Earlier this month, Facebook announced that it would start prioritizing content from family, friends, and groups. Regarding Groups, Facebook wrote:
In Groups, people often interact around public content. Local businesses connect with their communities by posting relevant updates and creating events. And news can help start conversations on important issues.
My last two posts have been about the benefits of using Facebook groups to build a business or increase product engagement with your customers. I’ve found it to be an invaluable resource that many brands, artists, and authors neglect. But after Facebook’s recent announcement, I predict many will start flocking towards them in 2018.
If you’re considering starting a group, check my posts here and here to get started. If you already have a group, here are three ways to increase engagement.
1. Ask a relevant question that will spark discussion.
A good question can go a long way. Group members love to join a conversation that will add immediate value to their lives. Study the demographic that dominates your group so that your subjects will be relevant.
Ask yourself why people are in your group and what they’re hoping to gain. Predict the problems they might be facing and start discussions that address their concerns. If you can consistently spark compelling conversations that get members learning from and engaging one another, your community will become a regular hangout spot on Facebook.
2. Post live videos and interact with the group.
Facebook is determined to become the number one video platform on the web, and I believe they will succeed. Today people laugh at Facebook shows but in a year or two, watching your favorite show on Facebook will become the new normal. Facebook’s algorithm prioritizes video content, and with this new algorithm change, you might want to consider posting more videos.
Not talented in this area? Post lives videos. Host Q&As or interview someone on a topic relevant to your group. Treat it like a podcast and post consistently. Videos also allow members to attach a real person with a voice to the community rather than a logo or avatar. This aspect is essential for some users and could potentially be a game changer that encourages them to stay and engage.
3. Focus on content that will serve your members.
The most important thing you can do is figure out how you can better serve the people in your group. The worst thing a group admin can do is spend the majority of their time strategizing how to get members to buy a book, attend a conference, share a blog, or subscribe to a newsletter.
Spend 90% of your time addressing their concerns and doing as much as you can for them for free. People buy from brands that add value to their lives when they’re not spending their money. This method is excruciating if you’re in your business solely to make a profit. But if your goal is to have a positive impact on people while doing something you’re good at, you’ll have a blast and eventually turn a profit in the process.
Phillip is director of communications at Reformed Theological Seminary and a digital strategy consultant. He oversees branding, print publications, digital marketing and social media for RTS. Prior to this, he served as co-founder and vice president of the Reformed African American Network and content strategist at Desiring God. Phillip and his wife, Jasmine, have one son.