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A nice mix of humor, educational resources, and posts about your store updates is ideal.
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In addition to hilarious videos of dogs walking in tiny shoes, a store specializing in footwear might also post an article about how to measure your foot size accurately, what kind of shoe inserts are best for different sore feet woes, etc. Use Facebook Insights to see what resonates most with your audience. Share social media images, links, videos, anything, as long as it is connected to your business and it seems like something your target audience would enjoy. Ultimately you should consider what your key audience would want to see.
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Facebook is where you can loosen the tie a bit – don’t be afraid to be funny. Your Facebook business page is a great spot to develop your brand identity and show your human side.