Facebook Group — Case Study

As of 2021, Facebook has 2.74 billion monthly active users with about 1.8 billion people using Facebook groups (Newberry, 2021). It’s clear that Facebook groups are popular among its users and with the new focus on the Metaverse, Facebook groups may continue to grow. However, what makes a great Facebook group?

Dad Joke Everywhere has 1.9 million members, myself included. The group was created 3 years ago on January 15, 2019 by Paul Rogers. After researching a list of best practices and looking back to the group, Dad Jokes Everywhere does an excellent job at following these best practices. For one, the group needs to have clearly defined rules and expectations. Dad Jokes Everywhere actually makes its members agree and acknowledge these rules before they are approved to join. Their rules are as follows:

1. No vulgar language!
2. Wholesome jokes only!
3. Be kind and courteous.
4. No video posts.
5. No politics.
6. No hate speech or bullying.
7. No promotions or spam.
8. Respect everyone’s privacy.

Simple, but effective. They clearly define their expectations for the group and by agreeing before a member is approved makes sure that each member is aware.

Another best practice is to encourage discussion and let your members know that you are listening to them without being overbearing or talking too much. If a post demands a reply, tags an administrator, or asks a question that can easily be answered then it is ok to respond. “However, don’t feel a need to get involved with every conversation in your group. Sometimes it’s best to give your members some breathing room” (Barnhart, 2021, para. 39).

Speaking of administrators, they are very important and Dad Jokes Everywhere has 3 admins and 11 moderators. They quickly approve pending group requests, post content regularly to encourage engagement, and make sure that the group remains a positive space for all members who come for a good laugh. They have the job of approving all posts before they are seen by the group as well, so making sure these members are up for the challenge is extremely important. They not only make the rules, but they enforce them, and must live by them themselves.

Going back to the idea of listening to its members, Dad Jokes Everywhere recently proved that they are listening. The creator of the group posted about two months ago that they created an Instagram account for people to follow. Although people won’t be able to post their own content, they can engage on posts and create another community on a different platform.

Every group has its challenged though. For one, the Instagram page which is something people want does not have nearly as many members as the Facebook group. Although the page is brand new, some challenges the creators may face is posting content unique to the platform, as well as maintaining interest and adding value for its members on both pages. Keeping the page fresh and exciting is one of the main challenges for any Facebook group. Eventually, some of the jokes are going to get repetitive. Is this something the moderators can prevent when approving posts, but then if posts get denied, will members become angry and leave? The DADmin team at Dad Jokes Everywhere has posted about how most posts get denied because of repeat jokes, but their membership still stands strong. They need to find new ways to make the group interesting and give its members a reason to stay. They can start using more of the tools Facebook gives them to maintain a fresh environment such as, create events, use polls, go live, etc.

Everyone loves dad jokes and I think one of the main reasons the group has grown as much as it has, is that the creator originally made the group for his brother and friends to share jokes. However, with the state of the world and the fact that everyone could use a good laugh now and again has made the group grow to what it is today. Facebook Community also spotlighted them and said that the group keeps growing and growing with “more than a million people giggling along.” What makes them unique is that dad jokes are short and easy for everyone to understand. You do not need to think and can mindlessly scroll and laugh at each joke. The rules do not allow race, sex, or political jokes so it is easy for everyone to feel welcomed.

All in all, a great Facebook group provides a safe space for its members. They want to engage and feel like they are getting something valuable from being a member. The groups team need to create a great set of rules that clearly state the expectations for the community. They also need to enforce and maintain the rules themselves. Dad Jokes Everywhere does just this, I do not need to post anything to feel like I am getting something out of the group. I can just go and enjoy and have a good giggle. And with that I leave you my current favorite dad joke.

I fear for my calendar…

… Its days are numbered.

References

How to build your community with Facebook Groups

47 Facebook Stats That Matter to Marketers in 2021