Meta has published a new guide to help brands make the most of online communities that, unsurprisingly, focuses primarily on Facebook groups, but provides a variety of considerations and tips that will help in any initiative based on Facebook. community.
As Meta explains:
“Over the years, we’ve seen more and more brands and organizations find success leveraging digital communities using Meta technologies, whether it’s for customer service, product innovation, loyalty and engagement, customer acquisition or retention. That’s why we developed this playbook, to show why it’s important for organizations to invest in the community and share the best practices needed to be successful.”
The 39-page playbook is divided into 6 sections, looking at how to build a community, key community building resources, meta tools that can help, as well as case studies to highlight how some brands have already had success with these. approaches.
And there are some helpful notes and tips, including pointers to get you thinking about how to build a community:
Meta also features an ‘ROI Framework’ for communities, which categorizes different initiatives into specific goal pillars.
There are also summaries of the community goals:
Plus engagement tips to help you maximize your efforts:
Meta then provides an overview of how its various community tools can help further these goals, while the last section of the guide includes information on how Canva, Marriott, Cocokind, Claussen and Tonal have used their Facebook communities to improve connecting the community and driving business results.
It’s a good guide, with a variety of excellent notes and pointers to get you thinking about your own community approach.
And with engagement with Facebook’s top news feed on the decline, groups may well be a key element to consider in maximizing your efforts, while an engaged community member is also much more likely to become one. a paying customer, due to their affiliation with the brand. beyond the basic transaction.
Even if you’re sure you know your opportunities, it’s worth taking a look and considering your options.
You can download Meta’s full ‘Community for Brands’ playbook here.