'We're marching in the same direction': Facebook is emphasizing Groups, and publishers are following suit

digiday.com

Even as Facebook remains a puzzle box for publishers, they remain devoted to solving it. Their current focus is on Groups, reports Digiday:

Growing audience is the basic goal, but publishers are finding benefits beyond that. The Washington Post is trying to grow subscriptions, and PostThis, a Facebook group with more than 4,000 members, is an efficient way to promote the accountability journalism that seems to get people to subscribe. Bloomberg News uses Money Talks, a 3,500-plus member group, to promote its personal finance articles and its reporters and highlight content that Bloomberg News wouldn’t normally be associated with, like a 30-day challenge to get people to improve their financial health, said Meena Thiruvengadam, head of audience strategy.
“It’s engagement, it’s community, it’s urging people to build conversation around your stories,” she said.

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