(^281) ■
Index
cycle, 118, 118
dashboards, 180 –182, 181–182
data analysis, 181–182, 182
ideas, 37– 40, 39
profiles and friends, 79–83, 82
report outcomes, 182–183
setting up, 58 , 60
spending, 181–182, 182
strategies, 179 –180
successful, 51–53
canvas page, 199
Carrot Creative fan page, 161
categories of fan pages, 104 –105
Causes application, 187–188, 246–247, 247
Causes exchange, 246–247
certification for fan pages, 104
change management applications, 208–209
Charms application, 190 , 197
charts, 132, 152, 183
China, 38
Classmates.com site, 32
startup, 8–9
users, 8
click-through advertising, 6–7, 6 , 136–137
click-through rate, 130, 147–148, 150
clicks in ad statistics, 147
closed groups, 100
Coca Cola fan page, 161
Cocktail Guide, 124
Colaw, Lee M., 249
collateral, marketing, 170
colleges, 248–250
Commagere, Blake, 187–188
comments considerations, 95–96
commitment
competitors, 70
considerations, 74
communication
applications, 208
editorial policy, 111–112
governmental organizations, 243
outbound, 37
qualified customers, 38
companion website, 258
company information in account setup, 41
comparison data, 138
compelling pages, 52–53
Compete.com, 13, 26
competitive advantage, data for, 138
competitors, assessing, 70–71
complaints, 36
compliance function of governmental
organizations, 243
CompuServe, 3–4
comScore data, 8–9, 30, 32
conditional formatting, 152
configuration options, 52
consultants, 120 , 238–239
consulting businesses applications, 260
consumer campaigns, 79–83, 82
consumer engagement, 20 –21
contact information in profiles, 76
containers, application, 212
content
adding, 117
advertising, 58–59
audits, 112–113
crowdsourcing, 112–113
editorial policy, 110 –112
erroneous, 114
experimenting with, 116 –117
product strategy for, 108–109
publishing to wall, 113 –114, 113
use/reuse, 109–110
videos and photos, 115–116, 115
contests
3M, 56
Raising Cane’s, 97, 97
controversial commentary, 85
Cook, dane, 187
Cooney, Lauren, 265–267
Copy An exiting Ad option, 146
copy basics, 143 –146
corporate culture and norms, 74
cost per click metric, 150
cost per mil (CPM) metric, 137, 148, 181
cost savings in governmental organizations, 240
country, social network users by, 38 , 39
coupons, 225, 253
coverage by competitors, 71
CPM (cost per mil) metric, 137, 148, 181
Create An Ad link, 133
creative persons, 236–237
creativity for fan pages, 99
crowdsourcing
content, 112–113
governmental organizations, 243
CTR (%) (click-through rate), 147–148, 150
Cult of Me, 16, 254
cultural issues, 110
custom tabs, 160 –161, 161
customer relationship management, 38
customer service, local businesses, 253
customers
determining, 48
engagement applications, 260
interaction
Facebook Connect for, 168
local businesses, 253
list building, 38
needs
analyzing, 64–65
mapping to tactics, 49–50
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