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Facebook lets brands, publishers connect Groups to their Pages

Facebook is opening up Groups to Pages but will not yet allow Page owners to target ads to Group members through Custom Audiences.

Tim Peterson on July 19, 2017 at 5:46 pm

Facebook is finally letting brands, publishers, celebrities and all other Page owners create Groups connected to their Pages. Facebook’s chief product officer Chris Cox announced the opening up of Groups to Pages in a Facebook post on Wednesday.

Facebook has been testing Groups for Pages since at least April, when CNET reported that brands like HBO had created Groups tied to their Pages.

There are a couple ways to create a Group for a Page (assuming you are an admin for a Page). On Facebook’s desktop site, there should be a “Groups” tab listed in the left-hand menu. If it’s not there, you can click “Settings,” then “Edit Page,” then “Add a Tab” to add the “Groups” tab.

The “Groups” tab serves multiple purposes. For users, it’s how they will access a Page’s Groups. For the Page Administrator, the “Groups” tab is how they can create and manage their Groups.

Clicking on the “Groups” tab will display a prompt to create a Group. If you already have a Group that you want to link to your Page, it should appear on the “Groups” tab with an option to “Link Group.” Pages can only be linked to existing Groups for which a Page admin is already a Group admin through that person’s individual Facebook account. Page owners can post in a Page-linked Group as the Page or using their individual Facebook profiles.

As with normal Groups’ three privacy setting options, Page-connected Groups can be “public” so that anyone can join or see the Group’s posts; “closed” so that anyone can find a Group and see its members, but people can only join the Group after being added by a member and only members can see the Group’s posts; or “secret” so that people can only join by being added by a member and only members can see who’s a member of the Group and the Group’s posts.

While Page-connected Groups would create a pool of people that a brand might want to advertise to on and off Facebook, Pages are not currently able to create Custom Audiences of Group members to target with ads, according to a Facebook spokesperson. That also means that Pages can’t take a Custom Audience of Group members and target ads to a “lookalike” audience of people with similar characteristics.

Opinions expressed in this article are those of the guest author and not necessarily Marketing Land. Staff authors are listed here.

About The Author

Tim Peterson

Tim Peterson, Third Door Media's Social Media Reporter, has been covering the digital marketing industry since 2011. He has reported for Advertising Age, Adweek and Direct Marketing News. A born-and-raised Angeleno who graduated from New York University, he currently lives in Los Angeles. He has broken stories on Snapchat's ad plans, Hulu founding CEO Jason Kilar's attempt to take on YouTube and the assemblage of Amazon's ad-tech stack; analyzed YouTube's programming strategy, Facebook's ad-tech ambitions and ad blocking's rise; and documented digital video's biggest annual event VidCon, BuzzFeed's branded video production process and Snapchat Discover's ad load six months after launch. He has also developed tools to monitor brands' early adoption of live-streaming apps, compare Yahoo's and Google's search designs and examine the NFL's YouTube and Facebook video strategies.