As the social media landscape shifts on a daily basis, Facebook has become a popular hub for group communication. With over 1 billion people using Facebook Groups, it’s no surprise the Facebook algorithm is prioritizing group posts over other page and user activity. What does this mean for your non-profit organization and how can you benefit from creating your own group?
The goal of Facebook Groups is to spark a discussion instead of a standard page since they can feel more transactional than welcoming. Groups encourage community building in order to make people feel connected to a topic or mission. As a non-profit organization, you can post a variety of insightful content for members, such as:
- Relevant non-profit industry news
- Call for volunteers and/or donations
- Information about upcoming events
- Discussion questions (topic of the week/month, member spotlights, etc.)
- Other helpful resources (website highlights, contact info, etc.)
There are three components to creating a successful Facebook Group:
1. Identity your target audience:
Before setting up a Facebook Group, take some time to determine who your target audience is based on metrics such as age and lifestyle. Look to your non-profit cause for a clear indicator as to who will relate the most to your content. It’s crucial to understand your target audience in order to stay relevant and appealing to those who are going to be supporting your cause the most. Create a keyword-rich name that thoroughly describes your group in order to be discovered easier under the Groups tab in Facebook. Think about the primary focus of your group members. Will they share stories, discuss questions, or seek peer advice?
Once you narrow down your target audience, schedule relevant content that highlights your mission appropriately. Don’t forget to utilize a variety of posting options, such as:
- Ask for recommendations
- Support non-profit
- Watch party
2. Promote on social media:
Just like you would push out your Twitter or Instagram handle, your Facebook Group should also be promoted wherever you can. Include it in your website, marketing materials, email newsletters, company signatures, blog posts, Facebook ads, and other social channels. Your Facebook Group should sound enticing and accessible. Focus on the community aspect of groups which tugs at the more emotional side of people looking to be included in something that is private and exclusive.
3. Manage properly:
There are several privacy options to consider when creating a Facebook Group. Public, closed, and secret are your three choices. Closed is the best choice for a non-profit organization because this setting allows anyone to find the group and see who’s in it, but only members can view the posts. Once the group is up and running, utilize the group insights to further analyze engagement, growth, and membership metrics. Insights will provide you with more guidance as you move forward with content creation, engagement goals, community management, and more. Last but not least, include group guidelines for people who might post in the group. Remind members what the group is there for and acceptable discussion topics.
Facebook Groups is an efficient way to connect with your audience in a different style beyond the newsfeed. With clever monitoring, audience targeting, and compelling content, your non-profit organization will feel the success of fostering meaningful conversations.
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