What are Groups?

Groups are dedicated spaces within social media platforms where people with common interests, goals, or connections can share content, hold discussions, and build community. Unlike public posts that go to your entire follower base, groups create focused environments for specific conversations and connections.

On social media, groups serve as digital gathering places that can be public, private, or secret, depending on the level of exclusivity desired.

Groups across different social platforms

While the concept remains similar, groups take different forms across platforms:
Facebook Groups: The most robust group offering, with features like polls, files, event planning, and moderation tools. Facebook groups can range from neighborhood communities to global interest-based groups with millions of members.

LinkedIn Groups: Professionally focused communities centered around industries, skills, or networking purposes.

Discord Servers: Though not traditional social media, these function similarly to groups with topic-based channels and community features.

X/Twitter Communities: Newer focused spaces for specific conversations.

How brands leverage social media groups

For marketers, groups offer unique advantages:

- Direct access to highly engaged community members
- Deeper customer relationships and loyalty building
- Targeted feedback collection
- Peer-to-peer support that reduces customer service demands
- Space for exclusive content or special offers

When building a group strategy, focus on providing genuine value rather than promotional content. The most successful brand-run groups create spaces where members connect with each other – not just with the brand – around shared interests or goals.