October 3, 2018 By Zak Mehan
In July 2017, Facebook Page administrators gained the ability to create their own groups. The change was met with enthusiasm as it allowed Pages the opportunity to form niche groups and market content to interested audiences.
Last week, Facebook announced it is now testing the ability for pages to join existing Facebook groups (with group admin approval, of course). Previously, only individual profiles were allowed to join and interact with groups.
“We’ve heard from people that engaging with public figures, non-profits, publishers, and businesses in a more intimate setting can be meaningful…” a Facebook spokesperson said. “We previously launched the ability for Pages to start Facebook Groups so that they can engage with their communities. We are now testing the ability for Pages to join existing Facebook Groups as well.”
The move could be especially interesting for digital advertisers looking to bolster audience engagement and interact within preexisting Facebook communities. Brands have had to focus on paid campaigns as a result of News Feed algorithm shifts, but being able to join groups presents an opportunity to pick up more organic engagement with users. Getting involved with groups pertinent to a brand will give an edge in reinforcing expertise, increasing visibility and creating meaningful interactions.
In an age where brands are increasingly designating time and energy towards cultivating “personalities” online (think snack cake brand Moon Pie’s Twitter persona or Dove’s focus on female empowerment), access to niche groups represents the holy grail of authentic brand engagement.
Long story short, don’t be alarmed if Betty Crocker drops into your “Cookie Decorating for Beginners” group; she might have some good advice for you.
Social media has long played a key role in healthcare – from online campaigns raising disease awareness to communities providing much-needed support to patients. But a new study in The Journal of Diabetes Science and Technology underscores just how crucial social media data can be to healthcare practitioners and patients alike.
The hashtag #OpenAPS has become popular among patients looking to share information about a healthcare hack that allows patients to get continuous glucose monitors and insulin pumps to “talk” to each other (essentially creating a self-regulating artificial pancreas).
Interested in gaining further insight into these conversations, researchers from University of Utah Health looked at over 3,000 tweets featuring #OpenAPS. From their analysis of the conversation, researchers were able to glean five themes that were of importance to diabetes patients. This information provides key insights for regulators and providers alike – including the perception that patients believe OpenAPS is safe.
We’ll always be the first to tell you that social listening should be a key part of any communications strategy, and this study further underscores just how valuable this approach to research can be. Patients are actively talking about their experiences on social media – healthcare companies and regulators would be wise to start listening to what they have to say.
Let’s all take a quick minute to welcome a new member to the Instagram family – Goldman Sachs.
While the company’s move to the gram may come as a surprise to some, Goldman has always been pretty “with it” when it comes to the digital content creation (after all, President David Solomon already has an Instagram for his alter ego DJ D-Sol). The company seems to have a good grasp on the power of branded content, engages high-level influencers for social content, and even has an interview series featuring sit-down interviews with the likes of David Beckham and Katie Couric.
Now on Instagram, alongside flashy graphics on topics like genetic medicine and 5G, the company plans to spotlight its own employees – think posts about how employees like to spend their time off.
Instagram certainly gives Goldman the chance to take a softer approach to recruiting (including through the aforementioned employee spotlights). But it also represents a key opportunity to think about how financial services content can be tailored to the millennial audience (an audience that hasn’t always been cozy with institutional financial services companies).
As financial services companies work to appear more accessible and recruit the next generation of talent, we wouldn’t be surprised to see more companies flocking to Instagram.
Nasdaq Grows Its Digital Brand With Explosive Social Media Content Forbes
How Facebook posts can push people toward conservative economic policies MarketWatch
Facebook Publishes New Report on Evolving Multi-Screening Behaviors Social Media Today
If you want to destroy my sweater….