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Facebook Groups: 3 things to consider

Posted 25.05.21

More than 1.8 billion people use Facebook Groups monthly, and it’s quickly becoming one of the most-used features on the platform. The pandemic has expectedly increased Groups usage too, with an incredible 77% of people saying the most important group they are part of now operates online.

While organic reach is declining on Facebook, groups can be a cost-effective way to learn from and engage with your audience.

Here are three key things to keep in mind when using a Facebook Group for your brand:

1. Use them for intel
Before starting to post or even setting up your own group, make sure you spend time using them for research. Identify groups whose demographics are similar to your target audience – be sure to check how active they are and where audience members seem to be based too. There are going to be plenty of learnings around what topics people are interested in, as well as what themes they most post about. Groups can also be great for identifying new content strands. As some groups allow brands to join, you should also try posting some engagement-focused content here to see how audiences respond and to appeal to new audiences.

2. Moderation is essential
If you do set up a Facebook group it’s a large undertaking – even though it can yield brilliant results. It’s a good idea to set up some group rules to ensure conversations stay relevant and positive. Aside from this, it is essential to also invest time in removing negativity and actively moderating and steering conversations in a positive direction. At this point it is also essential to set out your group’s goals clearly – is it a group to discuss parenting? To share the love of a particular music genre? A hub for you to share news stories and let your audience discuss? A massive 77% of people will choose a brand over its competitors after they have had a positive experience on social media. It’s more than worth curating positive experiences at every touchpoint – including in your Facebook group.

3. Add value
Your group needs to give your audience something they can’t get elsewhere. Adding value needs to be a recurring thread in every post and should be in line with your group’s goals. Remember, you do not need to post all the time to be useful. Let your community organically engage amongst themselves – that is the purpose of a group after all. When you do post, it should spark meaningful discussion – think engagement, not broadcast.

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