Back when Facebook first launched Facebook Pages, many businesses and brands who had built up substantial audiences in their Facebook Groups asked Facebook to move their Group members over to their Facebook Page. For example, last year, Facebook converted the Apple Students Sponsored Group to a Facebook Page. (Facebook promoted “Sponsored Groups” back in the day.)
However, now that Facebook Pages have been live for a long time, Facebook has stopped converting Groups to Pages in recent months. Instead, Facebook is offering Group owners the following recommendation:
You’re welcome to create a Page and notify your Group members that you’ll be using the Page instead of the Group going forward. If your Group has too many members to send them a message, we unfortunately aren’t able to provide you with any other solutions for how you might contact them about this change.
In other words, if you’re a business or brand, you shouldn’t be driving users to a Facebook Group any more. For deeper background on why this is the case, see our 4 Reasons Why Marketers Should Choose Facebook Pages Over Facebook Groups. In summary:
- Pages Allow Marketers to Publish to the Stream
- Pages Allow Marketers to Engage Fans with Rich Media
- Pages Let Marketers Analyze How Fans are Interacting with the Insights Dashboard
- Pages Let Marketers Increase SEO
To dig deeper on marketing through Facebook Pages (as well as other guerilla tactics related to Facebook Groups), check out our industry-leading Facebook Marketing Bible.