Since Facebook is user friendly for individual users, there’s no reason not to encourage its use among your customers. It’s been shown that posts with images receive more interaction from users; I think the subject of the photo makes a difference.

People like to see photos of themselves on Facebook. So the next time you have an author in house, take lots of photos of your customers at the event, with the author, chatting with each other, etc.

Having customers post an image and tag you in it also increases your connection with customers on Facebook. This is especially practical with book clubs, who might meet offsite. You could make a contest out of it, too. Here’s one way to do it.

• Come up with a monthly #BookClubSwag prize. It could include ARCs, bookmarks, bags, or other items you’ve designated as a give-away.
• Take a photo of the #BookClubSwag prize pile, and post it on FaceBook with this caption: “Enter your book club in our monthly prize give-away. Simply take a photo with your book club members holding a copy of this month’s read. Tag us (@BookStoreNamepage) and the author (@AuthorPage), and any book club members who want to be tagged. We’ll then share it on our Facebook page and you’ll be entered in this month’s drawing.”
• After the book club tags your store, share the image with your page. Include a caption like, “The Hot Babes and One Dude Book Club discussed “The Lowland” by @JhumpaLahiri last night. They’re now eligible for the May #BookClubSwag Give-Away.”
• At the end of the month, draw the winner and do it all again.
• If you refer to the contest in your book club brochure, on your website, in your newsletter, etc., give all of the same details, and then send customers to your Facebook page to like you and find out more.