Facebook groups are used by more than one billion people. And for good reason – far too many to relate here – but one of the most compelling reasons is a Facebook Group is a project that can run itself.
Facebook Groups create a far more engaged and personal form of communication between brands and their customers. Despite this, many companies simply aren’t using them.
And why not?
Perhaps they don’t feel they have the time or resources to dedicate to yet another marketing endeavor on Facebook! Or perhaps they’re already running a Facebook page and an advertising campaign!
Regardless. What if the group could run itself? What if you could set it up, walk away, and then come back months later to find it had its membership had multiplied?
This is completely possible because of the community nature of the group. A Facebook group allows people to discuss their favorite topics, share their stories and tips, and generally ‘talk amongst themselves’. While it can be useful for you to facilitate the conversation, in truth you aren’t strictly needed at all!
So, how do you get to this point?
First, choose a topic for your Facebook group that is very niche. By doing this, you target a more select segment of the population, who are therefore likely to have more in common and therefore have more to discuss with one another.
You also need to make sure there are clear and concise rules for the group. Rules that set the tone for interactions among the group, that define what’s acceptable and what’s not, and who manages the group.
By keeping your group private, at least to begin with, and invite people manually and requiring approval for new members, you can ensure that at least the first batch of members will have the right attitude. Doing this will help set a ‘tone’ for the rest of the members and conversations going forward.
You may also want to consider turning some of your members into moderators. Moderators can be tasked with approving posts and members and clamping down on any breaches of your terms. By using moderators, you not only offload some of your own work, but you also create a group of extremely loyal followers who, because they have been chosen, now feel more engaged and committed to you and your brand as a result.
In my experience many small businesses ignore Facebook Groups entirely. And miss the focused communities waiting at their doorstep. Facebook groups are highly powerful marketing tools that you can leverage to build an extremely engaged and loyal audience. I encourage you to think beyond just making a couple of friends and instead use the power of groups to make as many connections in your communities as possible.