The Power of Facebook Groups
Tuesday, 20th of March 2018
A group can be defined as “a number of people or things that are located close together or are considered or classed together.” Groups exist in many forms, whether it be based on similar characteristics, interests, needs or behavior. The support one receives from a group can make the difference between finding acceptance and success or feeling alone and hopeless. Belonging to a group is empowering and may motivate someone to pursue their dreams with encouragement from others who are either in the same predicament or have already surpassed a similar obstacle.
So, you are probably wondering, what does the psychology of groups have to do with branding?
As you may have heard, Facebook’s algorithm has changed for Business Pages on the Newsfeed by limiting the reach of business posts. This makes engaging with current and future followers increasingly more difficult. Regardless of this update, consumers may feel that Business Pages are too generic and could be considered as just a tactic for driving sales. These consumers don’t feel comfortable sharing their opinions, concerns or questions within the Business Page. Additionally, the structure of a Business Page doesn’t allow followers to post on the Timeline, so all updates are directly from the business itself.
In an effort to change the conversation on Facebook from just “business to followers” into: “business to followers,” “followers to followers” and “followers to business,” a Business Page is not the most effective platform. This is where the power of a Facebook Group comes into play and how essential this can be for creating meaningful and real connections with followers.
“People crave connections with those who have a shared value or vision”
Making It Personal
At its core, groups are created with a certain personal element, whether it be in the name, description or type of followers it attracts. Instead of just acting as “the Business,” this facade is removed in a group and you can interact with consumers as an understanding individual and not as the “serious” company. Page followers are turned into group members and everyone is given an equal voice.
Set Up For Success
You can create a social calendar for the group, with posts scheduled a month in advance. This will take a bit of the pressure off while your group is still gearing up and determining its tone, personality and function. As the moderator, you should continually check in on the group (believe me, you will look forward to doing this!) and post additional content depending on the conversation. You can also go through posts by liking, commenting on and further engaging with members.
Once the group is in full swing, you can tailor the posts and material more closely to what interests your members. Not sure what type of content your members prefer? Looking for feedback on certain wording or images on your site? What day do members want to see certain types of posts? Create a poll! This is a direct measurement from group members on their preferences, ideas and specific learning styles.
Focus On Group’s Value
Your group will lose traction if members no longer see value in checking updates or posts. Members should believe that they are gaining something from your group and each time they visit, feel more connected and inspired. This can come in the form as relevant blog posts, Facebook Live sessions, interviews, open-ended questions and articles.
Groups help make the world a bit more intertwined, even if the connection is just through a computer screen. People crave connections with those who have a shared value or vision. Meaningful discussions and relevant advice help bond people together and increase their self-confidence, direction and goals. This can be accomplished through a strong Facebook group, where all members’ voices are heard, respected and engaged.