How to master the essential elements of running a pub Facebook page

pub FacebookIn our previous article we took you through the process of setting up a Facebook page for your pub.

If you haven’t read it yet – and you’re unsure about how to create a Facebook page for your pub – then click on the link.

That’s the ideal place to start.

This article will demonstrate how to master the essential elements of running a pub Facebook page.

And it comes complete with helpful screen shots from real-life pubs already exploiting Facebook’s potential.

We will cover:

  • How to create profile and cover photos – and how to ensure you they show off your pub in all its glory.
  • How to create and maintain menu tabs – and explaining what they all mean.
  • How to master functions on the timeline – for effective and time-saving content posting.

I’ve noticed that many pubs on Facebook are not exploiting its full potential.

Sometimes the errors are obvious. Failing to include the pub’s opening times or not providing a cover photo, for example.

However, other mistakes are less obvious.

By reading this article, you will be aware of all the things you MUST know to operate your page effectively and efficiently.

As you’re still reading this, I’ll assume you’ve already set up your personal account and your pub’s page.

Let’s get started.

First, access your pub’s page by clicking on the downward arrow in the top right-hand corner. You should be presented with the business page you’ve already created.

Click on it and we will begin…

 

Facebook pub marketing 1

Profile and cover photos

In our previous article we showed you how to upload a profile picture for your pub. However, your cover photo is equally important.

The cover photo is the large grey banner which runs across the top of your page and you can access it by clicking on the camera icon.

Cover photos for your pub

Once you’ve clicked on the icon, you’ll have the option to upload a photo. As the cover photo is much larger than the profile pic, it’s the ideal opportunity to showcase your pub in some detail.

Make sure it’s a high quality picture, though. These days most smartphones offer a high enough resolution to do the job.

If you don’t have a smartphone, maybe you know someone who does. Or, even better, perhaps you know someone who does photography as a hobby?

Do you have a friend or family member with a high quality lens camera who’d be willing to do the job for liquid-based compensation?

Let’s take a look at a real life example…

North Laine Pub Brighton Facebook

The North Laine pub in Brighton has used its signage for the profile picture and then created a collage of images for the cover photo. Immediately we can see the name of the pub, a lively and inviting Oktoberfest event, plus their on-site brewing facilities.

If you want to create a collage of images for your page, you must first use photo editing software to bring your separate photos together into one image file. Photovisi is a free simple website-based collage creator.

Once you’ve created the file, you can upload it to Facebook.

It’s also a good idea to consider changing your cover photo with the seasons. You might want to feature a log fire during the winter months but then show off your pub garden in the summer.

Creating and maintaining your menu tabs

Let’s take a look at your menu tabs:

Facebook pub tabs

Call-to-Action: This tab provides you with 7 options for linking your Facebook page to your pub’s separate website.

Let’s assume you already have a stand alone website for your pub.

The most relevant of the 7 options are ‘Book Now’ ‘Contact Us’ or ‘Watch Video’.

‘Book Now’ will be relevant if you have a busy restaurant pub. When you enter the link to your website, make sure it links a page which gives details for booking a table.

‘Watch Video’ is ideal if you’ve created a film which showcases your pub to the public. Either way it will need to link to a relevant part of your website.

‘Contact Us’ needs no explanation.

Share: The share button allows you to share your page with friends. However, before you share your page make sure you have your page already set up.

I.e. Make sure you have plenty of content, all contact details filled out and quality pictures for your profile and cover.

Only share your page once it’s complete

You can share the page on your own timeline, to a friend’s timeline, to a group or via private message.

The standard practice is to share it on your own timeline and that in turn will appear on the news feeds of all your Facebook followers.

Below your cover picture you have the following tabs:

Like: You might notice that the ‘Like’ option does not appear on your menu. Don’t worry; it’s only because you are already signed in.

You can see how your page appears to the public by viewing it from your personal Facebook page. The ‘Like’ button will appear next to ‘Call-to-Action’.

The ‘Like’ button is what people click in order to follow updates to your page.

Timeline: When a visitor clicks on your page for the first time, this is the page they’ll see. So, it’s important to make it look good.

The ‘Timeline’ is also the place where you’ll see your own posts, posts from friends and any pictures or updates you’ve been tagged in.

As well as seeing updates, this is where you get to add them. You might want to promote an event or add a photo.

Posting on facebook

We’ll cover how to update your timeline further down the page.

Molloy’s Pub in Bristol shows us how it’s done:

Molloy's Pub Bristol

 

About: Once you click on this tab, you can provide both an ‘Overview’ of your pubs contact details plus more in-depth ‘Page Info’ about where your pub is and the service it provides.

Here’s an example of a completed Page Info courtesy of a Guildford Wetherspoons Facebook page.

 

Wetherspoons Guildford

Other Tabs: Amongst the other tabs (which are all opened up when you click on ‘More’) are ‘Photos’ ‘Reviews’ ‘Notes’ ‘Videos’ and ‘Likes.’

These are pretty self-explanatory.

‘Reviews’ is where someone has reviewed your pub. ‘Likes’ refers to the number of people who have liked your Facebook page.

‘Notes’ is a useful little word document which allows you to write full-length blog posts accessible on your timeline.

While status updates have a maximum character length, the ‘Note’ features allows you to write until your heart’s content. You can also add pictures, and vary the formatting to your liking.

If you’ve already established a blog for your pub on another website, you can set your Facebook page to automatically feature those same articles.

Whenever your blog is updated with new content, so is your pub’s Facebook page.

Mastering the Facebook timeline

As promised here are some importing tips and tricks for managing content on your timeline on your pub Facebook page.

We said earlier that this is the page that people first see when they visit you on Facebook.

For that reason you need to make sure it looks at it’s best and that the posts most likely to attract new customers are at the top of your timeline.

Arranging your updates

The great thing is that you can ‘pin’ a selected post at the top of your timeline so that even when you add subsequent posts, it remains there for 7 days.

In other words, you can feature your best, most important post at the top of your page regardless of what else you add.

Simply click on the small grey arrow in the top right-hand corner of your post and click on ‘Pin to Top’:

Pin post

Other useful features to be found beneath ‘Pin to Top’ include’Highlights’ and ‘Add Location’.

The ‘Highlight’ option adds a little star tag to your post, lending it a bit more prominence compared to the others.

Meanwhile, ‘Add Location’ simply allows you to type in your address and remind everyone where you are. Use this sparingly as your regular followers won’t need constant reminding of where you’re based.

Scheduling posts

Running a pub Facebook page is made a lot easier through the ability to schedule posts.

schedule posts Facebook

It means that in one sitting you can schedule a number of articles to be published on your timeline. These updates can be set for different times of the day or even on different days.

You might create a photo of tantalising hamburgers with accompanying text, then publicise an open mic night, then create a post promoting your pub’s happy hour.

It saves you having to remember to do them at the appropriate time of day.

Events and Milestones

Do you have a a special event to promote or a milestone to celebrate? There’s a button for that:

Pub events and milestones

It’s always best to provide a picture with your event or milestone. Facebook is becoming ever more geared towards visual content, so make the most of it.

Funny thing is: not many pub Facebook pages make the most out of the ‘Event’ and ‘Milestone’ tag.

Which is a shame, because it can add greater impact to a post.

Here’s an example from an unrelated field:

facebook-timeline2

 

Now that you’ve read this article, we hope you feel able to create your pub Facebook page in glorious splendour.

Of course, your ultimate aim is to get people viewing your Facebook page and then making the decision to visit your pub.

The design and look of your page will play an important role. But, the content you create will likely be the deciding factor.

 

Click here and read our next Facebook tutorial which illustrates how to create customer-targeted ongoing content for your page.