Facebook groups are an effective way to build a community, encourage engagement, and improve customer relationships for your brand or company.
While Facebook pages sometimes feel like a one-way channel for brands to exchange updates, Facebook groups offer users the opportunity to exchange and communicate with like-minded people about common interests.
Ready to set up a successful Facebook group for your company? In this blog post we cover everything you need to know!
- What are Facebook groups?
- Why create a Facebook group for your company?
- How to set up a Facebook group
- 6 tips to get the most out of your Facebook groups for business
What are Facebook groups?
If Facebook pages are the business equivalent of a “Facebook profile”, Facebook groups are the best place to encourage conversations and interactions from your community.
Facebook groups can also be linked to pages, so any group you create can be added to your official Facebook page as an extension.
In essence, when you create a Facebook group, you give your fans the opportunity to come together to discuss specific topics, organize activities, post photos, express their ideas and opinions, and connect with each other to communicate common interests .
And while only official brand owners or administrators can create Facebook pages, anyone can create a Facebook group.
For example fans of skin care companies Drunk elephant created a group called Drunk elephant skin care addicts, where its 5.3K members can share their beauty routines and discuss everything related to Drunk Elephant:
TIP: If you find that fans or loyal customers have already created groups related to your brand, request to participate in relevant conversations!
However, it is always a good idea to manage your own Facebook group, even if there are already several groups related to your brand.
As the owner of a Facebook group, you have access to activity information, can control group settings and data protection controls and, above all, you have the authorization and control to moderate conversations as a group administrator.
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NOTE: It is not currently possible to schedule posts with "Later" in Facebook groups (but don’t worry, We're working on it!)
Why create a Facebook group for your company?
Facebook groups offer a number of unique benefits that help your brand stand out from the crowd. In summary, with Facebook groups you can:
- Have a room where direct two-way communication can take place between you and your customers
- Control who is part of your community and create a safe space
- Monitor the mood of the audience
- Answer questions and de-escalate problems
- Build communities on specific topics or events related to your brand, or even location-based groups
- Get a better understanding of the demographic target group and their interests
- Identify new target groups for product and marketing campaigns
- Get valuable and honest feedback
Facebook mainly focused on showing users the most relevant company, brand and media content. But now one of The main focus of Facebook is designed to help users have more meaningful social interactions.
This is where Facebook groups come into play.
Since Facebook encourages (and even prefers) social interactions in Facebook groups, this means that group activities appear much more often in the news feeds and notifications of members than a static post from a Facebook page.
How to set up a Facebook group
Setting up a Facebook group for your brand or company is easy and done in a few steps:
Step 1: create your Facebook group
After logging into your Facebook page, find the "Create" tab in your navigation bar and select "Group" from the dropdown menu.
Step 2: name your Facebook group
When choosing a name for your group, choose something that clearly communicates what the group is about and how it relates to your brand.
Remember that the world is your oyster when it comes to forming groups. You can really form a group for everything, but it is worth making sure that it is somehow relevant to your company.
For example, you can create a group dedicated to a specific product line or thread, e.g. goop does for goop book club::
Step 3: Invite members to join your Facebook group
Next, you can invite people to join your group! Here you can enter either email addresses or Facebook names.
Facebook users are more likely to join groups that already have some members. Increase the numbers by inviting your friends and colleagues to join the group first.
Next, invite the users who already like and deal with your brand. Invite subscribers from your newsletter list and fans of your Facebook page and promote your new Facebook group on your other social platforms like Instagram!
TIP: Give the invitation to join your group a more personal touch by writing a short note. In this section you can explain why you created the group, why invited people should join and what you can expect from the group in the future!
Step 4: Make your Facebook group public or private
With regard to data protection, Facebook Groups offers two options: public or private.
The decision to create a private or public Facebook group depends on your goals. If you want to create an intimate and personal space with your community, choose a private group. However, if you want to bring together as many users as possible, it may be the best option to make them public.
If your Facebook group is public, do so Tasty's community groupIt is visible to everyone and any user can participate without asking permission:
In addition, browsers can search all posts within the group, even without becoming a member. If your goal is growth, this can be a good thing! Since browsers can view everything in the group, they are more likely to join after clicking around a bit to see what's going on. As a result, public groups tend to grow faster than private groups.
While private groups are shown in the search and their "About" sections and members are visible to everyone, the content and contributions in these groups are only accessible to members. In order for someone to join the group, their request must be accepted by an existing member or group administrator.
Private groups are great for creating a sense of community and exclusivity for your most dedicated fans. They are a place for discussions or feedback from handpicked members
Architectural digest has a group called AD PRO: conversations and connections for designerswhich serves as a place for AD PRO members. Here, members find a safe place to share work, contacts, interaction with AD PRO editors, and hearing / sharing opinions with interior designers around the world:
After you have selected your data protection level, you can proceed and click on "Create".
TIP: You can specify that only members can find your group instead of showing them publicly in search by selecting "Hide Group" in your privacy settings.
Step 5: Add details to your Facebook group
After you've created your group, it's time to add all the important details. This helps set the tone and purpose for your group.
Customize your new Facebook group by:
Add a cover picture
The more precise, the better! Your cover photo should make it clear that the group belongs to your brand.
Ideal dimensions for a cover picture are 820 pixels wide and 312 pixels high for the desktop and 640 pixels wide and 360 pixels high for the mobile phone.
TIP: Use your Facebook group cover photo as an advertising opportunity! See how that Ladygang podcast uses the Facebook group cover to promote the publication of their book.
Write a description
The group description is displayed in the "Info" section and is visible to everyone.
Make sure your description is clear and catchy and communicates what the group is about! This is a good place to review group rules / policies or learn more about group administrators such as National Geographic does on her Women with influence Group description:
When you add tags to your Facebook group, they act as keywords so that your group appears on both Search and Facebook "Proposed for you" and "Categories" on the "Groups" main page.
Choose a location
If your group is for a specific area or city, set a specific location.
Step 6: share your first post
Finally it's time to start the party yourself! Post a post in your group asking members to like and comment, and ask your friends and colleagues to get involved in an additional engagement boost. In your first post, you might ask where everyone comes from, how they found the group, and what they hope to join.
It may take a while for the ball to start rolling, but regular posting and encouraging interactions will soon encourage members to get involved and share their votes.
Now you're on your way to building an incredible community! Online communities are an incredible tool for your company, regardless of which social platform you are on.
As with Facebook communities, building a community on Instagram is one of the best ways to encourage engagement and stay connected with your customers.
Do you want to build a strong community on Instagram? Check out our blog entry how to do just that.
6 tips to optimize your Facebook group for business
A thriving community in your Facebook group is not just about increasing customer loyalty and sales. Brands with strong Facebook group communities are often best geared towards what their audience wants, who they are and how they can add value to their lives.
Ready to build a Facebook community? Here are our 6 top tips to get you started:
Tip 1: Get in touch with your group regularly
If your group continues to grow, the members will have discussions themselves!
However, instead of taking the back seat and just watching conversations, you should also look at your members' posts. Trigger new conversations in the comments of an existing post or contribute to discussions that are already taking place.
It's also a great place to offer help and support to your users and customers:
Don't forget that you got your Facebook group to talk and communicate directly with your community. Answer questions, drop encouraging comments, greet new members, and ask questions yourself!
Tip 2: Ask your Facebook group for feedback
It's always a good idea to keep up with your community's pulse, and sharing a poll in your Facebook group is a great way to do that.
Surveys let you ask group members what they enjoy and what they want to see more in the group.
Alternatively, you can use Facebook groups to get valuable feedback for your product or brand. For example, the founders of the podcast The morning toast creates the Toast after dark Facebook group specifically to collect content suggestions for their upcoming shows:
Tip 3: Create community groups for different locations
If your brand has strong communities in certain cities, you should create localized Facebook groups so they can interact.
Brand for fitness clothing lululemon has community groups for different cities, with their lululemon membership chicago Group of over 1,800 members and count.
By creating city-specific communities, lululemon has a better understanding of what its customers get in different cities. This way they can exchange hyperlocal sales, events and news.
In addition, lululemon goes beyond bringing a Chicago-based group member and building relationships beyond a physical goods provider – an effective way to build brand loyalty and affinity.
Tip 4: Create exclusive content for your group
Engage your Facebook group members by creating content they won't see anywhere else.
This element of exclusivity increases the value of the group and makes it much more important for the members.
For example, you can offer early booking offers or even share them exclusively Facebook is alive.
Peloton does a great job with it in her Official Peloton member Group in which instructors regularly publish exclusive fitness content:
Tip 5: Promote and collect user-generated content
Once a community is set up in your Facebook group, members can be ready to share their ratings and user-generated content with the group.
This can be a great way to raise awareness of your product or service, and third-party recommendations are a much more effective way to influence buying decisions.
Encourage and encourage group members to share pictures of your products or their best brand experience, or give a giveaway to promote more content.
Make sure you comment on and respond to their posts. If they give you permission, use their content on your social channels.
Tip 6: Make sure your Facebook group is always a positive area
Your Facebook group will likely attract members who are mostly fun, interesting, engaging, and nice!
However, sometimes you will get someone who violates your group rules. To ensure that the experience remains positive for all group members, it is up to you and your moderators / administrators to create a safe and pleasant atmosphere.
First, make sure your rules / codes of conduct are clearly stated in the group description (you can even pin them up in your group). If someone is causing problems in your group, you can use the administrator tools to temporarily exclude a member from the interaction, such as: B. Posting or leaving comments.
If things really get out of control, you can also permanently remove members who dishonor your group's rules and peace.
Facebook groups are a powerful tool for creating community and meaningful interactions with your audience.
Are you creating a Facebook group for your brand? Let us know in the comments!
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Hallie is a US-based content writer. She is enthusiastic about long outdoor walks, photography and everything that has to do with wellness.