Facebook has announced the launch of Facebook Groups for Pages, allowing brands, businesses, and artists to connect and communicate with their super-fans.
Before going into what Facebook Groups for Pages actually means, can I please start (just to keep a clear head!) with the difference between Facebook Groups and Pages...
So, like a friend’s profile, Facebook pages mean that businesses, organisations and other entities can create an authentic and public presence on Facebook. Unlike your profile, Facebook Pages are visible to everyone on the internet by default. You, and every person on Facebook, can connect with these Pages by becoming a fan and then receive their updates in your News Feed and when they post out content (depending on their organic reach of course!)
You may already be aware that there’s a team at Facebook verifying the authenticity of Pages on the site. If an official representative or user identifies a fake, spam or abusive Page, they will investigate and determine whether to remove the Pages at their request. Did you know that you can always remove yourself as a fan of any Page by clicking the “Remove Me from Fans” link in the bottom left corner of the Page?
While Pages were designed to be the official profiles for entities, such as celebrities, brands or businesses, Facebook Groups allow people to come together around a common cause, issue or activity to organise, express objectives, discuss issues, post photos and share related content. Not everyone can join the group, either you have created it, or new people can request to join.
For yours/ my interest insider monkey have put together the 16 biggest groups on Facebook, from Taylor Swift and Will Smith to Real Madrid and Harry Potter, see the full list here. Here’s a fan of Alan Partridge (that includes me) above!…
And what’s changed?
An artist could now run an online critique of their work, a musician could run an on-site fan club, a brand could organise its ambassadors and a magazine could discuss future issue’s topics with its most dedicated readers.
“This is one of thousands of interesting examples we heard of super-fans who wanted to be a part of the day-to-day discussion of the decisions inside the walls of an organisation they care about, and more importantly to connect with everyone else who felt the same way.” Chris Cox Facebook’s Chief Product Officer
As the page owner, you can find them easily and showcase their thoughts from your business page – which opens up communication.
Something that has been repeatedly complained about in the past is that you also couldn’t publish a group as your page, it removed opportunities to communicate directly between brand and customer. With this implemented it extends your reach and also makes more of a connection to the people who matter.
Linking a group to your page means you are able to have a more natural discussion around a shared interest related to your brand, your fans now have a voice within your page. As a result, this discussion is much more likely to make its way into the competitive news feed. Its also simple to do.
So how does Facebook Groups for Pages work?
You should see “Groups” as an option on the left side of your page. When clicking on it, you’ll have an option to link or create a group. Alternatively you can create a group from scratch, by clicking “Create Group” at the bottom and start the creation process. Facebook will automatically add you and your page as people to the group. You can add others (like other admins) if you want.
Admins of a linked group will have the option of publishing as the page or their personal profile.
After choosing an icon, your group will then be linked to your page.