resources. The overall document serves as an introductory guide for businesses new to using Facebook.
This document provides information about John Dye and his social media consulting services. It includes John Dye's contact information, as well as general tips for using Facebook effectively for businesses. Some key points made in the document include that businesses should focus on being customer-centric on Facebook, regularly updating pages with new content, and avoiding spammy self-promotion. A case study is also provided about how Tostitos gained over 17,000 fans on Facebook in one month by creating an engaging contest and community for their brand.
The document provides tips for charities on using Facebook to spread their message and cause. It recommends that charities create a public Facebook page, engage fans by publishing posts and creating social experiences to share, and use page insights to guide content strategy and targeting of posts. It also suggests leveraging the Facebook platform and ads to communicate beyond existing fans.
Get started building your social media presenceDebi Katsmar
Businesses have been getting in on the action as well—building lively social communities and discovering a powerful new tool for engaging with customers online. And, by combining social media with email marketing, have found yet another way to stay top-of-mind and well connected with their target audience.
The document provides an overview of how Facebook can benefit Buongiorno Group. It discusses Facebook's large user base and how engaged users are. It then discusses how to set up a Facebook page to connect with customers, including posting updates, using applications, and monitoring page insights. The document also covers best practices for Facebook advertising, such as using colorful images and vague text to generate clicks, and optimizing campaigns based on results. The overall summary is that Facebook offers opportunities to connect with customers and promote a brand or page through free and paid options.
This document provides information about using Facebook and Twitter for business purposes. It discusses key facts about Facebook, such as it being the 4th most visited website and having over 400 million active users. It also outlines the differences between a Facebook profile and Facebook page, with a page being used to represent a business. The document then provides guidance on setting up and using a Twitter profile for businesses, including how to find and follow the right people, ways to build a following, and that social media can help create buzz and increase web traffic and search engine rankings.
Facebook Presentation for ACIS Workshop edSocialMedia
Madeline Senkosky presented a seminar on Facebook 101 at the Association of Colorado Independent Schools Social Media Workshop. Her seminar included information on how Facebook has become the world’s largest social networking site and the place to be to reach constituents of all ages. This session showcased schools already using this medium with great success, in addition to the basics of getting started, including: signing up, generating great content and finding friends.
This document summarizes a presentation given on June 9, 2010 by Tim Ludy of Reliable Business Partners about using Facebook effectively for business. The presentation covered topics such as the difference between a Facebook account and fan page, how to set up a fan page, ways to increase a Facebook fanbase including embedding widgets on a website and running contests, and tips for using Facebook ads and custom landing pages. The document provides examples of successful brand pages and recommendations for how businesses can best utilize Facebook.
Facebook and LinkedIn are two major social media platforms important for businesses. Facebook has over 955 million active users and is a global communication channel that businesses need a presence on, though they must carefully plan their interactions to respect how people typically use Facebook. LinkedIn is a social media site focused on professional networking. The document provides guidance on setting up business pages and profiles on each platform to engage customers and build communities.
Facebook can be an effective tool for businesses to connect with customers and build their brand. The document provides several recommendations for how businesses can leverage Facebook, including creating a strategy for engagement, posting content to appear in users' newsfeeds, buying targeted ads, promoting events to leverage viral visibility, creating fan pages for businesses separate from personal profiles, and engaging authentically without hard selling. Resources for using Facebook for business purposes are also provided.
This document provides an overview of social networking and Facebook. It discusses how social networking allows users to interact, share information and media online. Facebook specifically is summarized as having over 250 million active users who use it for both personal and professional networking. The document outlines some of the key differences between Facebook Pages and Groups, noting that Pages are for representing organizations while Groups allow users to share interests on a specific topic.
Similar to Facebook Insiders Guide To Viral Marketing (20)
1. El documento analiza la transición de la economía catalana, donde la industria está perdiendo peso como generador de empleo mientras que los servicios absorben los puestos de trabajo que cede la industria.
2. El Pier 01 en Barcelona se ha convertido en un epicentro tecnológico exitoso que alberga a más de 80 empresas digitales y startups.
3. El objetivo es encontrar un segundo edificio lo más rápidamente posible para expandir el ecosistema emprendedor del Pier 01 y convertirlo en un referente mundial del
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Este documento presenta el manual de operación y instalación del TPV Virtual de un banco. Explica los dos tipos de soluciones TPV que ofrece el banco, el TPV Virtual y el TPV Virtual Plus, y proporciona instrucciones sobre la instalación, medidas de seguridad, operaciones de pago, módulo de administración, y herramientas para la internacionalización.
Directly targeting consumers based on their motivations and values can increase the relevance of marketing messages. Resonate uses machine learning models trained on survey responses and online behaviors to target over 150 million people based on 150 different motivations. Academic research shows targeting campaigns based on motivations outperforms tactics based only on demographics. Resonate's approach analyzes survey data and online behaviors to model motivations for large populations, enabling more effective targeting at scale.
The Power of Like: How Brands Reach and Influence Fans Through Social Media M...Jordi Sabater Domènech
- Branded content on Facebook can reach a large audience, including a brand's fans who explicitly follow the brand plus the friends of those fans.
- When brands focus on engaging their fans, they can significantly expose their content and messaging to the friends of fans, a much larger audience that often surpasses fans alone.
- Analyzing the reach and frequency of branded content, rather than just the number of mentions, provides more useful marketing insights for optimizing a brand's social media strategy and understanding its true impact.
This document provides an introductory guide on how to use Facebook for business. It covers setting up personal and business accounts on Facebook, including profiles and pages. It also discusses how to promote pages, set up groups and advertising, and how to measure engagement. The goal is to help businesses connect with customers, create communities, and promote their content and generate leads through their Facebook presence.
Este documento presenta las normas y buenas prácticas para el uso de redes sociales corporativas internas. Se destaca la importancia de la transparencia, comunicación bidireccional, globalidad, apertura externa, innovación, inmediatez y cultura participativa. Recomienda conectarse constantemente para mantenerse actualizado, publicar contenido valioso de forma oportuna, y ser respetuoso. Además, explica que se debe seguir principalmente a fuentes informativas y crear grupos de trabajo con personas con quienes se desea interactuar
Social Media Statistics Changes in the social sphere from 2009 to 2011. Jordi Sabater Domènech
The document provides an analysis of social media conversations from 2009 to mid-2011 based on data from blogs, forums, news sources, and Twitter. It finds that conversations have become more positive and global over time. Analysis of word usage shows "time" is the most common word and conversations have shifted from how to use social media to sharing information. The report concludes that social media insights can provide valuable business intelligence if monitored continuously.
The document discusses findings from an online survey of 1,441 college students and 1,412 young professionals in 14 countries regarding their use of and perceptions about the internet and social media. Some key findings include:
- Most students and professionals access the internet daily through laptops and consider it very important in their lives. Over half say they could not live without the internet.
- Social media sites like Facebook are highly used on a daily basis. Many students are distracted by social media multiple times per hour while doing schoolwork.
- Roughly 70% of professionals follow their managers or coworkers on social media sites like Facebook and Twitter.
This document provides an overview of privacy settings and controls on Facebook to help users understand how to customize their privacy and manage what information is shared publicly or with specific groups. It covers topics like customizing privacy settings, using friend lists to manage privacy for different groups, controlling access to posts, photos, events and other content, managing third party applications and privacy concerns. The goal is to help users protect their privacy by understanding how Facebook privacy works and ensuring their information is only visible to intended audiences.
This document provides guidelines for medical practitioners and students on maintaining professionalism when using social media and online platforms. It discusses the need to be careful about confidentiality and what information is shared online to avoid identifying patients or making defamatory comments. It also addresses maintaining appropriate boundaries, such as not connecting with current or former patients on social media. The document provides examples of issues that could arise and damage careers and provides tips for managing privacy settings and limiting the accessibility of personal information online.
1) The study found that online advertising delivers the highest ROI of any media for driving short-term FMCG sales, returning €1.68 for every €1 spent, yet receives only 1% of budgets on average.
2) Adding online to marketing campaigns increases the length of time campaigns impact sales and improves the ROI of other media like TV, newspapers and radio by creating synergies.
3) Increasing the share of budget spent online, up to an optimal level not yet determined, continues to increase the overall ROI of marketing campaigns.
The document discusses recommendations for marketers regarding reaching consumers using tablets. It conducted interviews with experts in interactive media to develop best practices. Tablets are described as "lean back" devices used for leisure activities throughout the home, unlike smartphones which are used primarily for tasks. The experts note that tablet users are more open to discovery and spending time exploring new experiences compared to smartphone users. Marketers are advised to provide new interactive experiences that take advantage of tablet technologies rather than focusing on tasks.
- While Facebook has hundreds of millions of users, it has not proven effective at directly driving ecommerce sales for most retailers. Social networks generally trail other tactics like paid search and email in ROI.
- There are three main ways retailers use Facebook: on Facebook through pages/stores, off Facebook by integrating social features on their own sites, and through analyzing Facebook user data.
- Key challenges include low click-through and conversion rates on Facebook itself, limited value for smaller retailers from open graph integrations, and difficulty gleaning meaningful insights from messy social network data.
This document discusses how brands can use social media for marketing and customer relationship management. It notes that social media allows two-way interaction between brands and customers. The document then provides statistics on popular social media platforms like Twitter, YouTube, Facebook and LinkedIn that demonstrate their growth and influence. It explains why brands use social media to leverage customer evangelism and influence among networks of people. The key is to provide a positive customer experience so that customers will voluntarily spread word of the brand to their own social networks.
1) Interbrand predicts the global airline industry will see continued recovery in 2011 but margins will remain low due to post-recession cost-cutting strategies.
2) Consolidation among airlines is expected to continue as they seek economies of scale to compete in a lower profit environment.
3) Emerging markets like Asia and Latin America will be the main drivers of travel growth, while developed markets recover unevenly. Ancillary revenues from services like entertainment and internet will become increasingly important to airlines.
This document discusses integrating SEO, PPC, and analytics efforts. It argues that while technology enables using both PPC and SEO, these efforts are often siloed within organizations. The document provides best practices for capitalizing on synergies between PPC and SEO data, including using PPC to guide SEO efforts and going organic to help PPC. Integrating these efforts can improve results and budget forecasting by giving a 360-degree view of the digital customer experience.
This document provides an overview of 7 Google tools that can help improve marketing effectiveness: Google AdWords, Google Docs, Google Keyword Tool, Google Alerts, Google News, Google Reader, and Google Places. Each tool is described in 1-2 paragraphs explaining what it is and how marketers can use it to generate content ideas, collaborate with teams, research keywords, monitor brands and stay up to date on industry news to improve inbound marketing strategies.
This document provides an overview and analysis of Facebook Messages, Facebook's new messaging platform launched in November 2010. It discusses Facebook Messages' functionality, how it works by routing messages to "Messages" or "Other" folders, and potential deliverability issues. While Facebook Messages aims to consolidate private communications from various channels into a single inbox, it currently lacks many email features and Facebook positions it as more casual than email. The growth of Facebook Messages remains uncertain, but the document compares it to the rapid growth of Gmail after its 2004 launch despite initially lagging other email providers. It concludes by noting Facebook Messages continues to evolve.
Garbage In, Garbage Out: Why poor data curation is killing your AI models (an...Zilliz
Enterprises have traditionally prioritized data quantity, assuming more is better for AI performance. However, a new reality is setting in: high-quality data, not just volume, is the key. This shift exposes a critical gap – many organizations struggle to understand their existing data and lack effective curation strategies and tools. This talk dives into these data challenges and explores the methods of automating data curation.
Self-Healing Test Automation Framework - HealeniumKnoldus Inc.
Revolutionize your test automation with Healenium's self-healing framework. Automate test maintenance, reduce flakes, and increase efficiency. Learn how to build a robust test automation foundation. Discover the power of self-healing tests. Transform your testing experience.
How UiPath Discovery Suite supports identification of Agentic Process Automat...DianaGray10
📚 Understand the basics of the newly persona-based LLM-powered Agentic Process Automation and discover how existing UiPath Discovery Suite products like Communication Mining, Process Mining, and Task Mining can be leveraged to identify APA candidates.
Topics Covered:
💡 Idea Behind APA: Explore the innovative concept of Agentic Process Automation and its significance in modern workflows.
🔄 How APA is Different from RPA: Learn the key differences between Agentic Process Automation and Robotic Process Automation.
🚀 Discover the Advantages of APA: Uncover the unique benefits of implementing APA in your organization.
🔍 Identifying APA Candidates with UiPath Discovery Products: See how UiPath's Communication Mining, Process Mining, and Task Mining tools can help pinpoint potential APA candidates.
🔮 Discussion on Expected Future Impacts: Engage in a discussion on the potential future impacts of APA on various industries and business processes.
Enhance your knowledge on the forefront of automation technology and stay ahead with Agentic Process Automation. 🧠💼✨
Speakers:
Arun Kumar Asokan, Delivery Director (US) @ qBotica and UiPath MVP
Naveen Chatlapalli, Solution Architect @ Ashling Partners and UiPath MVP
TrustArc Webinar - Innovating with TRUSTe Responsible AI CertificationTrustArc
In a landmark year marked by significant AI advancements, it’s vital to prioritize transparency, accountability, and respect for privacy rights with your AI innovation.
Learn how to navigate the shifting AI landscape with our innovative solution TRUSTe Responsible AI Certification, the first AI certification designed for data protection and privacy. Crafted by a team with 10,000+ privacy certifications issued, this framework integrated industry standards and laws for responsible AI governance.
This webinar will review:
- How compliance can play a role in the development and deployment of AI systems
- How to model trust and transparency across products and services
- How to save time and work smarter in understanding regulatory obligations, including AI
- How to operationalize and deploy AI governance best practices in your organization
Finetuning GenAI For Hacking and DefendingPriyanka Aash
Generative AI, particularly through the lens of large language models (LLMs), represents a transformative leap in artificial intelligence. With advancements that have fundamentally altered our approach to AI, understanding and leveraging these technologies is crucial for innovators and practitioners alike. This comprehensive exploration delves into the intricacies of GenAI, from its foundational principles and historical evolution to its practical applications in security and beyond.
"Hands-on development experience using wasm Blazor", Furdak Vladyslav.pptxFwdays
I will share my personal experience of full-time development on wasm Blazor
What difficulties our team faced: life hacks with Blazor app routing, whether it is necessary to write JavaScript, which technology stack and architectural patterns we chose
What conclusions we made and what mistakes we committed
Redefining Cybersecurity with AI CapabilitiesPriyanka Aash
In this comprehensive overview of Cisco's latest innovations in cybersecurity, the focus is squarely on resilience and adaptation in the face of evolving threats. The discussion covers the imperative of tackling Mal information, the increasing sophistication of insider attacks, and the expanding attack surfaces in a hybrid work environment. Emphasizing a shift towards integrated platforms over fragmented tools, Cisco introduces its Security Cloud, designed to provide end-to-end visibility and robust protection across user interactions, cloud environments, and breaches. AI emerges as a pivotal tool, from enhancing user experiences to predicting and defending against cyber threats. The blog underscores Cisco's commitment to simplifying security stacks while ensuring efficacy and economic feasibility, making a compelling case for their platform approach in safeguarding digital landscapes.
Demystifying Neural Networks And Building Cybersecurity ApplicationsPriyanka Aash
In today's rapidly evolving technological landscape, Artificial Neural Networks (ANNs) have emerged as a cornerstone of artificial intelligence, revolutionizing various fields including cybersecurity. Inspired by the intricacies of the human brain, ANNs have a rich history and a complex structure that enables them to learn and make decisions. This blog aims to unravel the mysteries of neural networks, explore their mathematical foundations, and demonstrate their practical applications, particularly in building robust malware detection systems using Convolutional Neural Networks (CNNs).
2. “With some candidates in the 2008 Presidential election embracing every facet of Web 2.0 to
get their message out…your next president may be no further than a friend-add on Facebook.” –
Time
Consumers are increasingly turning to the Internet for information about
companies and products. According to Jupiter Research, 70% of viral marketers report increasing
brand awareness as one of the most successful areas of their social marketing campaigns. With
70 million active users, Facebook is the Internet’s leading social utility. Facebook Pages give
businesses the opportunity to build a consumer base, sell products, run promotions, schedule
appointments or reservations, share information, and interact with customers. Today, hundreds
of thousands of leading brands, restaurants, hotels, writers, filmmakers, bands, and retailers are
leveraging Facebook Pages to reach consumers.
Businesses now have the ability to expand their revenue base and acquire new customers through
free Facebook Pages. Pages enable customers to interact, learn, purchase, and spread the word
about your business to their friends.
The key is Facebook’s stable and trusted platform, which gives companies the ability to connect
with consumers and participate in the conservations they’re already having with their friends
about their favorite local spots, artists, films and brands. Every day, most of Facebook’s 70
million active users log on to Facebook to learn about their friends and share information about
their interests and activities. This regular interaction gives businesses the opportunity to connect
with existing and new customers as effectively as a face-to-face meeting.
Facebook Pages
The Insider’s Guide to Viral Marketing 2
3. Introduction to Facebook
Facebook offers you an unparalleled opportunity to connect with your fans and consumers—on
their turf and in ways they find meaningful. By maintaining a Facebook Page and using all the
available features, you can interact with consumers the same way they interact with friends and
colleagues. Your biggest fans have probably already told a couple friends about your business in
casual conversation, but Facebook’s technology makes it easy for them to spread the word
instantaneously to all of their friends—on average, over 100 people.
Keys to Using Facebook
1) Make business personal
People primarily use Facebook to share personal information with friends. The
more you showcase the human element of your business, your products, and your
people, the stronger of an effect it will have on everyone who views it.
2) Update your Facebook Page frequently
Facebook is geared to highlight new information and recent changes. The more
often you add new content, the more often people will come back to your
Facebook Page. You can also send Updates to your fans to announce in-store
events, special promotions, new products, concerts, screenings, or other news.
3) Harness the power of News Feed
The News Feed on users’ home pages tells them what their friends are doing.
When users become your fan, News Feed tells their friends and invites them to
become fans as well. In turn, this can lead to the friends of their friends finding
out about your business through their News Feeds, and so on in a virtuous cycle.
News Feed is the key to spreading your message virally on Facebook.
4) Choose the applications that are best for your
business
Facebook and its outside developers have built thousands of free applications for
businesses, bands, and every other type of organization. Your Page comes with
the basics pre-installed, but you can easily add whichever other applications are
right for your business. For instance, a restaurant may choose to add an
application for online ordering or reservations, while a film may add a cinema-
locator so the user can find the nearest screening without ever leaving Facebook.
You can even build your own applications. The more useful your applications are
to your customers, the faster your fan base will grow.
Facebook Pages
The Insider’s Guide to Viral Marketing 3
4. 5) Promote your Page through Facebook Ads
Facebook Ads allow you to reach exactly the audience you want and bring them
to your Page. You can choose your audience based on age, gender, geography,
educational status, relationship status, and precise interests or keywords. Your ads
can be socialized so that users’ interactions are reflected in the ads their friends
see, increasingly the virality of your Page. You can run ads both in traditional
“banner” locations and in the News Feed. As with your Page itself, the key to
success with Facebook Ads is to experiment and iterate on your work.
Facebook experts are all around you: in your family, on your staff, amongst your customers, at
your competitors. Don’t hesitate to ask them for advice and to follow their lead when you see a
successful strategy at work.
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5. “Is Facebook becoming the social operating system of the Internet, poised to support a whole
new generation of businesses?...Wharton's Fader sees Facebook commanding a mass market in
a way traditional forms of media no longer do. ‘Even TV does not have the same level of
engagement. Right now, Facebook is unique.’” – Forbes
Presence
Facebook Pages, which launched in November 2007, allow local businesses, sports teams,
artists, films, brands, public figures, non-profits and other business organizations to have a
presence on Facebook. Users can add themselves to your Facebook Page as fans, write on your
Wall, purchase products, learn about special promotions, upload photos, and join other users in
discussion groups. You can send Updates to all your fans whenever you like. And you can add
applications to your Page and engage Facebook users with videos, notes, links, Flash content,
and more.
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6. Facebook Pages vs. User Profiles
Anyone using Facebook has an individual user profile to navigate the site and communicate with
friends, family and colleagues. For your protection, your personal log-in information should
never be shared. After logging in to your user profile, you can create and administer a Facebook
Page for your business—and you can easily invite colleagues to manage it with you. The
differences between user profiles and Facebook Pages help you protect your own privacy as a
user while maximizing publicity for your business:
1) Facebook Pages are visible to everyone
Even people who aren’t logged in to Facebook can see Facebook Pages. A user
profile, on the other hand, can only be seen by the user’s friends and others in her
networks.
2) Facebook Pages can have an unlimited
number of fans
Regular users can have up to 5,000 friends.
3) Users can automatically support your
Facebook Page without confirmation
User profiles have to approve all incoming friend requests.
4) You can send Updates to all your fans
User profiles cannot message all their friends at once.
Although a person could never use a Facebook Page as the primary way to navigate Facebook
(for instance, a Facebook Page can’t join Groups or attend events), Facebook Pages are the
perfect solution for businesses, bands, films, sports teams, and other organizations seeking to
reach Facebook’s 70 million active users.
Getting Started
If you don’t yet have one, the first step is to create a free user profile. Go to facebook.com and
click “Sign Up.” You’ll fill out some basic information, receive a confirmation email, and click
the link in the e-mail—congratulations! You now have a Facebook user profile.
To create a Facebook Page, go to facebook.com/pages/create.php. Type the name of the Page
exactly as you want it to appear and as you think users will search for it. You won’t be able to
change the name later.
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7. Select the category that’s best for your business. Selecting the correct Page type will make the
features of the Page more relevant, so avoid using “Other” unless there’s truly no good
alternative.
Now you just need to add content and publish your Page.
Getting Help with Your Facebook Page
Many questions you may have about your Facebook Page are answered in this guide, so be sure
to read it in full if you need help. For help with specific applications, check out
facebook.com/help.php. Friends and family who are avid Facebook users are a great resource as
well. You can email Facebook at info@facebook.com, but you may find your answer faster by
referring to this guide.
Finding Your Facebook Page
There are several ways users can find your Facebook Page:
1) Name Search
Users can search for you by name using the Quick Search bar on any page, or by
going to the main search page. Your Facebook Page will appear high in the search
results if the user enters your name as it appears on your Facebook Page.
2) Fans’ Profiles
A link to your Facebook Page will appear in the profile of each of your fans in
their “I am a Fan of…” box.
3) News Feed & Mini-Feed
Users will see stories in their News Feed when their friends become fans of your
Facebook Page or engage with the Page in various other ways. Similarly, these
stories will be published in the friends’ Mini-Feeds. Every day, billions of
potential stories are created on Facebook, but only the most interesting ones are
published to News Feed; Social Ads, however, turbo-charge the distribution of
these actions on your Facebook Page make it into users’ News Feeds.
4) Public View of Your Facebook Page
Your Facebook Page is visible to people who are not logged in to Facebook, so
you can add links to your Facebook Page on other websites and blogs. Internet
search engines will also index your Page and share it with their users.
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8. 5) Pages Dashboard
Users can browse through their own Pages, other Pages with recent activity, their
friends’ favorite Pages, and lists of most popular Pages by category.
6) Events
When you create Events for your Page—like sales, happy hours, and concerts—
your fans can invite their friends to come along with them.
7) Share
Fans who like your Page can permanently post it to their own profile and/or invite
particular friends to check it out.
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9. “Everybody has Facebook. Everybody gets the message.” – Canadian Broadcasting Corporation,
in reference to word of a local in-store sale exploding virally through Facebook
Manage
This section provides detailed information about how to build your Facebook Page and promote
it with Social Ads. It’s important to add fresh content to your Page regularly to keep people
coming back. And you’ll want to know how to take full advantage of all of your Page’s
functionalities.
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10. Basic Administration of Your Facebook
Page
It’s helpful to remember the difference between your user profile and your Facebook Page. You
access Facebook by logging into your user profile, regardless of whether or not when you have a
Facebook Page. When you edit your user profile, these changes will not be reflected on your
Facebook Page. Likewise, when you edit your Facebook Page, these changes will not be
reflected in your user profile.
There are two ways to edit your Facebook Page:
1) Use the Page Manager, which appears in your Facebook left sidebar as “Page Manager”
or “Ads and Pages.” You can also use the Page Manager to view detailed statistics about
your Page and to support it with Social Ads
2) Bookmark your Facebook Page and click an “Edit” link in any section or in the upper
right part of Page
When adding content to Facebook, notice whether you’re adding it to your Facebook Page or to
your user profile. If you want to add content to a Facebook Page, go to the Page Manager
application or to your Facebook Page first.
Adding and Removing Administrators of
Your Facebook Page
If you have colleagues who help maintain your Facebook Page, you may want to add them as
administrators of your Page. Since you should never share your personal log-in information to
your user profile, inviting your colleague as administrators is the only way to share control of
your Facebook Page. The user(s) you add will then need to confirm that they want to have
administrative access to the Page.
• Go to your Facebook Page, and click ‘Admins’ in the upper-right part of the Page. Then
select from your friends on Facebook and/or enter the email addresses of colleagues who
aren’t yet on Facebook
• Users cannot see who is administrating your Facebook Page
• Never share your secret log-in details
To remove an admin from your Facebook Page, just click ‘Remove admin’ next to the name of
the person you want to remove on the Admins page. If you accidentally remove yourself as an
administrator of your Facebook Page, you will need to ask one of the remaining admins to add
you as an administrator of the Page. Never remove yourself as an administrator of your Facebook
Page unless there is at least one other administrator; otherwise, your Facebook Page will be taken
down from the site.
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11. Publishing Your Facebook Page
• When you want users to see your Page, go to its Edit Page and click the Settings link at
the bottom. Set it to “Published” and click Save Changes.
• You can set your Facebook Page to ‘Unpublished’ at any time to temporarily hide your
Page from everyone except its administrators.
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12. 5,000,000
Facebook Pages are gaining over 5,000,000 new fans every week
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13. Using Applications on Your Facebook Page
• You can use applications on your Facebook Page to share information, sell products, and
engage your consumers with rich media.
• Use the application directory to find applications you want to add to your Facebook Page.
• A good way to find useful applications is to search for businesses similar to yours and
browse the applications they are using.
• To find a developer to build a custom application—such as a sweepstakes to draw fans to
your Page—check out the Developer Marketplace at
http://www.facebook.com/developers/.
Several applications are included by default with your Facebook Page:
1) Mini-Feed
The Mini-Feed in your Facebook Page shows a log of recent changes, just as it
does on a user profile. You may delete any story that you do not want to display.
It’s important to regularly update content on your Facebook Page, so users know
that the Page is being actively maintained.
2) Photos
Photos are the most popular feature on Facebook. With billions of photos, Facebook is
the number one photos site on the Internet, so think seriously about how you can best
integrate photos into your profile. Upload the photo that best represents your business as
the Profile Picture at the top of the Edit Page. A good Profile Picture is crucial to help
users find your business in search. You can choose to allow fans to add photos to your
Page.
It is a good idea to upload photos frequently to your Facebook Page. Use vibrant, candid
photos to communicate the human element of your business: employees, special events,
customers, etc. These will give your Facebook Page a natural feel to users who are used
to viewing their friends’ profiles and photos.
To add new photos, go to the Edit Page for your Facebook Page and click on ‘Photos’. To
create a new album, select ‘Create a Photo Album’ at the top of the page. To add photos
to an existing album, click on that album and then select ‘Add More Photos’ at the top of
that page.
No changes you make while editing an album will be saved until you click “Save
Changes” at the bottom of that page.
See ‘Photos’ Help (http://www.facebook.com/help.php?page=7) for more information.
3) Events
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14. You can use Events to inform customers about grand openings, in-store sales, happy
hours, public appearances, and any other occasions or milestones you want people to be
aware of. Fans, in turn, can RSVP and spread the word to their friends.
To create an Event, go to the Edit Page for your Facebook Page and click on
“Events.” Fill in the event information and add a picture to your event. You can
then add photos, videos and other content to the event—and you can choose
whether or not to let fans add content as well.
To edit your Facebook Page’s Event, go to your Facebook Page and click ‘Edit
Event’ in the upper-right. You can delete an Event by clicking ‘Cancel’ in the
upper-right of the Event’s Edit Page.
One of the ways Facebook knows which stories are most interesting to a given
user is the number of that user’s friends involved in a story. Stories about Events
can include all the users who have RSVP’ed. Therefore, actively using Events is a
powerful way to reach users through the News Feed.
See ‘Events’ Help (http://www.facebook.com/help.php?page=13) for more
information.
3) Notes
Notes is Facebook’s blogging feature. You can use Notes to tell your fans about
recent press mentions or awards, highlight new products, or share any other
information with your customers.
To write a new note, go to the Edit Page for your Facebook Page, click on
‘Notes,’ and click on ‘Write a New Note’ in the upper-right.
You can also import an external blog from another website. From the Notes Edit
Page, follow the instructions on the right side of the page.
See ‘Notes’ Help (http://www.facebook.com/help.php?page=19) for more
information.
4) Video
Facebook’s Video application offers you a highly engaging and personal way to
show fans video promotions, clips of live performances, or recordings of what it’s
like inside your office, store, or venue. (You can also send Video Updates to all
your fans; see Sending Updates to All Your Fans for more information.)
You can record, upload, and edit videos effortlessly—just go to the Edit Page for
your Facebook Page and click on ‘Videos.’
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15. See ‘Video’ Help (http://www.facebook.com/help.php?page=26) for more
information.
5) Discussion Board
Your Facebook Page has a Discussion Board, where you and your fans can talk
about your business, your products, and your upcoming events. This is a great
place to get candid, actionable feedback from your customers.
When you or any administrator of your Facebook Page writes on your Discussion
Board, the post will appear to come from your Facebook Page and not from your
user profile.
To start a new topic or to respond to an existing topic on your Discussion Board,
simply click on an existing thread or start a new one. You will see an option to
‘Start New Topic’ in the upper right part of the main Discussion Board page.
Only you and fans of your Page can start a new topic.
You can turn your Discussion Board off by clicking on the ‘X’ in the upper right
corner of the Discussion Board on your Facebook Page. You can also turn the
discussion off or on from the Edit Page for your Facebook Page. You can delete
any Discussion Board posts or topics that you do not want appearing on your
Facebook Page. If a user violates Facebook’s Terms of Use with a post, you can
report the user by clicking the “Report” link next to one of their posts so that
appropriate action may be taken. Posts violating Facebook’s Terms of User will
be removed.
6) Wall
Facebook Pages come with either Wall or Reviews pre-installed. Wall is a public
comment board where your fans can leave messages that will be visible to
everyone who views your Facebook Page. When you write on the Wall of your
Facebook Page, you will be writing on behalf of the Facebook Page itself and not
as your user profile.
You can send a private Message to someone who wrote on your Wall, although
this private Message will come from your user profile and not the Facebook Page.
You can delete any Wall post. If a user violates Facebook’s Terms of Use with a
Wall post, you can report that user to Facebook by clicking the ‘Report’ link, and
you can click ‘Block’ link, so they will no longer be able to write on your Wall.
You can turn off your Wall by clicking the ‘X’ in the upper right corner of your
Wall on your Facebook Page. You can also turn your Wall off or on from the Edit
Page for your Facebook Page.
See ‘Wall’ Help (http://www.facebook.com/help.php?page=3) for more
information.
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16. 7) Reviews
Facebook Pages come with either Wall or Reviews pre-installed. Reviews allow
users to write about your business or particular products— for instance, their
favorite dish at your restaurant, a recent spa treatment they enjoyed, or an exciting
part of the film they just watched.
If a user violates Facebook’s Terms of Use with a review, you can report the user
by clicking the “Report” link under their review so that appropriate action may be
taken. Reviews violating Facebook’s Terms of Use will be removed.
You can choose to display on the front of your Facebook Page only those reviews
written by a user’s friends. From your Facebook Page, on the Reviews box, just
click the edit link and choose your preferred setting. Only Reviews of three stars
or higher will receive free viral distribution into friends’ News Feeds.
Adding Other Applications
There are thousands of other applications that you can add to your Facebook Page. A restaurant
owner might add the applications to help users judge their food, make reservations, or order for
delivery. A film producer might add Fandango’s Movie Times and Tickets application so users
can buy tickets directly from the Page. A musician might add the iCast application by iLike to
blog or try either the MusicShop application by Musictoday or the My Merch Store application
by Zazzle to sell clothing and CDs. The choices are yours—experiment and pick what’s right for
your business.
To browse applications, go to the Edit Page for your Facebook Page, click on More Applications
link at the bottom of the applications section. When you find an application you want to use on
your Facebook Page, just click on it and then click ‘Add to Page’ in the right-hand column. Be
sure to add the application to your Facebook Page and not to your user profile.
To search for an application by name, just type its name into the Quick Search bar in your left
sidebar.
You can also add applications you see when other user profiles and Facebook Pages. When you
see one you want to add, click ‘Add’ in the upper-right part of the application’s box.
Not all applications can be added to your Facebook Page. When you try to add an application,
look for a link in the upper-right for ‘Add to Page’. If this link does not appear, then that
application cannot be added to your Facebook Page (it’s probably designed for user profiles
instead.)
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17. Removing Applications
It’s easy to remove any application you no longer want to appear on your Facebook Page. Just
click on the ‘X’ in the top-right corner of the application’s box in your Facebook Page. If you
want to re-add it later, find it through any of the ways discussed above and click ‘Add.’
Sending Updates to All Your Fans
• You can send Updates to all of your fans
• You can include rich media attachments or links
• These message blasts show up in the ‘Updates’ tab of your fans’ inboxes
To send an Update, go to your Facebook Page, and click ‘Send an Update to Fans’ in the upper-
right. Use the ‘Attachments’ options below the message body to add media to your message. If
you have added the Video application to your Facebook Page, you will have the option of video-
recording a message for fans.
Each of your fans has the option to turn off Updates from your Facebook Page. Be thoughtful
about the frequency and relevance of Updates to ensure your fans continue to view them as
useful rather than spam.
Any administrator of your Facebook Page can send an Update to your fans, and all Updates will
be signed by your Facebook Page rather than the individual administrator.
Viewing Insights about your Facebook Page
• You can view data on who your fans are (including breakdowns by age and gender) and
what they’re doing on your Page
• You can easily export this data for use in other programs, such as Excel
To view Insights for your Facebook Page, go to the ‘Pages’ tab inside the Page Manager and
click ‘Insights’ underneath the name of your Facebook Page.
Once there’s activity on your Page, spend some time exploring the Insights page to see all the
data available. You can toggle what displays in the graph via the dropdown in the upper-left. Not
only will these Insights help you know exactly whom to target via Social Ads on Facebook, but
they’ll also provide useful demographic data to help focus any marketing campaigns you might
run off of Facebook.
Click ‘Export Data’ near the top of the Insights page to convert the data to one of several
commonly used formats.
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18. “Facebook has achieved near total penetration of the college market, with more than eight out of
ten college students registered. Older Americans are also flocking to the site: it draws 250,000
new members every day…. In the end, social networking sites are wildly popular precisely
because they disseminate information so effectively.” – The Nation
Reach
This section discusses strategies to get the most out of your Facebook Page. Facebook can be
effective as the sole online presence for your business or as a complement to your webpage
outside of Facebook. Either way, it’s important that you make as much information about your
business available on Facebook as possible.
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19. Bringing All Your Information to Facebook
The more content you bring to Facebook, the more success you will have in getting users to
affiliate with your Page and spread your products to their friends. Facebook is designed to help
users share information with their friends and colleagues. Regularly adding photos and videos,
writing Notes, creating Events, and using other applications guarantees your Facebook Page will
always have fresh, useful content. You’ll get more return visitors, which leads to more fans and
customers in the long run.
Like nytimes.com and many other websites, you can add Facebook share links to websites, blogs
or forums you maintain. By adding these links (available at
http://www.facebook.com/share_partners.php) to your outside sites, you make it easy for
Facebook users to share this content with all their friends through all of Facebook’s viral
distribution channels.
Additionally, you can integrate your outside websites with the Facebook API and Beacon. Each
of these opt-in utilities allows you to add information to a Facebook user’s account while they’re
using your site. With the user’s permission, you can tell their friends about something they did
on your site, like donate money to a cause, make a purchase, or comment on an article. Through
the Facebook API, you can access some of their Facebook data to customize their experience and
make it easier for them to share information with their friends on Facebook.
For more information on Beacon, visit http://www.facebook.com/business/?beacon. For more
information about the Facebook API, visit http://developers.facebook.com.
Using News Feed to Your Advantage
News Feed tells Facebook users about their friends’ recent activities on the site. It is the first
thing users see on their home page whenever they log in.
News Feed drives the viral spread of information on Facebook through networks of friends. It
can cause a domino effect: as something becomes more popular, more people hear about their
friends doing it through Feed, and then do it themselves. This can snowball into hundreds of
thousands of people hearing about something in just a matter of days.
How Feed Works with your Facebook Page
News Feed stories will be generated by actions your fans take. When someone says they’re a fan
of your business, they generate a story that may be seen by that user’s friends in their respective
News Feeds. When your fans write on your Wall, comment on one of your photos, add to a
discussion thread, or engage with your Page in one of many other ways, they generate a News
Feed story that their friends may receive.
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20. News Feed stories will be generated when your fans RSVP to Events you create for your
Facebook Page. This is the primary way their friends become aware of these Events.
How to get the most out of News Feed
The biggest bang you can get out of News Feed comes from getting a lot of people to take the
same action in a short period of time. This momentum is instrumental to the snowball effect that
News Feed is capable of producing.
For example, say you create an event for an upcoming in-store sale, meeting, concert, or
screening. If many of your core fans RSVP quickly, then News Feed stories will spread widely
to those fans’ friends. Many friends will receive stories about multiple friends joining that event,
increasing the social influence of the story. Having a core group of customers or fans on
Facebook to help spread the word is an excellent way to leverage the free promotion News Feed
offers.
With billions of potential stories created on Facebook every day, only a small fraction—
generally the most interesting ones—are actually published to users’ News Feeds. Social Ads,
however, can ensure that your message reaches users’ News Feeds, with these Social Actions
attached as the trusted referrals of friends.
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21. Facebook Ads Expand your Viral
Distribution
87% of advertisers find interactive marketing to be more effective than traditional media at
selling products or services online. 86% predict social advertising to become even more
effective, making it the single most promising of 15 advertising channels studied by Forrester
Research.
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22. Targeting has evolved
Facebook Ads give you unprecedented precision in reaching exactly the audiences you want.
Your ads can appear on either the Ad Space on the left of the Facebook frame or in the News
Feed on the home page. Never before have advertisers been able to target according to any
combination of these factors:
• Country
• State
• City
• Gender
• Age
• Any Interest Keyword
• Educational Status
• Workplace
• Political View
• Relationship Status
For instance, a high-end men’s fashion boutique in San Francisco might choose to target only
male college graduates over 25 living in San Francisco who have listed an interest in “fashion,”
“suits,” “Armani,” and “Saks Fifth Avenue.” While you’re building your audience, Facebook
tells you exactly how many users fit within your target. With traditional advertising, you have to
guess where your mass messaging is likely to hit the most relevant consumers. But Facebook’s
ultra-customized targeting ensures that you never waste a penny on irrelevant audiences.
Interest keywords are taken from users’ interests and listed favorites (music, movies, books,
activities, general interests, etc.). In order for a keyword to be available, approximately 2,000
users must have it listed in their profile. Listing keywords is an “or” rather than an “and”
function. For example, let’s say that an you choose these keywords: cookies, chocolate, candy.
Users who have either cookies, chocolate, or candy listed will be targeted--they don’t need all
three.
What makes a Facebook Ad a “Social Ad”?
Like traditional Internet advertising, your Facebook Ad can drive users to any site outside
Facebook. The most powerful investment your business can make with Facebook Ads, however,
is to drive users to your Facebook Page. By choosing to add Social Actions from your Facebook
Page to your Social Ad, you enrich the text and graphic of your ad with a friend’s trusted referral
whenever possible.
For instance, say you are friends with John. If John has interacted with Blockbuster’s Facebook
Page in any of many possible ways—for instance, by becoming a fan—then the Blockbuster Ad
that you see will mention that John is a fan of Blockbuster. Since a friend’s trusted referral is the
most powerful influence on buying decisions, a Social Ad is radically more effective than a
traditional ad.
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23. With traditional media, a marketer’s best hope is that her mass media interests enough
consumers that they pass on the message to a few friends through word-of-mouth. Social Ads
leapfrog that haphazard, shotgun approach by entering directly at the level of word-of-mouth
conversation.
Getting started
Creating a Facebook Ad is easy:
1) Start
Click the “Advertisers” link at the bottom of any Facebook page and then click
“Create a Social Ad.” Under “I have something on Facebook I want to advertise,”
select your Facebook Page and then click “Continue.”
2) Target
Define your first target audience. You’ll want to run several Ads against different
target audiences to see which ones are most effective, so pick the first group
you’d like to target and then click “Continue.”
3) Create
Choose a title and body text for your ad. The title of your ad can be up to 25
characters and the body can be up to 135 characters, including spaces. No single
word in either the title or the body of the ad can be more than 15 characters long.
Follow the list of best practices (including using proper spelling, capitalization,
and punctuation) to make sure your ad is not rejected. Finish building your
creative by uploading the photo or other graphic that best represents your product.
The image must be less than 4 MB and cannot be larger than 110 pixels wide by
80 pixels tall. Check “Add Social Actions to my ad” and select any additional
sources of Social Actions—for instance, Groups or Pages you administer or
relevant applications. Remember: the more Social Actions you have supporting
your ad, the more effective it will be. Please note however that you should only
choose to include Social Actions that are relevant to the brand or product being
advertised. Click “Continue.”
4) Budget
Set the maximum Daily Budget for your campaign. Make sure this number covers
all the ads you plan on running—not just the one you are creating right now. You
will, however, always be able to change your Daily Budget after your ads are
running. The Daily Budget represents the maximum that the you wish to spend
each day. The minimum Daily Budget is $5. You can specify a Daily Budget for
each of your campaign groups. Overall, you will be limited to the Daily Spend
Limit that has been set automatically for your account. Your Daily Spend Limit
works like a credit limit on a credit card. This is separate from the Daily Budgets
that you set for each of your campaigns. The Daily Spend Limit represents the
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24. most that our system will ever allow you to spend in one day. If the combined
Daily Budgets of all your campaigns is less than your current Daily Spend Limit,
you will never hit your Daily Spend Limit. You will never be charged more than
the total of the Daily Budgets that you have set for your active campaigns.
Facebook will periodically increase your Daily Spend Limit based on a history of
successfully payments on your account.
You can choose to pay based of the number of people who view your ad (“CPM”)
or the number who click on it (“CPC”). By choosing CPC, you are indicating that
what is most important to you is having people click through to your Facebook
Page or website and controlling the cost to drive each individual to your site. By
choosing CPM, you are indicating that what is most important to you is the
number of people who see your ad. If your main goal is to promote a brand or
message, CPM makes sense; if your main goal is to sell a product online, CPC
makes sense. For any available ad inventory, Facebook selects the best ad to run
based on the bid CPC/CPM and historical ad performance. If you choose CPC,
you can choose whether Facebook will display your ad in the Ad Space, News
Feed, or both. If you choose CPM , Facebook will display your ad in the Ad
Space. Facebook suggests a bid range to you by analyzing the recent historical
cost of reaching your target audience. Choosing a bid within this range doesn’t
guarantee a certain number of clicks or impressions. It’s simply a suggestion
about what bid you will most likely need to be competitive.
When your ad is served, you will not necessarily be charged your maximum bid.
For any given impression, Facebook automatically lowers your CPC or CPM of
the best bid to the minimum necessary to win the action. Therefore, you should
enter the maximum you are willing to pay when creating an ad. This will increase
the likelihood that you do not miss out on clicks or impressions that you otherwise
could have received.
Next, pick the dates you want to ad to run. You can also choose to run your ad
continuously starting today. Either way, you’ll be able to pause or stop the ad at
any time. Click “Continue.”
5) Optimize
Confirm the details of your ad and click “Continue.” If it’s approved and your bid
is high enough, your ad will start reaching your target audience soon. Now you’re
look at your Ad Manager—think of it as the command center for all your
Facebook Ads. It lets you monitor in real-time the performance of your ads so you
know what works best. Is my ad running? How many people are seeing it? How
many people are clicking on it? How much is it costing? The Ad Manager has the
answers. You can also use the Ad Manager to change the schedule for your ad at
any time, change your Daily Budget, and change your bid to optimize your ads.
The Ad Manager is also where you can find your account billing summary and
print your daily invoices.
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25. Create your next Ad. If you want to use the same audience and/or creative, then
click on your existing ad in the Ad Manager, and then click on the “Create a
Similar Ad” button.
Maximizing return on investment
Facebook Ads offer an unprecedented precision in geographic, demographic, and psychographic
targeting, and for the first time ever, they let your business participate directly in word-of-mouth
conversations between friends. Here are some best practices to make the most of Social Ads:
1) Narrow In
Rather than mass-messaging a huge audience, run at least five different ads
geared towards different audiences. Not only can you customize your message to
each group, but you’ll know for future ads which audiences respond best. If you
target people according to a specific interest—say, “Chinese food” or “sailing”—
make sure you mention that interest in the text of the ad. It’s worth taking the time
to think of all the possible keywords that relate to your product or business and
then testing to see which ones are most effective.
2) Socialize Around
Social Actions are the secret ingredient in Facebook Ads. Make sure your ad links
to your Facebook Page, and enrich your Page with timely Events, interesting
videos, eye-catching photos, and other content that fans can interact with. This
will drive a virtuous cycle between users’ interacting with the Page and clicking
on your ads.
3) Stand Out
Write clear, targeted ads with concise text that speaks directly to the audience you
will reach. Be sure to highlight any special offers or unique features that
differentiate you from the competition. If your goal is brand name recognition,
use your company name in the ad title or body. Advertising contests or
sweepstakes for fans can be a powerful way to incentive users to fan your Page.
4) Iterate Onwards
The first few ads you run are a guessing game: Who’s going to respond to which
creative? Once you’ve seen the success metrics on those ads, however, the art can
turn into a science.
• Is your ad not running? Increase the bid and make sure the creative complies with the
best practices.
• Are too few people seeing it? Expand your audience size by making your targeting less
restrictive.
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26. • Is a particular creative getting a lot of traction? Test it against an array of target
audiences.
• Is a particular audience responding best? Test an array of different creatives against it.
For more best practices, please visit http://www.facebook.com/ads/best_practices.php.
Getting started is easy. The choices are yours. 70 million consumers are waiting for you.
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27. Frequently Asked Questions
Q. Can I message all of my fans?
A. Yes,. See Sending Updates to All Your Fans, above.
Q. Can I download all of my fans’ emails, contact info, or
other identifying information?
A. No. You may not use users’ contact or personal info from the site without their permission,
and you will not in general be able to see this fan information. You may ask fans and others to
sign up for mailing lists through your Facebook Page as long as you specify how you will use
information they supply. You will be able to see useful demographic data about your fans on
your Insights page. See Viewing Insights about your Facebook Page for more information.
Q. Can I view fans’ user profiles?
A. No. All Facebook users can see your Facebook Page, but fans’ user profiles remain protected
by their personal privacy controls just as your user profile does.
Q. Can I recruit fans to add me?
A. Yes, you can run Facebook Ads supporting your Page, targeted to the precise geographic,
demographic, and psychographic audience you wish to reach. Don’t use your user profile to
message people you don’t know inviting them to become a fan of your Facebook Page. If several
users report messages you send as spam, you will lose access to that functionality or even have
your user profile disabled altogether. This will cause your Facebook Page to vanish if you are the
only administrator of the Page.
Q. What should I do if someone posts inappropriate
content on my Facebook Page’s Wall?
A. You can delete anything written on your Wall by clicking “delete” on any Wall post. You can
permanently block any user who repeatedly writes inappropriate or offensive comments on your
Wall. If the user has violated Facebook’s Terms of Use by writing something obscene, racist or
offensive, you can report that user by clicking the “report” link. Facebook will review the report
and take appropriate action. Several other Facebook applications, such as Discussion Board and
Reviews, provide similar tools for you.
Q. Where can I get help using Facebook?
A. Your first stop for FAQs is http://www.facebook.com/help.php. You can always write to
Facebook at info@facebook.com if you’re having any problems with your user profile. If you’re
having problems with any of Facebook’s ad products including Facebook Pages or Social Ads,
please contact advertise@facebook.com. But you can also get excellent, practical advice by
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28. talking to active Facebook users on your staff, in your family or in your circle of friends. Odds
are someone around you is a regular user and can troubleshoot issues.
Q. Where can I get help with developing an application
on the Facebook Platform?
A. The Developers Marketplace (http://www.facebook.com/developers/) has an enormous
amount of information for how to get the most out of the Facebook Platform. To access this
information, click ‘Developers’ at the bottom of any page on the site. You can also get help from
the large and active Facebook Developers community through the Facebook Developer
application, which you can add to your account. (You don’t have to be a Developer to add this
application.) If you would like to discuss partnership opportunities involving the Facebook
Platform or are a Direct Sales client, please email advertise@facebook.com.
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