Branding Using Facebook Groups
Have you noticed lately that you are seeing more conversations from groups you belong to? This is part of the changes Facebook made back in June. Groups are where conversations are occurring these days as compared to business pages. As a small business you may want to consider forming a group to add to you marketing mix. There are some things you are going to want to consider before starting one.
1 Naming your group – you may be tempted to name your group the same as your business. This is not a good idea in most cases. If you are a hair salon you would want to create a group about beauty or fashion perhaps rather than your salon name. Your group must have appeal and should be centered around common interests of those who would join.
2 If you are an individual – such as a realtor or you are branding yourself, you may be tempted to name the group after yourself. This may work for those already branded and have a huge following but if you are local to a specific area we would not recommend this. Instead you might want to consider a group that relates to your geographic area. Coaches are tempted to create groups and use their name. Again, if you have a huge following this would be effective but if not, then consider a group named after something that relates to your coaching business.
3 Attracting members – your group name is what will attract members as they search for groups they want to belong to. They search for topics not necessarily names of brands. Your group should focus on topics related to your business.
4 Purpose of the group – remember it is about conversations between the members and not for you to promote your product or service. You will want to lead conversations and encourage conversations among the members. In the beginning you may find you are doing most of this but in time, they will begin to post themselves.
5 Linking your page – in groups once you link it to your page, you can post/comment as yourself or as your page. We recommend you post as your page. This will help with your branding.
6 Direct Sales/MLM’s – you can use groups for your customers to have a place to chat with you about your products, make announcements, host Facebook live events to foster sales with your customers.
7 Public, Closed, Secret groups – you will need to consider which to host. Public means anybody can see all the posts in your group as well as the members. Closed means only members can see the posts but those considering joining can see the members. Secret means you can only add friends. Nobody aside from members will even know it exists. You have to add people to this group and that is why you need to be friends with them. This is not really a good option for your business.
8 Managing your – It is best that admins/moderators only approve requests to join your group, this prevents spam and ensures that those who want to join meet your criteria. If you moderate your group by having admins/moderators approve posts first, this could slow down your conversations among members. However, it really just depends on the nature of your group.
9 Setting rules/standards – you have control over this a to how, what etc can be posted. You will have to monitor it to ensure the rules are followed. There re 2 things that will make a group ineffective and those are spam and people not feeling safe posting for fear of being verbally attacked. You will have to monitor for this depending on the nature of your group.
While all of this may sound like work and it is, the benefits can be huge as your group grows. There is talk that Facebook will be rolling out monetizing groups through ads. What this will look like is unknown as is when this will happen, but it is coming for sure. You will want to be ready for this so that you can reap the benefits.
If you need help with any of your marketing needs check us out at Creativenergy