Last post we discussed How New Facebook Group Tools Can Enhance Business Engagement. As promised, in today’s post, we’ll talk about building a community within your Group and the resource that Facebook has available to help you along the way.
Facebook Groups are becoming part of business marketing strategies. Part of this change is due to the sense of community building among Facebook Groups. Customers identify themselves with brands for various reasons, one of those reasons identified in several studies is that a brand can be a community builder. Businesses have noticed this change in their customer’s behavior in the past and reacted by launching loyalty and membership programs. It isn’t new to utilize social media to drive brand loyalty. What is new, is allowing the consumer more control over the conversation. Facebook pages and Instagram accounts allow comments, but the outgoing messages are still the primary focus and are carefully crafted by brands.
With Facebook Groups, brands need to relinquish some of that control in order to grow a community that is authentic and truly represents the voice of the consumer.
Still, doing so successfully can be tricky. In an October Webcast, Facebook announced several ways that it plans to help businesses to navigate and master community building in Groups.
Facebook Certified Community Manager Program
Facebook launched its Facebook Certified Community Manager Program during the Facebook Community Summit. Although the resources are free to access, applicants have to pay a $150 fee to take the test to acquire the certification for Community Manager.
Facebook’s online resource covers a range of essential topics and vital knowledge to create a Group and build a community. Whether you plan to get certified or not, this resource offers comprehensive material to help your business generate more engagement with customers online.
There are 2 ways to access the materials online, via short courses through Facebook BluePrint or downloading a PDF guide. Either way, access is free. The materials were created by Facebook Community Managers for Facebook Community Managers, which makes the information more accurate. It gathers all the best practices to start a Group from scratch or enhance your Group’s strategy.
We’ve outlined a few of the key topics from the Facebook Community Manager Program and how your business can benefit from each:
Strategies to guide your business when outlining your Group strategy, mission, and goals are the main topic in this section. Valuable information about creating a Group’s name related to your business and customers and how to start conversations within the Group are discussed here. Facebook also advises sending the first Group’s invites to people you trust, such as friends, and people who are interested in your business.
Facebook suggests that admin and moderators welcome new members by creating a post with their names and encouraging existing members to embrace who just joined the Group. Moderators and admins have a key role in it and should be active in the comments. This practice will help your business to become a tight-knit group.
Also, Facebook Groups admins have found that Monthly member appreciation posts are another way to successfully build a community around your brands.
Businesses have created meet-ups in person to strengthen their community relationship, and it turned out to be a great source of online content. During the pandemic, this practice must be adjuster per safety guidelines. However, your businesses can still connect with members virtually. Facebook provides WatchParty and Messenger rooms for a business coffee chat or happy hour with your community. It is also possible to go live on Groups and host a “question and answers” live. Not sure what type of event you should host in your Group? Create a poll and have your community start a conversation and share their interests.
After all the hard work you’ve put into your business engagement on Facebook Groups, it’s important to measure if you’re getting strong results. You can learn how to measure your business performance in Groups, starting by understanding what each metric means, including reach, engagement, and conversion. These are the three key metrics to determine the success of your group over time.
The Facebook Community Manager program can be useful for enhancing your business community strategies and guiding you through the process of creating a plan for success.
In the next and last blog post, we’ll discuss four new Facebook Group features and how exactly you can integrate them into your marketing efforts to build a strong and loyal community around your brand.