A couple of months ago, Facebook announced the roll out of Groups for Pages; a much-requested feature by Page Admins.
Groups for Pages allows a Group to be created by a Page, rather than needing the Admin of a page to create the group using their personal information. This is great for organizations who have a need for Group functionality but want to keep everything on-brand.
Check out what Facebook’s Chief Product Officer had to say about the launch and how The Washington Post is already using the feature to boost engagement:
Like so many things we build, this came out of a pattern of emergent behavior on Facebook that was new and interesting – and in retrospect, obvious. Terri Rupar and Teddy Amenabar at The Washington Post started a group called PostThis – from The Washington Post, where reporters talk directly to the most avid fans of the paper about how stories come together. It was a digital version of letters to the editor, but with ongoing real-time discussions. The fans loved it and we heard from the Post that it was a success, connecting the newsroom with their most avid readers, and their avid readers with each other.
You can also read an article on AdWeek about the feature here.
I can already think of how arts organizations can leverage this feature to create groups for:
- Former Young Artists
- Super Fans
- Young Professionals
- Board Members
- Local Social Media Superstars
- Tweet Seat-ers
- New Repertoire
- Annual Gala
- Free/Outdoor Concert Attendees
- Education Programs
The list is almost endless.
How would your organization utilize a group for engagement? I’d love to hear your ideas in the comments below!