Establishing Your Online Presence: Inventory Guide

Why It Matters

Past managers, volunteers, or vendors may have set up accounts. A thorough audit allows you to:

• Reclaim and update existing accounts

• Identify which platforms actually drive traffic

• Avoid duplicate/confusing profiles

• Focus on the most valuable platforms

• Organize logins so multiple people can help

Use AI to Streamline

• Audit help: Ask AI to search for your market online: “Please help me audit the online presence of [Market Name] in [Location].”

• Bio content: Write one full bio (3–4 sentences), then use AI to resize for different platforms: Instagram (150 characters), Google (500 words), directories (25 words). This ensures consistency and saves time.

   

Action Plan

1. Secure access to existing accounts
2. Update all info
3. Claim directory profiles (Tier 1 first)
4. Create missing essentials (Google, Facebook, Instagram)
5. Store logins securely for team use

Organize Logins

Keep one secure document with: platform, username, password, recovery info, and access level. Option: use a password manager (LastPass, 1Password) for security and sharing.

Getting Started: Check Your Market’s Online Presence (Quick 15-Minute Audit)

Tier 1 – Essential

Facebook – Your Community Hub

• First, check what you already have: Search for your farmers market on Facebook. Do you have a Page (with a “Like” button) or just a personal Profile (with an “Add Friend” button)? Pages are better for businesses – they let you see visitor statistics and run ads if you ever want to.
• Look at recent activity: When was the last post? If it’s been over 2 weeks, that’s okay – you’re about to fix that! Check if people are commenting or asking questions that haven’t been answered.
• Find out who can help: If a Page exists, figure out who has access to post. You might need to contact previous market managers or volunteers to get admin access transferred to you.

Google Business Profile – How People Find You

• • See what shows up: Google your farmers market name plus your town. Look at what appears on the right side of the search results – that’s your Google Business Profile.
  • Check the basics: Are your hours correct? Is the location pin in the right spot? Are the photos recent (within the last year), or are they showing that construction from 3 years ago?
  • Claim it if needed: If it says “Own this business?” you can claim it! This lets you update everything and respond to reviews. Google will walk you through the simple verification process.

Instagram – Your Visual Story

• Find your account: Search for your market on Instagram. Like Facebook, you want a Business account (it’s free and gives you helpful insights about who’s viewing your posts).
• Take a quick peek: How many followers do you have? Don’t worry if it’s low – everyone starts somewhere! When was the last post? Are the photos making you hungry for fresh produce, or do they need some love?
• Note who’s posting: Who currently has the password? You’ll want to make sure at least two trusted people have access so you’re never locked out.

Don’t feel overwhelmed! If you discover you have no social media presence or everything is outdated, that’s actually good news – you have a clean slate to work with. Start with just one platform (Facebook is usually best for farmers markets) and build from there. Remember, your authentic voice and genuine love for your market matters more than being perfect at social media

Tier 2: Expanding Your Reach (When You’re Ready for More)

• TikTok – Where the Younger Crowd Hangs Out

  • Take a quick look: Search for your farmers market on TikTok. Don’t worry if nothing comes up – many markets haven’t started here yet! If you do find something, check if it’s official or just customers posting about you (both are good signs!).
  • See what’s there: If an account exists, watch a few videos. Are they recent? Do they show real people and produce, or just static images? Even simple, authentic videos work great on TikTok – no fancy production needed!
  • Don’t stress about this one: TikTok is optional! It’s great for reaching people under 35, but if your main customers are older, you can skip this entirely or save it for later when you’re comfortable with the basics.

  Threads – Instagram’s Text-Based Cousin

  • What is Threads anyway? Think of it as Instagram’s version of Twitter – a place for quick text updates and conversations. It automatically connects to your Instagram account.
  • Check if you’re already there: If you have Instagram, you might already have a Threads account without knowing it! Open Instagram, look for the Threads icon (looks like an @ symbol), and see if anything’s been posted.
  • Is it worth your time? Honestly, Threads is very new and most farmers markets can skip it for now. Focus on Facebook and Instagram first – you can always add Threads later with just one click.

  Twitter (now called X) – Quick Updates and Local News

  • Search for existing accounts: Look up your market name on Twitter/X. Sometimes well-meaning volunteers or past managers created accounts that are sitting dormant.
  • Check the vitals: If an account exists, note how many followers it has and when someone last posted. An account with 50 engaged local followers is more valuable than one with 500 random followers!
  • Should you bother? Twitter/X works best in college towns or urban areas where local journalists and food bloggers are active. Rural markets often find Facebook more effective. It’s okay to skip this one if it doesn’t fit your community!

  Remember: You don’t need to be on every platform! It’s much better to do one or two social media platforms well than to spread yourself too thin. Most successful farmers markets just use Facebook and Instagram. Only add more platforms when you have a solid routine with your main ones and feel ready to expand – or better yet, when you have an enthusiastic volunteer who wants to take charge of a specific platform.

  Directory Audit: Where People Look for You Online

Must-Haves

• The Must-Have Listings (Your Digital Yellow Pages)

  Google Business Profile – Your #1 Priority

  • Why it matters: This is what shows up when someone googles “farmers market near me” or your market name. It’s completely free and the single most important listing you can have.
  • Quick setup: Go to business.google.com, search for your market, and claim it (or create new if it doesn’t exist). Add photos, hours, and mark yourself as “Farmers Market” under category. Takes about 20 minutes.

  Bing Places – The Forgotten Friend

  • Why bother? While Google dominates, about 15% of people use Bing (especially older folks and anyone with a PC). It’s free and takes 10 minutes since you can import your Google info!
  • Easy tip: Just go to bingplaces.com and copy most of your Google Business info over. Done!

  Apple Maps – Reaching iPhone Users

  • The deal: Every iPhone user sees Apple Maps first when they search for directions. If you’re not there, you’re invisible to half your potential customers.
  • How to add yourself: Visit mapsconnect.apple.com – it’s free but might take a few weeks for approval. Worth the wait!

  TripAdvisor – Tourist Traffic

  • Perfect for: Markets near tourist areas, summer markets, or anywhere visitors come looking for authentic local experiences.
  • Getting listed: Free at tripadvisor.com/owners. Add photos of colorful produce and happy shoppers – tourists love that authentic Maine experience!

  Real Maine – Capturing Visitors

  • What it is: Where tourists go to find “authentic Maine experiences” – exactly what your market offers!
  • Getting on: Contact them through realmaine.com – most Maine farmers markets qualify for free listings.

  Maine Federation of Farmers Markets – Your Home Base

  • Why it’s essential: This is where devoted farmers market shoppers look first. Plus, being listed shows you’re part of the larger Maine farmers market community.
  • How to join: Visit mainefarmersmarkets.org – membership includes listing plus valuable resources and support. Best investment you’ll make!

  Local Harvest – The Conscious Consumer Hub

  • Worth the $30? If your market has organic vendors or focuses on sustainable farming, absolutely yes. These customers specifically seek out farmers markets and spend more per visit.
  • Sign up: Localharvest.org – basic listing is $30/year. Add photos and list your anchor vendors for best results.

  The One to Skip:

  Yelp – Proceed with Extreme Caution

  • The problem: Yelp’s algorithm often hides positive reviews while highlighting negative ones unless you pay for advertising (which gets expensive fast). One grumpy customer having a bad day can unfairly damage your market’s reputation.
  • What to do instead: If you’re already on Yelp, don’t pay for ads. Just respond politely to any reviews and focus your energy on the directories above. If you’re not on Yelp yet, there’s no need to add yourself – let sleeping dogs lie!

  Pro Tip: Set aside 2 hours on a rainy afternoon to knock out all these listings at once. Have ready: 5-10 good photos of your market, your hours and location, a short description of what makes your market special, and a list of 3-5 things you’re known for (like “best tomatoes in Maine” or “live music every Saturday”). Once they’re set up, you only need to update them seasonally!

 Website & Newsletter Audit

• Website: Updated? Mobile-friendly? Includes vendor list & hours?

• Newsletter: Platform? Subscriber count? Last sent?

• Blog: Active or outdated? Who manages it?

Priorities for Winter Markets

• Tier 1 (Start Here): Google Business Profile, Facebook Page, Instagram

• Tier 2: MFFM directory, Real Maine, Apple Maps, Bing Places

• Tier 3: Local Harvest, TripAdvisor, TikTok, Threads, Twitter

   

What to Gather

• Market name (and variations)

• Address, phone, email, website

• Market hours & seasonal schedule

• Short description (2–3 sentences)

• 5–6 quality photos + logo

• Vendor and product info