The goal is to make groups more attractive to Facebook users. Facebook wants to get back into the heart of community building initiatives. To that end, it recently organized Facebook Community Summits in Europe and America. And it doesn’t stop there. The giant also makes funds available to community leaders who are active on the platform.
Consequences for companies
These changes do not make it more attractive for companies to continue investing in pages. After all, the organic job function email database reach was already quite low. With the new developments, that will probably disappear completely.
I predict that many organizations will reflexively create Facebook groups . After all, you can communicate with Facebook members there ‘for free’ without having to open your wallet. In addition, a recent adjustment in functionality ensures that you can participate as a brand in your own group (instead of your personal profile, you respond from a company page). To do this, you only have to link your page to a group that you manage yourself.
Facebook group linked to a page
A Facebook group that is linked to a page.
Let there be no misunderstanding, I think it is good that Facebook has taken this course. It only makes the medium more attractive to facilitate real communities. Nevertheless, I fear that there will be an inflation in the use of groups. It will not work if organizations soon start to unleash the same strategy that they used for pages on groups. The one-to-many communication that works well on a Facebook page dies in Facebook groups. That is where you have to deal with many-to-many communication.
Public vs. Community
The big difference between a Facebook page and a Facebook group is that in the first case you have an audience, and in the second case a community . with an audience of ukraine business directory sometimes millions of members (the page fans).With a Facebook page
In a Facebook group, each participant is simultaneously a sender and a receiver. Another important difference is that the group members can also make contact with each other (mention) and can find each other via the member list. It is precisely this mutual cohesion of a group that determines that there is a ‘pure’ community. strengthen relationships with consumers A page does not offer this kind of functionality, and is not intended for it either.