A Google search of “how do I get more likes on Facebook?” will yield about 1,790,000,000 results in .34 seconds.

I think the more important question is “what should my bookstore post on Facebook?”

Facebook can be a tricky medium for businesses. Those who follow us have actually chosen to do so. They want to hear what we have to say, right? Well, yes. And no. Customers want to know what’s going on at the bookstore, but when they are on Facebook, they want you to entertain them. They want to smile. Here are a few things to keep in mind:

1. Photos work wonders. We live in a visual world, and photos get more likes than regular text-only posts. About 50% more likes.
2. Customers expect to see book-related posts from us: pictures of altered books, books stacked into some other shape (I’ve seen an igloo, a desk base, a Christmas tree, a wedding altar), unique bookcases, and beautiful libraries. The photos are out there, and if you can find the humor in them, post them with a short comment. (Snark is welcome.)
3. Show the history of your store by posting old photos on Throwback Thursday (#tbt). It can be an image of an event, staff (especially if they’re still around), or even a customer (if you have their permission). If your store is new, jokingly throwback to last summer, or even last week. We’re going for grins, remember?
4. Facebook is not where we try for the hard sell. (The only exception is if your store is having a remarkable sale that your customers would not want to miss.) One way to introduce a book without saying “buy this” is to take a photo of someone reading it. Remember the “Caught Reading” campaign? It still works.
5. Facebook is a perfect medium for asking questions. You will not receive as many likes, but you’ll get comments!

I have so much more to say about Facebook and other social media, but these articles are meant to be read quickly so you can get on with your day. Stay tuned… much more to come.