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The untapped potential of Facebook groups: An average post in the Boston Globe’s group for subscribers receives twice as many comments as post on the Globe’s main Facebook page

Nieman Lab

The Boston Globe’s Facebook page has nearly half a million likes — but it’s in the Globe’s Facebook group for subscribers where the newspaper is developing an engaged community. Though the subscriber group is just over a month old, an average post in the subscriber group brings in twice as many comments as a post on the Globe’s main Facebook page. “We’ve squeezed all the water out of the Facebook page stone — where the pages are great and can generate a ton of traffic,” explains the Globe’s director of audience engagement Matt Karolian. “But there’s a whole bunch of Facebook that isn’t pages, that people use extensively but publications aren’t using extensively. And there’s untapped opportunity in Facebook groups.”

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