Before the Internet existed and everyone was instagramming their brunch, we had communities. People would come together (IRL) in the same space and talk about whatever was going on currently in the world–or in their world. Now, with the proliferation of smartphones and wifi, most if not all of the world is online. People can discuss the same things on the internet in online communities, groups, and forums. You can probably find a group online for almost anything. So, how can businesses leverage LinkedIn and Facebook groups?
5 Benefits of LinkedIn and Facebook Groups
1. Target The Right Audience
Did you know that 71% of American adults use Facebook? Also, 91% of executives rate LinkedIn as their first choice for professionally relevant content. By knowing this, your company will probably be able to find its audience on either or both of these platforms. Depending on what business you are in (B2C or B2B) and where your audience likes to spend time, using Facebook may be more beneficial to you than LinkedIn and vice versa. Either way, members of Facebook or LinkedIn groups have at least one thing in common. If you’re in a group, usually it is centered around a topic, hobby, profession, etc. By contributing relevant content to the group conversation, you’ll be putting yourself and your company in front of a more relevant audience that may or may not be familiar with your brand, which results in increased awareness.
2. Learn From Each Other
There are thousands of groups on Facebook and LinkedIn so you’re bound to find one that fits you. By participating in a group in your field, you’re placed alongside colleagues or people with a similar skill set or industry. It’s a great way to network and meet people or even potential clients. You can post about different industry topics that are relevant to the group and discuss current trends and pain points. These can help the overall industry and your business to address current market needs.
3. Stay Up To Date
Companies can create Facebook or LinkedIn groups to communicate with their best customers and advocates. For example, Microsoft has an official Microsoft Office 365 LinkedIn group with over 81,000 professionals. The group is for small businesses and enterprise users looking to move their IT services, email, and websites to Microsoft’s cloud-based services. The group also allows Microsoft to easily keep members up to date with new announcements and updates. It’s a great way to get important news to your best customers first.
4. Utilize the Feedback Loop
Members of active Facebook or LinkedIn groups get the benefit of receiving feedback on whatever they post. For example, if you had an idea for a product, you could ask the group what features they would like to see in the new product. In addition, if you’re a startup, you can join start-up specific groups to get feedback and recommendations on how to get your business or idea off the ground. As mentioned earlier, Microsoft and other existing companies use groups to get feedback on what is working and what isn’t with their products.
5. Increase Leads or Conversions
According to Hubspot, LinkedIn is 277% more effective for lead generation than Facebook and Twitter. Being part of a LinkedIn group can help you utilize your time more effectively if you are in the same groups as your buyer personas. You’ll get to be in front of your target market through these LinkedIn groups. Group members will also be more receptive to the content you post in the groups when they are relevant and not overly promotional. It’ll also be easier to target the pain points of your buyer personas when you can learn what they care about in the group. Are you part of a Facebook or LinkedIn group? If not, maybe it’s time to start considering joining one or even creating a group for your brand. A group will help your content hit the right target audience. Remember: make sure to contribute relevant information to these group discussions and try to avoid spamming people. Looking for help in your social media strategy? Let us know what we can do to guide your social media strategy efforts.
