Yesterday I wrote about including recurring events, like book clubs, in your online events calendar and on Facebook. An additional step you should take on Facebook is to encourage the book club leader to create a “group”. (An individual must create a group because a page or business cannot.)
If the book club is open to the public, the Facebook group should be as well. The page has these built-in tabs: members, events, photos, & files. Leaders can use this platform to create events for future meetings, send reminders, or perhaps a change in location. Or if the bookstore is hosting an author event related to a book club selection, this is a great place to promote it.
Sometimes book club leaders are customers. If this is the case, make sure one of your booksellers is a member of the group as not only a keeper of the message, but also as a liaison for the store.
Finally, when you create your book club event on Facebook, encourage the members to invite their Facebook friends to the event. The point isn’t necessarily for the physical group to grow, but for more readers to buy that book.