This blog post contains the transcription of a free virtual Lunch & Learn we hosted in July 2025 titled, “Leveraging Facebook for Your Local Business.” You can view all of our upcoming webinars here.

Facebook Tips

Who are the Top Experts to Know?

Robyn Miller is the proud owner of MorningBird Media, a digital media company designed to help small business owners thrive. When she isn’t in her role of being a mom, adjunct professor or community advocate, you can find her on a trapeze or designing her next essential oil creation.

Andrew Cassidy is the president and founder of Cassidy Consulting, a Boston-based marketing, PR, and communications firm that helps organizations tell their stories with impact and clarity. With more than 17 years of experience in digital marketing, communications, and crisis management, Andrew has worked across the public, private, and education sectors to drive strategic growth and build community trust. He currently serves as the Senior Director of Digital Strategy and Engagement at the Massachusetts Bay Transportation Authority (MBTA), where he leads the agency’s digital communications, crisis response, and public engagement efforts, including hosting the award-winning podcast Spilling the T. He also teaches graduate courses in crisis communication and digital strategy as an adjunct professor at Emerson College. Previously, Andrew held leadership roles at Emerson College as Director of Outreach and at Miami Dade College as Director of Social Media. His work has been featured in BBC World News, USA Today, and The Boston Globe, underscoring his influence in public communication and digital engagement.

Kate Coleman is a sought-after Organic Facebook Marketing Strategist, Copywriter, and Ghostwriter who helps business owners become the kind of expert that 500 people tag when someone asks, “Who should I hire?” Through magnetic content, custom strategies, and deep storytelling, she turns Facebook into a visibility machine—building communities, sparking referrals, and creating brands people genuinely know and love. Kate’s ghostwritten for over 25 brands across industries like law, wellness, design, coaching, and fitness—always with the same result: clients who go from no engagement to unforgettable internet celebrities. When she’s not turning content into connection, you can find her hiking Wachusett, soaking up the sun, or working on her ambulance conversion with her favorite co-creator (and partner), Cam.

Overview

With over 3 billion active users worldwide, Facebook remains a powerful platform for small businesses to reach new audiences, build community, and drive results. In this Massachusetts Business Network webinar, three social media experts came together to share their best tips for using Facebook effectively, especially if you’re a local business just starting out or trying to grow your digital presence.

Here are the top takeaways from the conversation.

Why Facebook Still Matters for Local Businesses

Despite the rise of TikTok and Instagram, Facebook continues to be highly relevant—especially for local businesses. The platform is where many community members go to discover new businesses, check reviews, ask for recommendations, and engage with local events.

Facebook’s local-friendly features—like business pages, groups, events, and location tagging—offer distinct advantages for businesses looking to reach customers within their geographic area. It’s not about going viral; it’s about staying visible and relevant to the people most likely to walk through your door.

What Makes a Good Facebook Business Page

The first step to Facebook success is having a well-optimized business page. Here are some basics every business should cover:

1. A high-quality profile photo and cover image that reflect your brand
2. A detailed “About” section with business hours, location, contact info, and a brief description
3. A call-to-action (CTA) button like “Call Now,” “Send Message,” or “Shop Now”
4. Regular, engaging posts with a mix of photos, videos, tips, and behind-the-scenes content

Think of your page as a digital storefront. You want it to feel warm, informative, and easy to navigate.

How Often to Post—and What to Share

Consistency matters more than frequency. If you can commit to posting 2-3 times a week, that’s a great start. The key is to share content your audience finds useful, interesting, or entertaining.

Some ideas include:

• Promotions and special offers
• New product or service announcements
• Behind-the-scenes looks at your business
• Customer testimonials or reviews
• Helpful tips relevant to your industry
• Community involvement and local partnerships

You don’t need to be overly polished or salesy. People want to support businesses that feel human.

Should You Be Using Facebook Ads?

If you’re looking to grow faster, Facebook ads can be a smart investment—especially because of the platform’s strong local targeting capabilities.

You don’t need a huge budget to get started. Even spending $50–$100 per month can make a difference if you:

1. Promote a specific event or offer
2. Boost a well-performing post
3. Run a lead generation ad with a simple form

The panel emphasized the importance of testing, tweaking, and watching the data. Ads work best when paired with strong organic content.

The Power of Facebook Groups

Facebook Groups can be an overlooked goldmine for local businesses. Joining local community groups (and participating authentically) can raise awareness and build trust.

A few tips:

• Follow group rules and don’t spam
• Answer questions and provide value before promoting
• Share helpful advice or resources relevant to your business
• Consider creating your own Facebook Group if it aligns with your brand and audience

The goal is to build relationships—not just broadcast sales pitches.

Measuring Success on Facebook

Don’t just chase likes. Instead, track metrics that matter to your business goals, such as:

1. Post reach and engagement
2. Website clicks
3. Messages or calls from your page
4. Attendance at events
5. Inquiries or purchases traced back to Facebook

Start by setting realistic goals and review your Facebook Insights regularly to see what’s working.

Final Advice for New or Struggling Business Owners

Follow these top tips.

• Don’t try to do everything at once—start small and build
• Pick a content schedule that feels sustainable
• Focus on connection, not perfection
• Use what makes your business unique to stand out
• Stay consistent—Facebook rewards regular activity

If you’re overwhelmed, consider using a scheduling tool or outsourcing to a trusted marketing partner.

Resources for Massachusetts Businesses

Amplifying Your Presence with Massachusetts Business Network

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