Community Facebook Groups: A little wild, but great for business

How small businesses can leverage Facebook community groups for growth

I promise this peacock is relevant to this discussion

What if I told you there was a space where engaged local community members actively share referrals, discuss great experiences with businesses, and offer small businesses an authentic way to build trust with potential customers?

Would you believe me when I said it was on Facebook? 

Facebook community groups are a goldmine of insights into your community, and the things about which they’re most passionate. While many of these groups focus on local news, traffic updates, and even the occasional loose peacock (if you’re in my neighborhood), they’re also hubs for trusted recommendations.

For small business owners in Middle Tennessee (especially those in service-based industries,) these groups offer a free, highly valuable marketing opportunity. By engaging authentically, sharing helpful insights, and positioning yourself as a trusted resource, you can build awareness and attract new business. 

But keep in mind organic PR is called "earned" PR for a reason — it takes effort.

Here’s how to maximize your presence in these groups while maintaining credibility and building trust for your business:

1. Vet your groups with a critical lens

Not all Facebook groups are created equal. Before jumping in, vet groups to ensure they align with your business goals:

• Location: Ensure the group covers your service area.

• Relevance: A local parenting group might be great for a kids’ play center but less ideal for a brewery’s trivia night.

• Engagement: Smaller, highly engaged groups may offer better visibility than larger, oversaturated ones.

• Admin bias: Some groups are run by business owners who may promote their own services over others.

For example, “moving to” or “moving from” groups are popular hubs for businesses offering relocation-related services like packing assistance or vehicle transportation - the Relocate to Tennessee Facebook group has nearly 200,000 followers! However, most admins don’t run these large, dynamic groups purely out of goodwill. In many cases, they have a business or service they’re looking to promote, often with fewer restrictions since they control the group. In the case of many groups focused on relocation, it is common to see real estate agents as admins looking to attract clients, meaning the advice shared may not always be entirely objective. Since their goal is often to encourage home sales, you might hear the “good” about an area you’re researching, but not the bad and the ugly you need to hear, as well.

2. Listen before you speak

Community groups provide valuable insight into local concerns, preferences, and sentiments. You might hear that traffic is a major issue, or that parents of teenagers are unhappy with the price of sports uniforms. You might also see dozens of companies trying to promote their car detailing service, so if this is your business, this group may be oversaturated. Universally, most community groups are exhausted from too many advertisements, so pay attention to this sentiment, and focus on relevant, helpful, and authentic content instead. 

Before posting about your business, spend a few weeks observing discussions and engaging in non-promotional ways. This helps you understand the group’s culture and what content resonates. 

3. Review Community Guidelines (and prepare for anything)

Each group has its own guidelines regarding self-promotion. Some only allow business posts on certain days, while others ban them outright. Following the rules builds credibility and prevents your posts from being deleted.

Be aware that Facebook prioritizes organic discussions over promotional content, so even rule-compliant posts may not get much traction unless they provide value. You’re much more likely to see higher engagement on posts asking what time the high school football game starts or questions about road conditions after a storm than business promotional materials. 

Unfortunately, the highest-engaged posts are sometimes controversial, where community members share heated opinions on a particular topic (like county rezoning, or policies at the local schools). Keep in mind that community guidelines don’t always prevent negative discussions. If past customers have had bad experiences with your business and you post in a group they’re part of, there’s a chance they’ll speak up and share their feedback.

4. Engage as a person first, business second

Many groups restrict business pages from posting, but you can still engage as an individual. This is a great way to build trust.

For example, if you own an HVAC company and a cold snap is coming, you can post from your personal account something to the tune of: “Hi, I’m Jim from [Company Name]. With freezing temps ahead, remember to leave your faucets dripping to prevent costly repairs!”

This positions you as a helpful resource rather than just another salesperson.

5. Offer value, not just promotions

The more helpful, relevant, and educational content you share, the more community members will see you as a trusted expert in your field. Act with integrity and avoid overly promotional posts about sales or discounts. Engage by responding to posts seeking your type of business, but also recommend other businesses you’ve had great experiences with, (chances are, they’ll return the favor!)

Try posting when content is relevant (weather, upcoming events, etc.) or when you’re participating in something community-focused. For example, “[Company Name] is proud to support [event] at [location]. This is a fantastic organization, and we hope you’ll join us on [date]!” This approach highlights your business’s community involvement beyond just promotion and shows you genuinely care about the people in your area.

6. Engage, engage, engage

A trusted community member engages beyond just their own posts, so scan community discussions daily and participate where relevant. If someone asks for a plumber, you can chime in with, “I own [tag company name] and would be happy to help!” Just keep it natural (your goal is to be a familiar, trusted presence, not to make a hard sell).

Show you're part of the community by liking posts, sharing referrals, and answering questions. Keep in mind that even if someone isn’t Facebook friends with you, they can still see your past posts in the community group through your profile. If you plan to promote your business, avoid negative posts or engaging in arguments in the comments.

And lastly, consistency is key. If daily engagement isn’t realistic, consider other marketing tactics. But if you’re active in your community, these groups offer a real, organic way to showcase your business. Just be sure you or your social media manager can respond to comments and DMs quickly!

7. Leverage customer testimonials

If you work in a particular area, chances are, a number of your customers are members of these local Facebook groups. If they’re over the moon about their service, let them know that a positive, authentic review of their experience as a post on these pages goes a long way to help promote your business. A post from a real community member carries far more weight than self-promotion. Ask them to highlight key details like punctuality, affordability, and quality of service.

8. Pictures go a long way

If you’re sharing an educational post (maybe your company repaired a deck that had damage), share those before-and-after photos! Make sure your message is educational and nonpromotional, like, “This is what termites can do to a deck that’s not treated. Protect your deck investment with proper pest control.” Posts with pictures tend to perform better on social media platforms, too.

9. Seek support for success

Managing community engagement through local Facebook groups can be time-consuming. If you’re unsure how to navigate these groups effectively, a skilled social media strategist can help craft an authentic presence, monitor discussions, and engage appropriately. They’ll also provide an invaluable gut-check on whether to post or participate in certain discussions. 

10. Should you start your own community group?

After much social listening and engagement, you’ve likely seen the value of community pages. If you’ve noticed a need for another local group or seen a lack of admins in your current one, reach out! Sometimes admins are open to having trusted, engaged members take on an admin role (but make sure to consider the work involved.) Alternatively, you could create a new group and recruit members if you see a need. This will require work, administration, and engagement, especially at first, but if you've found value as a participant, this could be a great opportunity for you!

Final Thoughts

Community Facebook pages can be a wild place, especially if they’re not properly monitored. While negativity and unhelpful keyboard warriors go hand-in-hand with the internet, Facebook groups have also helped members make friends, find lost pets, discover new restaurants, and connect with great businesses. 

If you’re not prepared to engage consistently, this strategy may not be the best fit for your marketing plan. However, if you’re active in your community and committed to building trust, these groups can be an invaluable tool for growing your business. If you’re considering participating in a Facebook community group for your company goals, talk to a social media strategist to help you understand the landscape and decide if a community Facebook page strategy is the right fit for you.

Need help with your social media strategy? Let’s find time to connect, and I’ll tell you all about my neighborhood peacock population.