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How to Use Private or Secret Groups to Market on Facebook

Facebook enables users and social marketers to create private Groups and secret Groups for more intimate discussion. Outside observers can’t participate unless they’re invited or their membership requests are approved by administrators. Secret Groups are by invitation only, and only members can see them. Administrators for secret Groups can change the settings to determine whether members are allowed to invite friends or not.

Why set up a secret Group? Secret Groups can create exclusivity, for sure, but they also keep out spammers. Plus, your content isn’t available for public search, and marketers can’t hit up the members of your community. Secret Groups also enable the sharing of photos and documents without putting them out there to the whole world.

Brand Pages and Groups are different in that Pages are for fans to have conversations and learn about a brand, whereas Groups allow like-minded people to interact and have conversations on a more expansive basis.

While you wouldn’t have dozens of conversations going each day on your brand Page, in a Group, where members can opt in, you can have many conversations going at the same time. The downside to Groups is that Facebook caps the amount of people who can join to 5,000 members, whereas your Facebook brand Page can host millions.

To create a Facebook Group:

  1. Access the Facebook Groups page.

  2. Click Create Group.

    The Create New Group dialog box appears.

  3. Determine your Group name, invite members, and select your privacy options.

  4. Click Create, and you’re good to go.

When creating separate discussion groups on Facebook, don’t allow them to turn into cliques. If members feel excluded, they won’t feel as strongly about your brand. Continue adding members to your Groups to keep the interaction fresh.

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