Groups on Facebook have become a hub of activity, especially for brands. When Pages were launched, Groups remained a place for sharing information, learning, and networking on a similar topic, issue or concern. Today groups can help build your personal brand’s Fan base and create more social interactions.
Many brands and businesses focus on their Facebook Page as the main place for activity, promotions and posts. By engaging in groups that are relevant to your niche you can actually attract new Fans and visibility.
Is it possible to create more engagement and growth through organic reach on Facebook? The answer is most definitely yes, and the influence from groups for your personal brand is a tremendous asset to that strategy.
When you become active in groups on Facebook your business is building long-lasting relationships. A simple branding image is important if you host your own group, which I highly recommend. But it’s important to first know how a Fan Page is different from a Facebook Group.
Groups versus Pages on Facebook
Here are several key elements to a successful networking strategy in your Facebook group(s):
• Consistent and active communication – While groups are not a place where brands can make a sales pitch, they are a venue for sparking conversation and interest. Through engagement during the week and sharing information you are not only establishing your presence, but also showcasing your expertise, which can later attract visitors to your Fan Page who want to know more about your company.
• Build interest in your personal brand’s services – Part of a long-term successful marketing strategy is building up to the point where your brand has a membership program. While these are expensive to launch, a Facebook group is a good starter place where you can share tips, advice, and so on to attract a fan base that later can be converted into a membership program. Keep in mind that Facebook does have ownership to groups, and to share your information sparingly so as to reserve the most important aspects for your program.
• Post content the News Feeds will love – Facebook tends to showcase posts made in various groups more than from Pages. Post information that is relevant to your personal brand for the best visibility, and also to attract the right target market.
• Share information about your brand Page – A well thought-out status update may include a link to your Fan Page when providing helpful information to the group members. This not only helps grow your network, but promotes sharing.
While a Facebook Page is more focused on content, images, video, and promotions a group is all about creating meaningful conversations to build a strong community. Over time, members will naturally be drawn to your personal brand’s Page, and this can extend into your other social networks as well.
