Why you need to think differently about Facebook groups
Something rather marvellous happened on the train this morning.
Free coffee? WiFi that worked? No, I found that Facebook groups now have insights. Lots of them. And yes, I do know being the grinning man in the carriage sounds a bit sad. But bear with me.
Why is this marvellous? Because it shows that Facebook is taking them more seriously and if you haven’t already it is time to sit up and take notice.
As is reported, Mark Zuckerburg sees groups as central to the future of the platform. Why? They can offer more meaningful interactions. He’s right.
What are Facebook groups and why should you care?
Groups have long been a Cinderella corner of Facebook. Anyone can start a group. They’re a lot more democratic than pages. They are rallying points around a common theme. A village. A town. A football club. They can be big or small. There is a simple guide here.
Importantly, they don’t yet suffer from Facebook zero. You also get to see posts in chronological order.
You should care because they are quietly being used more and more by people. In my experience, an average sized borough of 250,000 can expect to have 2,000 Facebook groups and pages. That’s a serious set of numbers. I’ve blogged on this before.
What do the Facebook group analytics look like?
Data tracks back up to 60 days and logs new members, top contributors, comments, posts and reactions. The Public Sector Facebook Group that I started earlier in the year shows, for example, a staggering 7,500 interactions in the last 28 days.
Sure, they’re not as advanced as pages. You don’t get a age group breakdown. But you do find out what day of the week is busiest. For my group? 9pm on a Wednesday.
What groups are you in?
There’s a good chance you’ll be in a Facebook group. Me? I’m in a number. A Stone Roses fan group, one for the area I live, a Down’s Syndrome support group that my brother runs, a virtual reality video group, a freelance PR ghroup and others.
But what can communicators do with groups?
All this got me thinking. The trajectory of Facebook is projected to carry on rising with 41.3 million UK users by 2021. And with groups playing a key role they need to be taken as seriously as a press release or Facebook advertising.
1. Community groups and pages
If you want to reach a sub-set of a community there is now a chance that a Facebook group is the best way to reach them. If you are in Birmingham and want to reach Poles this Facebook group may be part of the solution, for example. Similarly, local history and heritage in Telford have a group with 19,000 members. Those two are not one offs. The country is criss-crossed with groups around sub-areas.
You’re too busy to talk to all of them? Sure. I get that. But if you have content you want to put before one of these communities suddenly they are relevant.
2. A support group
The Brain Tumour Charity have three Facebook groups depending on what you need. There’s a general one, one for parents and one for carers. What the organisation are doing is providing a space for people to talk and standing back. They don’t drive the content. People do.
3. As a way of connecting the team
Facebook Workplace is coming down the track. This is the platform’s way of creating a company-wide way of talking to each other. For non-profits it is free but at $3 per user per month I’m not sure that the Public Sector can stretch to that. Actually, I am sure. It can’t. But re-creating the groups feature amongst a team on a project or a comms team may be useful.
4. As a way of consulting
Sometimes, we need to listen to what people are saying. This may be to better shape a scheme or see what people think about budget cuts. If there is already a forum for this, then use that. If there isn’t, and if it can be updated regularly a group may be a way to keep people informed.
A different mindset
Fundamentally, Facebook groups are people coming together to talk about a common interest. That’s different to the traditional comms method of broadcasting. They’re not recepticles for all your content. They are about building a relationship with the group admin and the people in the group.
A different approach
Cumbria County Council have made friends with the admin of a group with 100,000 members and invite him to post content on their behalf. Tom Gannon has blogged on the subject here. This is brilliant. This is the way to go. A decent number like that has clear scale. But there will be times when you need to reach new mums, residents on an estate or the Polish community.
Nobody expects you to know all the 2,000 groups and pages in your area. But you can start by knowing the big ones and by making a search every time you post content.