“The main purpose of groups is to help Facebook users socialize around any topic or community,” Nick O’Neill writes. Ideally, however, the topic or community will not be related to a brand.
“While I’m sure there are organizations that will attempt to create public groups for socializing around their products (and users that will create similar groups), all brand-related conversations should remain on Facebook Pages as far as Facebook’s concerned,” he continues. While larger companies might be left out in the cold, “there’s no doubt that smaller organizations could find the new groups product to be extremely useful.”
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