Attracting like-minded people who will naturally want to engage with your Small Business is possible, and the best way to do this is to nurture your tribe using Facebook Groups.
Birds of a feather flock together. How perfectly this proverb sums up how, as humans, we tend to prefer operating within small groups of like-minded people. We have a natural tendency to socialise with people who share similar occupations, interests or habits. Because this is where we feel safe, nurtured and supported. These are our people, our tribes.
As small business owners, our challenge is to create and nurture a tribe of people that we can serve and who believe what we believe.
Fortunately, social media tools such as Facebook and LinkedIn Groups can help us to do just this. In 2019 social interaction has been highlighted as a key focus for Facebook as they have realised that this is what makes people happy. And if Facebook can make people happy, then people keep using their platform.
At Facebook’s 2019 F8 Developer Conference Mark Zuckerberg announced that his near-future plans are to invest more into nurturing tribal interaction by optimising the Group functionality on the platform.
“There are tens of millions of active groups on Facebook. When people find the right one, it often becomes the most meaningful part of how they use Facebook. And today, more than 400 million people on Facebook belong to a group that they find meaningful.” Mark Zuckerberg, F8
Well, there are two ways we can do that as business owners. They are to:
At this stage, you can only join a Facebook Group as a person and not as a business Facebook Page. This means that you (or someone from your business) will need to interact within the Group on behalf of your business.
Once you have joined a Group, treat it a bit like a networking event. Just like a face-to-face networking or social group, people have joined the Group to connect with other like-minded souls. They have not joined the Group to be sold to.
Being a good Group member involves contributing to the Group conversation regularly, both by posting and commenting on other Group member posts.
Some Groups will give you the opportunity to introduce yourself as you enter the Group, and this is the perfect segway for you to share information about you both personally and professionally.
It’s very typical for people to turn to their Facebook Group for recommendations for products and services so you can also use these call-outs to let people know about your business if it’s relevant.
If you think there is enough content and group collaboration opportunity for your business to set up their own Facebook Group, by all means, do. By creating a platform for your tribe to connect, your businesses Group stands to become a really important and meaningful part of your tribe’s day-to-day life.
However, this option is definitely not as easy as it sounds. To acquire Group members and get the initial trust established in a Facebook Group requires a lot of initial facilitation.
It generally takes a very persistent and consistent Group Admin to ensure that the conversation flows from a variety of Group Members from the beginning.
The same rules apply in your own Group as they do to others, this a platform to nurture relationships, not to sell. If members sniff out a spammer, they won’t hang around for long!
By using Facebook Groups, you have the opportunity to create and nurture your tribe by forming meaningful connections. Use these connections to build and strengthen relationships with previous and existing customers as well as people who may be your future customers.
And just like anything, the more you put into Groups, the more you will get out of them. If you are a patient, friendly and helpful Group member, the opportunities will certainly come your way.