Why social media managers should cultivate private groups

On social media, it’s not enough to broadcast your message to your followers—nor is paying to appear in news feeds through ads.

Brand managers must actively cultivate private groups to get their messages in front of key stakeholders. Private groups are the future of social media, according to some experts, as news feeds are abandoned for less-crowded channels. 

“In fact, 41% of consumers believe brands should create private groups, presenting a big opportunity for businesses,” says Rachael Samuels, manager of social media at Sprout Social, a social media management and analytics platform for businesses.

“Newsfeeds today can become cluttered with posts from friends and family, ads, and organic content from brands—consumers are looking for a better way to sift through the clutter and engage and share content with those who are most relevant to them and their circumstances.”