When you think of Facebook groups, you probably think of the group your college president created to help everyone in your class stay in touch, or the group your neighbor created to stay organized on neighborhood activities. Facebook groups serve a variety of purposes, and almost anyone can create one.
Over 100 million Facebook users are involved in these meaningful communities, and all members within a particular group have one thing in common – their connection to the group topic. If you love puppies, you can join a group full of puppy lovers. If you are dedicated to a certain charity, you can join a group of people who also are passionate about that organization. If you are exploring a new city, you can join a group of city residents posting about new hot spots that they discover. You name it – there is probably a Facebook group for it.
For businesses, Facebook groups serve as an intimate space for your brand to get to know your customers on a more personal level.
What Is the Difference Between a Facebook Group and a Facebook Page?
A business’s Facebook page is an official, public profile. Here, businesses establish their public presence by listing all relevant information about who they are and what they offer, while also posting relevant content for followers. If users are interested in the content a business page promotes, they can like or follow the page, or engage with any of the posts.
Unlike a business profile, Facebook groups are places for communication and for users who share common interests to come together. Group pages foster a more personal engagement and discussion. These groups can be public or private.
Why Facebook Groups?
Businesses can gather their membership, customer or fan base for a Facebook group. Within this group, your members or customers can have personal conversations. You can easily monitor what people are saying about your brand and relevant questions that they have, so you can better engage with and serve them in the future. Facebook groups focus on building community and meaningful relationships, and help make the digital world a little smaller.
Added bonus – when Facebook sees that your page is actively engaging with group members, it will reward you for it. Your Facebook page posts will receive a higher reach, increasing audience awareness and engagement. @MarkZuckerberg thanks for the boost!
Facebook Group Tips
Just creating a Facebook group for your company and letting the group members do all the work is a big no-no. These groups require your attention and leadership. Here are a few tips for how to make your Facebook group extra successful.
Create a group around something people have in common.
Yes, you could build a page for people who love your brand, but we are talking about something deeper. If your business is passionate about engaging with your local community, create a group for people who love your city! Are you a restaurant that specializes in a special kind of food or cuisine? Start a group for people who love that kind of food.
For example, see the Leaf Rakers Society group page. This group is run by Starbucks as a place for members to celebrate their love for fall, all year round. Members post anything from pictures of their dogs dressed up as pumpkins to questions about the best fall-flavored deserts, to countdowns to when the PSL will be back in stores. Starbucks has capitalized on this group as a place to reveal top secret new drink recipes and connect with Starbucks lovers around the world. Many Starbucks baristas are a part of the group and help answer questions about drinks and product offerings. Rather than start a group about coffee, Starbucks created this unique space to connect with their fans without being overly promotional.
Create value for group members.
Position yourself as a thought leader in a market or field. Make it worth their while to be a part of the group. If you have deep insight and are knowledgeable on a subject, share content or information! Engage in meaningful conversations, offer support, ask relevant questions and answer questions from other group members.
Within this group, you can also create an element of exclusivity. Reveal exclusive deals or upcoming product reveals. Share exclusive video content, seminars or resources – your members will <3 it!
Be a part of the conversation.
Engage with your group members – you shouldn’t expect people to run the conversation. Recruit moderators who you already know are superfans to help you engage in conversations with your target audience. Give them helpful tools, but remember to focus more on the community than pushing your own agenda. Create a space for people to have a conversation and ask questions, but don’t be overly salesy – this is a surefire way to lose members. If group members don’t feel like the group is valuable, they’ll leave.
Invite new members to share about themselves.
A Facebook page isn’t about you – a Facebook group is about the group members. Make them feel welcome and encouraged to engage! What better way to connect members than to have them share about their interests?
Keep tabs on how your Facebook group is doing.
Check group insights and moderate comments. See how members engage within your group, who the most active group members are and which posts are performing the best. When you see what gets your members most excited and interested, you can post more about those topics.
Local businesses: remain relevant in your community.
If you are actively involved in your community, post about it and ask other members how they get involved! Show your members the presence you have within your city, and encourage others to share about local charities they support or upcoming local events.
Promote your Facebook group as a member benefit.
The group can be exclusive for elite members – use a group as an extra bonus for members to join. Promote the tips, live videos and seminars that they will have access to within the group.
DigitalMarketer Engage, run by DigitalMarketer, is exclusively available to members of DigitalMarketer Lab, which is a product that they offer. The group is for members to share thoughts and best practices, almost like an add-on to the product itself. This closed group gives DigitalMarketer direct access to their customers and creates a unique bond between brand and consumer.
Don’t forget to link your Facebook group to your business page.
By linking your business profile to your group, your page followers and visitors can see the group community that you have fostered, and they will want to join the convo.
Join other groups as a page.
Your business falls within a group category – whether that is your industry, city, etc. Be a part of more conversations and increase your brand awareness through Facebook groups.
There are numerous ways your business can use Facebook groups. If you have any questions about how to launch a group or what kind of content you should post, let us know! We are happy to help. Or, there is probably a Facebook group on Facebook groups if you want to join and ask your questions there!
Facebook is just one tiny piece of the digital marketing puzzle. To learn more about other pieces essential to marketing success, read more about digital marketing.