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Facebook groups: how to use them for branding
almost 3 years ago

Find out how to use Facebook groups to make your Brand known and advertise your business with people potentially interested in what you offer.

The Facebook groups are very useful to companies in key marketing . Through this particular feature of the social network of Mark Zuckerberg, in fact, it is possible to make your brand known and advertise your activities within a community of people really interested in what is proposed. Let's find out now how to do branding by exploiting all the potential offered by Facebook groups.

What is a Facebook group

A Facebook group is a space on the social network where it is possible to discuss shared interests with certain people. It is possible to create a group around any interest but specifically, as already anticipated, it is a tool widely used by companies to grow and involve their communities .

How to create a Facebook group

To create a group, just click on " Create " at the top right of Facebook and select " Group ". Then, you have to assign a name to the group, add the members and set the privacy: the Facebook “ public group ” option provides that anyone can view the group name, description and published posts (the other options, in ascending order of limitations, are " closed group " and " private group "). After completing these steps, clicking on "Create" gives life to the new group, customizable with a description and a cover image.

With reference to the use of this feature for commercial purposes, Facebook recommends that administrators share any corporate or commercial affiliations in the group and update the group in the event of any changes in this regard.

Facebook groups: opportunities for companies

A group provides companies with possibilities that the company Facebook page alone does not allow. For example, while the communication on the page is "vertical" (since users can in practice only share and comment on the posts created by the company), the communication exchange on the groups becomes " horizontal ", thanks to the possibility for users to create and publish your own content. In this way, the perception of being only "customers" is lost within the community.

Furthermore, in the face of a progressive drop in the organic reach for company pages, Facebook groups have generally wider organic visibility thanks to the continuous exchange of comments between users.

Among the other reasons why a company should open its group on Facebook, the possibility of listening to its audience stands out and, consequently, find new ideas for its products and contents.

The priority, however, remains to sell: in this regard, within the Facebook groups it is also possible to advertise the items on sale .

How to make branding on Facebook groups

"Branding" means the whole set of actions implemented by a company to differentiate its offer from the competition, promoting the image of its brand ( brand image ) and promoting customer loyalty to the brand ( brand loyalty ).

Even before selling, it is essential for a company to " tell " itself, describing who it is, its history, its business and what makes it unique compared to the competition. Doing it in an informal way, within a community really interested in what is proposed, is an additional possibility not to be missed. In this sense, it is fundamental to "humanize" the abstract concept of brand, to express oneself in a coherent way and to share interests with one's own audience.

Through the groups tool on Facebook, companies can demonstrate authority on a specific topic, sharing useful content and providing food for thought, but also get in touch in a natural and direct way with ambassadors and influencers , identifying the most loyal, most enthusiastic customers and more active within the online community. All this will strengthen the bond between users within the community and with the brand.

The reward is fundamental: a company must offer unique content and exclusive advantages , which feed the users' feeling of being part of an "elite" group.


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