Bike Shop Girl | How Should Bike Shops Be Using Social?
A woman owned mobile bicycle workshop in Northeast Denver, Colorado with over 15+ years experience as a master mechanic.
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How Should Bike Shops Be Using Social?

Social Media for Bike Shops

How Should Bike Shops Be Using Social?

As you are probably aware, I am an active user and abuser of social media channels. By priority and preference I use Twitter, Instagram, Facebook and Pinterest to converse with fellow bike nerds and promote this website.

I have been doing my best to Like, Follow and curate all local bike shops on the various platforms. While it is encouraging to see more and more local bike shops harnessing the power of social media, it is disheartening to see the limited updates, the Tweets that are simply Facebook updates with the fb link and the lack of engaging, original, content.

Yes, I get it. There is not enough time in the day, but social is here for the taking. I’m also a bit biased since a good part of my professional life is in a digital ad agency running social strategy and content creation for large corporations.

Before I launch into a “how-to” series I would love some comments from local bike shops & consumers.

Local bike shops – What are your current pros and cons? What is working, what is confusing and where do you want to go with your digital marketing?

Consumers – How do you want your local bike shop to be using the social channels you are on?


  • Annalisa Oswald (@anaphase)
    Posted at 08:02h, 11 August Reply

    Great post. As a consumer, I love when shops or organizations use social media to alert me to events like shop rides, OR other local rides/bike events in my area. Like “oh hey, the RAWR ladies are doing a meetup on Thursday at [location].” My shop isn’t involved, but they promote it anyway. That is awesome.

    I also LOVE seeing custom builds or new stock – whatever it is. Bikes, bags, etc. Show me some product. It doesn’t have to be on sale. 🙂

    Another thing I love is when shops show diversity of their customer base. It’s awesome to see bikes built up for kids, for older folks, for tri newbies. I don’t necessarily care about super high end bikes, or dudes riding them. Some folks do, but if that is all your shop puts out on social media, it puts me off. I want to know that if I walk into that shop, I’ll feel welcome, no matter who I am.

  • Craig Cossey
    Posted at 15:25h, 11 August Reply

    I could not agree more about the missed opportunities and untapped potential of social media within the bike shop world. As a bike store manager I feel like I have to “sneak” to update our social media sites as it is seen as just a play toy in the owners eyes. I even try to post things that encourage people to come in and tell us that they heard about this or that on our Facebook page. Still, very little support. Sometimes I think it is just a generational thing.

  • Steve Fleck
    Posted at 15:36h, 11 August Reply

    Many shops are like many small businesses – they simply don’t get it. Ironically many bike shops are real social hubs and at the intersection of a lot of what is going on. Thus perfectly and organically positioned to really leverage social media. However as noted few do.

  • Dan Gentry
    Posted at 08:47h, 12 August Reply

    I’m with you on the FB post on Twitter, but the practice is not limited to bike shops. The two platforms require different messages and types of engagement, and the cross-post is the lazy way out.

  • Bz at The True Wheel
    Posted at 14:41h, 04 September Reply

    We do FB. I think we should do the others too. FB was great-now with so many on phones-they do not get the info like on a computer.

  • Josie
    Posted at 10:06h, 05 September Reply

    During the summer months, Travis has a difficult time getting Facebook posts up-but has been trying moreso because of all the fatbikes we’re getting in. The negatives of being a small business with a small number of employees= no enough time that can be devoted to social media.

    Once I’m at the shop next year, social media postings should get a solid boost of regularity. Photos of builds, more “did you know?” topics, product postings, as well as posts on a regular small-group women ride that I hope to put together! I do suspect we should enter into the world of Twitter-as I did for my blog and Pintrest would be a good spot to post photos of custom builds.

    I love the comment about shops posting to cover more of their customer base-kid bikes, etc.

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