Group engagement (=the degree to which members participate in discussions and react to group posts) is the number 1 reason why groups succeed or fail on Facebook.
Because engagement is a cycle: the higher the engagement, the more positive signals Facebook’s algorithm receives about the quality of your group, the more members get to see group posts in their feed, the more likely they are to engage with posts, driving engagement even higher.
Whether that cycle is virtuous (high engagement drives higher post reach which leads to even higher engagement) or a vicious death spiral (low engagement leads to lower post reach and even lower engagement) depends on you and your choices as admin – particularly on things like content selection.
In the rest of this chapter, we’ll help you understand what types of content can help drag silent members (so-called “lurkers”) out of the shadows and encourage people to participate more actively in group discussions. All through concrete examples based on tried and tested strategies.
And, you’ll be happy to know, none of this involves memes or using more emojis…
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