Last year, Facebook announced that Groups would be an integral part of their company mission—and they’ve since become publishers’ playground. They’re not just growing their audience numbers but pushing their content and forming niche digital communities—aligning with the way that young consumers are using social media now. Many have multiple groups to cater to different audiences and some don’t even focus on their own content. For instance, the New York Times’ 22,000-person podcast club celebrates all podcasts gaining traction—not just their own. (Digiday)
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