There are a number of social media platforms that offer free and low-cost ways for brands to engage with large groups of potential customers. Facebook is probably the one most online marketing experts would agree offers benefits to every type of organization, business or individual. Not only does Facebook have the most users by far than any other social network, it also allows a great deal of versatility in its use. One way it does this is to allow you to create a Page, Group or both for your business needs. Each of these tools has its own particular advantages. Let’s take a look at the difference between a Facebook Page and a Facebook Group so that you can decide which works best for you to reach your target demographic.
A Facebook Page is very similar to a regular profile page except that these pages are utilized for marketing purposes rather than for an individual’s personal use. Pages are intended for businesses, organizations, brands, celebrities and the like. Facebook Pages offer a number of features that individual personal profiles don’t. One of the most useful of these may be Page Insights. These are tools that allow you to monitor the demographics of your users and what actions are being taken in response to your posts. Such insights let you see how well your updates are performing. In addition, you can assign other members of your team as admins to your page so that you don’t have to handle all of the social media tasks alone. There are also third party apps with which you can spruce up your page and that give your users the ability to perform actions like shop, sign up for your email list and follow your company’s other social profiles without ever leaving your Facebook Page. You can even schedule your posts in advance for efficiency.
While not specifically intended for promotion, Facebook Groups can give brands a supplementary outlet for building engagement with fans. These groups are a place where people come together around a common interest. Anyone can create a group, and they can be used for nearly any purpose. Groups can be public, closed or secret. These varying levels of privacy add even more versatility to groups. As a marketer, Facebook Groups allow you to tailor your brand’s communication specifically to the needs and desires of your audience. Groups can be a space for a company’s fans to share recipes or uses of a particular product. A group can also be an appropriate forum for collecting user feedback on such things as client satisfaction, product suggestions or customer service issues. Bloggers or subject experts may form groups to teach aspects of a particular topic, building themselves a reputation as a guru and creating demand for their e-books or webinars. Facebook Groups are practically limitless in their utility.
Which Is Best?
There really is no one answer to whether a group or a page is best. The answer is determined by each brand’s specific needs. If your goal is promotional on a grand scale, a Facebook Page would be most effective in this capacity. Looking to facilitate engagement and build rapport with current customers? Find a common theme of interest to them and start a group focusing on it. Many companies and individual marketers will use both tools. This makes sense because the two are quite complementary for a variety of purposes. It’s almost always a good idea to have a Facebook Page set up as your brand’s identifying profile and place to share important information. A group is often desired as a means of achieving more precise goals.
Facebook Pages and Facebook Groups each have their own strengths. Neither is better than the other. Your job is to decide which will be most effective to suit your purposes and how to use them effectively. That’s actually the fun part.
Social media is ever-changing. What’s working today may be old news before year’s end. One thing that never changes is the desire to engage your audience. Creating interest, relationships and buzz is what social media marketing is all about. One of the most popular platforms for generating this engagement with fans and customers is Facebook. Let’s take a look at some proven ways to boost Facebook engagement effectively and successfully.
Create Content People Love to Share
The number one rule of thumb for choosing content to share on Facebook is that it be something your particular demographic will find interesting enough to share. That means the information should be relevant to your audience, making it something that is meaningful to them. Your content should cause them to stop and think. That means it has to be eye-catching. After all, the average social media user does a lot more scrolling in comparison to what they choose to share. Finally, what you post should be something that paints the sharer in a positive light. People love to impress their friends. Shoot for content that is emotional, funny, insightful, educational and unique.
Mix It Up
Facebook’s algorithm can be unpredictable and ever-changing. However, what seems to work well in terms of increasing your chances of being seen is the use of various types of content. The more fans you’re able to reach, the higher your likelihood of engagement. So get creative in the types of stuff you put out there. One of the most underutilized formats is likely video. The return on your investment should be substantial if you take the time to put together some original video content that’s useful to your audience. Other ways to mix it up would be to post photos that show personal aspects of your business such as behind-the-scenes access, humorous memes related to your subject area, useful infographics or motivational graphics.
Take Advantage of Facebook Live
Facebook Live gives you a built-in tool for creating simple video content. Be sure to let your page users know ahead of time that you will be airing live content. Doing so lets them know when to tune-in, and it’s also great for promotional purposes. Sharing teasers and hints ahead of time can up the excitement.
Post at Various Times
It’s advised to post something new at least once a day. However, if you notice your engagement isn’t as vibrant as you’d like it to be, there’s a good chance you’re posting when your audience isn’t online. You can fix that by testing different times to see which receive the most interaction. It’s never a good idea to simply use a third-party resource to auto-publish your posts and forget them. It’s imperative to be mindful of the type of content you’re sharing in relation to what’s happening in the world and in your audience’s lives. You don’t want your brand to be perceived as insensitive or uncaring.
Embed Facebook Posts on Your Blog
Did you know you could share your Facebook content directly in a post on your blog? You sure can, and it’s easy. All you have to do is click on the timestamp of your Facebook post and then go to the arrow in the top right corner to choose “Embed” from the pull-down menu that appears when you click that arrow. You now have the embed code to copy and paste into the HTML of your blog post. Readers who find it interesting can be taken straight to the content on your Facebook page with just one click, where they can share the post with friends or comment on it.
Boosting your Facebook engagement simply requires a bit of creativity, variety, and relevancy. Knowing your audience and giving them the kinds of information they love in formats that aren’t always the same and at times they use Facebook most can work wonders when it comes to increasing your shared content.