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Facebook Groups aren’t new. They’ve actually been in existence for more than a decade, which makes them among the oldest features on Facebook. After the Facebook algorithm update , which de-prioritizes brands’ content and made these groups increasingly important in engaging with the followers of a brand.
Large brands have had huge success in establishing and expanding their own group in recent years, and Facebook chief of staff Mark Zuckerberg has declared that he wants these groups to play a greater role in the everyday user experience.
Your focus could work for your benefit – and it won’t cost you anything. Here’s the reason you should pay close attention to groups on Facebook and how you can develop the ones you have without investing money.
What is a Facebook group and how is it different from A Page?
An Facebook group is a space where people can get together to discuss the same interests regardless of whether it’s an issue, a cause or a particular activity. They’re not like Facebook Pages that were created to serve as an official Facebook presence of any organisation (like the brand, business or a celebrity).
Let’s suppose you’re a huge lover from the Amazon as well as the BBC comedy Fleabag. If you’d like to stay current with the latest news about the show , from the people who developed the show, then you should join the official Facebook page.
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What’s the Big Deal About Facebook Groups?
Digital marketers are active people. You may already be posting frequently on various social media platforms, as well as many organic and paid search activities. What’s the difference between Facebook Groups and Facebook Groups? Why should you pay close attention?
In reality it’s become a requirement for businesses on Facebook after the social media giant tweaked its algorithm in the first quarter of 2018 to allow more content from friends and family members and more non-commercial content. This change limited the reach of organic content by businesses, requiring users to decide between spending more money into Facebook ads or creating an active Group to reach their customers on the platform.
Companies that have opted for using the Facebook Groups approach have seen great results. Groups are more engaging than fan pages. When properly managed, can help build a vibrant community around your product or service.
Users seem to are also enjoying them. If you’re as me, then you’ll often engage with a handful of or so Groups you’ve signed up for depending on whether they’re professional-focused and hyper-located, service-based or tied to your interests and hobbies.
The numbers confirm my experience. The number of members in Facebook Groups has increased by 40percent in the year 2018 with over half of the users of the platform (1.4 billion users) regularly using them. Seven out of seven users belong to the group that Facebook refers to as “meaningful Groups” – those which play an important function within their participants’ day-to-day lives. In 2024 Zuckerberg hopes to have the total number of people who belong to these Groups rise up to one million.
Case Study: Conde Nast Traveler
The luxury lifestyle and travel publication Conde Nast Traveler raised a few eyebrows in 2017 after it announced a private Facebook Group called Women Who Travel. Instead of trying to entice users with giveaways and contests the publication’s Group required members to sign up to join by explaining why the Group is important to the members.
It was successful. Within one year it was a success. Group increased to over 50k members, with three quarters of them active in it on a daily basis (at moment of writing it’s gotten even bigger and currently has more than 18,000 people). Since it was launched, Conde Nast has launched Facebook Groups for a further eight of its brands such as The New Yorker, Teen Vogue and Vanity Fair.
Molly McGlew, social media strategist at Conde Nast, explains:
“We decided to investigate an alternative social platform that could offer something unique and create small-scale communities. The majority of people visit us to have a conversation. It’s more friendly and allows for real dialog.”
Case Study: Banner snack
Digital graphics company Banner snack has created an Facebook Group to connect with its clients, establish an online community to share the work of its employees and getting feedback from them as well as providing exclusive news, insider information and early access to brand new products for its members.
The brand employed a wide array of methods to grow its Group which included sending invites through Facebook Messenger to people who already had an engagement with the brand, as well as advertising the Group via email newsletters such as this one:
The efforts of the company resulted in an increase of 400% in members, and an increase in engagement by 350 percent. In the event that you’re confident that Facebook Groups Facebook Group can play a crucial role in your company’s social media strategy, there are a few important things to take into consideration prior to launching.
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What Does Facebook Group ‘Success’ Look Like for You?
It may sound like a simple question, but often it’s not. Find out why you’d like to start and expand an Facebook Group.
Most likely, the main motive isn’t to simply gain some thousand followers. Most likely, the ultimate objective of all of your marketing efforts is to boost sales or create leads. If so you must ensure that it is evident in the content that you share within the Group which could be via exclusive offers and previews of future products or videos showing the way your product or service functions.
Whatever your end goal maybe should be, you must be able to measure your performance. Set up concrete KPIs by using”SMART. “SMART” methodology:
The specifics: Does it seem specific which Facebook Group KPI relates to? Do not leave any room for ambiguity.
Measurable: Literally, could it be assessed? Do you have an amount against it?
Attained: Is it achievable? We’d all like to see a quadruple of sales overnight, but that’s unlikely be happening, at least not solely through the help of a Facebook Group.
It is relevant: Does the information match with your larger goals? If the goal is to boost the number of leads generated by Facebook, then your Facebook Group, this should be evident within your key performance indicators.
Timely: Choose the time frame during which you’ll be evaluated.
An excellent example of an KPI might be “Increase clicks to our website from our Facebook Group by 15% over the next quarter.”
