Contrary to popular belief, Facebook is not passé. The platform continues to offer innovative solutions for reaching new markets as well as connecting with your existing audience. One of the powerful tools that it offers for your radio station is Groups.
Facebook Groups are the perfect way to carve out a private, branded space for your audience online. Plus, you benefit from people’s existing familiarity with Facebook’s platform. When someone logs on, your group can show up right alongside content from their friends and family. Facebook Groups build trust and generate engagement, which is why they’re the perfect digital tool for radio stations.
Ready to apply the power of Groups to your radio station? Get the lay of the land by reading this article, and then schedule your free consultation with Brian and the Killer Bee Marketing team. Before we dive in, go ahead and download our KILLER FB Group One Sheet. 👇
Get the FREE KILLER FB Group One Sheet Guide
Our KILLER FB Group One Sheet will cover some of basic strategies to help your radio station get started on FB Groups today.
Key statistics on the benefits of using Facebook Groups
The first thing you need to know is that this strategy works. Posts made in Groups tend to boast higher engagement rates than those made to Facebook Pages. Why? It’s simple. With Groups, you don’t have to fight as hard against Facebook’s algorithm to get eyeballs on your content. Facebook Group membership grew by 3x this spring, as people used Facebook to connect with their local communities.
In a Group, it’s much easier to start building community with radio show fans. We like to call it your backyard barbeque community. It feels like a safe place to meet like-minded people, knowing that you have something in common with others present. Groups offer a heady mix of “super fans only” vibes and the supportive, community atmosphere you enjoy at a neighborhood barbeque.
Here’s an overview of what you can do with Facebook Groups
For an extensive overview of all the features, check out this great post. For the purposes of our article, there are a few key features in Facebook Groups that you should focus on. First, there’s membership. You can set a group to be private, hidden, or public. You can ask new members to answer questions before they’re admitted to make sure you’re building a community that’s on-topic. You could use this feature to grow your station’s email list by asking people if they’d like to signup, then ask for their email address.
Within the Group itself, you can offer special content that only group members can see. This creates a VIP experience for your listeners and a bit of extra access to your DJs and on-air personalities. You’ll find that it’s often your biggest fans that are most active in Facebook Groups. This makes Groups the perfect testing arena for content ideas, allowing your super fans to vet them before they go out to the general public.
Additional features include pay-to-join Groups, Group-specific insights, and other Facebook tools like mentorship facilitation, polls, and live watch parties limited to the members in your Group.
How to use Facebook Groups as a radio station to amp up engagement
It’s important to remember that you’ve got to offer something exceptional for people to make the effort to join yet another group. If you’re a radio station and you want to ramp up engagement, then create your Facebook Groups strategy around offering exclusive content.
There are two key things you’ll need to consider to succeed in Facebook Groups. The first is content, and the second is consistency. Your content needs to be enticing, with stuff your audience can’t find on any other platform. For instance, your station could host live listening parties with behind-the-scenes commentary or photos happening inside the Facebook Group. Run contests and giveaways only for Group members. Get members connected with each other to provide immense value.
Consistency is the final key to Facebook Group success. You’ll need to post content frequently and ensure that someone is responding to posts, moderating the comments, and keeping an eye on metrics. Just like with every other digital platform, the best engagement comes from responsivity. Change your tactics depending upon what members like, not necessarily what you think is best.
If you’re interested in building community online for your radio station, then Facebook Groups are an effective tool. Before you launch a Group, make sure you have a great strategy and the bandwidth to see it through. Nothing turns people off more than a poorly-executed community space. But the flip side is that nothing excites people more than a well-curated, active online space.
Ready to get started? Connect with Killer Bee Marketing and see how a killer digital strategy can create a buzz for your radio station. From Clubhouse to Facebook, branding strategy to asset creation, we’ve got you covered.