There’s a world of advice out there when it comes to getting Facebook right. Is it all about attracting more Likes? Increasing shares and engagement? Using search ads or sponsored stories or newsfeed placements to find targeted leads?
Social strategy is anything but simple. But even if the scope of this discussion is too big for one blog post, it can’t hurt to take a look at a few successful small businesses and see what methods they use to drive traffic and measure success.
Amigos Cantina: Amigos is a little restaurant in the Broadway area of Saskatoon, Saskatchewan. They’ve managed to get over 3,000 Likes in the past two years, but despite a pretty big following for a smaller sized city, they still don’t have a lot of engagement from their fans. However, if you go to the page itself you can see that they’re using it a little differently than other restaurants; they’ve chosen to focus on promoting only one specific part of their business — their live shows. A quick scroll through the page will give you a complete look at their entire band schedule, each with their own event that people can like, comment on, share, and attend. Many of these events have well over 100 people signed up.
Would Amigos benefit from posting other types of content as well? Maybe. Their Events page is nice and lively, but their timeline is little more than a sea of show updates. Still, by focusing on the one thing that sets Amigos apart from other pubs in the city (i.e., their constant stream of live gigs), they’re giving their customers exactly what they’re looking for: an up-to-date feed of upcoming performances.
Joan Miro: The Joan Miro fan page was started in 2009, and in the past four years it has managed to gain over 9,000 fans. Each of its posts receive anywhere between 15 and 400+ Likes, which goes to show that its following consists of more than just Like-happy bots.
The commercial idea behind Joan Miro (judging from the website) is to create a community of Joan Miro fans, which would be attractive for galleries looking to sell his works to an interested audience. And the people behind the business seem to have their priorities in the right order: they cater to the artist’s fans first rather than the art galleries. One look at the content on this page, and you’ll agree that it’s a veritable goldmine for its audience.
TATE’S Comics: TATE’s is family-run comics/toys/videos business that “gets” Facebook on all the right levels. It has interesting posts, loads of cool photos, and above all, the page is backed up by business policies that seem to resonate with its customers. Here’s what a recent fan posted to their wall:
Another 5 hour drive to this house of funnybooks and completely worth it. In an age where the local/family/independent business is growing increasingly extinct it’s fantastic to see Tate’s thriving and growing. From the selection, atmosphere, and stellar employee performance I would drive 10 hours to come to this place. Thanks for all your help.
If your customers are willing to drive ten hours just to get to your store, you’re doing something right; and success on social media isn’t hard to come by if you have such passionate vocal fans in real life.
Each of these Pages have put in the time and effort necessary to succeed on Facebook. They’ve been around on the platform for a few years, and they’ve persisted with interesting content and updates. And in at least two of these cases (the restaurant and the comic book store), their work in the real world seems to drive a lot of the goodwill they command online. I’d say that’s a good set of rules to live by, wouldn’t you?
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