A regular customer drives to a local store generally open 7 days a week. She finds, due to proprietor health reasons, a closed sign on the door. Immediately, the customer takes to the community Facebook Group to post about the unusual situation.
Within a few hours, her post has attracted 340 likes and over 120 comments. All of which concern wishing the owner get well thoughts. This community engagement example applies to a local business with no online presence other than the customers’ Facebook group.
Following the reopening of the business, loyal and new customers visit to check on the owner. The customers can be heard saying ‘don’t you ever scare us like that again old man.’ It is this type of friendly banter that fosters the engagement between the organization and the community.
The above example shows the power a social media group can have for a business that has no online presence. With this in mind, imagine the benefits social media groups can have for businesses that do have an online presence.
Awareness Benefits of a Social Media Group
Social media groups serve as an information outlet for any type of business. Whether it is a corporation or a small mom-and-pop operation, social media groups can be a great asset. Simply because these groups can assist in promoting an organization’s awareness within a community. The groups can also serve as a strong marketing method for businesses without a hefty advertising budget. The end result from this marketing technique is the development of personal engagement between an organization and its community.
As Tammy Cannon states, “groups can be a powerful way to establish your expertise; create an engaged community; and find new customers, peers, and partners.” Along with establishing brand-consumer relationships, social media groups can aid in creating word-of-mouth (WOM) for the organization. For an organization trying to increase awareness within a community, social media groups can be an invaluable marketing tool.
Creation of Innovative Ideas
A 2012 Forbes article states, “in these intimate online venues, customers and companies can convene to plan and build for the future, collaborating in ways that will never 
happen in the public eye.” M. O’Neill writes, “the ultimate meaningful social interactions will come from the conversations that stem from the passions of the people in your group.”
Social media groups can serve as a creative epicenter for organizations. By participating in social media groups, through Q&A sessions or online surveys, organizations can instill a sense of value in their consumers. As a result, organizations may create a loyal customer base. This following can aid in sharing positive WOM about the organization.
Go Join or Create a Group!
The possibilities are endless with social media groups and their ability to help create awareness for an organization. Go join an existing community group or form your own group. Whatever your choice is, know that engaging in a social media group can be beneficial for your organization.