From fan page to Facebook community: Karen, a young girl, shares her experience in transforming and operating an online community.
This article is written by Girl Karen, a newbie in the media. She once served as the editor of the most popular online native media in Taiwan, broke into the 4A public relations group, and currently works in the TV media. Thank you for authorizing the “Content Hacker” website to reprint it. Thank you hereby.
[Why are we reprinting this article] The reach of Facebook fan pages continues to decrease. Should we continue to operate fan pages, or should we transform ourselves into running a community to be more effective? The young girl Karen generously shared her personal experience and operation methods of transforming from a fan page to a club management for everyone’s reference.
Since the beginning of 2018, Facebook has deliberately lowered the reach of Fan Page k-new-policy-summary.html), leading companies and individuals to gradually transform from Facebook fan pages to communities for community management. After recently starting to be exposed to the transformation process, Karen also has a little experience, which she would like to share with you here.
In fact, the transformation from fan page management to one focusing on Facebook communities is like [funnel marketing] (http://www.30.com.tw/article_content_31002.html) in marketing techniques. It changes from the original large-scale marketing to precision marketing, which requires prioritizing the most effective fans and audiences. Please refer to the figure below.
[
](https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiwh6RwqnumkRLQ9Y6567YEp5c1VYRLnfuIL3fIxnCdoFCZRHC 5QzoU4H_O78V8uK-9TBGlCBY976LrQeTBJFGZwgMDT-K8U3NyEvWjusrU7uFJwjV6s6vQgXq-kEFuxHzvXUTOb1OmUkw3/s1600/header.jpg)
Caption: Funnel Marketing
Chart: Content Hacker
The main discussion objects of this article are fan pages and communities. If you want to know more about funnel marketing, please refer to this article “Online Funnel Marketing”. Friends who don’t understand the difference between the two may mistakenly think that the difference between fan pages and societies is only about publicity or non-publicity. Karen has compiled the following differences to share with you:
- Functionality: establishing authority with fan pages vs. managing loyal fans with communities
【Fan page】
Whether it is a company or an individual, those who operate fan pages are usually related to a certain type of “professional field” or have “personal characteristics.” Since the fan page is public, netizens, whether familiar or unfamiliar, will receive public “official information” from the fan page.
Posts on fan pages usually have corporate characteristics (https://www.contenthacker.today/2017/10/maerskline-contentmarketing.html); if you are an individual, you may also share in the professional field, occasionally interspersed with some personal experiences, but do not deviate from the personal professional field. Therefore, fan pages usually focus on “building authority”, letting everyone know that by visiting your fan page, they can absorb professional knowledge and attract fans.
It can also be seen from here that netizens and fans on fan pages are relatively passive in receiving information, and at most express their opinions through likes and comments. If you want to advance in business, you have to rely on the community.
【Society】
After the function of Facebook groups is updated, fans must answer questions first when joining the group, instead of just joining if they want to. Therefore, the first step for club administrators is to use the answers to applications to join the club to verify that they are fans who are really interested in the purpose of the club, rather than netizens who are just passing by and want to see the content.
After joining the community, fans can not only leave messages and likes, but also take the initiative to post messages, share their experiences, or ask questions in the community. Fans of the community can take the initiative to communicate with other fans and netizens who have the same hobbies, instead of only the community administrators can interact with them. This will gradually condense the feelings between the netizens of the community and build loyal fans.
- Posting style: consistent style of fan page vs. personal style of community talk
Taking Karen as an example, the fan page mainly publishes new articles from the [official website] (http://karenyang.org/), and extracts a few key points from the articles as introductions to maintain a consistent style.
However, after switching to the community, Karen will also publish a new article. Karen will further add to her mood at the time of posting, and will also mention what she would like to write this type of article, so that netizens will feel more involved and understand the meaning of this article better. Sometimes when they are still writing articles, they will take screenshots of the backend editing page in advance to share and discuss with netizens, so that netizens have a sense of participation, which is very different from the previous way of operating fan pages.
[
](https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhXzVIoYXgOrva7tzjHsmGkvR7VcsJ88IQQ_0r4B-bxR3KC1FW8bcUDRP-N4S9zUs67zi5RVQ9Kl2 2YpZyfKvo66siKG21adNvOOjl4HnsJzLSFUL7aIuOW_NQdJSas8dPdvPWZsg34cMjc/s1 600/%25E7%2599%25BC%25E6%2596%2587%25E5%25B7%25AE%25E7%2595%25B0.jpg)
- Adhesion
Now you can also see the “Insight Report” from the Facebook community, and you can also specifically rank the “members who speak most frequently.” Some community owners will use this function to announce the most interactive fans every month or every week to provide encouragement, so that everyone can post more, increase interaction and stickiness; or even encourage netizens to help each other answer questions. Karen will also publish her personal opinions in the community, and even tell everyone in advance after the article is completed, so that the fans in the community will be different from the fans who like the original fan group.
[
](https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjBGYZlW12KDWXyjbyhdhD86r5Hv9WFkOe6od4ve2qvcroCbsk2lfiGn6eJ-Pa3UMfitmrsA1PFro nd0p2IdS5JdbyvQiA6nBKyHoWD5D40119VLlZ-t426D9AhZrhJOHZYQB-4j3A04-GS/s1 600/%25E7%25B2%2589%25E7%25B5%25B2%25E5%25B0%2588%25E9%25A0%2581.jpg)
In addition to interactive rankings, because the Facebook group “We are all hardworking people” run by Karen is more focused on workplace and life issues, members of the group tend to post posts to share their troubles or difficulties and seek advice and encouragement from other members. After posting, many netizens will leave messages. At this time, Karen will like it and encourage everyone to express their opinions below, and then gradually some members will express their own practices. Others who see the post can also get answers if they happen to encounter similar problems.
[
](https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhwHDYAhvKjr_kn6aaxVYEz5nOwX_SBu_dZP-CORiPFOaumlfM_Y3rc67ayeyh3PgkA4BbNlN9_Mo 4qB6gQsDQiv_MMz09tMVpZbeOyUnT95LNLWEDG-1eIh2MQuS9IFDqVK8nSqiWMvkcJ/s1 600/%25E7%25B6%25B2%25E5%258F%258B%25E7%2599%25BC%25E5%2595%258F1.jpg)
In short, community members are more proactive and interactive than fans who like a fan page. Also because of the community’s entry review questions and participation issues, fan loyalty and stickiness can be gradually cultivated. Even though the number of club members will be much smaller than the number of fan club members, these talents are the main core. Pay more to your loyal fans, and they will be able to give corresponding feedback to the club in the future.
☛ Want to learn to subscript? Come and sign up for the “Ouchi Master” lecture in May: [Write a good bid and sell without selling] (https://www.accupass.com/event/1804041321359643076770).
★ To improve your content power, please don’t miss the online course “[Content Power: The Super Power of Building Brands] (https://hahow.in/cr/content-power)”.
Further reading
- Lin Zhean talks about community management: You can do this to produce high-touch Facebook posts
- Four tips for running a Facebook community, start with a clear positioning
- Facebook reduces the visibility of fan pages again, what should marketers do?
📖 深入探索相關主題
