Inside Our 40K-Member Facebook Group Helping Richmond Restaurants Survive COVID

In April 2020, Big Spoon Co. created the RVA Dine & Drink Facebook group as a free marketing tool for our hometown restaurants to post their takeout and delivery options during COVID-19. After one year, it has quickly evolved into a nearly 40,000 member catch-all for recommendations and diners searching for the perfect dish.

How did we grow it so quickly?

“Positivity Rules” has been a controversial tenet since we created the group. We were intentional about not allowing complaints on RVA Dine & Drink because it’s a space meant to support small business owners. We have a feeling this resonates with new followers as it’s an escape from negativity on social media.

Moderators of Facebook groups can create a “welcome” post that tags all new members — we utilized this Facebook feature early on to grow the following and encourage members to invite their friends. The hyperlocal focus of the group also grew the community quickly.

What’s it like moderating such a large group?

We operate the group as a community service, but there is an expectation of many Facebook moderators being on-call 24/7. There is a lot that goes on in the background of Facebook groups. Moderators can spend a lot of time debating how to properly handle situations since there can be serious repercussions to business owners if something is not handled properly.

Every moderator in our group has taken a mental health break at least once - the decisions we make and the comments directed at us can sit heavy for days, even when we know it was the “right” decision. We found that it’s been helpful to create a moderator group chat in Facebook Messenger so we can bounce these ideas off one another.

It’s not for the faint of heart.

How has it made an impact?

The right post, the right mouth-watering picture, and a dash of internet luck can mean the difference between a few likes and a restaurant suddenly being on everyone's list. We’ve seen it happen within the group. All it takes is a few What IS that, it looks delicious?! posts for a struggling venue to become one of the most popular places in the region. Restaurant owners have been invited to discuss their new-found popularity on a local podcast, and Big Spoon Co. partner Kevin Clay was interviewed about the group’s positive impact on the local food and beverage industry. Restaurant owners have reached out to express their grateful appreciation, crediting the popularity of the Facebook group with helping them thrive through the pandemic. 

The beauty of this group is that it has brought connection, especially in pandemic-induced isolation. The Facebook group offered a database of relevant local content and a tangible way to support the food & beverage industry. It also gave our team a way to maintain a little sanity and connection through the struggles of COVID.