Why create a community?

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By Barbara Chazelle, France Télévisions, Prospective and Media Lab

It's not easy for media outlets to keep up with Facebook's algorithm changes to optimize engagement with their communities. Should you post a photo? A video? Go live? Since 2018, the policy of Mark Zuckerberg's platform has been to prioritize content that generates "meaningful interactions" between people rather than highlighting brand content.

In this context, groups, which encourage discussion argentina mobile database and comments, have become an interesting tool, on the one hand because they appear well in the newsfeed and on the other hand because they allow new communities to be built around themes.

Le Figaro launched in February 2018 with a group around literature and now has nearly 4,440 members, including 3,700 active members. During the 3rd edition of the 12 hours of digital agility , Marie-Amélie Putallaz , who heads the social media journalist service of Le Figaro, gave some advice on how to run a "healthy and friendly" group.


While Facebook groups do show up in the news feed, they are not very good audience drivers. With this tool, Facebook is trying to get its users to spend time on the platform through discussion, not to get Internet users to move to other sites.