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Facebook’s rollout of groups for pages in July heralded a return to the concept of community and gave brands another method to engage audiences on a one-to-one basis, in a more controlled environment.
If brands follow the fundamental rules of community management—being authentic, transparent and adding value to the conversation—then Facebook groups for pages will quickly become a critical component of many brands’ social media strategies.
Take, for example, a few of the groups I belong to, which are essentially the things I am most passionate about: West Ham United Football Club, cycling and my local area.