Do’s and Don’ts of Managing a Local Facebook Page

Gaining Facebook likes isn’t and shouldn’t be just about getting as many likes as possible.

If you are a coffee shop based in Glasgow, what would you rather have?

  1. 1,000 likes with 100 active and well-connected users who regularly check-in when they visit and share images, events.

or

  1. 10,000 likes, largely made up of inactive, spammy accounts that don’t interact at all with your content, videos etc

Reaching people who really matter is an important part of running a local business page on Facebook. It seems like an easy job, but there’s more than meets the eye. Here are 8 things you should and shouldn’t do if you want to run a successful page.

DO:

Do learn more about locals

Start by getting to know more about the lifestyle of people in your local community. Using free tools such as Audience Insights lets you find out more about demographics, location, page likes and activity.

Facebook Insights Glasgow

Audience Insights: Data about Facebook users based in Glasgow

Do connect with other local businesses

Team up with local businesses that are not competitors to promote competitions or local events. Make sure to tag businesses when you share updates, so the content is visible to both audiences.

Do mix on and offline content

If you’re organising offline events, make sure to share these via Facebook events and invite your local audience. You can also use ad campaigns to further promote your event.

Facebook Events Glasgow

Example of Facebook events listing for a Glasgow Restaurant

Do promote your business with ad campaigns

Facebook’s algorithm changes frequently, making it more difficult for businesses to maintain good organic reach. You can use ad campaigns to promote your business to locals or advertise a specific event or offer. Facebook lets you tightly target your audience, so you can reach the people who matter to you.

DON’T:

Don’t like your own posts

Liking your own updates can either seem a desperate attempt to get more likes or an act of vanity. You can encourage your team members to like or share updates, so they will have more chances to appear in their friend’s news feed and get more exposure.

Don’t automate everything

Using tools such as HootSuite is a great way to make sure you have a regular stream of content on your page. On the other hand, you also need to make sure that comments and messages can be addressed quickly. You also may need to share some updates manually as they happen.

Example of Facebook Post

You may need to post updates in real-time so don’t automate everything!

Don’t share updates too often

There is a lot of research about how often you should post on Facebook, but you need to find what works best for YOU and your audience. Avoid spamming too many updates and focus on quality rather quantity.

Don’t ignore negative reviews

Bad reviews can happen to the best of us, so make sure you address them by thanking them for their feedback, apologising and/or offering some compensation. Whatever you do, try to take the conversation to a more private space & show that you care!

We hope you’ve found these tips useful. Now go ahead and apply them to see your page and community grow. Need a little bit of extra help? Talk to us!