Are you seeking a bigger Facebook presence, but have a small budget?

You may see your venue’s efforts on Facebook like David compared to the Goliath mega nightclub businesses enjoy.

There’s a lot that small venues can learn from the way big nightclub management groups approach Facebook, but the separation between your little company and multi-venue groups isn’t as vast as it may sometimes appear.

In this article, we’ll show you six ways you can model your efforts after the successful campaigns run by big nightclubs, and some ways you can even get a leg up on the big guys.

1. Have a plan and a strategy

Big nightclub businesses have plans for their Facebook endeavors. They’re focused on strategizing, plotting and forecasting. They have goals in mind and they know the hurdles they’re going to have to jump en route to achieving those goals.

Small venue owners, on the other hand, often create Facebook pages just because they see other businesses doing so, or they read somewhere that experts say they should. But they create their pages with no real goal.

You may not have the same manpower or finances to assign to your Facebook efforts that big nightclubs possess, but that doesn’t mean you can’t plan ahead.

Think about what you want out of your Facebook presence. Is it more foot traffic through your venue? More sales at the bar or VIP area?

Figuring out your goals is the first step in initiating and directing your Facebook presence.

2. Use custom tab applications

You’ve probably seen those sharp, shiny customized page tabs that big nightclubs have. A couple of years ago, companies had to hire designers to build these tabs. They were hand-coded, labor-intensive and difficult to maintain. It was a near full-time job that many small venuees just couldn’t afford.

ShortStack, along with numerous others, gives small venue owners the ability to create their own custom tabs with relative ease.

You don’t have to know programming languages and you don’t even have to be a particularly adept web designer. They’ll give you the look and functionality boasted by the pages of big nightclubs at a fraction of the cost. These custom tab applications have really leveled the playing field, so it’s important that you take advantage of them.

3. Emphasize interaction

Facebook users want interaction and attention, and this is where big nightclubs blow the little guys out of the water.

From bottle contests and concert ticket giveaways to virtual gift cards and sharable content, big nightclubs know how to give Facebook users what they want.

Unfortunately, it seems most small venue owners missed this memo. Their venue pages consist of a couple of pictures, a short bio and perhaps a map. But this static content will not hold the attention of your fans.

To be effective on Facebook, you’ve got to buy into the ideals of Facebook, and that means embracing engagement and interaction.

Promotional features like contests, giveaways and virtual gift cards are available on most custom tab apps. So again, if you’re not using a custom tab app, sign up, create engaging content and be social.

4. Be available

Facebook is about the individual—your customer. Big nightclubs have community managers, positions that revolve around interacting with their customers on a daily basis.

Small venue owners, however, often check the business Facebook page once or twice a week, responding only occasionally. But you wouldn’t feel comfortable knowing customers were in your venue with no one to ring up their drink purchases or get them a VIP table, so don’t be unavailable online.

Your availability to your online community could be what motivates your next customer to come in and make a purchase, so check your Facebook page often, and respond when your fans post to your wall.

5. Take action

Gathering feedback and looking for improvements is part of the job of a big nightclub community manager. But taking advantage of any such data usually includes reports, marketing meetings, action items and a host of other steps in the filter-up process of big nightclub bureaucratic hierarchy.

This is where you, as a small venue owner, really have an advantage. Posts to your wall from your customers become instantaneous feedback that you can use to make appropriate changes, resolve issues and even enjoy compliments. And because you’re the owner, you make the decisions. There’s no waiting for teams of higher-ups to convene and agree on a response. It’s all up to you, and you can make things happen right now.

6. Be flexible

Big business decision-making lumbers. Not only are there reports and meetings, there’s planning and marketing. Action takes a while. As a result, big nightclub community managers have little flexibility.

But small venue owners don’t have to wade through that corporate process. Want to get a bunch of people to your restaurant tonight? Let your fans know via wall post that everyone who comes in and mentions the post gets two-for-one drinks.

Have too much liquor inventory you need to clear before the next shipment arrives? Post a today-only 50% off coupon for your fans to print and bring in. Creating a sense of urgency and offering your fans good deals is a great way to get a strong community response.

What do you think? What have you noticed big nightclubs doing that you’ve incorporated into your small venue’s approach to social media? Leave your comments in the box below.