Facebook has clearly evolved beyond its initial purpose of improving college students’ social networking experiences. Facebook now allows increased communion between friends, families, towns, and even individuals and their favorite sports teams, musicians, books, and more. Naturally, businesses, restaurants, local attractions, and other enterprises have realized Facebook’s incredible potential for advertising. As Facebook becomes increasingly popular, more users are exposed to places and events locally and beyond. Consequently, Facebook exposes users to not just their friends’ and families’ pages, but also business pages. Facebook pages benefit businesses and advertisers due to the interaction between patrons and businesses other advertisement forms don’t allow. On Facebook, clients of a business or company respond to the Facebook page’s suggestions and inquiries, meaning “pages” can be specially tailored to their fan base in a way traditional advertisements cannot. With customer’s feedback and suggestions, businesses can rapidly tailor their mission to suit the needs of their customers.
As Facebook becomes an increasingly personalized media and advertisement form, local businesses connect to their followers in a way unique to the area. In Buffalo, some of the most effective business pages highlight the establishment’s distinct connection to the city. These pages do not simply focus on their own business objectives but also the residents of Western New York, using their page to communicate about issues, ideas and sales which are directly relevant to Buffalo. There are many methods by which a Facebook business page’s success can be measured. One means is through how many users “like” the page, or decide to add the Facebook page to their list of favorite things on their profile. After a user has “liked” a page, they receive notifications on their Facebook from the page, making them more likely to interact with, and become active on, the Facebook page. Buffalo Rising has compiled a list of twenty highly popular Facebook business and attraction pages. The list considers not only what makes some of the most popular Buffalo-area business pages effective within marketing, but also how effective they are in furthering the progression of Buffalo, New York as their business’ home.
1) Born in Buffalo, 43,481
Born in Buffalo sells Buffalo-themed apparel with humorous and catchy logos. On their Facebook, the business publishes not only information about their sales, but also commentary relevant to life in Buffalo and Western New York. For instance, the page addressed noteworthy Buffalo news ranging from serious issues such as the recent boycotting of Buffalo Public Schools to those as enjoyable as Thursday in the Square’s. The business’ understanding of both marketing and the lives of Western New Yorkers has proven to be successful. Not only does Born in Buffalo’s Facebook page boast an incredible 43,481 users “liking” their Facebook page, enthusiastic followers constantly write on the page’s wall, mentioning ideas for new T-shirts and commenting on their love for Buffalo. Clearly, Born in Buffalo’s extraordinarily popular Facebook page emphasizes Buffalo’s strong sense of community.
2) U-Lace, 26,374
U-Lace is a company founded in Buffalo in 2007 that sells their customized shoelaces internationally. The new business proves how quickly Facebook can improve business expansion. Their Facebook page describes their product in effective catchphrases such as “U-Lace is the world’s first and only– modular– customizing lacing system for sneakers.” By concisely, yet clearly describing their product, they encourage fans to purchase the product and add their Facebook Page. Additionally, U-Lace most notably updates their statuses to keep customers informed about their businesses’ current attempts at expansion,describing their attempts to hire United States sellers. Furthermore, they use the “photo” section of their page to show potential customers the versatility of their product. Customers respond well, commenting on how they enjoy the product. U-Lace has expanded their Facebook fan base to an astounding 26,374 users “liking” their page as of July 31,2011, a testament to their incredibly rapid business expansion.
3) PURE Nightclub, 18,840
PURE Nightclub is a popular “18 and over” nightclub on West Chippewa St. The astounding 18,840 fans on their page proves Facebook has provided a great platform for furthering foot traffic and attendee satisfaction. Like most Facebook business pages, PURE Nightclub regularly updates their statuses and creates “event” pages about each night’s plans, allowing patrons to sign up to attend. PURE Nightclub also tries to make their page accessible by posting pictures after popular nights at the club, citing fan’s enthusiastic comments about the club, and asking for patrons’ opinions about which future events should take place at the club. Followers’ positive responses, including “likes” on the pages’ statuses and suggestions, provide evidence of the effectiveness of PURE Nightclub’s focus on its clients. Notably, PURE Nightclub’s Facebook attributes much of its success to “Social Yeah,” a Buffalo-based business which improves businesses’ social marketing, a testament to PURE Nightclub’s understanding the value of social media.
4) Bayou, 11, 250
Bayou,
a relatively new bar located on West Chippewa Street in Buffalo, NY,
was opened in February 2008, yet has rapidly gained status both on, and
outside of, Facebook. Bayou’s Facebook highlights Bayou’s positive
business attributes, listing the bar’s deejays and floor plan. It also
lists each night’s schedule, highlighting the attractiveness of the
bar’s offerings for viewers. Additionally, like other popular
nightclubs, they create “event” pages for patrons to view and add
photographs of popular nights at the club. The professional approach to
Bayou’s Facebook page has quickly allowed the business to expand.
5) The Walden Galleria Mall, 10,782
It may not seem surprising that the Buffalo area’s largest mall, the Walden Galleria, is one of the most “liked” local businesses on Facebook. However, the Galleria’s Facebook popularity may be as attributable to its quality as the actual quantity of mall shoppers. The page announces individual stores’ enticing sales and promotions for eager shoppers. Furthermore, some coupons are printable through Facebook, so visiting the page becomes beneficial to shoppers. And despite being one of Buffalo’s largest businesses, they still find the time on their page to personally connect with shoppers by answering their questions. Clearly, the Walden Galleria uses its Facebook page, with 10,782 fans as of July 31, to increase their established bustling amount of business.
6) After Dark Presents, 10,495
After Dark Presents organizes concerts, parties, and other events for various venues. They use their Facebook to raise awareness of exciting new shows they organize. On a daily basis, After Dark Presents posts announcements of newly organized shows or raise awareness of up-and-coming shows. The constant interaction allows page visitors to “like” their favorite events, to and comment on their favorite concerts. Furthermore, affiliated events tag After Dark Presents in their statuses, allowing more traffic to both their own, and After Dark Presents’ to increase their traffic. Facebook allows After Dark Presents to successfully further promote their events and concerts, as the page has 10,495 fans.
7) Albright-Knox Art Gallery, 8,049
Albright-Knox Art Gallery, probably Buffalo’s most well known art museum, uses Facebook to update users about the recent restoration of its grand staircase, upcoming events and exhibits, and news articles pertaining to the Knox. The items foster discussion between the fans, and great activity occurs on the page. 8,049 users “like” the Albright Knox’s Facebook page.
8) Jim’s Steakout, 7,164
Jim’s Steakout, a local chain restaurant, holds fame in Buffalo for its steak subs, sandwiches, chicken wings, and assortment of comfort foods. They use Facebook to list plenty of information about the business, including their hours to contests, sales, and other opportunities for customers. Furthermore, they show their appreciation for recently won awards, such as their honors received in 2011 Best of Buffalo. And perhaps a testament to the importance of Jim’s Steakout’s simple extension of appreciation to their customers is the frequent positive feedback their page receives. Recent comments on their page include pleas to bring the restaurant to more Western New York locations, testaments to the delicious food, and excitement regarding their next trips to the restaurant. Facebook has allowed Jim’s Steakout to expand their traditions to 7,164 loyal followers as of July 31, 2011.
9) Shea’s Performing Arts Center, 7,059
Shea’s Performing Arts Center, one of Buffalo’s most popular theaters, hosts numerous productions, including plays and other types of touring productions including comedy shows and concerts. The center is a National Historic Site. Shea’s uses Facebook to announce sales opening for new productions, future productions being brought to the performance, and to take customer suggestions to improve the theatre. A testament to the theatre’s good service is seen through outside posts to the page: fans eagerly discuss shows they enjoyed, offer suggestions, and inquire about future productions. The theatre is “liked” by 7,059 fans as of July 31, 2011.
10) Righteous Babe Records, 6,505
Righteous Babe Records is an independent record label based in Buffalo, NY opened in 1990 by Ani DiFranco, one of Buffalo’s most notable musicians. They sign and recruit musicians, most notably within the folk genre, and expand Buffalo’s thriving music scene. The label uses their Facebook page to advertise the new albums and concerts of their signed musicians. Furthermore, they announce sales for CDs or events that will promote charitable causes and outside Buffalo music events that might interest their fans. Fans of the enthusiastically contribute and respond to posts, taking part in the music and causes the page advertises. The label’s focus on alternative sounds as opposed to the mainstream does not compromise the label’s popularity whatsoever: 6,505 Facebook users “like” their page.
11) Social Nightclub, 6,291
Social,
a nightclub located on Franklin Street, prides itself for its recent
conversion to both an indoor and outdoor nightclub for the Summer 2011
Season. Like many other new businesses that have accumulated popularity
both within and outside the social networking realm, Social uses
Facebook to bring attention to notable events occurring at the club. For
instance, when the star of MTV’s Jackass, Bam Margera, visited the
club, Social posted statuses asking how patrons felt about the upcoming
event and how the event should play out throughout the night. Although
their Facebook page is among the most recent of the group, their
dedication to their patron’s satisfaction and their use of social
networking have gained the club 6,291 “likes” their page as of July 31,
2011.
12) Buffalo Zoo 6,236,
The Buffalo Zoo is one of Buffalo’s most popular attractions. The zoo hosts many regular and special attractions, including animals, gardens, and other nature-themed exhibits. Their Facebook page, which is liked by 6,236 Facebook users, offers page is incredibly well managed. The page’s status is quickly updated when standard hours are being altered, new events coming to the Zoo are announced, and interested Facebook users’ questions not only about the Zoo, but animals the zoo holds, are answered. Facebook has clearly helped the Zoo further raise awareness of its wonderful facility.
13) Town Ballroom, 5,002
The
Town Ballroom, located in Buffalo NY, is an extremely popular concert
venues. Like other concert venues and clubs, they create events for all
of their upcoming performances, encouraging visitors to buy tickets.
Furthermore, they often raise hype about upcoming concerts by alerting
fans of developments in upcoming acts’ tours. They update fans about the
amount of tickets left for particularly anticipated shows, raising the
stakes to encourage ticket purchases. Fans use the page regularly to
suggest possible future acts, ask questions about upcoming shows, and
generally support their favorite concert hall- and groups. And fans
continue to want up-to-date information about the concert venue: 5,002
people “like” the Town Ballroom on Facebook.
14) Frightworld – America’s Screampark, 4, 934
Frightworld, a group of haunted houses located in the Buffalo area, are only open during the Halloween season yet bring attention to their business year-round through the use of their Facebook page. During the season, they update their page with information about new attractions being added at the locations, upcoming events and promotions. Although their page is less active out of season, they occasionally update their page with relevant statuses to keep their fans interested. For instance, on Friday the 13th, they updated their statuses with information following the day’s legendary spooky theme. Notably, one of the most recent Friday the 13th’s within the park’s season was in 2006 during the October storm, which they added pictures from. Despite the page’s lighter activity off-season, their fans still interact with their favorite haunted house regularly, reliving their past memories from the haunted house and anticipating next season.Fans are clearly interested in Halloween all-year round: the page boasts 4,934 “likes” as of July 31, 2011.
15) Tanning Bed, 4,668
Tanning Bed, a chain of tanning beds based in Buffalo, NY uses Facebook to discuss promotions, sales, and answer inquiries via Facebook. However, Tanning Bed’s page uniquely offers tanning advice for patrons and potential customers. Their fans enthusiastically reply to their suggestions and offer advice about the tanning bed on the page and to one another. The Tanning Bed boasts 4,668 “likes” on Facebook.
16) Buffalo Museum of Science, 4,404
The Buffalo Museum of Science, a science museum located on Humboldt Parkway, remains one of Buffalo’s most exciting attractions. Their Facebook fan page holds a wealth of information for both regulars and potential visitors to the museum. The events page lists the museum’s upcoming exhibits, offers photographs of memorable past exhibits, and offers information about location, hours, and other basic visiting data. However, what really grabs the viewer’s attention to the page is its means to build anticipation for future exhibits. For example, when the museum opened an exhibit on Leonardo da Vinci entitled “Leonardo da Vinci: Machines in Motion,” the museum posted interesting facts about da Vinci’s life and works to draw attention to the subject. Much of this was interactive, such as a trivia question about one of da Vinci’s inventions. Visitors frequent the page, responding to such inquiries, discussing their experiences at the museum, and “liking” posts about favorite events. 4,404 users “like” the Buffalo Museum of Science as of July 31.
17) Lexington Co-Op, 3,841
The Lexington Co-Op, a community-run co-operative organic food grocery store on Elmwood Avenue, updates its Facebook page with store information on sales, specials and events. Additionally, the Facebook page makes it easier for shoppers to decide when to buy the freshest fruits and vegetables, regularly announcing when foods are coming into season or are being offered at the location. The page also encourages customers to remain active within the store in light of the store’s mission, encouraging their fans to become involved, asking them to become owners in the store to receive sale redemptions and to build the store’s community. Their Facebook page’s emphasis on the store’s commitment to whole, organic and fresh foods resonates with its mission and also its fans. The Facebook page currently has an impressive 3,841 Facebook “likes”.
18) Burchfield Penney Art Center, 3,604
The Burchfield Penney Art Center, an art museum focusing on the art of Western New York, highlights exhibitions and events occurring at the museum. Their Facebook primarily lists upcoming events, often hinting to visitors to come on Thursdays, the longest business day for the museum, and to visit their on-site restaurant and café, Moura’s. However, plenty of interaction occurs on the site, as other pages cite events occurring at the Burchfield Penney and plenty of users “like” posted statuses. The page receives plenty of traffic, with 3,604 Facebook users “liking” the page as of July 31, 2011.
19) Hamburg Palace Theatre, 3,387
Hamburg Palace, an old-fashioned style theatre with reduced prices, uses Facebook to list Showtimes. As they are often unsure of their what shows will be available in a given week, they use the site to tell patrons when they know showtimes. As a further treat to customers, their page lists film showings for special events as well, such as the holiday classics showing on Christmas day. The movie theatre carefully considers the suggestions of patrons on the site, and tells them promptly when their favorite movies might next be offered. The page has garnered an impressive 3,387 Facebook “likes”.
20) Five Points Bakery, 2,740
Five Points Bakery, a locally owned bakery in Buffalo, NY, uses all organic and local food to create delicious breads and pastries. They discuss employment opportunities on their page, post pictures of foods being offered at the cafe and ask patrons’ opinions and thank customers for their business. Customers use the Facebook page to rave about the fresh, delicious food they have purchased from the popular bakery. Furthermore, customers show their appreciation in significant numbers as 2,740 Facebook users “like” the bakery’s page.
21) Elmwood Taco & Sub, 2,553
Elmwood
Taco & Subs, an Elmwood Avenue fast-food restaurant specializing in
tacos and submarine sandwiches, offers mouth-watering descriptions of
their menu item favorites on the “info” section of their official
Facebook page. Once the user is drawn in, they can see ETS’ regularly
status updates about the tasty ingredients used in their food and
encouragement to purchase food from them on holidays and special Buffalo
events. Furthermore, the page emphasizes Buffalo Spirit, discussing
Sabres games during hockey season and Yankees games during baseball
season. Fans clearly approve, commenting on their enjoyment of the
restaurant’s food and atmosphere, and 2,553 customers and Facebook fans
“like” the main page as of June 12, 2011. A second, likely unofficial
Facebook fan page also exists here, which garners an additional 3,704 “likes” for the popular restaurant as of July 31, 2011.
22) Fiamma Steak, 2,547
Fiamma Steak, a Buffalo steakhouse, uses Facebook to post pictures of their food and discuss new developments at the restaurant. They also update to remind fans of enticing offerings at the restaurant, posting statuses highlighting the wine, dessert, and main dish menus. Fans regularly use the page to tell the restaurant they will be stopping by soon, to rave about the food they enjoyed, and to tag the Facebook page to discuss their present plans to attend the restaurant. The page is incredibly active, being like by 2,547 users as of July 31, 2011.
23) Betty’s, 2,117
Betty’s, a restaurant in Buffalo, NY emphasizing a small community setting, uses their Facebook to announce any changes in business hours and their menu. They are also regularly tagged by other Buffalo businesses during special events, such as a Potluck dinner that recently occurred at the location. However, beyond business announcements, their loyal customers use the page to cite their satisfaction with the restaurant’s offerings, citing the good service and inquiring whether Betty’s will be open for holidays. This shows how much its patrons do really attribute the restaurant to bringing cheerful spirit into their lives. The Facebook page has 2,117 likes as of July 31, 2011.
24) Delish! Cooking and Pastry Shop, 2,022
Delish, a pastry shop offering various cooking classes and courses, recently celebrated its 6th birthday and announced it on its Facebook page. These 6 years have certainly been successful, with a business expansion move to Amherst Street from their Elmwood Avenue location. However, the Facebook page remains active during the shop’s extremely short hiatus. Business owners and chefs Deborah Clark and Luci Levere keep fans updated about the renovations in process, post news stories related to the shop’s pastry and baking theme, and discuss with fans current events the owners are involved in. Fans enthusiastically use the page to congratulate the business for its growth and expansion. The Facebook page offers courteous, prompt responses to appreciative customers, and Facebook users appear to more than just approve its mission: the page has 2,022 “likes” as of July 31, 2011.
Buffalo area businesses use Facebook pages in unique and effective ways. Some post events occurring at the business; others focus on special sales and promotions to Facebook users. Others offer advice for using their product or discuss their corporation’s future. Without exception, all popular pages prove their dedication to loyal followers, and often extend this loyalty to their hometown.Businesses discuss issues relevant to the area, ask their users for their opinions, and try to make their business a communal one. Examining these pages proves how truly unique Buffalo’s businesses are due to their great location. In many ways, Buffalo’s setting positively shapes the media interaction between the businesses, attractions, and enterprises and their customers.