Facebook groups are the shit!
An active, engaged, and vibrant Facebook-group can do wonders for your business and your brand.
They convert like crazy (if you know how to) and creates a level of trust and familiarity with your fans that cannot be replicated in any other channel.
A dead Facebook-group on the other hand, can be straight up damaging to your business.
You can come across as irrelevant or even out of business.
Or god forbid – like you don’t care about your audience!
Every community leader will experience slow periods, or even dead groups.
It’s completely natural.
But incredibly nerve-wracking.
I know, I’ve tried it many times.
And the struggle to find out how to fix it was real. And awkward.
So to spare you aaaall that awkwardness, I present to you my 3 battle-tested, ready-to-use, Facebook group tips!
Facebook Group Tip #1: The monologue-test: are you creating community content? (You’re probably not)
I help course creators make high-converting communities, which means that I get aaaaa lot of phone calls from frustrated people telling me their communities are completely quiet. Boring. Dead.
The first thing I tell them to do, is the monologue-test.
And when they’re done, they usually say stuff like
Or “shirt” if they have better manners than me.
(Sidenote: I am so fascinated by how americans substitute swear words with regular words)
Because a lot of people fail this test.
Not because they’re dumb. Not because they don’t know this already. Not because they’re arrogant or narcissistic. But because they’re really good people.
I’ll get back to that in a minute, but first, I want you to do the test yourself.
Here we go:
Review the last 5 posts in your community, and write down how many of them complied with these criteria:
- Include a well written headline (8 words or less)
- Is 50 words or less
- Included a question that would be fun to answer
How was your score?
If it’s less than 3, then I have bad news for you.
And even though we love a good monologue (Shout out to Leonoardo DiCaprio), a community is not really the place to do it over and over.
I know why you’re doing it. It’s because you want to create value and transformation for your members SO BAD, that you end up creating waaaaay to demanding content.
Let me introduce you to “doorstep-content”
Every single time a member posts something in your group, they’re crossing over a digital doorstep. If the doorsteps too high, they won’t enter the conversation.
The effort they have to put into the task of interacting with the content is just too much.
Remember – you only have a second to get your members attention when posting something in a group. And after getting their attention, you have to get them to interact as well. Group engagement is hard work, not a default.
In a community you need a perfect balance of low doorstep content and high doorstep content.
Low doorstep content (LDC) is how you start conversations. Posts that meet the criteria from the monologue-test.
This content needs to be safe to participate in. The content must be personal but not private.
If you have a community for authors, great examples of LDC could be:
- Asking your members to post a picture of their favorite place to write
- A fun thread asking your members to comment whatever shows up when they press ctrl + v
- Asking your members what the first book they remember reading was
We know that when people spend money in our business once, they’re more likely to do it again.
The same goes for engagement.
When your members engage with your content once, they’re more likely to do it again.
That’s why we need LDC.
But as I am sure you’ve guessed: a community can not survive on LDC alone
We need some of that sweet, sweet HDC.
Yes smarty pants, high doorstep content.
The long format posts. The guides, the reviews, the blogs, the good stuff.
These posts might not pick up as much engagement as some of the LDC, but it will transform your members.
And they’ll love it.
Facebook Group Tip #2: Redefine your community culture
If you pick up any copy of cosmo, you could probably read all about how to rekindle the spark in your relationship.
And a community is like a relationship.
It can burn out.
That’s when it goes real quiet.
You’re posting. And posting. And posting.
No comments. No hearts. Not even a goddamned thumbs up.
That leaves you feeling like a magician on stage at an empty county fair.
Pulling rabbits out of your hat, turning a hot dog into a dove and getting sawed in half.
With no audience.
Here’s the thing you might not read in cosmo: sometimes it’s not you. It’s them.
A community can get stuck, despite your best efforts.
And then there’s only one cure:
Get new members.
A big influx of new members allows you to redefine the culture in your community.
It’s a chance for you to create a new vibe, demand more engagement and wake up the old members.
Sometimes creating a campaign, a challenge, or a sprint inside your community to get a bunch of new members coming in a once, is the best way to kickstart the community you’re hoping to build.
Facebook Group Tip #3: Be present (again: you’re probably not)
I’ve said it a million times before, and I’ll keep repeating it ‘till the day I die:
The way you show up matters
The members of your community need you to be present.
Otherwise they’ll lose interest in you and what you’re here to do.
You didn’t think I was going to write a full article on community building without mentioning storytelling, did you?
Good, let me get my geek on!
Community Building is real time storytelling.
A good story has many components, as you probably know, and many of them are desperately needed in a community as well:
- A voice. A character. In short: a human with a personality.
When building a community (and telling a story) we need you to be present. To show up. To show us your history, growth and transformation. This is not the time or the place to go all brand-y, talk in 3rd person or be boring. Don’t be afraid to show up and be you!
- A journey of obstacles to overcome.
We need to go somewhere with you. We’re not just here to talk about the weather (unless you have a group that talks about the weather). You’re on a journey with your members. A transformational journey. That can’t be phoned in. Show emotions, be real, and be present.
When creating content for your group you have to remember that you’re telling a story. And that we need (at least) these elements to pay attention.
The best content to produce is hands down, facebook lives.
The second best? Video
Third best: pictures you took yourself, combined with text you wrote yourself.
See the pattern?
We want to hear from you.
If your community feed is filled with generic pictures, bland corporate copy and smalltalk, your members will lose interest.
There’s a reason I’m calling you a community leader, and not a community manager.
We need you to lead us. Not manage us.
We’re counting on you.