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Tag Archives: PC

Ready Player One: Top CMWorld Speakers Dish Go-To Classic Content Marketing Combos

Over the years, content marketing has made incredible strides. What used to be considered more 8-Bit tactics such as print and articles, have evolved into more immersive tactics like interactive and video which truly brings audiences into the “game”. And while the days of 2D 8-bit side scroller content may be gone, that doesn’t mean [...]

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3 Ways to Get More Facebook Comments on Your Facebook Posts

Want more people to comment on your Facebook posts? Looking for ways to encourage meaningful discussion on Facebook? In this article, you’ll find three ways to get more comments on your Facebook page posts. Why Facebook Comments Still Matter In the fast-paced world of social media, it’s not easy to get people to stop and [...]

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How to Get Started With YouTube Messages

Looking for a new way to connect with people on YouTube? Wondering how to engage with your subscribers on a more personal level? In this article, you’ll learn how to set up and use private YouTube messages on mobile. #1: Promote New Videos to Specific YouTube Contacts One way to use the direct messaging and [...]

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The Question on Many Marketers’ Minds: Should My Brand Start a Facebook Group?

Should My Brand Start a Facebook Group

Should My Brand Start a Facebook Group

Despite its recent bubble of controversy, marketers still view Facebook as the prime destination for social media marketing.

The newly released Sprout Social Index 2018 reaffirms this, with 97% of social marketers saying they use the platform.

However, while almost everyone is incorporating Facebook into their strategies, not so many express confidence that it’s making the desired impact. Last month’s 2018 Social Media Marketing Industry Report showed only 49% reporting a belief that their Facebook marketing is effective.

With algorithmic changes deprioritizing publisher content on Facebook feeds, and thus suppressing organic reach for brands, marketers are feeling the crunch. As I wrote here recently, “Facebook’s gargantuan active user base is impossible to ignore. We just need to get creative in finding ways to connect with people there.”

One creative solution that marketers are increasingly turning to is Facebook groups.

Are they worth your time and effort? Let’s explore.

Why are Facebook Groups Gaining Steam?

Much like influencer marketing, Facebook groups present an opportunity to regain diminished reach by embracing the platform’s heightened focus on user-generated content.

According to the Sprout Social Index, social marketers point to increasing community engagement as their No. 2 biggest goal, right behind boosting brand awareness. Facebook groups are very much in line with this objective. They are mini-communities, where members are empowered to speak up and (in many cases) can engage directly with company reps, in addition to one another.

Although groups have long been available as a feature on Facebook, the brand-driven “Facebook Groups for Pages” were just rolled out last year. You can find a helpful primer on setting one up here, via Social Media Examiner.

What differentiates a Facebook page from a Facebook group, you might ask? AdWeek frames it as such:

“Pages (are) for pushing key marketing messages and product information, as well as an outlet for customer support. Groups is a dedicated space for more in-depth, meaningful conversations and relationships between a brand and its fans.”

Another attractive element of Facebook groups is the added analytical depth through Group Insights, which provides information about trends and usage patterns in your membership.

With growing emphases on engagement, authenticity, and community-building, it’s easy to see the appeal of Facebook groups as a marketing asset. And some are tapping into it very well. One notable example is Peloton, the cycling fitness company whose closed members group boasts an extremely active ecosystem of more than 92,000 members.

But not everyone is finding traction on this front.

[bctt tweet="With growing emphases on engagement, authenticity, & community-building, it’s easy to see the appeal of #FacebookGroups as a #marketing asset. And some are tapping into it very well. But not everyone is finding traction. - @NickNelsonMN" username="toprank"]

What’s Holding Back Brands on Facebook Groups?

Although the potential benefits are clear, the path to achieving them is a bit murky. For every success case like Peloton (which had the advantage of a three-year head start thanks to a preexisting member-driven community), there seem to be several examples of companies spinning their wheels in frustration.

While Peloton has hit its stride with groups, another popular fitness brand is searching for a second wind. As Digiday explained in May regarding Fitbit’s exploration of the tactic:

"The company created 12 different groups geared toward major cities like San Francisco, Los Angeles and New York. Each group has around 200 members, but that’s a far cry from the 2.4 million followers of Fitbit’s Facebook page. Fitbit’s group for fitness-focused San Francisco had only 11 posts in the past 30 days."

The problem is that around 200 million groups exist on Facebook, making it difficult to gain visibility, especially for new creations. To assist with this, CEO Mark Zuckerberg announced earlier this year the integration of a Groups tab intended to “make groups a more central part of the Facebook experience.”

“In addition to the new tab,” TechCrunch notes, “the company is launching a new Groups plugin that admins and developers can add to their websites and emails that solicits people to join their Facebook group.”

Some marketers have understandably been reluctant to dive into this functionality over concerns that Facebook will change gears and renew its focus six months from now, but I believe it’s safe to say — based on the social network’s clear commitment to elevating active participation and “meaningful communities” — that groups are going to be a mainstay feature going forward.

Should My Company Start a Facebook Group?

In assessing whether a Facebook group is worth launching for your B2B or B2C business, we recommend asking yourself these questions:

#1 - Are community conversations relating to my product or service useful?

If community is core to your offering, then Facebook groups are most likely going to be a fit. But you don’t want to force it. The most resonant groups bring users together over a shared passion where they can transfer knowledge, stories, and ideas. For instance, the highly popular Instant Pot Facebook group has become a destination for owners of the electric cooker to troubleshoot and post their own recipes.

“You’re only going to get those super-users and superfans,” says Meg McDougall, Social Media Strategist at TopRank Marketing. “If you have that audience, it’s a great opportunity. But you’re not going to build it out of nowhere.”

[bctt tweet="When it comes to #Facebook groups, you're only going to get super-users & superfans. If you have that audience, it's a great opportunity. But you're not going to build it out of nowhere. - @megnificent #SocialMediaMarketing" username="toprank"]

#2 - Do we have the bandwidth to run a group and grow it?

Don’t underestimate the commitment that running an active Facebook group can require. In order to get going, and especially to sustain, groups need attention and administration. You may want to have a content producer or community manager specifically designated for this task.

Also, be ready to have employees promote your group in various ways, such as mentioning it in content and including it in email signatures.

#3 - Is it truly going to be a value-oriented interaction hub, or simply another vehicle for brand promotion?

“If your brand starts a Facebook group, think of yourself as a facilitator rather than a marketer or blogger,” suggests Emily Gaudette in her post at Contently. “You’ll lose the group if you only promote your own work.”

This is pretty much a cardinal rule of content marketing in general, but especially important in these kinds of community-fueled endeavors. Oftentimes, the brand play should be very subtle, and customers will hopefully start associating your product or service with the topic because it’s where they go to talk about it and find good info.

The Bottom Line on Facebook Groups for Marketers

Without question, Facebook groups are more worthy of our attention than they were a year ago at this time. Dwindling organic reach for company pages on the platform, along with a strong commitment from corporate leadership to grow the feature, make this an intriguing frontier.

But as things stand, these spaces are really more about fostering and evolving engagement within your customer base as opposed to rapidly growing that base. And given the time and effort required to get it right, some brands might not find the payoff worthwhile.

In other words, don’t give in to groupthink.

“Look at what your end goal is for social,” McDougall urges. “If it’s reaching a ton of people, expanding your audience, and getting impressions, groups probably aren’t the best route. If it’s targeted interactions and deeper engagement, they can be really helpful.”

For more guidance on social media marketing that meets your objectives in a fast-changing environment, check out some of our recent write-ups on the subject:

The post The Question on Many Marketers’ Minds: Should My Brand Start a Facebook Group? appeared first on Online Marketing Blog - TopRank®.

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How to Build an eCommerce Funnel on Facebook

Wondering how to sell more products on Facebook? Looking for tips to target people throughout the customer journey? In this article, you’ll discover an actionable plan to build an effective sales funnel on Facebook. #1: Serve a Website Conversion Ad to Cold Lookalike Audiences of Past Buyers and Website Visitors A lookalike audience of people [...]

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Instagram Reveals News Feed Algorithm Secrets

Welcome to this week’s edition of the Social Media Marketing Talk Show, a news show for marketers who want to stay on the leading edge of social media. On this week’s Social Media Marketing Talk Show, we explore Instagram announcing how their news feed algorithm works with Jeff Sieh, Facebook Watch news shows, and more [...]

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Digital Marketing News: Internet Trends Report Released, Twitter Joins S&P 500, & Reddit Gains Traffic

Mary Meeker’s 2018 internet trends report: All the slides, plus analysis The highly-anticipated Internet Trends report for 2018 has been released, including data bound to prove helpful to marketers for months to come. For more than 20 years venture capitalist Mary Meeker, partner at Kleiner Perkins, has researched and put out the report. Recode Twitter [...]

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Fun: How to Love the Work You Do

Are you struggling to balance your work and personal life? Wondering if the hustle and grind are worth the toll they take on you? To explore how to bring fun back into your work, I interview Joel Comm. More About This Show The Social Media Marketing podcast is an on-demand talk radio show from Social Media [...]

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Kindle Publishing for Beginners: How to Make Your First $1,000 on Amazon

What if I said you could have your book up on Amazon and making money within 72 hours? (Assuming you’ve already written the book, of course.) Sounds a whole lot better than waiting months or even years to find an agent, get a book deal, and go to all the rigmarole of working with a(...)

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10 Facebook Event FAQs: Answers for Marketers

Do you use Facebook Events for business or networking? Are you confused by some of the features and functions of Facebook Events? In this article, you’ll discover answers to 10 questions marketers ask about creating, promoting, and managing successful Facebook events. #1: What Types of Events Can I Promote With Facebook Events? Most types of [...]

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