Facebook community operates in many ways: 1. Define the business objectives of Facebook Group and establish customer contact. Before you do anything, please set a goal for your team. What do you want from creating a Facebook group and maintaining it for a long time? How can product brands benefit from it? Think about this problem through the funnel concept: ● Brand awareness: Do you want to attract people who don't know your brand and products? ● Consideration: Are you trying to deepen contact with people who already know your brand/product? These people may not have changed at all. Do you want to proceed to the next step by using this group? ● Publicity: Are you trying to deepen the contact with existing customers, encourage them to introduce their friends, have more interaction with your brand and buy more products from your brand? When setting goals, please keep in mind the SMART framework. Your goal should be: ● Specific: not only "increase Facebook participation", but "increase Facebook participation 10%." ● Measurable: Make sure you have a measurement system and rhythm, so that you can track the progress of your goals. ● Achievable: Your goal should be extensible and urgent, but not too far away, which often makes people flinch. You also need to make sure that you have the appropriate resources to achieve the goals of Facebook Group. ● Relevance: Your goal needs to be related to the business. Dig deeper, why increase Facebook participation? How does this affect your brand? ● Timely (or limited time): Don't just set the goal of "increasing Facebook participation 10%", but "increasing Facebook participation 10% through EOQ". 2. Understand the needs of users, provide real value, and create a Facebook group. How do members benefit from it? Why are they the first to join? Marketers must learn to provide real and lasting value to their Facebook group members. Here are a few examples: ● Brand support: specific theme ● Other members support: specific theme ● Exclusive offer or disclosure (UTM can be used to track the conversion rate of Facebook group to find out what kind of content the group members are more interested in) ● Red man/official Q&A ● Exclusive video content You may get many members at first, but if you don't let them see the reasons for staying, or blindly send spam/advertising content to members, your group will soon. 3. Strictly control the group state to ensure the quality of group members. This chart of Facebook clearly explains the nature of open, closed and secret groups. It is recommended to select the setting of "Off" or "Privacy". 4. Pay attention to communication and interaction, and avoid over-selling. Facebook Group is not a sales forum. Overselling is often a prelude to losing team members. For the Facebook group, more importantly, when members ask questions, you can communicate and interact in time. Of course, this doesn't mean that you can't promote your brand and products in Facebook Group. We just need to do it in the following ways: ● Promote products like talking with customers easily ● Provide benefits clearly and inadvertently ● Provide solutions to help solve customers' pain points or meet customers' needs ● Never exert any pressure. 5. Ensure that members of FB group can speak freely and get the needs of customers. Marketers will not (and should not) participate in every conversation of Facebook Group. Group is a platform where people can speak freely, so that members can freely talk about their favorite topics, from which you can get important information such as user needs or market trends. Why not? If the conversation becomes heated and contains questions that you can't answer immediately, please take a step back. 6. Make good use of activity drainage, quickly establish a community through challenging activities, and start the Facebook group. If your brand/product can provide similar challenge activities, you can promote this activity through email, social platforms and in-store channels. Time-limited challenges will push people to join and participate immediately, especially if there are prizes or personal achievements, users will be more interested. 7. Provide exclusive rewards to encourage users to participate. Speaking of prizes, giving gifts or sharing discount coupons in the Facebook group every month will promote users to actively participate in the interaction and provide people with the motivation to join the group. 8. Carry out online and offline activities, maintain community enthusiasm, and use Facebook groups to build awareness of offline activities, and vice versa. Marketers can also hold weekly or monthly conversations and topics in Facebook groups to keep the group active and motivated. Marketers can use their own accounts to promote brands or upcoming brand activities in order to get more participation. 9. Top-level community guide, which guides new and old members to participate in fixed posts at the top of Facebook group, as a guide, guides new and old members, including important links and administrator identity. The picture below is a good example. Please note that this post should include the following contents: ● It is essential to welcome members ● Tell members what they can get here and meet their expectations ● You can't do Fiona Fang without rules. Of course, Facebook Group also needs to tell its members what is tolerable and what is not linked to the external resources of the brand ● Explain who the manager of the group is and how to address them ● Thank you for joining 10. Ensure the sustainable development of the group 1 1, create group announcements and recruit group moderators. After you set up a Facebook group, it is very important to create an announcement to tell users what your group does and ensure that group members have a basic understanding of your group before joining. You should be clear about the purpose and theme of your group, what do you want members to talk about, and what can your group do for members? If members join your group for advice on publishing books, but many authors in your group are promoting their books, they will be disappointed. After roughly determining the value or mission of the group, remember to create an announcement to let new members know what your group does when they join. About Facebook group privacy settings: If your group is set to public, everyone can see the content of the group (including non-members). If set to private, non-members can only see the group name and description.