Facebook released new features that gives Pages the power to join Groups, which means publishers and brands can officially participate in the group activity that is increasingly becoming a core focus for the company.
On Wednesday, Facebook announced a slate of new tools, including the ability for Pages to participate in Groups, which are the private communities built around shared interests. Groups have been a feature on Facebook since 2010, but brands' Pages were not allowed to engage with people within their own personal communities. Pages are the official accounts for brands, publishers and small businesses, separate from personal accounts.
"When we talk about Groups, we are talking about community," say Alex Himel, VP of business products at Facebook. "In the real world, businesses are part of the community."