Facebook Marketing: An Hour a Day.

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per post tells you whether your content is interesting or relevant. the number of
fans/friends per day tells you whether your overall presence and brand is of inter-
est to Facebook users. if you cover these things, you’ll have a good picture of what is
happening.
Discussions, reviews, and mentions are very specific and oftentimes don’t occur
enough for you to draw important conclusions, especially if you don’t prioritize them
as part of your campaign. Page views is a nice metric, but since it doesn’t include the
number of times people see your posts on their fan pages, it is mostly irrelevant. it is
pretty rare today for people to spend a lot of time on different pages within a fan page.
Demographic information is more typically used for a snapshot in time unless you do
specific advertising or other demand generation in particular countries. if you do that,
you’ll want an indication that your campaign targeting is successful. More on that in
a bit.
Thursday/Friday: Create Your First Ad
You can get started with advertising on Facebook by going to http://www.facebook
.com/advertising. Facebook also occasionally displays a Create an ad link in the
upper-right corner of fan pages that you administer with a “get More Fans” green but-
ton. there is also an advertising link on the footer of most all web pages on Facebook.
any of these options will get you started.
the first time you visit ads and Pages, you’ll see a screen similar to Figure 6.2.
if you’ve already run an ad on Facebook, the first screen you will see in ads and Pages
is a summary of results of ads you’ve already run (see Figure 6.3). You’ll need to click
Create an ad to put a new advertisement into the system regardless of whether you
have already used Facebook advertising.
Figure 6.2 Facebook Ads and Pages, first visit