Facebook continues to evolve, perhaps as a nod to the leadership in the field of social media or as a way to set itself apart from the competition. Whatever the reason, the expansion is often beneficial to small businesses. The latest announcement is no exception; it involves a new feature that lets brands create their own Facebook groups.
This feature gives groups the power to exist without the use of an admin’s personal page, but it also gives companies the chance to improve engagement. A huge perk is that it gives organizations the power to set up “official” groups. This is especially important because anyone can set up outside groups and perpetuate a false sense of association. The new feature will eliminate this and enable companies to distance themselves from unwanted third-parties and fan clubs.
Practicality plays a role, too – without an official Facebook group, many consumers are unsure of where to go when they have an interest in a specific product or a question about a service. The allowance for an official group, on the other hand, provides consumers a chance to rely on peer to peer support. That, in part, is the point: according to Linda Xiong, Facebook product manager, the new feature is an “external reinforcement or expansion of our mission to bring the world closer together.”
Your Official Group
Now that this new Facebook feature is an option, there’s no doubt that many companies will take advantage. But, creating a Facebook group isn’t enough. In short, you also need to make sure your group is one worthy of a visit.
There are a few things to keep in mind – authenticity and transparency, for instance, are very important. So are passion points – broach subjects that will get people talking. Two other issues that you must consider are moderation and content.
Facebook groups allow you to extend engagement by reaching people who have used your products or have a true interest in soliciting your services. This makes your reputation – yes, even your Facebook reputation – one of importance. That’s why moderation is vital – no one wants their group filled with spam or negative remarks. Yet, in order to maintain transparency, you must find a balance between constructive criticism and bad PR.
Content, perhaps, is more important than any of the above. Useful, thought-provoking, and unique content gets people interested in visiting your page. Content that’s fresh and updated regularly keeps them coming back for more. Use your Facebook group to engage your consumers and ask them what kind of topics they want covered. You can go the extra mile, too: create a group only for people who have purchased your product and reward them with discounts or promote exclusive events to VIP clientele.
Facebook groups for businesses provide social media managers more control and opportunities. They’re worth jumping on for companies of any size.