Build an Online Community with Facebook Groups

Online communities have become the COVID-safe alternative to discussions that would have normally taken place around the water cooler, neighborhood gatherings, town squares, and other in-person community settings. Since the pandemic lockdowns began in March 2021, people are turning increasingly to social media to connect with other like-minded individuals.

For many businesses, this means building an online community into their social media strategy. As a result, social media managers have been challenged with building these online spaces that cater to their business customers. And with so much competition out there, it can be difficult to grow large groups of folks on social media and moderate civil and meaningful conversations.

Facebook Groups

Facebook Groups have really come more into the fore during the pandemic, with usage increasing steadily over the last year and a great platform to build an online community.

According to Facebook data, over half of Facebook users are members in five or more active Groups. Communities are playing a vital role connecting people and providing emotional support, especially during a difficult 2020. Community leadership is at the heart of these communities, but requires great effort and skill. 

Facebook, October 14, 2020

Facebook Groups have always been a great place online to gather common-interest folks. Examples include people that are struggling with a specific health issue or illness, or Groups for fandoms of popular books, movies, or games. Groups have also been helpful spaces for businesses to cultivate new customers and brand ambassadors. More recently, there is an increasing number of hyper-local advocacy Groups intended to help bolster support for small businesses during the pandemic. For example, Groups for recommending local restaurants offering curbside, takeout, or outdoor dining; or Groups that spotlight local minority-owned small businesses.

“Get vaccines in arms”

Recently, I sat down with the creator and admins of the hugely successful Facebook Group Maryland Vaccine Hunters. This Group was formed to help eligible Marylanders book COVID vaccine appointments and navigate the still-evolving statewide vaccine rollout. “We exist to get vaccines in arms!” is the first line of their Group description. In two short months, their Group has quickly grown to over 82,000 members to date. A small percentage of them are members who volunteer to help other Group members find appointments for themselves or elderly family members.

The Group has gained a lot of attention from the local media and mentions in the national press, but I wanted to learn more about the practicalities and mechanics of managing such a large online community. There’s a great deal to learn from the team of volunteers who moderate the sheer volume of activity on this Group; especially for those of us who are looking to build their own online communities with Facebook Groups.

Watch this video of my conversation with creator Elliot Hazzard and one of his admins, Cindy Childs:

Build Your Own Online Community with Facebook Groups

Some quick takeaways from my interview:

• be crystal-clear about your purpose behind the Group and keep your focus on that purpose. Design your content around that purpose.
• be realistic about your own capabilities and time commitment for administering a Group
• consider WHO your Group is intended for and limit membership to those that fit that criterion. Post engaging content that will be valuable to them and responds to their needs.
• use membership questions to filter out irrelevant requests to join
• establish clear guidelines for Group interactions and don’t be afraid to enforce them
• assemble a trusted team of admins early on to help you manage Group member requests and conversations
• be flexible as your Group evolves, but stay true to your initial purpose/goal
• anticipate growth and plan ahead for potential pivots

Want more help building an online community with Facebook Groups? Download our handy checklist!

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