Growing Your Community (Part 2) Build Your Facebook Group
-by Adam Glass, Principal of Lost Age Games
Last time we discussed tightening your social media down to two platforms—Facebook and one other of your choosing. In this article, we’ll take a look at Facebook and how creating groups can increase visibility and goodwill around you and your brand.
This is part 2 of a 3 part series discussing how to use social media to create a community of loyal supporters for your business.
Facebook has several tools available to engage with customers. One that is often underestimated is Facebook Groups.
While Facebook pages are a great asset to build awareness for your business, Facebook is now suppressing posts from those pages. This has led many businesses to explore using groups as a way to maintain a viable Facebook presence.
Let’s use the growing modern boardgame industry as an example. Boardgaming is a very social activity easily lending itself to community. Publishers who once relied on the less-intimate business page are now beginning to build “insider groups” of supporters.
Some publishers go as far as to create separate groups for each game in their catalog. This doesn’t mean getting rid of the business page. These groups are all connected through the main business page, where casual followers can be encouraged to join and have more personal interactions with the company.
Usually, these interactions take the form of supporters engaging directly with the publishers and designers about the games. The publishers and designers are responsive to questions and post fun and engaging content. The fans benefit by being more connected to the company and having their voices heard, which fosters goodwill. The publisher benefits from having the ability to call their supporters to action, and having the opportunity for genuine engagement with the group members, which creates community.
In a previous blog post, we mentioned always responding to comments on blogs. It’s doubly important for posts on Facebook groups. Look at each comment as an opportunity to connect more deeply with your audience and use each interaction as a way to create a lasting connection.
Groups aren’t without drawbacks. Group posts cannot be boosted or promoted with money, like those of business pages, so it’s crucial to make regular and engaging posts in your groups. While the added value is immense, groups require time and effort to moderate.
Part 3, the final part of this series, will explore how to use others’ groups effectively.
Other community-building resources on the web
Getting people to join your Facebook groups is important, but you’ll eventually want to get those supporters to your website, where they’ll have an opportunity to give you their business.