What Are Social Media Groups?

Updated on December 14, 2017
heidithorne profile image

Heidi Thorne is an author and business speaker with over 25 years of experience in sales, marketing, advertising, and public relations.

Source

About a year ago, a friend of mine started a LinkedIn group to discuss sales and marketing issues. Just recently he emailed his tribe to let them know that this group experiment didn't work and that he was going to try it again... this time on Facebook.

I hope it works for him this time. But I wouldn't hold my breath. While participation in social media groups can be one of the most engaging and valuable activities online, it is not without challenges.

What is an Online Social Media Group?

Social media platforms such as Facebook and LinkedIn offer members the opportunity to establish and join groups of people online. Here are examples of the factors that could cause people to want to join together in groups on social media:

  • Common Background: Family groups, ethnic heritage, former classmates.
  • Qualifications: Job function or title, alumni status.
  • Interests or Hobbies: Sports, causes, hobbies, pets, political affiliation, religion, work related topics.

Membership in groups is voluntary and may be subject to approval by the group's administrator. Some groups may require invitation by a current member or the group administrator. Groups may also vary by their visibility online. Some are public, while others are private and only visible to members.

See each social media platform's documentation for current policies, visibility and procedures for groups.

Special Note about Twitter. On Twitter, hashtag communities are groups of people who use a specified keyword after a number or hash sign (#) in their tweets. Like groups on other platforms, participation is voluntary and centers around a common interest or affiliation. But there is no official administrative control available for group leaders on the platform. Any Twitter user can use hashtags! Plus, all publicly posted tweets using the hashtag are visible to the world.

While these hashtag communities could be considered groups, they are more ad hoc and essentially have no group structure. One could consider these more as "conversations." However, thriving hashtag communities have even hosted conventions and conferences!

Because of their unique nature, social media groups on Twitter will not be addressed in the following discussion. What follows applies to more structured group platforms such as Facebook and LinkedIn.

What Do Social Media Groups Do?

The main function of social media groups is fostering conversation and connection among members. If a group has limited or no public visibility, it can provide an environment where members may feel more comfortable expressing themselves and sharing.

Groups will usually limit posts to those that are relevant to the group's members or topic. Self promoting is typically frowned upon and members who do it may face removal from the group.

Who Runs Social Media Groups?

The group administrator, or "admin," is essentially the leader of the group. There are advantages to being the admin. It can help establish the admin as an expert or leader in a community he or she serves.

This role can be time consuming with continuous management of membership and monitoring group conversations. Additional group members can often be designated as admins to help with the load. But that may bring the challenge of being the admin of the admins!

The admin may also need to serve as referee and virtual bouncer if a conversation gets out of hand or a member doesn't play by the rules. To help control conversations, the admin may wish to be the only one allowed to post to the group, with members only being allowed to make comments on posts. In other groups, all members may be able to post anything at any time.

When a group is set up for a business or other organization, it gets more complicated. What happens when the person who serves as admin resigns, gets fired, retires or dies? Groups can be left abandoned or be controlled by a potentially hostile outside force. Multiple admins for organization and business groups is one way some have handled this; however, there needs to be a way to prohibit access to inactive or hostile admins and someone needs to be responsible for these decisions. Seek legal advice when setting up admins for business and organizational social media groups.

Who "Owns" a Social Media Group?

While most platforms will allow any user to establish a group and set himself up as the admin or leader, that doesn't necessarily imply "ownership." The social media platform technically "owns" the group since they own the platform. What the platform gives, the platform can take away at any time.

Social Media Group Challenges

Loose Virtual Lips. On Facebook, an alert pops up when you attempt to share information posted in a secret group. That reminds members that a secret group is secret. But remember that there's no guarantee that members will behave and refrain from sharing "secret" information from a group anywhere and everywhere. Screenshots, selecting and copying text, etc. can still be done. Leaks of members-only information can cause members to leave groups or even report unacceptable activity, damaging the group's reputation or evoking action by the platform. Monitoring this can be one of the toughest challenges for admins.

TL;DR. The "TL;DR" texting abbreviation stands for "Too long; didn't read." Sadly, this is one of the main reasons that group activity is low. Even in groups where members have voluntarily chosen to participate and get information, their level of information overload—often due to too much group chatter—can reduce their activity, sometimes to the point of totally ignoring it.

The Rules Change. Again, social media groups are on platforms owned by others. The owners for Facebook, LinkedIn, etc. can instantly and arbitrarily change how groups can be used or managed. As well, they can decide what priority group communications will receive in members' news feeds. While platform-generated automatic email notifications on group activity can help keep members engaged, members can easily ignore those, too, due to too much email.

Group Junkies. Especially on the business side of social media, there are group junkies who join every imaginable group in the hopes that it will create a connection for job or sales opportunities. One person I knew boasted being a member of 400 or so groups. Wow! It is almost humanly impossible to keep up with that many groups and conversations on a regular basis. So what happens is that groups can sometimes have large numbers of members, but only a few genuinely active ones. The challenge for admins is deciding what to do with these deadwood members. Keep them in so the group "looks" popular to potential members? Or remove them so that the group retains some exclusivity?

Source

Tips for Keeping Social Media Groups Alive and Going

Consistency. Being consistent in terms of topics discussed and frequency of posting activity can go a long way toward keeping groups engaged by setting standards and expectations. A disciplined approach helps build trust.

Patience and Persistence. Groups can take a long time to gain traction for all the reasons discussed above. How long should a group be allowed to exist with meager participation before an admin gets too discouraged and decides to disband it? Unless the purpose of the group dictates a shorter term, it would be difficult to make any assessment of success in less than 12 months. Activity and interest will ebb and flow throughout that time. Having at least a year's worth of data to review will provide more valuable insight.

Overwhelm Avoidance. Part of the TL;DR problem discussed earlier is that groups can post way too frequently, overwhelming members who eventually will just tune out. But it's also necessary for admins to keep their own posting and monitoring activity at a manageable level so they avoid overwhelm and burnout for themselves, too.

Leadership. An admin who establishes a protocol and culture, and manages it effectively and equitably for members, can do a lot for keeping a group on purpose and on task.

Disclaimer: Both the publisher and author have used their best efforts in preparation of this information. No representations or warranties for its contents, either expressed or implied, are offered or allowed and both parties disclaim any implied warranties of merchantability or fitness for your particular purpose. The advice and strategies presented herein may not be suitable for you, your situation or business. Consult with a professional advisor where and when appropriate. Neither the publisher nor author shall be liable for any loss of profit or any other damages, including but not limited to special, incidental, consequential or punitive, arising from or relating to your reliance on this information.

Questions & Answers

    © 2017 Heidi Thorne

    Comments

    Submit a Comment

    • heidithorne profile imageAUTHOR

      Heidi Thorne 

      17 months ago from Chicago Area

      Hey Kitty... I won't tell a soul. ;) I've experienced similar in posting my hub links in groups (and on my FB page), too. Thanks for chiming in! Have a beautiful day!

    • kittythedreamer profile image

      Nicole Canfield 

      17 months ago from Summerland

      So recently I've found out by posting my hubs on groups of like interests, I've gained a TON more hits on those hubs. Shhhh don't tell everyone my secret, though. :) Thanks for an informative hub!

    • heidithorne profile imageAUTHOR

      Heidi Thorne 

      17 months ago from Chicago Area

      Hello MsDora! At least you've made some conscious choices about your social media activitiy. Thanks so much for reading! Happy Weekend!

    • MsDora profile image

      Dora Weithers 

      17 months ago from The Caribbean

      Thanks for the information and explanations. I don't think that I will not be consistent in any group; and based on what I learn here, I may still be unconnected. Very helpful.

    • heidithorne profile imageAUTHOR

      Heidi Thorne 

      17 months ago from Chicago Area

      Flourish, you and me both! I ditched a bunch of groups for those reasons. Also, when the leader gets a little too self-serving, I reconsider whether I'll continue. Sadly, as you note, so many groups go wrong. Ugh! Thanks for sharing your experience and have a beautiful day!

    • heidithorne profile imageAUTHOR

      Heidi Thorne 

      17 months ago from Chicago Area

      Hi Suhail! Sounds like you are a caring member of your groups. Wish everyone was. :) I, too, use groups to keep tabs on interesting stuff other members post. Thanks for stopping by and have a lovely day!

    • FlourishAnyway profile image

      FlourishAnyway 

      17 months ago from USA

      The minute someone tries to sell something irrelevant and self-serving or turns political, I am out. I have tried the groups and often they head that way. Good synopsis.

    • Suhail and my dog profile image

      Suhail Zubaid aka Clark Kent 

      17 months ago from Mississauga, ON

      Very informative hub, Heidi!

      There is some very nice advice on posting and posting frequency.

      I participate actively on 7 groups on Facebook, but on the average post 10 posts every week. Most of the time I am watching pictures of wildlife and reading interesting political posts from other members.

    • heidithorne profile imageAUTHOR

      Heidi Thorne 

      17 months ago from Chicago Area

      Billybuc, you bring up a great point about balance. I'm active in 3-4 Facebook groups on a regular basis. The rest I don't worry about and follow only through email notifications. I'd rather be writing, too... or doing something more productive. Thanks for taking a moment of your day to chime in. Cheers!

    • billybuc profile image

      Bill Holland 

      17 months ago from Olympia, WA

      Good information. I belong to several but spend very little time there...I would rather be writing, or course, so balance is called for in my little world.

    working

    This website uses cookies

    As a user in the EEA, your approval is needed on a few things. To provide a better website experience, turbofuture.com uses cookies (and other similar technologies) and may collect, process, and share personal data. Please choose which areas of our service you consent to our doing so.

    For more information on managing or withdrawing consents and how we handle data, visit our Privacy Policy at: https://turbofuture.com/privacy-policy#gdpr

    Show Details
    Necessary
    HubPages Device IDThis is used to identify particular browsers or devices when the access the service, and is used for security reasons.
    LoginThis is necessary to sign in to the HubPages Service.
    Google RecaptchaThis is used to prevent bots and spam. (Privacy Policy)
    AkismetThis is used to detect comment spam. (Privacy Policy)
    HubPages Google AnalyticsThis is used to provide data on traffic to our website, all personally identifyable data is anonymized. (Privacy Policy)
    HubPages Traffic PixelThis is used to collect data on traffic to articles and other pages on our site. Unless you are signed in to a HubPages account, all personally identifiable information is anonymized.
    Amazon Web ServicesThis is a cloud services platform that we used to host our service. (Privacy Policy)
    CloudflareThis is a cloud CDN service that we use to efficiently deliver files required for our service to operate such as javascript, cascading style sheets, images, and videos. (Privacy Policy)
    Google Hosted LibrariesJavascript software libraries such as jQuery are loaded at endpoints on the googleapis.com or gstatic.com domains, for performance and efficiency reasons. (Privacy Policy)
    Features
    Google Custom SearchThis is feature allows you to search the site. (Privacy Policy)
    Google MapsSome articles have Google Maps embedded in them. (Privacy Policy)
    Google ChartsThis is used to display charts and graphs on articles and the author center. (Privacy Policy)
    Google AdSense Host APIThis service allows you to sign up for or associate a Google AdSense account with HubPages, so that you can earn money from ads on your articles. No data is shared unless you engage with this feature. (Privacy Policy)
    Google YouTubeSome articles have YouTube videos embedded in them. (Privacy Policy)
    VimeoSome articles have Vimeo videos embedded in them. (Privacy Policy)
    PaypalThis is used for a registered author who enrolls in the HubPages Earnings program and requests to be paid via PayPal. No data is shared with Paypal unless you engage with this feature. (Privacy Policy)
    Facebook LoginYou can use this to streamline signing up for, or signing in to your Hubpages account. No data is shared with Facebook unless you engage with this feature. (Privacy Policy)
    MavenThis supports the Maven widget and search functionality. (Privacy Policy)
    Marketing
    Google AdSenseThis is an ad network. (Privacy Policy)
    Google DoubleClickGoogle provides ad serving technology and runs an ad network. (Privacy Policy)
    Index ExchangeThis is an ad network. (Privacy Policy)
    SovrnThis is an ad network. (Privacy Policy)
    Facebook AdsThis is an ad network. (Privacy Policy)
    Amazon Unified Ad MarketplaceThis is an ad network. (Privacy Policy)
    AppNexusThis is an ad network. (Privacy Policy)
    OpenxThis is an ad network. (Privacy Policy)
    Rubicon ProjectThis is an ad network. (Privacy Policy)
    TripleLiftThis is an ad network. (Privacy Policy)
    Say MediaWe partner with Say Media to deliver ad campaigns on our sites. (Privacy Policy)
    Remarketing PixelsWe may use remarketing pixels from advertising networks such as Google AdWords, Bing Ads, and Facebook in order to advertise the HubPages Service to people that have visited our sites.
    Conversion Tracking PixelsWe may use conversion tracking pixels from advertising networks such as Google AdWords, Bing Ads, and Facebook in order to identify when an advertisement has successfully resulted in the desired action, such as signing up for the HubPages Service or publishing an article on the HubPages Service.
    Statistics
    Author Google AnalyticsThis is used to provide traffic data and reports to the authors of articles on the HubPages Service. (Privacy Policy)
    ComscoreComScore is a media measurement and analytics company providing marketing data and analytics to enterprises, media and advertising agencies, and publishers. Non-consent will result in ComScore only processing obfuscated personal data. (Privacy Policy)
    Amazon Tracking PixelSome articles display amazon products as part of the Amazon Affiliate program, this pixel provides traffic statistics for those products (Privacy Policy)