I recently started monitoring a Facebook Group with nearly 500,000 members. My prior experience was with a group of 400 members for my current employer. That much larger group seemed intimidating, and it was: I get thousands of comments and member requests per day.
However, I quickly realized that the only differences between both groups were the amount of members and the topics discussed. Each is an individual community of people who have very similar interests.
People genuinely want to converse with each other, even if they’ve never met before. Which is why Facebook’s mission statement fits so perfectly. They want to build communities.
As of 2017, one billion people belonged to a Facebook Group, and that number keeps increasing every day. This is why brands need to connect with their followers and provide content that resonates. The most accessible way to do so is by creating a group.
Before you start a group for yourself or your brand, consider the following three questions:
How is your Facebook group special?
Are you an expert on a particular topic? Is it something you think is going to interest others? If you answer yes to both questions, then you’re ready to start a Facebook Group. There are thousands of groups out there and thousands of businesses just like yours.
Finding a topic you feel confident about discussing with thousands of people can be the best way to launch a successful group.
How will members benefit?
People need reasons to join a Facebook group. Make sure the value of joining your group is clear and worthwhile.
Your members may already be fans of your brand page. Give them incentive to join your new group by posting valuable new content that doesn’t appear on your brand page. Anne Ackroyd from Social Media Examiner says, “groups are exclusive communities for your most engaged fans, so group content should reflect that exclusivity.”
The owner of the group I help moderate also has a brand page. On his page, he only posts personal one-minute videos. However, on the group page, he invites his fans to write individual stories about their lives. His fans are more likely to become members of his group because they find value and feel like they are a part of something special.
Will your members engage with your content?
Inviting members to be part of conversations is a must. Remember, Facebook wants people to connect and start conversations. Asking a simple question at the end of your post is the easiest way to invite members to engage with your content.
Don’t forget to show the love and respond to comments. That is usually the easiest way to continue the discussion and the best way to keep your members engaged.
If you’d like to learn more about Facebook Groups, visit Facebook Community for additional tips.
AAF-Topeka now has a Facebook Group! Our group is open to:
1. Brand Strategists, Marketing Directors, and Social Media Managers
2. Graphic Designers, Illustrators, and Photographers
3. Copywriters, Editors, and Storytellers
4. Digital Strategists, Web Developers, and Media Buyers
5. Anyone who works in (or is passionate about) this industry
6. People who like to learn new things
See you there!