Meta Community Playbook Marketing Tips
Meta recently released a playbook to help marketers drive engagement and brand loyalty through social communities. Here is what he says.
Posted: April 25, 2022
Meta published a “Community for Brands Playbook” this month to help marketers drive engagement and brand loyalty with its social community tools. He recognizes how mMore brands are seeing the value of building and engaging communities to connect more meaningfully with social media audiences.
More than 1.8 billion people use Facebook groups worldwide, according to the Governance Lab. Other social platforms also offer community building features, including Twitter and Meta-owned WhatsApp.
patrick hanonCEO of primalbranding.co, recently wrote on the importance of communities for brands. He encouraged marketers to allow their brand narratives to be shaped by social communities that share the same beliefs, values and interests.
“Marketers can imagine that their brand is an idea under their control. But in reality, it’s a community of people who share the same beliefs,” Hanlon wrote for SmartBrief, adding, “When approached in this way, this community can grow into a common purpose, an awareness , advocacy and growth.
Meta’s 39-page guide is divided into six sections and offers useful guidance on developing a social community strategy, but the community tools and case studies sections contain the most valuable and actionable information for marketers. Here’s what you need to know:
Marketing Uses of Community Meta Tools
Polls: You can use this feature on Instagram or Facebook to interact with your community. Polls can be a fun way to engage and entertain communities, a springboard for getting feedback on products and services, or a way to spark conversations about content.
Questions and answers : Live sessions can help you engage with your community and build trust. Sessions can be led by influencers, industry experts, your brand executives, or even members of your community.
Guides: Help your community find information by organizing it into easily digestible guides. This feature can turn community content into a seamless experience for users and can amplify your most valuable brand content, like case studies, how-to guides, and testimonials.
Events: Facebook Live, Audio Rooms, and Messenger Rooms offer different ways to engage in real time with your community. Host engaging conversations in Audio Rooms, allow your community to meet face-to-face in Messenger Rooms, and consider Facebook Live to kick off virtual events.
How Brands Use Meta for Marketing
The playbook features several case studies of brands that have developed social communities not only to drive engagement and loyalty, but also to design better services and products.
Marriott created a Marriott Bonvoy Insiders community on Facebook that has attracted more than 100,000 members since its launch in April 2020. The community is made up of brand fans who provide feedback on its loyalty program and connect to share ideas and travel advice.
Claussen pickles took a different approach and connected with an existing Pickle Lovers Unite Facebook group, which has 70,000 members. The brand, along with agency VMLY&R, used social listening to spot a post from a community member about his pickles mysteriously disappearing from his communal fridge at the office. The brand and agency responded by creating a bespoke branded fridge with a lock for the member, and giving other community members a chance to win one.
Meta Community Building Tips for Marketers
The playbook offers three main tips for marketers considering social communities as a way to engage audiences:
1. Answer the “why:” People need a compelling reason to join the community and should derive some value from it.
2. Foster engagement: Members need to be able to connect with others and your brand in a meaningful way.
3. Encourage growth: Give members a way to help spread the word about what they love about the community you’ve built, so they can help you grow it.
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