Adidas and Airbnb have created successful Facebook groups, but they require significantly different resources than the news feed.
Groups are a core part of Facebook's new privacy-oriented products.
After years of training marketers to understandthe massive and sometimes volatile reach of its news feed and algorithm, Facebook wants brands to think small. "Wherever you go on Facebook, you should see opportunities to join groups," said Katherine Woo, director of product management of Facebook Groups, during a talk explaining the changes at Facebook's annual F8 developer conference."We're starting to see brands leverage Facebook groups to build authentic connections with communities."
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