The Facebook Marketing Bible
33+ Ways to Market Your Brand, Company, Product, or Service Inside Facebook
By Justin Smith
justin@https://www.doczj.com/doc/a72637514.html,
Editor, Inside Facebook
https://www.doczj.com/doc/a72637514.html,
Version 1.04
May 11, 2008
Facebook营销圣经
33种以上的方法助你在Facebook上营销你的品牌、公司、产品及服务
简介
目录
I. Tools for Guerilla Marketers
For the aggressive guerilla marketer, Facebook offers a bevy of viral channels to get the word out to your friends and creatively reach your target audience. The best part about these guerilla tactics is their cost: free. Everyone on Facebook can use these strategies to recruit and to evangelize their causes. Strategy: If you build it, will they come?
Marketers often wonder whether it makes sense to attempt to build their own social network around their product, company, brand or service. Some hire development shops to build a custom web site, others use white label products, and still others use hosted services like Ning. The problem with this approach, however, is that it’s extremely expensive to bring a significant enough number of users onto your own service to make it worth the expense (which can often run in the tens of thousands of dollars). In most cases, it makes much more sense to craft your strategies targeting the social networks in which people already ―live‖ online—once someone builds their profile and friend list on a popular platform like Facebook, it’s awfully hard to get them to move.
1、游击营销人员的好工具
为了迎合雄心勃勃的市场人员，Facebook提供了大量渠道方便了信息的病毒式传播，你的话语不仅可以传给你的朋友，还可以最终接触到目标人群。这些策略最大的好处在于完全免费。Facebook上的任何人都可以运用这些策略招贤纳士或布道推广。
策略：如果你这么做了，人们真的会来吗？
市场人员经常会怀疑围绕自己的产品、公司、品牌或服务构建社交网络是否合理。有些把网站（常规的那种）包给别人做，有些采取贴牌销售，有些选择了托管服务，托管给Ning这类的社交网络。然而，采用这种渠道的问题在于引入大量的用户的成本太高，动辄上万美元的花费是否值得？绝大多数情况下，瞄准已经有大量活跃用户的sns平台制定策略是比较合理的。因为一旦人们在Facebook这种平台上创建了自己的资料和建立了关系网后，想让他们换地是很困难的。
1. Profile Page
The starting point for your presence on Facebook is your profile page. Your profile page is basically a landing page that you design in order to convert your friends to engage with certain parts of your identity. Not only is your profile the page that you have the most control over, it’s the place where you can most deeply and authentically express your passion for the brand, company, or product you want to promote. Your profile page is an opportunity to craft a credible real-world story around the reasons your products or services are so valuable. Take advantage of Personal Info, Work Info, Photos, and applications to tell bits and pieces of your narrative as it relates to your brand. If you’re not buying your own stuff, why should anyone else? If you don’t want to associate your personal identity with the product or service you’re trying to promote, Facebook is not for you. Inherent in the current state of Facebook is a culture of transparency that devalues and ignores inauthenticity. If you’re afraid to show the real people behind your campaign, that’s okay–-but save your time and money and go somewhere beside Facebook.
1、资料页
最开始进入Facebook时，你身处的地方就是你的资料页。每次登陆你都会最先出现在这里，你要做的是设计这个页面，让你的好友与你互动，成为你身份的一部分。资料页不仅是你最常停留的地方，也是你要为你的品牌、公司或你要推出的产品挥洒激情的地方。资料页给了你一个绝好的机会，去打造一个真实可信的故事说明你的产品和服务是如此的有价值。个人信息、产品信息、照片和一些与你品牌相关的故事片段都值得好好利用。如果你自己都不买自己的产品，别人怎么可能买呢？如果你不愿意把要推广的这些和你个人联系起来，那么Facebook不适合你。Facebook的文化就是去伪存真，你要继承这种文化。如果你不愿意让消费者看到你们这些幕后工作者，就别留在Facebook，去别的地方吧。
Finally, most people don’t realize how many page views profile pages receive. One of the most common habits of Facebook users is browsing the profile pages of friends and stalking the profile pages of people they want to learn more about. By connecting to hundreds of partners, customers, associates, and friends on Facebook, you’ll drive a TON of traffic to your profile page. Take advantage of that huge opportunity.
绝大多数人并没有意识到自己浏览的资料页在浏览总页面中占多少比重。但最普遍的一个现象就是Facebook用户喜欢浏览自己朋友的资料页，访问他们感兴趣的人的资料页。通过和数以百计的合作者，顾客，合作伙伴等在Facebook上成为好友，你的资料页上会有成吨的信息，好好利用这巨大的良机吧。
2. Facebook Groups
Groups are oldest and simplest way to build community around your brand or company on Facebook. By starting a group, you create a central place for customers, partners, and friends to participate in conversations around your brand. Facebook groups come with boards for posting discussion topics, photos, videos, and links right out of the box. You can also easily send news and updates to your group members as often as you like - messages arrive in their Facebook Inbox. And the best part about Groups is you can create as many as you like for free.
2、Facebook群组
如果你要围绕你的品牌或企业在Facebook上建立社区，群组是最古老也是最简单的方式。建立一个群组，你和消费者、合作者和你的朋友的所有对话将可以围绕你的品牌展开。群组的内容包含话题讨论、照片视频和链接分享。你也可以随心所欲地给小组成员发消息，他们会在收件箱里看到。而最大的好处是这些都是免费的。
Groups are one of the simplest ways to do viral marketing on Facebook. Once members have joined your group, they can easily invite their friends to join the group via a built-in Invite feature. If your members are excited about your group, it can grow really quickly. (The group 1,000,000 Strong for Stephen Colbert grew from zero to one million members in 9 days!) Additionally, your group name will usually appear on your members’ personal profile pages until they leave the group. Many people view groups as ―Bumper Stickers‖ for their profile page in this regard. Because profile pages are highly trafficked, these links can generate a lot of clicks to your group page.
群组也是在Facebook上进行病毒式营销最简单的途径之一。人们一旦成为组员，他们会用群组附加的邀请功能邀请他们的好友也加入小组。如果他们的好友也感兴趣的话，你的群组人数增长将会很迅猛（据测算“1,000,000 Strong for Stephen Colbert”小组的人数从0到100万也只用了9天时间）。在群组成员离开之前，他的资料页上会一直显示他所在的群组。
Of course, groups do have their problems. First and foremost, Facebook removes your ability to blast messages to your group once it surpasses a certain size. While Facebook is working on removing this limit, group owners are still currently experiencing this restriction at 1000-1500 members. However, Facebook has said publicly that this limit will go away soon. Second, if your group becomes popular, it can become a target for spammers. If you want to keep your group clean, be prepared to spend time deleting spam wall posts and reporting users that spam your group to Facebook. This can take a lot of time. Finally, while Groups do offer a reasonably robust feature set with no setup, you’re not able to extend their functionality with Facebook applications. In order to use those, you’ll need to get a Facebook Page.
当然群组也存在问题。首先如果群组人数超过了一定限制，你就无法群发消息了。Facebook目前正致力于移除这种限制，很多人数在1000-1500的小组正深受其苦。Facebook也公开宣布这个限制将很快被移除。其次，如果你的小组很受欢迎，会成为垃圾信息发布者的目标。想保持组内环境清洁的话就得花时间删除垃圾信息，向Facebook举报那些发垃圾信息的家伙。
Strategy: What about spamming existing Groups?
Many marketers choose to post links in existing Facebook Groups to their own Facebook Group or website. While this tactic may work on a small scale, Facebook’s a utomated systems will shut down accounts that post links in many groups. A better approach would be to approach existing group owners and ask to set up a reciprocal link exchange between your groups, just as you would on the open web.
策略：那些现在已经遍布垃圾信息的群组呢？
很多营销人员倾向于在别的Facebook群组上直接发布链接，链到他们的网站或Facebook上的群组。发的少的话可能还可以。但Facebook的系统会自动匹配，如果某个账号在多个群组发布链接会被其自动关闭。较好的方法是直接联系那些群组的创建者，群组之间互相交换个链接，就像网站交换链接一样。
3. Facebook Pages
Pages were launched by Facebook in November 2007 as a way for businesses of many types toeasily establish a brand presence on Facebook. Pages are a lot like groups, with some important differences: ? Pages are more customizable than groups. You can add content or even Facebook applications to your pages to extend their functionality and the depth of experience users can have with your brand. ?Pages get more prominent ―Bumper Stickers‖ real estate than groups on the profile pages of your fans. ? There is no limitation to the number of fans in your group that you can message. This means Pages can be an effective way to communicate with large numbers of Facebook users who are fans of your Page. ?―Fans‖ who join your group are NOT able to invite their friends to be fans of your Page. Fans must either ―Share‖ your page with their friends, or their friends must observe that they ―are a fan‖ of your Page either via their profile page or News Feed.
? You can view demographic information on who your fans are. Facebook
enables you to export breakdowns by age and gender in Excel format.
? Facebook has taken an active role in cracking down on Pages not created by authorized agents.
3、Facebook页
这些页面是Facebook在2007年11月发布的，作为在Facebook上创建品牌的一种相对简便的方式。这些页面和群组很相似，也有很多不同之处：
页面比群组更容易定制。你可以添加内容甚至Facebook应用程序到你的页面以扩展其功能，增加些深度以便吸引一些Facebook的老用户。
可以吸引很多人成为你页面的粉丝，他们比那些群组成员更忠诚。
与群组不同，给粉丝发送信息是没有数量限制的。这意味着如果要联系大量的Facebook用户，让他们成为你页面的粉丝是更好的方式。
In March of 2008, Facebook launched an upgrade to Pages that will be welcome news to businesses and marketers. It’s now easy to add custom Flash or HTML (FBML) t o your Facebook Page. In order to add Flash and FBML capabilities to your Page, install the ―Flash Player‖ or ―Static FBML‖ apps. Adding the Flash Player will allow you to upload your own Flash files to your page, while adding the Static FBML app will allow you to enter your own HTML. This will allow Pages to provide much more customized experiences. In addition, Facebook added a Legal Drinking Age setting to Pages. If you operate a page related to alcohol products or bars, you can now meet legal drinking age requirements by editing your settings to only allow your page to be fully accessible by those over the legal drinking age where they live.
2008年3月，Facebook针对页面发布了一个更新，这对于企管营销人员无疑是个好消息。现在，在Facebook 页面加Flash或HTML（FBML，FaceBOOK的一种标记语言）代码很容易了。为保证这些使用正常，你需要安装Flash播放器或静态FBML应用。添加Flash播放器你就可以上传自己的Flash文件，而添加静态FBML应用你才能编辑HTML代码。这使得页面的定制性更强。例外，Facebook对于Facebook页增加了一个关于饮酒法定年龄的限制。如果你做酒类生意的话，必须根据各地饮酒法定年龄来设定页面的浏览权限，低于这个年龄的Facebook用户不能浏览你的页面。
Finally, Facebook added the Photos and Videos modules to Pages so that Page owners can allow fans to upload photos and videos. Pages are a good option for small or local businesses that want to establish a presence on Facebook. Like groups, they’re another free and easy way to do viral marketing.
Pages will become an increasingly important marketing vehicle on Facebook over time especially as the volume of fan-endorsed Social Ads continues to grow.
Facebook最终在页面上加上了照片和视频模块以便页面主人的粉丝们上传照片和视频。对于一些仅仅是想在Facebook上露个脸的地方或小型企业，页面确实是个好选择。和群组一样，这也是个开展病毒营销的好途径。
特别是在有广大粉丝支持的社交广告不断增长的情况下，页面在Facebook营销上的重要程度将与日俱增。
Strategy: Groups and Pages are very similar. Which makes more sense?
This is a hard question, and the answer depends on the goals of your campaign. If your campaign
depends heavily on regular communication with large numbers of people, Pages are definitely your best option. Facebook is going to continue to build out Pages functionality for brand owners. By contrast, if your goal is to maximize the number of people that come in contact with your brand, but communicating with them over time is less important, the viral invitation feature of Groups allows them to potentially grow much faster. You’ll just ne ed to be creative in giving your group members a reason to invite their friends.
策略：群组和页面非常类似。哪个更合理呢？
这个问题很难回答，答案因你的目标而不同。如果你要做大，和大量的人交互，页面绝对是你最好的选择。而且Facebook也准备进一步扩展页面的功能。如果你只打算和相对较少的人接触，但和他们长时间交流也不是问题，群组的社交邀请的特点刚好可以让这种交流更快地发展，你只需要在“如何让你的组员邀请好友”这点上表现得更富创造性一点儿就行了。
Strategy: I’ve just created a page. How do I promote it?
Once you’ve created a page, there are a few things that you can do to grow your―fan base‖ within Facebook:
1) Share/Post your page on your Facebook profile. This will convert more friends and profile visitors to visit the Page.
2) Create Events within your page. When fans RSVP, their friends will see the news in their News Feeds.
3) Post messages in related Groups. Use Facebook’s search function to post messages in related groups about th e existence of your page. If you don’t feel comfortable ―spamming‖ these groups with unsolicited Wall posts, try messaging the group admins and officers to ask their permission to promote your page within their group. They may even be willing to promote your page for you.
4) Email the Page URL to your mailing lists and invite contacts to become Facebook ―Fans‖ of your page.
5) Buy Social Ads to promote your page. Facebook is hoping to promote Pages more by integrating Page traffic stats into its Social Ads advertising service. Also, remember that whenever someone becomes a fan of your Page, that news appears in their Mini Feed and their friends’ News Feeds.
策略：我刚刚创建了一个页面，怎么推广它呢？
建好一个页面，你可以采取以下这些步骤在Facebook上获得更多的粉丝。
1）在你个人的资料页上发表/分享这个页面。这样可以将很多你的好友、访客导入此页。
2）在你的页面中建立活动。当有粉丝回复邀请，他们的朋友将在动态里看到这些粉丝的动向。
3）在相关的群组发一些信息。利用Facebook的搜索功能在相关的一些群组发一些信息给你的页面做做广告。如果你觉得在别的群组这样发垃圾信息始终不好的话，还是和群组管理员们打个招呼吧，他们可能还很愿意帮你做下推广呢。
4）把页面的URL发给你邮件中的所有联系人，让他们成为你页面的粉丝。
5）买社交广告来做推广。Facebook也希望通过整合页面流量统计，用页面来推广他们的社交广告服务。
还有，有人成为你页面的粉丝，这消息是会出现在他的微动态和他的好友的最近动态中的。
In the Spring of 2008, Facebook began offering a Group > Page conversion tool. Essentially, if you’re the owner of a Facebook Group and want to convert the members of that group into ―Fans‖ of your Facebook Page instead, you can fill out a request and Facebook will perform the migration for you automatically if your request meets its criteria. According to Facebook: If you have a group that fits into one of the categories offered for Pages and you are the official representative of that artist, business, or brand, we can help you convert your group into a Page. Please fill out your request by providing us with the URL to
your current group and the URL to the Page you have created that you would like your group members and group content transferred to. Brand owners that originally created groups that have grown too large to manage effectively should consider migrating their groups to pages.
2008年春，Facebook开始提供群组-页面转换工具。如果你在Facebook有个群组并想把你的组员转换成你Facebook页面的“粉丝”，可以填写一个请求，如果符合条件Facebook就会自动帮你完成转换。根据Facebook的规定：“如果你的群组符合条件，并且你是该组织的官方代表，不管是艺术团体、企业，我们都可以帮你将群组转化成页面。请按规定填写请求，包含你群组的URL，目标页面的URL，想移动的群组成员和内容。”最初建立群组但没想到群组发展得如此庞大，难于管理的人有福了。
Facebook Issues Guidelines for Promoting Pages Outside Facebook
While Facebook uses Social Ads and the News Feed to help brands promote Pages within Facebook, the task of promoting Pages outside Facebook is largely left to the brand owner. In order to help marketers clearly promote Pages without causing Facebook brand confusion, Facebook has released the following Pages marketing guidelines:
1) Use or reference to the Facebook brand should not imply partnership, endorsement or sponsorship unless approved by Facebook Brand Marketing.
* Example Do: ―Find us on Facebook to discover more about…‖
* Example Don’t: Don’t: ―Company X partners with Facebook in social advertising campaign‖
2) Do not use icons, visuals, logos, etc. taken from the Facebook site. Instead, use the Facebook Page Badge or Facebook Page Screenshots.
3) A registered trademark symbol ? must be included in all print / online displays of logo or wordmark that reference the Facebook brand.
4) When advertisers request use of Facebook brand features, they may or may not require a Trademark License Agreement from the Facebook Legal team. In other words, Facebook is trying to prevent marketers from incorrectly implying special partnership or affiliation with Facebook to strengthen their own brand. For more information a nd details on Facebook’s Page marketing do’s and don’ts, check
out the Pages Promotional Guidelines page.
Facebook还推出了指南来指导如何推广平台之外的页面
营销人员可以用Facebook本身的社交广告和最近动态来推广Facebook内部的页面，而平台外的页面推广还需要自己来完成。为了避免Facebook的品牌被滥用，Facebook推出了下面这些营销指导：
1）未经Facebook品牌管理方面允许，不得引用Facebook标志暗示合作、支持或赞助关系。
诸如“在Facebook上找到我们..”是可以的；
而“XX公司作为Facebook的合作者的社交广告..”是不行的
2）不要使用Facebook图标，图像和商标等，使用Facebook的Page Badge或页面截图是可以的。
3）当Facebook的商标被引用时，不管是图标还是文字都需要带有注册商标?的标志。
4）广告商要使用Facebook品牌需要提交申请，但并不绝对需要和Facebook法律团队签订商标许可协议。由此可以看出Facebook不希望那些急于推广自己品牌的营销人员从不法途径申请合作和应用。具体情况请参照推广指导页面。
4. Facebook Events
Facebook Events is a free application developed by Facebook that anyone can use to promote marketing events, sponsored parties, or even product launches, transactions, or company milestones. When you
create an event, it gets a fully-featured page, much like a group, that includes a wall, discussion, photos, videos, and links. You can invite all of your friends to the event; friends you invite will receive a special notification requesting their RSVP. You can also add administrators to the event, who can also invite all of their friends. Facebook Events makes it easy to get the word out to hundreds of people, manage your guest list, and build community around your upcoming event.
4、Facebook活动
Facebook活动是个由Facebook开发的免费的应用程序，任何人都可以使用它进行市场营销活动，发起派对，发布产品、交易，纪念公司的每一个里程碑式的事件。创建一个活动，你就得到了一个全功能的网页，就像一个群组，包括了墙，讨论，照片，视频和链接。您可以邀请您的朋友来参加这些活动，受邀的朋友将收到一个特别的通知要求他们答复。您还可以将一些人提升为管理员，这样他们就可以邀请他们自己的朋友了。Facebook活动使得成百上千人的意见收集、访客名单管理、围绕活动建立团体，一切一切都变得更容易了。
5. Facebook Notes and Photos
Notes and Photos are two Facebook applications that allow you to share blog posts and pictures with your friends. You can use these features to post content about your brand, but be careful to always do it authentically - don’t be spammy. If your photo albums are all company logos, for example, you’ll lose a lot of credibility.
5、Facebook说明和照片
说明和照片是Facebook上便于你和朋友分享博客和图片的两个插件。您可以使用这两个功能围绕你的品牌发表内容，发布的内容一定要真实可信，不要乱发。如果你的相册全是公司的标志，你将失去信誉。
One feature that often goes overlooked within Facebook Notes and Photos is ―tagging.‖ When you publish a note or post a photo, Facebook allows you to ―tag‖ tha t note or photo with the names of your friends who are ―included‖ in it. When you―tag‖ a friend in your photo or note, he/she gets a special notification. However, you don’t have to use ―tagging‖ only to tag people that are actually ―included‖ in the note or photo–you can also use it to selectively choose certain people whose attention you want to bring to the content you’ve created. When they view your note or photo,they’ll see the other people you tagged in it - so make sure it’s a group of people they’d be complimented to be included in.
说明和照片的“标记”功能一直以来经常被忽视。在Facebook上发布一个说明或照片的时候是可以加入照片中好友的名字的。当你把朋友的名字“标记”上，他/她会得到一个特别的通知。其实，你要标记的人并不非得是照片或标记中出现的人，你希望谁注意到这些内容，就可以有选择地“标记”给他们。当他们浏览你的照片和说明时，他们也能看到你标记给的其他人了。最好确定你这样做这组里的人不会反感。
6. Facebook Messages
The rise of Facebook Messages as a popular alternative to email has confused many ―old‖ people. Nevertheless, Messages can be a powerful vehicle for targeted marketing on Facebook. Messages are like email, except a lot less fully featured - Facebook offers no way to search, sort, filter, categorize, or star messages. While Facebook’s default privacy settings prevent you from seeing the full profile page of most Facebook users, Facebook allows you to send messages to users you have no connection with. However, Facebook has invested heavily in message spam prevention. If you use your Facebook account to message users you have no connection with in high volume, Facebook’s automated systems will shut down your account. While they do offer a direct line to a hard to find sales lead or potential job candidate, it is not smart to try to spam people using Facebook messages.
6、Facebook短消息
作为email的一种替代方式，Facebook短消息的崛起使得很多“老”人感到困惑。尽管如此，Facebook短消息仍可作为针对Facebook上特定人群的一种强大的营销工具。Facebook短消息和email依然很类似，只是少了查询，分类，过滤和标记星级等功能。由于Facebook默认的隐私设定，你是看不到绝大多数人完整的资料页的，但允许你给非好友发信息。然而，Facebook在防止垃圾信息泛滥方面做了很大的投入。如果你用Facebook账号给很多非好友发大量的信息，自匹配系统会自动封停你的账号。虽然这不失为一种直接的便于你找到那些难以找到的潜在客户或求职者的方式，但发垃圾信息依然是不明智的。
7. Facebook Marketplace
Marketplace is Facebook’s classifieds listing service. You can post a for-sale ad or wanted ad in any of your networks for free. However, if you want to post your ad in multiple networks, you have to pay $1 per network per listing. Like with messages, spamming up the Marketplace will get your account deleted and your ads removed. It’s most likely not worth your time to try to evade their systems. Unlike other Facebook-developed applications, Marketplace does not get as heavily used. Many Marketplace ads only yield a few leads. However, unlike Craigslist, which is anonymous, all Marketplace responses are tied to real Facebook accounts. When you receive a response to your Marketplace listing, you can see
the respondent’s profile page even if they’re not your friend.
7、Facebook市场
市场实际上是Facebook的分类广告列表服务。在这，你可以选择任何一个你所在的圈子免费发布一个待售或求购的广告，但如果你想在所有的圈子中发布这个广告，需要为每个圈子支付1美元。在市场乱发广告会导致你的广告被砍、账号被删的，处罚方式和短消息是一样的。花时间去躲避系统是非常不值得的。不同于其他Facebook开发的应用，市场并没有被广泛使用。市场中众多的广告只有少数有结果。和Craigslist （注：一个网上大型免费分类广告网站）的匿名制不同，Facebook市场中的所有回复都可以看到它们的Facebook账号，即使你不是他们的好友也可以看到回复者的资料页。
8、Facebook Share / Posted Items
Facebook Share is a Facebook application that lets you promote any Group, Event, Photo, Link, or Application you come across by a) giving it real estate in your ―Posted Items‖ list on your profile page, or b) sending it directly to your friends’ Inbox.
8、Facebook分享/发布项目
Facebook分享的作用是允许你推广你的群组、活动、照片、广告和链接或是将你偶然遇到觉得还不错的插件告诉你的朋友。主要通过如下两种方式：
a)把这些固定在你资料页的发布项目列表里
b)直接发到好友的收件箱里
By posting it on your profile page, you can direct some clicks to the shared item. However, while this is an effective promotional tactic, it’s not as targeted as sending it directly to friends’ Inboxes. Those message s are more likely to convert into valuable clicks.
发布到你的资料页可以增加些点击量。这是个有效的推广策略，但不如直接发到朋友的收件箱那么有目的性。这些信息更容易成为能带来收益的有效点击。
9. Facebook Networks
Facebook Networks are like group pages for everyone who’s a member of an Educational, Work, or Geographical netwo rk. While no Facebook members ―own‖ any pieces of network pages, network pages offer 1) another way for users to discover events, posted items, and marketplace listings, and 2) discussion forums and walls which any members can post to. Network pages are probably the most commonly accepted places to spam in Facebook. While you can post there, keep in mind that your messages may be considered spammy even if they’re real and relevant.
9、Facebook圈子
Facebook圈子就是为校友，同事或同地域的人构建的群组页面，在这你可以找到那些和你有关系的人。但这些页面不属于任何人，页面提供了：
1）发现活动，发布项目，市场列表的另一种方式
2）提供了一个类似于论坛的地方，任何人都可以在这发言。
Facebook网络的页面看起来是最适合灌水的地方。虽然你可以在这发帖，但要记住即使你的帖子是真实有效并与主题相关的，仍有可能被认为是灌水。
10. Mini Feed and News Feed
While all the channels I’ve d escribed above are useful for grassroots marketing on Facebook, the wind that blows your marketing seeds is Facebook’s News Feed.While you’re not able to publish directly to the feeds (unless you’re willing to pay or build an application), Facebook’s Mini Feed and News Feed archive your users’ engagement with your brand and syndicate it to their friends, networks, and beyond, amplifying the reach of your campaign by orders of magnitude.
10、微动态和最新动态
（微动态：我访问我的好友的资料页，看到他最近都干了什么，这些是他的微动态；最新动态：每次我登陆Facebook，在我的资料页上看到我所有的好友每个人具体干了什么，这个汇总就是最新动态。）
上述的几种方法对于在Facebook上做市场的草根阶层是非常有用的，但我现在要介绍的Facebook最近动态才是唤醒你播下的营销之种的春风。由于你不能直接对于这些动态发表意见（除非你愿意付钱并安装一个应用），Facebook微动态和最新动态促成了用户和你品牌的合作，并扩展到了他们的好友，所在的网络，甚至更远，成几何级数地扩大你品牌的影响。
When Facebook users join your group, RSVP to your event, become fans of your page, share your photos, or further engage with your brand in any of these channels, Facebook automatically adds a feed item to their Mini Feed. That feed item exists for all to see, and is often in a prominent location on Facebook profile pages. Facebook’s News Feed, which occupies most of the Facebook login landing page, then amalgamates each user’s friends’ Mini Feeds into one unified stream of ―recent news‖.
It’s possible that one Mini Feed item generated by a Facebook user could be seen in hundreds of their friends’ News Feeds.
当其他Facebook用户加入你的群组，响应你的活动邀请，成为你页面的粉丝，分享你的照片，或者通过这类渠道与你经营的品牌进一步接触，Facebook就会给他的微动态里加一条。这条动态谁都可以看到，占据了资料页非常显眼的位置，而资料页是每个人登陆Facebook后的首页，所有好友每个人的微动态合起来就组成了最新动态。所以一个用户“微动态”中的一条经常会在他好友的“最新动态”的上百条信息中出现。
The News Feed has revolutionized the way information is shared between friends on Facebook. This can mean great things for your campaign and your brand. In fact, a new marketing field I’ve called ―News
Feed Optimization‖ is emerging – for more information, see the ―Tools for Application Developers‖ section below.
最新动态彻底改变了Facebook上朋友间分享信息的方式。这对你的品牌推广意义重大。实际上，我把这种正在形成的全新的营销领域称为“最新动态优化”—如果想进一步了解，请参照下一部分“应用开发者的工具”。
Recommended Strategies for Guerilla Marketers
Marketing on Facebook is really all about the News Feed. Getting prominence in Facebook users’ News Feeds allows your brand to spread more rapidly and powerfully than has ever before been possible on the social web.
The simplest way to get started on Facebook and get News Feed distribution is:
推荐给游击营销人员的市场策略
Facebook上的营销实际上是围绕着最新动态的。在其他Facebook用户的最新动态里显得引人注目才能让你的品牌在这类社交网站上比以往任何时候都更迅速有力地传播。
在Facebook上入手并吸引别人眼球最简单的方式：
1) Start a profile page. (You have probably already done this.)
2) Build your network. Import all your email contacts and add all of your friends as appropriate.
3) Start a group. (If you’re mark eting a brand, skip groups and create a page.) Be sure to make your group/page available to all of Facebook, not just your school, regional, or work network.
4) Invite all your Facebook friends that it would be appropriate to invite to join your group/page.
5) Ask all your group/page members to invite the 10 friends that they think would be most interested in the group/page.
6) Create regular events within the group/page.
7) Message your group/page members regularly.
Every time a Facebook member joins a page/group, posts to it, or RSVPs to your events, their friends will come into contact with your brand via the Mini and News Feed. Thousands of Facebook users could touch your brand within a matter of days. (Of course, you’ll need to mix in a healthy amount of link posting to keep everyone engaged.)
If you want to add more robust application functionality or advertise your group, you should instead start off with (or switch to) Pages, since Pages is the product Facebook will add increasing support to for brand owners going forward.
1）完善你的资料页（很可能你已经这样做了）。
2）建立你的网络并导入你email中所有的联系人和你觉得适合加入的朋友。
3）建立一个群组（如果你在经营一个品牌，那请跳过这里直接建个页面吧）。一定要保证你的群组/页面所有的Facebook用户都可以访问，而不只是你的校友，同事或邻居。
4）邀请所有合适的Facebook好友加入群组/页面。
5）让你的群组成员或页面粉丝每人邀请10个可能对你群组/页面感兴趣的好友。
6）在群组/页面中发起合适的活动。
7）常给你的组员或粉丝发信息。
每当有人加入你的页面\群组或者响应你的活动，发布这个消息。他们的朋友会从微动态和最新动态中看到。
成千上万的Facebook用户在接下来的日子里会和你的品牌有接触（当然，你需要在其中加入足量的有意思的链接以保证每个人的活跃）。
如果你想加入更多各种有意思的应用或者传播你的群组，你就得从页面下手，因为页面将会得到Facebook 的大力支持，这也是你应该投入精力的。