Facebook is testing a new way for brand Pages to connect with community Groups, in addition to other users or affiliated accounts.

Is Group, Is Good

Select publishers who manage multiple Pages now have access to a Groups link, which appears on the left side of the Page.

For example, clicking the Groups link on HBO’s Facebook Page leads to the Big Little Lies Official Group, rather than a branded Page.

Fanboys

The move could give brands greater connection with invested fans, while increasing the reach of these community Groups.

Publishers can also create their own Group, and link their Page to it. They can also post to the Group as the brand, rather than from an individual account.

Group think

Over 1 billion Facebookers now use Groups, compared to 65 million brand Pages. That’s a lot of potential connections for savvy marketers.

Do you interact with Groups as part of your social strategy? If so let us know in the Comments.