Will Facebook’s New Feature of Page Increase Spam?

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It seems like Facebook Inc. (NASDAQ:FB) will soon roll out an updated version of Facebook Groups where Pages will be allowed to post in Groups. The online social networking major is testing a new feature that will allow Page owners to share Page updates into Facebook Groups.

A feature that was never possible before, the only way for anyone to join a Facebook Group was through his/her personal profile. With this new update, however, pages can directly be linked to Groups that they admin.

Facebook Groups has been subject to several updates in the past 12 months. While Facebook has about 1.23 billion daily active users on the social media platform, the platform can also boast of an equally high number of users who use Facebook Groups to derive benefits such as better conversations with followers, stronger brand advocacy, and improved customer support.

The one chief reason several businesses were reluctant to use the Groups feature, however, was because there was no visibility to brands in groups. While up until now Facebook Groups allowed only individuals to join and post in Groups, the new update will open up new branding and community-building avenues for businesses. And since the new update also allows for Pages to be directly linked to the Groups that they manage, Groups could now be featured directly on the Pages that they are managed by, and will help build a much stronger community.

Facebook expressed sometime in January last year that its Groups feature was a severely “under-appreciated product”. Since then, there are been several updates made to the feature, the more prominent of them being the inclusion of application questions and discussion topics. This latest feature that they are testing puts a whole new consideration for brands on Facebook. It also gives brands a new way to connect with their global audiences.

The list of benefits that businesses and brand alike can derive from Facebook Groups’ upcoming feature is endless. This new feature could enable brand support groups and enhance the impact they have on their audiences. It could also support product-related communities, interest-based communities, or industry-relevant group discussions. Brands can actively participate on groups while increasing their brand awareness and reach.

But could this feature also become an enabler for spam content?

With businesses and brands being able to join and actively participate or share content across any group, there is, of course, the prospect that groups will now be spammed with too much branding and advertising information shared by businesses. But, maybe Facebook has plans to counter this with spam-detecting Artificial Intelligence. As part of their improved safety measures, Facebook has been focusing intently on the use of AI and machine learning to detect and address cases that arise, that go against their safety and privacy policy.

We here at Dazeinfo, would like to think that Facebook is investing in having systems in place that will be able to detect overly promotional messages and filter them out. Given that Facebook has been developing its AI capabilities for quite a number of years now, the best bet would be that AI will be employed to control and prevent spam content.

There has already been news about Facebook bringing chatbots into its Groups on Messenger. While these bots won’t function like typical chatbots, their purpose is to be able to provide users more information and keep them up-to-date on day-to-day occurrences.

There is no doubt that Facebook is keen on boosting the performance of its Groups feature. Facebook Groups are a treasure trove if used correctly by growing businesses and brands alike. And with the new updates that Facebook would like to roll out for the feature, brands are sure to find a lot of benefits.


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