Subscribers

I recently worked on a sponsored group for a client of mine with Facebook and learned a lot in the process. If you’re thinking about doing one of these groups – here’s a few things to note.

1. This is not just an advertising campaign or tactic. Treat it like you’ve just walked into a room full of the most influential people you’re ever going to meet. How would you talk to them about your brand? Think what you would want to say to them. Now start those conversations in the group.

2. Contests and widgets work well. Don’t try to openly sell anything – or you will get burned. Remember people are on Facebook to hang out with friends and have fun. They are not on Facebook to go shopping.

3. Determine your objective and then determine if a Facebook group makes sense. Is your objective consideration and preference? Then yes – FB probably makes sense – unless you aren’t part of the conversation.

4. Create and facilitate conversation – good and bad that talks about your brand and the user experience with your brand and just allows individuals to talk openly. Think of it like the blog press you can’t do much about.

5. Take advantage of the free poll widget that allows you to ask questions of your group members – use this to gain valuable market research data that you would otherwise have to pay a lot of money for (sorry market researchers).

6. Remember the user’s time is valuable – so if you have nothing to give them – why should they join your group?

7. Work with your PR company – or outsource the management of the group to someone who is experienced with social media/PR – they can help you determine when and how to respond and help you faciliate those not so easy conversations that could otherwise have you on the front page of the news as the next laughingstock of Facebook.

8. Facebook requires a lot of time. It’s really not as simple as put up a group and leave it alone for the three-month duration of your campaign. You must be able to read/review all posts and keep up with the conversation. Depending on the size of the group, the conversations and the various value adds you include – you will need to ensure at least 5-10 hours per week is set aside to manage this. Another potential reason to outsource this.

9. Facebook is very protective of their groups and content – so note that unless it’s a post you’re writing – the content needs to be reviewed by your account manager and approved first. This can take up to five days – so if you’re planning on doing something time sensitive, keep that in mind.

10. Facebook is a long-term strategy. It should not just be considered as part of a specific campaign and the objectives shouldn’t change from campaign to campaign or you will confuse your audience.

Long story short – don’t get on the Facebook train until you’ve determined where this social media utility fits within your overall interactive and social media strategy or you will wind up with egg on your Face(book).