19th February 2019 - No Comments!

Are Building Communities The Future Of Facebook?

The age of TV Marketing is long gone, and the age of Digital Marketing is here for the foreseeable. With social channels such as Facebook and Instagram growing by Billions year on year, the need to be at the top of the social hierarchy is a top priority for any company.

Whether you’ve embraced the digital era or are just about to dip your toes, the rate at which Facebook is rapidly changing means that even experienced users are constantly having to up their social game, in order to stay up-to-date.

We’ve seen big changes over the last couple of years from the GDPR crack down to the Cambridge Analytica scandal, that massively affected the way businesses advertise on the platform. Oh and not forgetting the new algorithm that pushed business pages way down the feed, Facebook waved their magic wand back in 2018 and ‘POOF’! businesses lost a huge % of their social visibility.

Whilst these changes massively improved customer privacy, they impacted businesses greatly and online retailers are still scrambling to find innovative ways around these new marketing boundaries. Introducing Facebook groups!

Back in 2017 Mark Zuckerberg - the CEO of Facebook - announced that the new mission for Facebook was to "give people the power to build community and bring the world closer together" as opposed to the old mission of "make the world more open and connected". He also stated that by 2022 he wants to see the use of Facebook Groups at 1 billion.

Due to the change in mission, Facebook Groups have been given the most attention ever, since their debut in 2010. In result of this, the algorithm has become more favourable towards groups allowing groups to gain more exposure than pages. This means that a Facebook group may have better organic reach than business pages - and other formats within the site. In addition, if you are a member of a group you automatically see more of the group posts in your newsfeed, so if a business decides to take advantage of Facebook Groups, then their audience is more likely to their posts thus increasing engagement which has a possible knock-on effect of increased sales.

Now is probably the best time to adopt the use of Facebook Groups due to the fact that as of November 2018 there were 200 Million users in meaningful Facebook Groups in contrast to the 100 Million in 2017 meaning competition is quickly growing so join now whilst it’s still relatively low!

Moreover, AI (Artificial Intelligence) was integrated into the code to suggest groups to users based on their engagement with certain posts, so if you have a well-performing group then it will be suggested to more people.

Furthermore, Zuckerberg has pushed for the implementation of more tools for Facebook Group admins to use. For example, Facebook has added insight tools that enable the ability to see what posts are performing and what aren't allowing the admins to push out content which their audience find interesting. Following this, Facebook also added tools that allow admins to monitor the content being published within the group. Like any community, it needs to be policed and monitored so with these tools it grants admins the ability to remove inappropriate content and remove users who aren't complying with the rules of the group. These tools are exceptionally useful as it allows admins to keep the group focused on the topic it is branded with and keep digital bad behaviour to a low.

A great way of getting people to subscribe to your group and join is to offer valuable information that can't be accessed anywhere else. To illustrate, you might own a money investment business and to increase clients what you could do is set up a private Facebook Group, offer trading and financial tips and secretly feed your audience your services. Not only are you gathering an online following and community that will be incredibly loyal if you prove your worth, but there is also the opportunity to potentially increase sales.

Jumping on this strategy is something we highly advise as it could catapult your business miles into the direction you're heading for.

Alongside Facebook groups we have also found 3 other key strategies to help beat Facebook's algorithm update.

  • Timing is essential for any post in order to get the highest amount of engagement you can possibly get. It is pointless posting when your engagement is at its lowest as the least amount of people will view it, in contrast to where you can post when your audience is most active resulting in maximum engagement.
  • Facebook ads are another great way of gaining more exposure. The results show an amazing ROI (Return On Investment) and are recommended by 93% of marketers.
  • The Facebook algorithm favours video formats over image formats, so if you can produce video content instead of image content that can increase your engagement a lot.

At the end of the fourth quarter of 2018, Facebook had 2.32 billion monthly users on its platform. An incredible achievement to say it was created from a college dorm room. So what are you waiting for? Quickly implement our strategies and gain some clients from the vast pool of 2.32 Billion people!

Don't feel confident in making the plan work for your business? Get in touch below to find out how we can help you unlock the full potential of your business!

Published by: Vast Digital in Uncategorised

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