Seven tips, background knowledge and practical instructions
Facebook and marketing: Many people still think almost exclusively of fan pages. However, Facebook groups in a corporate context are often completely overlooked. This is especially true for B2B communication . They offer great potential for corporate communication, and not just for marketing. In this article, you will learn how to exploit it. At the end, you will find instructions on how to connect your fan page with a group. (Jump directly to the instructions.)
Table of contents
Why Facebook is almost indispensable for companies in Germany
Fanpage: Indispensable, but perhaps not the most important channel
Example LinkedIn: Groups in other social networks
1. Research, collect information, conduct opinion and market research
2. Maintain and expand your network
3. Develop products and offers further
4. Maintain customer relationships and provide support
5. Increase knowledge together and advance topics
6. Introduce products and promote sales
7. Connect employees
Join groups, create your own groups
Facebook group: public, private or secret?
B2B versus B2C
Quick Guide: How to Add Your Facebook Group to Your Facebook Fan Page
Video: Facebook Groups in B2B Communication
Why Facebook is almost indispensable for companies in Germany
You can have whatever opinion you want about big companies like Facebook. You can condemn them as data collectors or reject them for other reasons. But as a company in Germany, you can hardly do without Facebook at the moment. That's why this post ( like many others I've already written on the subject ) is in no way intended to advertise the big social network, but simply to show how companies can best communicate there.
Because it is not the senders of PR messages, the marketing managers or the board of directors who decide where it makes sense to be present. Rather, the stakeholders decide where they spend time and exchange ideas. A lot of people have chosen Facebook for this kind of exchange, as well as for the formation of smaller, exclusive circles. Companies have bitcoin data to take this into account, whether they want to or not.
“The key drivers of digital transformation are the customers themselves.” ( Andreas Helios, Adobe )
The question, however, is how companies implement this, because a mere presence on social networks is not enough. Nor is it helpful to distribute a uniform mixture of moderately interesting company news across all digital channels.
Fanpage: Indispensable, but perhaps not the most important channel
The organic reach - i.e. the display of regular posts that are not highlighted with advertising money - of Facebook fan pages appears to be continuing to decline. All signs point to this. This is often justified by Facebook's business model, which is based on advertising, among other things. But users themselves generally have no great interest in having too many company posts pushed into their regular news feed.
Nevertheless, fan pages are indispensable for companies because they show a presence and also make it possible to advertise on Facebook. Companies can also use their fan pages to manage and moderate their groups.