Don't know how to reach your audience? Find out how much you can learn about existing social media groups and, above all, how you can use that knowledge in your marketing strategy!
Modern marketing is incomplete without social media. However, given the volume of content published on Facebook, among other platforms, it should come as no surprise that organic reach keeps declining. On top of that, algorithm changes are forcing marketers to be more creative. After all, activity in Facebook groups is a much more effective way to reach audiences. With Sotrender, which makes it possible to study Facebook groups, this method of communicating with potential consumers becomes truly simple.
The era of Facebook groups
The era of Facebook groups
It is no accident that so many groups exist on Facebook, bringing together thousands of highly active users. A brand's presence in a closed social media community lets it enter the awareness of the members gathered there. And although reach in groups has also begun to decline, the situation is still far better than in the case of the news feed on users' timelines. That is why this is exactly the right moment to take advantage of this communication channel.
Why is information valuable?
As we know, the more information you have, the broader your room to maneuver, and for marketers this is one of the best ways to operate effectively in the market, which results in outpacing competitors and achieving success in your industry.
Which tool should you use?
Which tool should you use?
It is worth paying attention to, and then taking advantage of, the capability offered by Sotrender, because by running a study it is possible to find and compile all groups matching a query – ones that respond to a given company's needs and specifics.
The information you can obtain by analyzing groups based on keywords includes, among other things:
1. Group name and description,
2. Group web address (www address),
3. Number of members,
4. Growth in the number of members compared with the same period,
5. Number of engaged members,
6. Group accessibility (whether the group is open or closed),
7. Number of user posts published in the analyzed period, along with the change,
8. Number of post likes, along with the change,
9. Number of post shares, along with the change,
10. Total and average number of comments under posts,
11. The sum of all activities: likes, comments, and shares from a given period.
The entire database of acquired information is compiled and aggregated. Admittedly, any internet user could reach it on their own, but for most people this is a very difficult and time-consuming task. It is also important to note that Sotrender can run a study for any keywords, any number of them, any combination, and in any language.
Group analysis in practice
Group analysis in practice
Groups related to the real estate market are among the most frequently searched on Facebook. What is more, the community gathered in them shows above-average activity, whether in adding posts or in comments on the listings posted. No wonder so many internet users have decided to create groups for renting or selling apartments. In Warsaw alone there are more than 150 of them, but most either do not bring together a sufficient number of members or have not been updated for a long time.
That is when Sotrender comes to the rescue. Thanks to the studies it offers, you can easily check which ones are worth joining, which are active, how many have open access, and how many require you to request access.
By entering phrases such as: Warsaw real estate, Warsaw rental, Warsaw rooms, Warsaw room, Warsaw apartment, Warsaw apartments, we get the following data:
Sotrender also makes it possible to check the statistics of a specific group.
For example, by analyzing the Facebook group “Apartment / room rental in Warsaw Warsaw – rooms apartments rental,” you can obtain information such as:
Number of members: 5493
Sum of all activities: 127
Sum of likes: 41
Number of comments: 75
Number of shares: 11
Number of user posts: 97
Number of engaged users: 145
Average number of likes per post: 0.42
Benefits of analyzing Facebook groups
1. You can quickly check activity in all existing groups on a specific topic. Thanks to the research results, you can single out a few groups best suited to your needs, making their monitoring more effective.
2. It helps check the level of interest in a given topic on Facebook and answer the question of whether it makes sense for a brand to set up its own group.
3. By monitoring selected groups, you gain extremely valuable information, such as: what audiences are looking for in the market, what expectations they have, whether they are satisfied with the current market offering, whether they use our brand's services or products, whether they have a good opinion of it, and whether they recommend it to others.
4. By finding the right groups and becoming a member, you can move on to more active forms of obtaining the information you are interested in, such as creating surveys, studies, asking questions, or starting discussions.
5. Presence and activity in Facebook groups is above all a great way to enter customers' awareness and build the position of an expert, a specialist in a given field. Presence in groups can therefore have a more educational and advisory character.
The article uses an article by Klaudia Żyłka and an analysis by the Sotrender research team.
Summary
Analyzing Facebook groups in the Sotrender tool allows you to look at data that is usually difficult to access – from the number of members and their activity to engagement under posts. This makes it possible to quickly identify the most valuable communities for your brand and check whether it is worth setting up your own. Importantly, Sotrender analyzes groups matching any keywords, in any combination and language.
This is not only a time saver, but also an opportunity to observe customer needs and opinions. For example, for the Warsaw real estate market, the tool reveals which of more than 150 groups is still active and worth joining.
