LinkedIn vs Facebook Groups: which is best for your brand?

LinkedIn and Facebook groups made a huge comeback in 2018. Until this year, both were largely seen as an afterthought of their respective owners. LinkedIn groups had sparse engagement and Facebook groups were full of spam and were rarely engaged with.

But thankfully, that all changed this year.

LinkedIn and Facebook made drastic changes to their groups platforms this year. But are they worth incorporating into your brand's social presence? We'll dive deep in this article, looking at the pros and cons of each groups platform.

At the end of the article, we'll declare a winner based on features, ease of use, and the ability to use the platform for marketing. However, don't just take out word for it: use the insights presented in this piece to find the best groups platform for your brand and niche.

Which has better functionality

LinkedIn Groups have extremely limited functionality

Facebook groups have much of the functionality found on pages and profiles. For example, you can react to posts, reply to comments, stream on Facebook Live, and more. There are also some groups specific features like the ability to add group rules and a pinned "announcement" post to the top of the group.

LinkedIn, on the other hand, doesn't provide much in terms of special functionality. Group members can post to the group, like posts, and comment on them—but that's it. Further, there isn't a way to brand your page with cover photos or schedule events.

Winner: Facebook groups

How easy is it to find content?

Facebook makes it easy to find groups content

Facebook groups makes it easy to see content from your groups. Content posted to Facebook groups will appear on your newsfeed, making it easier for you to view content from your groups and easier for brands to leverage. In fact, groups post are actually given priority over page posts by the newsfeed algorithm.

LinkedIn, on the other hand, requires that you actually go to the group to view posted content. This makes it harder to use LinkedIn groups to keep up with a discussion or use it for marketing purposes.

Winner: Facebook groups

Will LinkedIn or Facebook yield more members?

LinkedIn Groups have more members

Facebook has a ton of groups with over a million members. But frankly, many of these groups are low-quality and are solely focused on creating the world's largest Facebook group or are otherwise spammy in nature. On the other hand, some professional LinkedIn groups have over a million members and still foster good conversation around industry niches and more.

But that's not to say all large Facebook groups are spam.

There are tons of great professional and niche-focused groups with over 50,000 members. We've found that smaller groups on Facebook foster better and more well-rounded conversation than their LinkedIn counterparts due to posts being easier to find.

So while LinkedIn Groups takes the cake for higher membership, that doesn't necessarily mean that a larger audience will foster better conversation or provide better insights.

Winner: LinkedIn groups

What type of audience does each attract?

Facebook-Groups-for-any-niche.jpg

There are Facebook groups for just about any niche under the sun. This makes it easy for marketers to user groups to promote any type of product. For example, a cat food brand can make an engaging Facebook group for cat lovers to promote their products. 

On the other hand, LinkedIn groups solely cater to a professional audience. This makes the network great for networking with other professionals, but limits what kinds of groups social media marketers can make for their brand.

Winner: Facebook groups 

The winner? Facebook groups

For marketing purposes, we think that Facebook groups are the far better option. They provide more functionality and let you market to a broader audience with more niches. Still not a member of any great Facebook groups? Join the Social Media Marketers Union today.

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