Brands can now join Facebook Groups, but should they?

Creating communities… that’s where social can begin to reach the sought-after 1:1 dialogue with consumers and contacts. It’s harder than ever to do this, what with those pesky algorithms, squeezed budgets and sometimes costly media buying.

Facebook is now allowing brands to join Groups… wow, this could really blow up in the faces of said brands if not done carefully!

Your own brand Facebook page is often like a showhome, well put together, authoritative and aspirational, but no-one lives there. Groups are where the real conversations are happening – it’s also becoming a more trusted source of information for many users than their feed, as Groups will notify you of new posts, allow you to create chats and events, and generally bring people together under a common theme. It’s tempting to buy your way in with your big name or a can’t-miss offer, but to truly benefit, you need to earn your place! Let the topic or function of the group dictate how you behave, consider the fact that the members of the group are probably going to be like mama bears – they want to feel as safe and secure as they’ve ever felt in their Group, and woe betide anyone who tries to put this out of kilter.

Of course, you can also build your own group! Do your research, though. Canvas your fans and your employees for the subjects that will really matter, and check that this isn’t already catered for somewhere else. You’ll also need to look at the type of content you produce for the group, and consistently invite feedback for improvement.

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