How active are Facebook groups
Everything you should know about Facebook groups in 2019
Facebook groups advance your business regardless of the industry. But dynamics and content are very different from the official Facebook pages.
Since this year you also have more opportunities to get even more out of Facebook groups. You can find out what these are and how you can set up a successful group here from A-Z.
What the new Facebook algorithm means for you
In the 1990s it was said that only the homepage completes the profile of a company. Today you can no longer ignore the medium of Facebook, regardless of whether you are a large company, medium-sized company or entrepreneur with a Dawanda or Ebay shop.
Probably Facebook is nothing new for your company, you have certainly already set up a business page in addition to your private profile and possibly even invested in advertising. Unfortunately that is not enough (anymore).
Because Facebook was once founded as a social network and not as an advertising platform. Mark Zuckerberg wants to get back to exactly these roots with the new Facebook algorithm.
You have probably already noticed that you see fewer posts from pages and a lot more from your friends and Facebook groups. The organic, natural reach of pages you interact with is driven to zero. If you run such a page for your company yourself, it means that in the medium term you can only reach your audience through paid advertising.
Maybe that wouldn't be a problem for you if the Facebook boss hadn't built in yet another trumpet. You do have the option to buy what are known as sponsored posts, but the number of ad slots shown to users in the newsfeed remains unchanged.
Thanks to the new algorithm, the competition for these advertising spaces is now getting tougher, which will sooner or later lead to rising prices. Ultimately, you pay more and thus have the same or even less reach for your posts.
The only positive side effect: Clickbaiting, competitions or live voting are also reduced as a result.
You can make sure in your settings that your favorite pages appear at the top of your news feed - but that doesn't solve the problem of how your followers will see your posts in the future.
Time for you to bet on your Facebook groups. Because With Facebook groups you have a real chance to appear in the news feed of your target group in the future! If you get it right, even more prominent than in all the years before.
In front of Facebook groups is your own page
Facebook is increasingly focusing, as was originally planned, on closer contact within selected groups. For this reason, the network is waiting for a wealth of new features for the Facebook groups in 2019.
But in order:
Because of course you still need your own page there. 31 million Germans were active on Facebook at the end of 2017. For you, this means that you cannot pick up your target group anywhere more compactly and effectively where they are already bustling about.
Range: Facebook is part of many people's everyday lives. Reading is not only done once a day, but most people use the network on their smartphones whenever an opportunity arises. It will be posted, liked, read and commented on. You and your company are, so to speak, theoretically with countless users in their jacket pockets.
Cheap: Not every company has unlimited money for marketing measures in its early days. You don't have to invest a cent to get your own Facebook page. You can achieve a high impact with relatively little effort. This is especially true if your content has added value. You can take off without any risk.
Later you can decide to further optimize your page and, if necessary, place advertising that is still significantly cheaper than on other channels despite the price increase. How much time and money you invest in this marketing channel is up to you.
Meet your customers: Facebook enables you to communicate directly with existing customers and potential customers. You can run surveys, discuss with your customers and ask for their opinion. You can use this feedback optimally for yourself and your products or services and adjust it if necessary.
Positioning: Thanks to the enormous reach of Facebook, it is easy for you, provided you have the necessary commitment, to position your brand.
"Warm" contacts: You probably know this from other marketing measures - you start a campaign and struggle to convince a few customers of you and your services. Whoever likes your page on Facebook signals to you that they are really interested in your products and are therefore more open to your offers.
Visibility: The search engines love social media. Therefore, your page automatically increases its visibility on Google Co. If your page is SEO-optimized, your ranking goes up relatively quickly.
More traffic: Facebook is a sales funnel. This means that people are more than happy to visit your website or online shop via this channel. If the links on your page are clicked, the likelihood increases that you will be contacted directly or that the customer will buy something from you straight away.
Measurability: A page for your business gives you insight into valuable statistics. You can see which of your posts have been read and shared the most, and you can also observe the interaction. In addition, Facebook shows you which area your fans come from and when they are particularly active. This is how you can optimize your advertising.
Target groups: Nothing is more annoying than a campaign that misses the target group. You can address user groups in a very targeted manner via Facebook. In this way you minimize wastage and can use your budget more effectively. The split test allows you to test the success of your campaign at an early stage.
Competitor: You can see the likes that your competitors' pages have at any time. Otherwise, the pages of others offer you good illustrative material, especially at the beginning. From the posts and actions of your competition, you can draw conclusions about what will be well received by your target group. This saves you a lot of ruminating about measures.
Community: Community marketing is one of the big trends. This means that the users themselves take an active role and ideally help shape the content.
However, as the innovations in the algorithm show, the page alone is no longer sufficient to carry out optimal marketing measures. This means that you will need Facebook groups by 2019 at the latest in order to be able to use the social network optimally for you.
Because community happens in Facebook groups and not on the pages. Facebook groups is a topic that you can no longer put on the back burner. If you get off to a good start with Facebook groups, you are sure of great success.
The added value of Facebook groups compared to a page
Greater range: The new algorithm automatically reduces the organic reach of your page. Posts from Facebook groups are placed more prominently in the users' news feed. Thus, the Facebook groups even increase your reach.
Lively community: Perhaps you still remember the time when everyone was talking hot in Internet forums? With the exception of a few institutions, the joy of discussing has shifted to the Facebook groups. As in the classic Internet forum, there are people who maintain contact with like-minded people, discuss topics that are important to them and exchange ideas about hobbies, interests and all facets of life.
Interaction: This probably sounds familiar to you from your page. You post, you might even get a decent number of likes, but only every leap year a user asks a question under the post and a discussion never takes place anyway.
Provided that you set up Facebook groups properly and fill them with appealing content, you will create a meeting place for people who are committed and interested in exchanging ideas.
Your members can do a lot of things in Facebook groups that they cannot do on a normal page. This includes shared photo albums, uploading of group-relevant documents and invitations to events.
Feedback: In the protected framework of Facebook groups, you can specifically address the needs and questions of your community. Facebook groups are the ideal place to get new ideas. Because in a casual discussion, the users tell you more than you can imagine. This will help you develop products or services that are really in demand. The group statistics provide you with another clue.
Exclusivity: While everyone can drop by on your page and press "Like", Facebook groups have a more exclusive character. Here you have the opportunity to create a special experience and special added value for your customers.
Customer loyalty: Depending on how a discussion develops, a familiar framework emerges. This personal aspect is very valuable for direct contact with your company.
Overview: You have administrative control in Facebook groups at all times and can determine who is allowed to be a member. You also have the option to set your settings so that new posts have to be activated by you before they are visible.
Put to the test: what you need to consider before opening Facebook groups
Whether you are thinking about opening Facebook groups for your company or whether you want to reanimate an existing group - there are a few considerations on the plan beforehand so that you can achieve maximum success. As you will see later, setting up Facebook groups is relatively easy. But it won't do you any good if you don't set yourself goals for community building and go about it without a strategy.
Exchange and interaction are at the forefront of Facebook groups. So ask yourself what you want to achieve by starting a group. If you only want to present products, the page is still the better choice. If you care about customer care or customer loyalty, a group is right for you.
However, ask yourself critically whether the Facebook community has really been waiting for your group. Because if a user does not see any benefit in the content you offer, the "Exit" button is quickly pressed or Facebook groups are moved to "Do not show again".
However, if you give exclusive information and campaigns on products in your group, give advice and assistance, possibly even in the form of tutorials, or create a protected space for the participants in one of your seminars, this commitment can be of great benefit to you.
It is clear that you cannot and should not address everyone with Facebook groups. After all, you're not a vendor's tray. It doesn't work entirely without a common thread, which is why you should think about your target group in advance. All commitment is honorable, but to keep a Facebook group running and to manage it is extra work. You not only have to approve members and posts, but also moderate and, of course, think about content.
Ask yourself honestly whether you have enough capacity or whether they can delegate this task to someone.
What users expect from Facebook groups
Ideally, your group is also your target group, but the community is not only your target group. Rather, it is a living organism that feeds on permanent and temporary relationships.
Your community building is therefore primarily a service for members that focuses on their benefits. Your brand or service will only be successful with such an alignment.
Specifically, users are looking for the following in Facebook groups:
- Contact and exchange with like-minded people and experts
- specific, applicable information
- Information advantage
- Expert knowledge
- Assistance and problem solving
- professional development
- Help in various life situations
- mutual support
- Solidarity in life situations and concerns
- Caring for her hobby
- new contacts with like-minded people
If you look at what users are not looking for, it quickly becomes clear that Facebook groups are not suitable as a pure marketing tool or as an advertising channel:
- Offensive advertising
- Self-adulation by companies or coaches
- Content without added value
- Content that can already be found on many other sites
- too complex content
- obsolete posts
- misleading content
- the feeling of being instrumentalized for the purposes of the company
If you fill your group with content according to the scheme F, you shouldn't be surprised if the community turns into a desert sooner or later. In the worst case, it can turn out to be a tangible damage to the company's image.
So that Facebook groups don't suffocate in monotony, but things don't get out of hand either, you need a community manager.
If you are on Xing, you will have noticed that the groups in the network are of much less importance today. On the one hand, this is due to the fact that many have migrated to Facebook. But also that the sales intentions were often too clear. In contrast to Xing, Facebook covers almost infinite needs, so that everyone in the network can find their niche and the news from the groups is washed into the user's timeline as if by magic.
Within the community, you or the person responsible for the group should not act as a faceless company account. After all, people prefer to exchange ideas with people.
Perhaps there is already a group for your company or your services that was created by customers. Of course, you shouldn't miss out on such a chance find.
Of course, there is also the possibility that dissatisfied customers have formed a secret group. The more active you are and your digital skills in social media, the more likely you are to notice unwanted developments and, if necessary, take countermeasures.
However, you have to think outside the box of Facebook groups or products, even if that takes more time. Some sole proprietorships have created quite successful groups whose subject matter is only marginally related to the products, for example a sports group.
As an ambassador for your brand, however, you should also distinguish yourself in other groups and develop the reputation of an expert there. You can also learn a lot from hobby and leisure groups and their dynamics. Before you start your own project, you should do a little field research there.
Why Facebook groups have been even more attractive since 2019
You are probably a member of some Facebook groups yourself and therefore basically know how things are going. Nevertheless, the year 2019 brought some additional functions that make creating your own group even more attractive. You can easily access these functions in your admin area.
Customer support for admins
Whenever there was a technical problem, users and admins waited a relatively long time for feedback from Facebook. With the establishment of special support for admins, the network promises to answer inquiries within one working day.
Facebook is currently investing a lot of energy putting together tutorials and other materials like the Facebook Blueprint that will help you build and run your Facebook groups better. The tips come directly from successful admins who operate platforms on very different topics. It is precisely this wealth of different experiences and methods that can help you find your perfect strategy.
Facilitate the management of Facebook groups
Not everyone reads the group rules and even if they do, users tend to ignore them. If you prohibit sales ads in your group, there will always be someone who will still launch a corresponding posting. The new feature allows you to easily notify a member of the rule violation. The user receives a note directly in his post informing him about the violation of the group rules.
Pre-approval of trusted member posts
In some Facebook groups it is so controversial that it is better if the admin makes use of his authorization requirement. However, this is quite a time waster in an active community. If you have trusted members, you can set their posts to appear directly.
Even more admin tools
Until now, an admin had to click through the administration area if he wanted to process member inquiries or view group activities. The administration tools are now completely in one place, which saves a lot of time.
If there is news to spread, the new announcement tool will make your work easier. You can initiate up to ten posts at the same time, which will then be displayed at the top of the group page.
Rules for Facebook groups
So far, you've had to pin the rules in a post. Now you have the option of giving your group its own rule area that really no user can overlook.
The watch party
The Watchparty has been around since the beginning of the year, but so far only a few had the idea to use this tool. In short, you can use it to share videos of all kinds in Facebook groups and the members watch in real time. Interactions are possible at the same time. The idea behind this is to strengthen the group spirit and build more intense relationships.
You quickly launched a watch party. You choose a video, for example from your YouTube channel or any other inspirational source. Then you open the mask for a new posting and find the button for the watch party there. You can even play multiple videos with this feature. Then you approve the post. You can also send out invitations beforehand. If you think this is a pure entertainment tool, then you are underestimating the potential importance of a watch party for your company. So you can run your own commercials and discuss them live with the users.
However, the watch party is still rather unknown to the average user. Before you post it for the first time, you should announce it and tell your group members what exactly is going to happen.
For example, if you offer coaching, social learning effectively enables you to share course materials of all kinds in Facebook groups.
So that you can use this tool, you have to categorize your group as "Social Learning" when opening it or change an existing setting to this type. You will then automatically see the function to use this tool.
If you click on it, Facebook asks you for the title of your course and the description of the first lesson. Once created, you can add any number of posts to this unit, as well as other learning media.
Your group members can comment on the spot. You can create additional teaching units within a lesson. You can also effectively create tutorials for your products yourself. In this way you create great added value for your users and as you know, satisfied customers remain.
With this tool, you can also see which members are working with the materials and draw valuable conclusions from them.
The Facebook Community Summit
The first Facebook Community Summit took place in London in February. 300 admins from all over Europe responded to the call, including from German Facebook groups.
In addition to the new group functions, Facebook also presented special programs aimed at community leaders. The Residency and Fellowship program enables admins from around the world to receive training and funding opportunities.
In the "Residency" category, five admins are selected who can each have their proposal funded with up to one million US dollars. 100 leaders can participate in the scholarship program, and up to $ 50,000 per project can then be used for the group.
The community leadership program has already started. Here, three local admins are brought together to learn from each other and to establish cooperation.
The first test run in the USA was successful, and Facebook will launch this program worldwide in 2019 at the latest.
How to create Facebook groups
To create Facebook groups, go to the left toolbar on your home page and click on "Groups". An overview of all groups in which you are a member opens. At the top right of the page is the "Create new group" button. Now a small window with a form opens.
If you give your group a name, it should exactly reflect the purpose of the group, or it should be possible to assign it to your company. In this way you ensure that interested parties can find your group better - a factor that should not be neglected with millions of search queries on Facebook every day.
You have to add at least one member to be able to create Facebook groups. This can also be an email account. The best thing to do is to take data from yourself while you are still tinkering with the appearance of the group.
The next step is the privacy settings, with which you determine how much the Facebook world can see from the outside of your group.
Open Facebook groups
This type of group can be found immediately by any user, without being a member, reading posts and discussions and joining if they like. In principle, it is a forum in which everyone can participate. You can also see who is a member of these groups.
When it comes to business or marketing, a public group is not a good choice as these communities can derail quickly.
Closed Facebook groups
A closed group can be found using the search function, but the contributions themselves are only accessible to members. A new member has to make a request to join, which the administrator approves or does not approve. Some Facebook groups ask users to write something about their motivation for joining. This is a great way to make sure people are there for the right reasons. This control over the members of branded or industry-related Facebook groups is invaluable to you.
Secret Facebook groups
Secret Facebook groups are what the name says: secret. Nobody can find them using the search function. These Facebook groups are only visible to current members. Membership takes place through invitation or addition by the administrator.
If you would like to discuss confidential matters in the group or if the content is only aimed at a very specific target group such as the participants in a seminar or course, then this type of group is the option for you and you don't even have to deal with membership requests from outsiders. Secret Facebook groups are ideal for company-internal purposes.
With the checkmark "Add to favorites" your group will automatically be displayed prominently in the left sidebar.
Now you can choose an icon to underline the topic of your group. If you can't find anything suitable, you can skip this step.
In the next step you take care of the appearance. Make sure you use the opportunity to upload a cover photo. The ideal size is 820 x 250 pixels, so that this cover image is optimally displayed on both PCs and smartphones. However, it should not be less than 400x150 pixels. Facebook changes these sizes again and again, which is why you should check at regular intervals whether your cover photo still fits.
If you don't want to create a secret group, you can now create a description of your group. This is a good idea so that potential members know what you are about right away.
Also take advantage of the opportunity to enter a few keywords that fit your group. This also increases your visibility on Facebook.
If your offer is aimed at a local community, the location should also be included.
You have recently been able to choose the color of Facebook groups. If you have special company colors, use this design extra.
Once Facebook groups are set up, you can start adding the first members. On the right side there is the search function for Facebook users, you will receive the first member suggestions or enter e-mail addresses. Make sure to use the e-mail invitation, as you are certainly not connected to all of your contacts in the network and thus spread the information widely among your customers. You can now also start promoting your group on your blog, page or newsletter.
So that the visitors of your Facebook page can also find your group, Facebook has only given you the opportunity to connect your page and Facebook groups with one another for a relatively short time. To do this, go to the "Groups" area on your site or edit "Settings> Page" and activate the "Groups" tab. You will then be offered the option "Link group". This not only promotes the group on your page, but also shows your page in the group header. This is how you efficiently direct the flow of visitors.
Tools to help you manage Facebook groups
As you are used to from the page, the groups provide you with statistical material. You can see how many of the members are really committed, how your group is growing and much more that gives you information for further marketing measures.
You can access the material in your Facebook group by clicking on the tab on the left in the navigation bar. Only the admin has access, not the moderators. Note that the statistics are not available from the start. Your group needs to get up and running before statistics are available. First you will see an overview. Growth, activities and member details. If you click on "Download", you can export the data.
The point "growth" shows you how many members you have gained and which requests you have declined. In this way you can evaluate whether your group is growing constantly and whether you are really getting the inquiries from the right people. The number of inquiries itself tells you whether you are easy to find and whether your external appearance is appealing enough to press the "Join" button.
The "Activities" area shows the number of posts and how much is commented on. You can also see how many of your users are really active and, above all, at what time they are. So you can better plan your posts.
You can also see who is posting the most in the group and what the reach of the postings is. The member information also shows you where your users come from, how old they are on average and which gender predominates or whether the ratio is balanced.
Scheduled posts in Facebook groups
As with a blog, you can use this tool to precisely plan your publications. This helps you to keep a certain rhythm in the stressful everyday work and to keep your group alive even when things get hot.
This function allows you to check prospects in advance whether they fit into your group. The classic question would be "Why do you want to join the group?" However, you can be more specific and ask how long someone has been in the industry.
If you don't give you such small answers, you will hardly be able to add value to the group as a user. Plus, having corpses in the basement isn't good for your statistics.
Because the more silent users there are, the lower the value for the commitment of the active users, as this is determined based on the number of members. Keep your questions simple anyway, there are only 240 characters available per question.
This feature is still in the test phase and allows you to recommend similar communities in your group. This is particularly useful if you later split a very large group into subgroups in order to maintain clarity.
The start phase - this is how Facebook groups come to life
An editorial plan is especially important at the beginning so that your Facebook groups come to life and membership appears attractive.
You can fall back on relatively simple rituals that have already worked in Internet forums: The member introduction.
Instead of linking to a post without comment, you can throw questions around to stimulate the discussion.
The survey function, which also allows members with a tight timeframe to interact, has proven to be particularly effective.
However, you have to offer the users of Facebook groups more than just videos and content from external sources. They get that elsewhere too. So that the number of members not only remains stable, but also grows, you need exclusive content.
Dealing with spam
Spam is a problem that admins in Facebook groups have to deal with sooner or later. The "closed group" option keeps the worst offenders away. Even so, you can't prevent one or the other troll from sneaking in anyway.
- Track all activities of your Facebook groups in a timely manner in order to identify spam as such immediately
- Warn the spammer and point out the group rules
- Delete the spam post
If you commit another offense, exclude the spammer from the group and explain to your group why you took this measure. Not every user is always up to date and so you prevent being accused of arbitrariness as an admin.
How to separate the wheat from the chaff in Facebook groups
You're probably wondering if you can identify spammers when you sign up. Yes, to a certain extent there are indicators like
- the user has no profile picture
- the profile picture is offensive or looks "stolen"
- the user hardly has any friends
- the profile is only a few days old
- the user has no real name
- the profile demonstrably does not match the desired type of member
There are also admins who exclude users who, according to their profile, have gone to the "school of life".
Do Facebook groups need rules?
Definitely yes. As long as Facebook groups remain manageable and the members may still know each other personally, this may not be necessary.
But with growth, there are also one or two differences or postings that do not fit the profile of your group. For example, when a user tries to turn your group into a flea market or calls for money collections.
You alone decide how hard you crack down. But your approach must always be transparent and fair. It has proven useful to first point out and warn the user of his misconduct and only attempt to be excluded from the group in the event of repeated offenses. Strictly enforce your rules and if that doesn't suit you can leave the group. It's your group, so it's your rules.
The moderation of Facebook groups
Moderating in Facebook groups is not an easy job. You also have to decide whether you want to be administrator and moderator in one, or give this job to others. If you do everything on your own, you should definitely look for a co-moderator who can at least represent you when you are absent.
But what is the task of moderators in Facebook groups anyway?
On the one hand, he makes sure that no posts or content violate the group rules. Incidentally, this also applies to content and photos that could infringe copyright. In addition, the moderator activates new members in Facebook groups and, if necessary, removes one or more users.
In addition, moderators in Facebook groups have to control postings that have been reported by the users and are the contact point for small and large questions from members.
If you want to add a moderator, go to the member list and select the moderator activity for the relevant user. The moderator in Facebook groups has no admin function. The sovereignty over settings, design and everything else remains with you. You can of course just as easily get a co-admin on board. The assignment of the role is exactly the same as when adding a moderator.
Can the competition enter Facebook groups?
As long as someone isn't trying to poach them from you, the competition can even be helpful to your group. If you are not there, someone with expert knowledge will step in. If you romp around as a user in groups of competitors, it has a similar effect.
How Facebook groups get interesting
Good content in Facebook groups is defined by
- Feedback from members
- lots of likes
- many and high quality comments
- Acquisition of new customers
The 60/30/10 rule gives you a clue as to which content works in Facebook groups. 60% good content, 30% form like videos, text, links, images and 10% the time of publication.
Remember that advertising is the last thing members want to see in Facebook Groups. So you have to advertise without advertise.
A simple but ingenious example: You ask your members to make a photo album with pictures of the use of your products. You can even offer a prize for the best pictures and later publish the winners on your page. In this way you demonstrate closeness and receive additional content at the same time. In addition, everyday pictures are a thousand times more meaningful than advertising photos.
Would you like another example?
In the Ikea decoration group of the Swedish furniture store, users reveal their sanctum. One asks for wall colors and receives dozens of photo responses within minutes. Others post their creative ideas with Ikea products and there are lots of likes.
Why do people reveal so much private information? It's simple: you feel like-minded in Facebook groups.
You cannot format long texts in a post. That makes reading exhausting. Alternatively, it is possible to upload files with texts in Facebook groups. But not everyone opens them. The spice of the text lies in brevity. Pictures and videos are attracting more and more attention.
Publish your content when your users are online. Your statistics will tell you when that is. If necessary, deviate from the rule if you notice that texts pull better than videos. Facebook groups are dynamic and none of them are like the other. Be active in your group.
There will be dry spells during which you have to keep the users happy with posts. Avoid asking questions that can be answered in one word. This is how a dialogue can arise.
Don't be afraid to tag other members.For example, if a question arises that you know that another user can be at your side when you answer it, or a specific post is interesting for certain users.
Turn Facebook Groups into Money
The headline is chosen provocatively, because your members should always have the feeling that togetherness and interaction are in the foreground in Facebook groups. If it's more about promoting a company's products than discussing or getting questions answered, sooner or later this will be the death knell for Facebook groups.
Nevertheless, there are also opportunities to benefit financially from Facebook groups, the third is currently in a test run.
Membership in Facebook groups depending on purchase / order
Do you offer seminars? Then you have the opportunity to invite all your successful participants to an exclusive group after the seminar has ended. There you can promote products and services that complement your previous offer in a meaningful way. This is less advertising than suggestions for further training.
Pinned items and albums
You can provide information about your other products or services in a pinned message. The other option is to upload a photo album with offers. So you leave it up to each user whether they use the offer or not.
The future: Paid Facebook groups?
Facebook is currently testing the introduction of paid groups that charge a monthly membership fee.
What is offered in these Facebook groups besides the feeling of belonging to a somehow exclusive circle? That is exactly the current problem. Because these Facebook groups do not offer extended functions.
But membership gives you the opportunity to be the first to have access to coveted content and special offers from companies.
The prices for membership in such Facebook groups should be between 2.99 and 29.99 US dollars per month. If you are wondering if your content is so good that someone would even pay for it and you can say yes, you already have the key to a successful strategy.
Facebook groups are set up quickly. However, you will need time to build and maintain. If you just post like that, there might be an initial euphoria, but in the long term it is relatively likely that your Facebook group will run out of breath. Therefore, come up with a strategy and offer your users new and high-quality content on a regular basis.
Nor is the question either Page or Group. Because both are indispensable marketing tools. The good thing about Facebook is still that you can get a lot out of yourself and your company with very few resources if someone shows you the right strategies.
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