📘 Facebook Strategy

Role in the Funnel

Facebook targets the 35-65 demographic — the older foodie, the family dinner planner, and the local regular. It's also the best platform for event promotion and community building among an established audience.

Page Setup

Optimize Facebook Business Page (cover photo, about section, CTA button)
Link to reservation system
Enable reviews and recommendations
Set up Facebook Events for special occasions
Connect Instagram account for cross-posting where appropriate

Content Strategy

Posting Frequency

3-4 posts per week
Stories: 2-3 per week (repurposed from Instagram)

Content Mix

Photo Posts (40%): Beautiful food photography — this audience appreciates quality images. Longer, more descriptive captions work here.

Event & Special Occasion Posts (25%): Mother's Day dinner, Christmas menu, wine pairing evenings, live music nights. Facebook Events feature is powerful for this demographic.

Reviews & Social Proof (15%): Share positive Google/Facebook reviews as posts. "Thank you to our guest who wrote this beautiful review…"

Community Content (10%): Local neighborhood news, Amsterdam events, collaborations with local businesses.

Video (10%): Repurposed Reels/TikToks (but adapted — less trendy, more informative).

Facebook Ads

Budget: €150-200/month (combined with Instagram via Meta Ads Manager)

Campaign 1: Local Awareness

Targeting: 3-5 km radius around Michiu, age 35-65
Objective: Reach
Creative: Best food photography + "Your neighborhood restaurant"

Campaign 2: Event Promotion

Boost Facebook Events (special dinners, holiday menus)
Targeting: Amsterdam, age 30-60, event & dining interests

Campaign 3: Retargeting

Website visitors + Facebook/Instagram engagers
"Have you visited us yet?" messaging
Carousel of best dishes

Community Management

Respond to all reviews (positive and negative) within 24 hours
Share user posts and check-ins to the page
Use Messenger for reservation inquiries (set up auto-replies for common questions)
Join and engage in local Amsterdam community groups (without spamming)

Related Notes

👥 Target Audience Personas
📅 Content Calendar Framework
📷 Instagram Strategy