Facebook Pages are now able to join Facebook Groups
Up until now, only users’ personal profiles could join member-only Facebook Groups and interact with its members. However, Matt Navarra, a self-described social and digital media consultant, noticed last week that Facebook is now letting Pages join Groups. This also means that Pages are now able to share posts and publish comments within the Groups they’re a member of.
Posting on Twitter, he shared a screenshot of two options; the first being to allow Pages to request to join a page as a Group member, and the second being to switch off the option for Pages to join Groups. As Mashable explains in their article, this new capability means that businesses, public figures and any other users that publish posts through public Facebook Pages can interact with communities of private Groups on the platform. Previously, Pages could only create their own Groups.
"This update is important because (as Facebook points out), there are actors, musicians, politicians and influencers that use Facebook Pages as their main account." - Debbie Aurelius, Peppermint Fish
Now that they can use these Pages to join Groups, they can more easily interact with their supporters. A Facebook spokesperson told Mashable that they decided to test the ability for Pages to join Groups because they’ve “heard from people that engaging with public figures, non-profits, publishers, and businesses in a more intimate setting can be meaningful.”
This new capability is currently being tested, and all Facebook Group administrators will soon be made aware of it. They will also be informed of how to turn the setting off.
The TJM take: The obvious advantage of this new capability is that businesses, public figures and other owners of Facebook Pages can now communicate more closely with people that are interested in their “brand”. However, as Matt Binder from Mashable points out, Pages may be susceptible to abuse from users within these Groups because they don’t have a personal name tied to the account.
Another thing to aware of is that although some Pages may spam users in Groups with too much 'salesy' content. However, most Page owners will realise that this isn’t the most effective way of building their audience and customer base on the platform.
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