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 feedback loop: the higher the engagement, the more positive signals Facebook’s algorithm picks up 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, and so on.
Whether that loop works in your favour (high engagement drives higher post reach which leads to even higher engagement) or ends up in a death spiral (low engagement leads to lower post reach and even lower engagement) depends on you and your choices as admin – particularly your choices around content selection.
In the rest of this chapter, we’ll help you understand what types of content can get so-called group “lurkers” participate more actively in group discussions. We’ll also look at easy wins that can get your community engage in discussions and visit your group more often. All through concrete examples based on tried and tested strategies.
And, you’ll be happy to know, none of this involves using more memes or emojis…