Posted by AnnMichaels in Social Media Listening |
Facebook launched “Groups for Pages” in summer of 2017, which enabled Pages to set up private groups for their brand or page. Facebook says about a billion people use groups every month. Groups are attractive to brands because they combine community with “authenticity” — and retailers like Fleet Feet, bike brand Peloton and kitchen gadget Instant Pot have started Facebook Groups. At Peloton, 64,000 people are part of its Group, and community managers of the Group lead conversations about favorite instructors, biking gear, and fitness goals. The Instant Pot Group, which has 1.2 million members, includes recipes and “commonly asked questions.” Facebook’s recent Group initiative puts more emphasis on “active” participation over passive engagement like views. Customers and users become more engaged by having discussions, leaving comments and sharing ideas.
Another reason brands are drawn to groups is that the analytics within groups can show much more interesting data. On a higher level, group owners can get more information from an audience with real, demonstrated behavior. With Group Insights, which shows owners everything from who is active to when users are active, brands can build more of a publishing strategy.
Dana Flax, a director on the social and marketing team at HBO, which was the first “brand” to use groups for “Big Little Lies” about a year ago, said she found that a group was the right venue for people to “interact.” The hardest part, said Flax, was promoting the group outside Facebook and in the news feed; using influencers — or the show cast, in HBO’s case — to make that happen, was key.
Are you interested in creating a Facebook Group for your brand? If so, consider these helpful tips.
- Provide Value for Customers
Create a group to reward your customers & make them feel special — for example, a group exclusively for people who have purchased your product. Include a link on your sales page or send emails inviting customers to join. Find a way to provide value for group members that will keep them active & participating in the discussion.
A group should be about its members & how the group can provide value for them. Chris Brogan’s The Secret Team is one of the best Facebook groups out there. The level of engagement is off the charts! Chris asks customers for their input on brand new products, suggestions on marketing/brading ideas, and gets feedback on troubleshooting problems/issues. When your customers feel like their opinion really matters they are more likely to engage…and get others involved as well.
- Communicate with Brand Ambassadors
When considering how to start a Facebook group for business, one of the best reasons might be to keep in touch with your biggest fans. The strong relationships you have with your top advocates & brand ambassadors are invaluable. And a group like this lets your advocates connect with each other. Use the group to follow up with customers and always ask them if they have questions or concerns. Let your brand ambassadors test new product features before they’re released to the public and see how they react!
A Facebook group is also really handy if you organize or promote lots of events. Let your Group members be the first to know about special events…and watch the engagement skyrocket! Those who attend the activities will use the group to network & share photos & notes. Reward those loyal customers with special discounts or incentives on future purchases.
Although Facebook Groups are fairly new, the concept is not. As a brand your goal is to get as many people talking about and eventually purchasing goods or services you provide. By creating a private group for loyal customers, you can reward those who are already fans and provide a deeper level of community.