With online communities more popular than ever, we thought it’d be a good idea to take a look at one of the most popular community platforms out there — Facebook.
Facebook has (literally) billions of users, and if you’re one of the many out there who has ever interacted with the platform, then odds are you’ve come across Facebook Groups. In fact, you’re probably a member of at least one group.
Facebook first implemented its Groups feature around a decade ago, but since then, it’s become an extremely popular and free (sort of) platform for creators and brands.
So, we’ll take a look at a few reasons why so many people choose Facebook to host their communities and how you can start building your own on Facebook Groups. We’ll look at how to make sure members stay engaged and involved.
Why Start A Facebook Group?
As we mentioned before, Facebook is one of the most popular platforms in the world. In many places, they’ve even worked out deals to make sure phone plans come with free Facebook usage. That means a lot of people a creator or brand might want to reach are already on Facebook.
However, there are still some things to consider before choosing Facebook as a hosting platform. Firstly, does it fit with your intended goals? Before starting any community, it’s good to outline a sort of mission statement or what you intend to accomplish.
If you just want to form a community where people can gather to discuss simple topics, then Facebook Groups is great. If you’re a creator or brand that wants to set up shop on the platform, then Facebook Groups is definitely lacking in some departments (which we’ll touch on more in a bit).
With that said, it’s still a great place to create a community for people that share the same interests and simply want to discuss them or as an added benefit of a subscription service.
Growing a Facebook Group is also not as hard as it once was. The platform has put more emphasis on its Groups feature in recent years. Don’t get us wrong, it can still be very time-consuming and challenging to grow a community, but Facebook has reprioritized content from companies in its algorithm and put more importance on Pages and Groups.
In summary:
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- At this point, pretty much everyone is familiar with the platform.
- Facebook works well as a community platform if you just want to create a space for discussion. But, it’s still not loaded with too many features, such as built-in payments or the ability to offer services.
- Facebook Groups also work well as a bonus benefit for creators or brands looking to reward loyal members or give them a space to interact more directly.
- Facebook has put more emphasis on its Groups feature in recent years.
Why A Facebook Group Might Not Be Right For You
Facebook might be one of the largest, if not the largest, social media platforms out there, but its Groups feature is still lacking in a couple of key areas. Here’s how to know when a community on Facebook Groups might not be right for you.
Probably the biggest drawback to Facebook is the inability to monetize. If you plan on offering services or creating interactive content for your members, you’re going to have a hard time with Facebook Groups.
Groups is pretty bare bones when it comes to features; instead, it’s more similar to a traditional forum. There is a place to store simple PDFs and add links, but billing and other things, such as courses, would have to be implemented using third-party software.
It’s also important to know that the only way to collect members’ emails is manually. That is, you don’t own your community; Facebook does. You’re just using their platform, and they make money off of data. So, if you ever choose to switch platforms, this could create a problem.
In summary:
- Facebook Groups might not be for you if you’re looking to integrate more complex tasks, such as built-in billing or courses.
- Facebook’s “free” Groups comes at a cost. That cost is they get to monetize your community by selling ads.
- “Ownership” of the community basically falls to Facebook.
Organically Growing A Facebook Group
For the sake of keeping things simple, we’re just going to go over how to grow a Facebook Group without paying money for it. (Nobody likes paying for ads anyway, right?).
Start off on the right foot with your rules and guidelines. Like any online community, Facebook Groups allows hosts to create their own rules and guidelines. Rules and guidelines aren’t difficult, but they’re vital. Think of them as your Facebook Group’s foundation.
It’s essential to include things that establish your Facebook Group as a place that doesn’t put up with something like spam or intolerance. You can also use these guidelines to set out a clear objective or goal for the group.
Mind the algorithm. While Facebook has put more emphasis on Groups recently, it’s still a good idea to make your title and group description as clear and concise as possible. You can also change the group’s URL so that it’s easy for Facebook to pick up and understand.
Get people talking. Nobody likes being in a Facebook group that’s essentially dead. So, make sure either you or a community manager is working to keep conversations going. This helps keep the group active, which in turn pushes Facebook to show members group notifications. It also encourages the algorithm to show others your group.
Do the legwork. Even with Facebook’s algorithm, there’s simply no substitute for promotion. Try promoting your group through every possible medium you can. That includes your personal Facebook profile and any followers you have on other social media platforms or newsletters.
Use feedback. One of the great things about Facebook Groups, or any online community for that matter, is that it’s never been easier to see and use feedback. Sometimes this might come in the form of criticism. If so, listen to a member’s complaints and see if there’s any way you can address them.
However, useful feedback also comes in the form of ideas from members’ discussions. For example, if you see a lot of people asking questions about a certain subject, consider making content on the subject or even offering something like courses.
How To Keep Facebook Group Members Engaged
So, now that you’ve started your own Facebook Group, your next job is to keep members engaged. This really goes hand-in-hand with growing a Facebook Group. People join online communities because they see value in them. However, if they’re not engaged, then there’s no reason for them to be there.
Remember that everyone is there for a reason. This is where your rules and guidelines from earlier come in. (You did include a mission statement, didn’t you?) Everyone that joins your community is there for a reason, and it’s important to keep that shared goal in mind.
It’ll help shape the content and conversations taking place in your Facebook Group. You can also refer back to it to create content, ask questions, and create surveys to get people engaged.
Utilize Facebook Live. Facebook doesn’t have too many unique tools to interact with members, but it does have Facebook Live. The video service can be a great way for a creator or brand to interact with their community more directly to answer questions, give updates, or simply have a discussion.
Don’t spam. This kind of goes without saying, but even if you are aiming for a monetized community, don’t spam your group with offers or products. With this said, it’s okay to answer a question by referring people to another post or website. However, nobody wants to be bombarded with products, especially when they join a Facebook Group.
Consistency is key. Always be consistent when interacting with your Facebook Group. For example, if you plan on holding an event, consider holding it on the same day every week or month. The same thing goes for things like surveys or themed conversations.
Make sure you’re providing value. People join an online community because they see value in them. Sometimes this comes in the form of just having conversations with others about a similar topic. Other times it means being closer to a brand or networking with others in an industry. Whatever the reason for setting up a Facebook Group, make sure you’re offering your members value.
At the end of the day, this is the best way to grow a Facebook group and make sure people stay engaged along the way.
Conclusion
While Facebook Groups are a good option for some, they also come with quite a few drawbacks. The good news is that Facebook doesn’t have a monopoly on online communities anymore. If you want something that gives your community the best chance at success, why not give Nas a try?
Not only was it developed from the ground up with online communities in mind, but Nas even offers to supply hosts with a community manager to help make sure things run smoothly. And creator and brands completely own their communities, so if they ever decide to switch, it’s easy.
In addition, hosts and their communities have access to live meetings with experts, custom-made pdf resources, and some of the most popular Nas Academy classes. Oh, and of course, there are built-in billing and course options. So, why not get to building your community today?
