5 Ways to Market on Facebook That You Haven’t Thought Of

Jason Alvey and the rest of the Four Firkins crew… creatively marketing on Facebook.

Yeah, yeah, you’ve heard it all.

You know you’re supposed to pin your posts on Facebook. You even know all of the ins and outs of Timeline. Heck, you may even know how to run a social campaign to boost sales.

That’s good – as small businesses get familiar with Facebook marketing, the innovation starts kicking in.

Jason Alvey, the founder of The Four Firkins in Minneapolis, has worked hard with the rest of his team to make sure the beer store’s Facebook Page stays on the map. They do all of the traditional Facebook marketing strategies … and then some.

The staff posts photos and videos. They interact with fans on a daily basis and announce new beer shipments – sometimes exclusively through Facebook.

The Four Firkins team also does five things to grow their Facebook Page that are a little less common. Here are five strategies any small business or organization can take away from a glimpse at the Four Firkins Facebook Page:

1. Personally sign your name to each post

Every time a fan posts something on the Four Firkins Facebook Page, they’re almost always guaranteed a personalized response.

“If a fan takes the time to post on your page, businesses should respond,” Jason explains. “We make sure to sign each one, too, so people know who’s behind the computer. That builds a connection and puts a face and a personality to each post.”

2. Model your own products

Have a product or a service that’s unique and useful? Why not show it off yourself? Facebook is all about getting personal. After all, no one loves your products more than you.

The Four Firkins has pictures of events, tastings, kegs, and anything else that shows off the beer at its finest. The store takes it a step further, too, by occasionally having employees model the products, too:

And with free models in the store, who needs a glossy newspaper ad?

3. Feature your customers in your photos

As a page administrator, you can’t tag people in photograph, but they can tag themselves.

If a customer is in at The Four Firkins for an event and photos are being taken, there’s a good chance the pictures will end up on the store’s Facebook Page.

From there, fans will often tag themselves.

“Tagging in photos really helps spread the word, because people will tag themselves and their Facebook friends will see the picture, so then they get curious and look at our Facebook Page,” Jason says.

4. Show off your community success

The Four Firkins sometimes encourages fans to get active with local legislation, particularly the ones affecting beer stores. Recently, a Minneapolis law banning all micro breweries within 300 feet of churches was struck down.

The store celebrated by posting a picture of the event on Facebook and explaining the case in detail:

Showcasing these kinds of accomplishments – especially if you post about them as they develop – can be a very effective way in making your Facebook Page feel like a community that also makes a difference in the industry.

5. Use a call to action for guerilla marketing

One night, Jason decided to go to the pub after work. He decided to post about the trip on Facebook. Better yet, he offered fans a deal:

“I said that if people wore their Four Firkins t-shirts, we would buy them a pint,” he says. “Around twenty people came in, all of them wearing their shirts. That’s a bit of guerilla marketing, right there.”

This was a classic win-win: the fans got to socialize with Jason, other pub patrons saw The Four Firkins t-shirts, and everyone got to have a drink together.

Today, Jason doesn’t think it would be as easy. With over 5,000 Facebook fans on The Four Firkins Page nowadays, he admits that it “could be a very expensive night!”

What creative ways have you marketed your business on Facebook? Let us know below!


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  1. […] Facebook Page stays on the map. They do all of the traditional Facebook marketing … facebook marketing – Google Blog Search This entry was posted in Facebook Marketing and tagged Facebook, Haven&#39t, market, […]

  2. “Feature your customers in photos”. Great idea!

    I publish four distinct newsletters on loss and grief and use Constant Contact to send them to my readers. Each issue features articles by bereaved individuals and professionals in the field. I always include their photo along with their article. This post gave me inspiration…

    Go one step further. “Introduce” the writer on Facebook! I could highlight why I ask the person to write the article and note if they have had a book published. For emergency responders, I could feature their department on my Facebook page as well. All of this could be done BEFORE I send my newsletter. This, I believe, would entice my Facebook readers to join my mailing list, “share” what’s coming in the newsletter with their friends, and show my appreciation to the writer for contributing.

    Thanks, Blaise, for a great post!

    • Blaise Lucey •

      Hi Peggy,

      That’s another great idea for building relationships with Facebook fans, thanks for sharing!

  3. All of these are soooo true! Pictures of your peeps, info-graphics that chime with your mission & your products in action are essential!!

  4. Great article Blaise! Love the creative ideas.

  5. Blaise Lucey •

    Thanks for reading, everyone- it’s good to know that the Four Firkins’ story was helpful!

  6. […] some thoughts on which social network is best for your business. Blaise Lucey suggests five ways to market on Facebook, including: “Feature your customers in your photos.” Jim Smith says Yelp can help your […]

  7. Great ideas. Getting personal is one of the great things about social networking, and this piece reminds me there’s lots more I can do in that direction on our facebook page. Thanks for the informative spotlight and sharing their great pictures!

  8. Regarding adding photos of your customers: do you have to get publicity releases signed? What are the legal ramifications if you don’t and someone tries to sue?

    • Blaise Lucey •

      Hi Todd,

      That’s an interesting question. If you’re worried about liability, you may want to look into the issue further.

      Facebook photos in general are somewhat murky, but I would think that if someone gives you verbal permission in-person to take the photograph, especially if you ask if it’s okay to put the picture on Facebook.

      Since Facebook is more of an editorial outlet than a direct advertising one, most photos will just be recreational photos that aren’t directly promoting anything.

      Businesses do this all the time with customer photos on social media already, whether a nonprofit is taking photos of a fundraiser (, a gym of a class (, or the Four Firkins of a special event, and you can always take them down if someone requests.

      But again, if it is an issue that concerns you, it may be best to look into it further.

  9. It absolutely amazes me how many people don’t put their name on the foot of a business email newsletter, posts, & tweets. I try to remember to do that often because I hate it when I don’t know who is talking to me; so figure there must be other people out there that like to know who they are talking too as well :)

  10. Very interesting ideas! Thank you!

  11. […] trouble with Facebook marketing? Check out other ways The Four Firkins have had success with their engagement marketing! Share this:FacebookTwitterPinterestLinkedInDiggEmailPrint Filed Under: Success Stories Tagged: […]

  12. Thanks.
    Pls I opened a facebook fan page, but the fans after likeing the page,
    Can’t tag themselves on the pictures I upload. When they view the picture, the tag
    Button is not there, but only me can tag people. Pls what can I do to change it?

    • Blaise Lucey •

      Hi Goodess,

      Your fans should be able to tag themselves in the pictures – make sure they go to your Page’s photos, click a picture, and hover the mouse over the picture. There, they should see the “Tag Photo” option.

      Hope that helps!

      • orlando •

        what do you do when customers have liked your page but cannot tag themselves in the pictures you posted? you can tag them, but they cannot tag themselves or their friends..

        • Blaise Lucey •

          Hi Orlando,

          If you click “Edit Page” under the Facebook Page’s admin panel, then click “Apps,” go under “Photos: go to app” to change the setting to “Allow all fans to tag photos.”

          Hope that helps!


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