Facebook’s free marketing best practices guide

Facebook now offers a free, downloadable PDF entitled “Best Practice Guide: Marketing on Facebook.” Most of the information it includes is pretty solid, such as:

Facebook should be integrated with your broader marketing efforts and part of how you reach your business objectives

And:

Just like in the real world, building relationships with people on Facebook takes time and requires a long-term investment

It’s important to remember, however, that Facebook isn’t offering this guide simply because they’re outstanding people. Facebook is in it for Facebook. If you use the follow established best practices, you’re more likely to succeed on Facebook…which will encourage you to spend more time and money on Facebook. Beware of statements in the guide, then, that seem self-serving, such as:

Run a Facebook Ads campaign that includes Sponsored Stories for App Used

It’s possible that you may end up running a successful campaign, but only if you understand the difference between a social strategy and advertising. And only if you do so with the understanding that advertising on Facebook tends to be pretty ineffective.

Has anyone downloaded the Facebook Best Practice Guide? What are your impressions?

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