As more people and businesses compete for attention on social media—and networks like Facebook continue to tweak their algorithms—many businesses are seeing a steady decline in organic reach.
The most touted solution is to buy social ads. But what if your business doesn’t have a social advertising budget? How can you increase organic reach… organically?
The rise of dark social and messaging apps like Facebook Messenger and WeChat proves that people are seeking personalized engagement and one-on-one connection on social media. This is why creating “micro-communities” can help boost your organic reach, by offering your followers a more tailored and relevant brand experience.
Instead of one general social handle representing everything, a micro-community is focused on a specific element or aspect of your business. Dedicated customer support accounts and regionalized accounts are common examples, but you could create a micro-community that revolves around a niche hobby or interest (as long as it relates to your business). The most effective micro-communities aren’t only focused on a business connecting with customers—they’re also about connecting customers to one another.
Aside from creating entirely new profiles, here are three ways to create and participate in micro-communities on social media.
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1. Start a Facebook group
Businesses have the ability to create Facebook Groups within their Page. This means you can use your Facebook Page for general information about your organization and key marketing messages, while offering more targeted and one-on-one engagement to your most passionate fans.
For example, reporters from The Washington Post use a group called PostThis – from The Washington Post to talk directly to the paper’s superfans about how stories come together. This group is a micro-community that lives within The Washington Post’s main Facebook Page. Chris Cox, Facebook’s chief product officer, says it’s a “digital version of letters to the editor, but with ongoing real-time discussions.”
Not sure what your group should be about? Identify what it is about your business that brings people together. A public library could start a group that acts as a monthly online book club, for example. A…
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