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Why your brand should use Facebook Groups

Early 2018, social media marketing world shattered. Mark Zuckerberg announced that Facebook would be changing its news feed algorithm, its most significant change for years.

The first changes you’ll see will be in News Feed, where you can expect to see more from your friends, family and groups – Mark Zuckerberg

It does not come as a surprise that your Newsfeed will push way more groups. About 70% of my Newsfeed is Groups content (I have to say I follow great Facebook Groups like Australian Community Managers.) A Facebook Group is all about the engagement. Having a group will likely serve you well under the new algorithm.

Your brand should use Facebook groups, new ways to engage customers with Groups, alongside their Page and advertising efforts. Already 1.28 billion active Facebook users use Facebook Groups.

Build community with Facebook Groups

In general, Facebook groups can be precious. They have a huge impact when used in your marketing strategy. Brands who run groups around them can build an active community of customers.

This makes your brand and products even more valuable to the customers. And what’s better than getting a group of people together who love you and your products?

Facebook Groups also gives your brand the opportunities to showcase your expertise and dedication to your customers, especially since many will be asking questions that are extremely visible to other group members.

Tip: Answer the questions, encourage and request feedback and generate other networking communities. 

You can create valuable personal connections with your customers that will keep them coming back.

I recently joined a group called Lumen5 Community about the video tool, Lumen 5 (that helps you to create videos from blog posts). The questions from others users helped me to discover new product features. Without the Facebook Community Group, I would not know the tips.

Lumen 5 Facebook Group

A Facebook group can help you to move your once-off customers to loyal customers and then advocates.

Help your page’s engagement

I’m not suggesting that once you have a Facebook group for your brand, you need to stop posting on your Facebook page. You need both.

  • A Page as a touchpoint for users at all stages of the digital sales funnel.
  • A group as a conversation enabler, focus on community.

In March 2017, Facebook let Facebook Pages to posts on Facebook Groups

“Facebook Groups let people connect with your Page and each other. Now you can interact with Groups as your Page, and your Page can be an admin of these groups”

It changed how Facebook Groups and Facebook Pages are for each other. It is also a big step for the pages admin; they don’t need to use their profile to post to the group.

For brands, it’s a new consideration for brands and a new way to connect with audiences.

When you post to your group with your Facebook page, it also helps your organic reach and it invites your group members to go and check out your Facebook page.

Cut through the clutter

In the recent years, Facebook marketers have struggled with organic reach.

The state of Content Marketing today is like ‘Mad Max’ – Everybody is fighting over gasoline and water.

Jay Baer

Facebook Newsfeed is a competition for eyeballs, so Facebook pushes content only most interesting from friends, family and NOW groups. Facebook groups enable the conversation between members and now brands. Finally, the dialogue is back at the centre of social media.

Tip: Link your group to your page would generate more discussion around a shared interest related to your brand. As a result, this discussion is much more likely to make its way into the competitive news feed.

BONUS: Tips to make an influential and engaged group

  1. Set examples and expectations of how your members should act
  2. Decide on membership approval process
  3. Create specifically for the group
  4. Ask provoking questions to engage the conversation
  5. Encourage group posting in your email marketing or other marketing efforts.

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