Most people who use Facebook will belong, or have belonged, to a Facebook group.  Groups are set up by people who want to communicate with like-minded people or specifically targeted individuals for the purpose of discussing topics and exchanging opinions.  In the same way as focus groups in market research, Facebook groups can be a valuable marketing and branding tool.

Creating a group is a simple matter of filling in a form and deciding on the particular network of people for whom it is aimed.  People may apply (providing they know of its existence) or be invited at the discretion of the administrator, who manages the group.  The administrator may appoint ‘officers’ but these do not have full administrative rights.  Privacy settings allow groups to be ‘closed’ – i.e. invitation-only membership; or ‘open’ in which case people can apply to join after having seen details about the group elsewhere on Facebook.

In the business world, Facebook groups can have their uses, but they are not without drawbacks.  If they are not carefully policed, they can simply get out of hand.  Without careful monitoring, anything can be posted and all value lost.  Useful discussion and networking requires guidance and an absent or lazy administrator can be the death knell of a group.  Why would this be allowed to happen?  Purely and simply because some people measure success in terms of quantity rather than quality.  If the numbers are increasing, that will be viewed by some as a successful group, irrespective of the quality of interaction between the group members.

A useful group is a well-managed group.  It needs an active administrator who monitors the group’s content and affairs closely.  Appointing other administrators to help with these duties is always a good idea.  Topics posted should be relevant and interesting to encourage members to respond appropriately.  Spam should not be tolerated.  This should be deleted and warnings issued to those responsible.  If it continues, then the member should be blocked.  Content should be monitored and topics adhered to.  Posting a clear agenda or group’s of the group’s aims and discouraging any diversions from that, will give clarity and focus to the group. 

If the group has the right configuration, it will appeal to the right community.  Members do not want to have their inboxes bombarded with promotional materials and their wishes should be respected.  Respect your members and they will respect the group.  Posts should be kept relevant to the interests of the group and its members and the content kept fresh.  Regular updating of recent news, photos videos, events and links will encourage members to return.  Making new members feel welcome will ensure they stick around.

An active, purposeful group is a successful group and a great platform for marketing a brand or business.   Just as all businesses value their customers, then the Facebook group should value its members.  Keeping a close eye on the ratio of new members to people leaving the group, and asking the right questions, so that mistakes can be rectified, will ensure its lasting success.