Why Facebook Can Fail At Building Your Community

Facebook pages and groups are easy to set up. A couple of clicks and you’re in business. They are great when you are dealing with a small group of people, but don’t work as well when that group starts to get large. In fact, using Facebook can be detrimental to creating a community.

How Facebook Can Fail As A Community

Here are just some of the ways Facebook can fail as a platform on which to build your community:

Facebook has no “true” moderation tools: Pages can easily be over-run with spam. You can create a closed group and approve members, but this can cause friction getting people to join.

Lack of categories/structure: There is no way to organize content if the group’s discussions go beyond a single topic.

Lack of granular permissions: With Facebook groups, you are either a member or an admin. You can’t give someone limited access to help manage the page.

It’s only about the present: Posts on Facebook tend to have a very short life and browsing or searching past posts is not intuitive. The result is that the same questions or types of comments tend to get repeated over and over.

No reputation: Without any badges or indicator of status or experience, there is no way to determine a level of trust or the position of the poster.

Branding: Creating a large community is hard. It’s critical to your brand that you can integrate it with the community’s identity. Otherwise, it’s just another Facebook group.

No ownership: All that data and all those posts belong to Facebook. Building a large community on Facebook requires a lot of faith.

Facebook & Forums

A forum or community can work in tandem with your Facebook group or page. Everyone is on Facebook which makes it a great place to recruit new members and to viralize content that is being created in your community. Recruit on Facebook but give them a home on your own domain.

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