I didn’t even like beer (shocking, I know) when I became a loyal Facebook follower and customer of Wicked Weed Brewing the first week they opened. They had a story – craft brewers thumbing their creative noses at the establishment – their “establishment” being Henry VIII who stated “Hops are a wicked and pernicious weed”. They set about building their very hops-intensive beer with that quote on their wall.

How could I, a history buff, resist such a unique story? Then there’s the fact that they set up shop in a renovated mechanics garage in downtown Asheville – who doesn’t love exposed brick walls, big windows and funky lighting? Their mad creative genius in beer brewing just clinched the deal for me and over 19,000 of their loyal Facebook fans. I have also discovered that after all these years there IS a beer I will drink. They introduced me and many others to the world of sour beers. This has become so popular that they have now opened a second location, The Funkatorium, dedicated to showcasing their entire range of sour beers.

So how did this small business get it right with their social marketing and turn me and thousands of others into loyal fans? They used Facebook’s strength to build community connections. They did not approach it as a space solely to push sales, they used it as a space to share their stories with us and allow us to become part of those stories.

1. They post consistently and well. Their Facebook page is not one in which there are weeks of dead space punctuated by sporadic posts about upcoming sales events. They actively use Facebook to tell their followers what is happening at the brewery every week. And yes, they do respond to comments. Active, quality posting keeps us engaged which translates into their audience wanting to see their posts and clicking to read and share them.
2. They let people into their story. They talk a lot about the process of how they craft their beers. Each one is different so it’s always interesting. They use photos and posts that explain the brewing/ageing/bottling process as well as the new flavor combinations they are creating. And every time they release a new beer they share the excitement out to their followers. These guys love what they do. And sharing the hard work and creative fun of that process with us is what turns their followers into active customers.
3. They promote other business owners. By sourcing ingredients for their beer and food recipes from other local businesses and openly sharing this information with their Facebook audience, they foster a real sense of community. They’re busy keeping the spirit of “Buy Local” alive and well throughout the year. And when Small Business Saturday  rolls around on November 29^th you can bet there will be patrons supporting Wicked Weed and the other businesses they work with. 

People aren’t logging onto Facebook to shop. We’re logging onto Facebook to engage with family and friends, to be entertained and to discover stories that connect with ours. Having a successful Facebook business page comes down to consistent, quality posting, telling your story in ways that let your followers engage with your passion, and looking for ways to build community connections. It doesn’t matter if you’re making great craft beer or selling clothing or running an accounting business – the key to Facebook is that it is designed for connecting with people. The experience someone has with your business becomes the link between your story and theirs.

Managers are often reminded to focus on an employee’s strength rather than a weakness. Why not do that with your social platforms? One of Facebook’s strengths lies in the power of the tell before the sell.

So if you’re stuck in a Facebook rut because you think it’s not generating sales, then take a step back and ask yourself if you’re playing to its biggest strength. How are you engaging your followers? Are you selling to them most of the time or are you working on community and connection?

Wicked Weed Brewing is vested in their community and it shows in their approach to social marketing. That connection helps drive their sales.

If you want results from Facebook, work its strength, not its weakness. Build your community.