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Yikes! What to do when your Facebook group is hijacked by competitors

19 Sep 17

Article by Creative Agency Secrets founder and CEO Rebecca Caroe

When you start a group online on a public social platform, it’s easy. 

Nothing much happens until your group hits a tipping point of size, engagement, activity.

Different groups achieve this at different points in time. 

We have a sports group run for a client that has nearly 2,000 members and gets 2-3 posts daily from group members.

It is now attracting commercial elements such as an advert for privately owned equipment listed for sale. 

Interestingly, that post opened a floodgate of listings from others. 

It seems as though people felt that “permission” had been given to dive in and sell to the group.

The client runs the group in public at his expense and he refrains from selling to the group more than once a month for his own products. 

It was clearly time for an intervention and setting boundaries about acceptable behaviour in this group environment.

Three types of “Sales Pitch”

The first was a lady who listed the equipment for sale. 

I messaged her privately and she told me that despite getting a huge reaction from the group, it was a private sale and she sold it to a friend, offline. 

We let this pass as just a one-off. 

Clearly, every member of the group won’t be listing items weekly.

The second was a lady who runs an Instagram account through which she gives “free training programmes”.  

We checked out what she does and came to the decision that she's not making a living out of this. 

And so I am classifying her as a ‘volunteer'.

But her actions need to be curtailed because regular postings promoting her services (even though they are free) would upset the balance of the discussion dynamic already established.

We messaged her privately, explaining she can publish her stuff on the website via an existing ‘submit post’ feature where community notices are published. 

This is important because although it publishes to the blog, this part is set up to avoid getting into the newsletter, the Facebook page and other communications channels. 

She does get indexed by the SEO spiders, gets link backs, but does not get referenced or categorised in the archive.

By contrast, the third type of pitch was a post by a commercial sports professional trainer. 

When we reviewed it, we found it was a paid promotion designed to recruit readers from the client’s Facebook group into her email list and commercial program.

First I turned off comments on this post. 

Nobody can add to them and this helps prevent Facebook showing it in feed updates. We also removed all her replies in the comments because they linked over and over again to her programme.

And then we wrote to her privately asking her to get in touch by email so she can pay to promote her products on our platforms along with other commercial retailers (the website is advertising supported). 

I am waiting to see what her reply to this Facebook message will be.

If she’s contrite and apologetic, I’ll leave her post published; if she takes no action to reply or is aggressive and rude, I’ll delete it and block her from the group.  

Behavioural boundaries are yours to define

The underlying logic is that commercial enterprises pay, volunteers can get access as part of the goodwill of the group.

The commercial publicist had made no effort to engage and join in the group discussion - she just joined, dove in and started selling. 

That's not how this group rolls.

Making the rules for the group is part of good practice in community management. 

You can publicise these with a pinned post, or a message to new members explaining what is and is not acceptable. 

Enforcing the boundaries will help you to create the group and community YOU want. 

Know what actions you will take if the boundaries are crossed and also understand how to take discussions into a private space - you don’t want to have a public argument while you try to explain your motives. 

You don’t need to explain your motives - only the acceptable behaviours in the group.

Article by Creative Agency Secrets founder and CEO Rebecca Caroe

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