Our blog series, Channel Champions, is a collection of 4 blogs. We have interviewed the experts behind our different social media channels to give you a glimpse behind the scenes. This series gives you access to the people who know EXACTLY what they’re talking about when it comes to social media. And not just social media but how to use these platforms to leverage your brand and build your business.
Are you ready for our experts to teach you…? Let’s dig in!
Channel Champions Part 3: Facebook Groups for Business
If you love us like you say you do, you will be all too familiar with our Facebook Groups. Being a member of a well managed Group can change your experience of a brand. Has it inspired you to create a Facebook page for business? Offering your audience a more intimate space to learn more about what you have to offer?
Created in America in 2004, Facebook quickly became a household name. Whether it’s your gran or your high school science partner, you can be sure you’ll find them there.
2010 saw 500 million users on Facebook and the launch of ‘Groups’ which changed the way we used Facebook, both as individuals and as businesses.
Over the past few years, there has been a global shift towards more meaningful connections. Due to this, it makes sense that ‘Groups’ exploded on the platform. As a testament to this, Mark Z spent $10 million promoting ‘Groups’ during the super bowl. This motivated businesses around the world to include Facebook ‘Groups’ in their marketing strategies.
With over 10 years of expertise as a project manager and community builder, Alex Jongens has personally seen the growing success of well-managed Groups. She specialises in the social innovation and entrepreneurial realm and is the Future Females Facebook Group Community Cultivator. We spent some time with Alex answering your questions on how to use Facebook groups for business.
What is the main benefit when you create a facebook page for business as an entrepreneur?
The main element that stands out is that you’re able to connect on a deeper level with your audience. Facebook Pages are one-directional whereas Facebook Groups allow conversations, engagement and like-minded member connections to happen. Engaged with content is also being favoured by the Facebook algorithm.
How can I promote a product or service in a Facebook Group?
This depends on the group. Facebook Groups have rules for members to set the tone for a group. Some are very strict about members not promoting their product or services; some provide a structured space for member promotions whereas others don’t mind it.
Members need to be agile and allow the Groups tone to dictate how they engage. Nothing worse than a spammy news feed!
What are the 3 best ways to run a successful group?
Sjoe! That’s a tough one, it depends on the purpose of the Group. Having a clear mission and vision for a Group provides the framework for how you measure success. Three words come to mind which are critical:
A Group cultivator needs to be consistently engaging with the community to provide a nurturing environment where they are receiving the value laid out in the Groups purpose. And then you need to listen to your community. Hear what they need, want, don’t want and iterate. This feedback shows you value them.
When I create a facebook page for business, should it be private or public? And should I limit what’s allowed to be posted?
Private. This allows for a safer space for members to be and engage.
Member posts should definitely be moderated. This allows for the Group’s discussion feed to stay aligned with the purpose of the Group; reduces spam and problematic posts.
Facebook Group Rules allow you to state upfront what content is acceptable or not which helps moderation.
How often should I post in my group versus encouraging the group members to be posting?
The jury is out on this one. ‘Best practice’ varies from posting at least once a day to ensure an engaged community to every alternate day. The key things are to consistently engage, allowing your members to know you’re there and ensure a healthy balance of posts. Engaging with your members can be posting something or commenting on someone else’s post. Again, it depends on what you’re trying to achieve and who your audience is. But at the end of the day, quality over quantity.
What’s the best way to keep engagement up in a group?
Ensure you’re stimulating engagement in the group through your own posts or being part of member engagement. ‘Read the crowd’ and manage accordingly. Whether that’s changing your content or moderation strategy. Keep going back to why the Group exists and keep focused on that mission & vision. Make sure your Group is adding value and not noise.
Do you feel ready to create a more intimate space to get to know your audience and lead more meaningful conversations? By curating conversations that are specific to your business or industry and engaging with your audience will be the best way to utilise Facebook Groups.