1. Introduction to social networking : Who uses Facebook? ; Impact on today's media ; Big brands on Facebook ; How you can (and should) use Facebook ; Creating valuable content
2. Facebook profile basics : What is a Facebook profile? ; Facebook profiles for business ; Facebook profile tabs ; Setting up a Facebook profile ; Profile interactions
3. Facebook page basics : The difference between a page and a profile ; What requires a Facebook page, not a profile ; Types of pages ; Creating and customizing a Facebook page ; Facebook page tabs ; Page applications ; Page optimization ; Promoting your page ; Page interactions
4. Facebook group basics : Groups versus pages ; Groups can be good, sometimes ; When you want a group ; Creating a group ; Managing a group ; Monitoring and managing a group ; Using groups to supplement your page
5. Facebook events : When to use an event ; Creating an event ; Breaking through the clutter ; Sending invites ; Integrating with a page ; Promoting your event ; Event follow-up
6. Facebook application basics : Create inherently social applications ; Improve existing social behaviors ; Learn from success ; Clarity, simplicity, and speed to engagement ; Integrate with viral Facebook features ; Development ; Art and copy ; Launching and promoting your application
7. Customizing your Facebook page : Page icon ; Designing assets and media ; Content ; Branded patterns and days ; Exclusive stuff ; Custom tabs ; User applications
8. Developing a Facebook content strategy : Competing with other content on Facebook ; Optimizing for both Facebook and search engines
9. Cross-promoting content on Facebook : Least shared words ; Meta mentions ; Most shared words ; Digits ; Linguistic content ; Video ; Parts of speech ; Readability ; Social plug-ins
10. Facebook page management : Exclusive deals for fans ; Frequent status updates ; Timely redesigns ; Promotions ; Monitoring ; Responding ; Advertising
11. Advertising on Facebook : Where to send users ; Creative content design ; Targeting ; Budget ; Bidding ; Ad stats
12. Analytics and ROI : Insights for page ; Insights for applications ; Facebook ads analytics ; Tracking.