- Focus on Collaboration – While a traditional Facebook page is predominantly considered a one way broadcasting platform, where the primary goal is to send out information, Facebook Groups are focused on open and equal discussion. The experience is designed to be collaborative, with participants having the ability to take part in the conversation. I know what you’re thinking: “How are Facebook Groups valuable if they focus on collaboration?”
Initially, this may seem like a drawback from a marketing perspective, as Facebook groups are not ad centric, however it actually gives you a chance to engage with users in a meaningful and authentic way. Group members have a definite interest in the topics being discussed, which enables brands who are group admins to gather relevant information, and talk directly with a targeted audience. That is what makes Facebook Groups a great option for discovery and connection, particularly as engagement levels fall for brands and publishers.
- You can create a new group – If you need specific feedback, or would like to have discussions in a particular niche, then you can create a group designed to do just that. What sort of reasons would there be to start a group? Nearly anything. A product or service launch is one excellent example, enabling you to drum up interest and learn the thoughts of potential customers. You could also create one to push an upcoming event, coordinating conversations with attendees.
Looking for feedback on an existing offering? Create a group and get the information you need. The possibilities are essentially endless.
Facebook Group Settings
When you create a group, you have the ability to set it to “public,” where anyone can see the posts; “closed,” where anyone can find the group but only members can view the posts; or “secret,” where members have to add a person directly for them to gain access. You can also control whether anyone can post to the group or if those rights should only be given to group admins. Ultimately, which option is best depends on your goals, so consider what you want to accomplish before making a choice.
- Join an existing group – In some cases, a Facebook Group will exist within your target niche, such as a current events forum for your industry. In those cases, you can request to join if you want to be part of the conversation. Why would you want to join an existing group? For the built in audience.
An established group already has members, so you are tapping into a pre-existing resource. That means you get to reach out to potential customers without having to source them yourself. Now, doesn’t that sound like a significant opportunity?
So, that was our blog on how you can best utilise Facebook Groups to be able to thrive in this new Facebook world.