Earlier this year Facebook announced changes to their news feed, which has made it challenging for small businesses to gain visibility through business pages. The revised news feed has gone “from focusing on helping you find relevant content to helping you have more meaningful social interactions.” In other words, it’s not about showing content to people, but rather about finding content that people are likely to interact with.

Facebook groups are the perfect place to build relationships with your customers and to nurture conversation. People tend to join groups around topics they’re passionate about and subjects they’re interested in, both of which will encourage engagement and help you build a meaningful community with your customers. Here are four tips and tactics to help you start driving social interactions in your Facebook group:

1. Build your group with the right people

People are much more willing to share their personal thoughts, ideas, and ask questions (and to engage genuinely) when they feel safe. Facebook groups are great places to foster that safe space. How to do this: Start with a closed group (do this in your settings). Next, instead of inviting everyone in your Friends List and asking everyone you know to add as many people as possible to your group, be picky about who you invite. Choose people (friends and customers alike) who are genuinely interested in skin care, well-being, and your personal reasons for starting a L’BRI business.

2. Recognize new members regularly

You’re the cement that holds the group together and your presence ultimately ensures that the community grows and thrives. How to stay on top of this: The first step to being present is to let members know who you are and that you’re there to help. One of the best ways to do this is to introduce yourself to new members with a welcome message.

3. Participate in (and start) conversations

Part of your job as a group admin is to encourage people to engage. To do this: Respond to questions, chime in on posts, and share questions or discussion prompts.

4. Spotlight group members

Remember, Facebook groups are all about community, so don’t always make it about you or your business. While your presence in the group is important, you don’t want it to become overbearing. How to nurture your community: Tag members in relevant posts, let others answer questions before you weigh in (on occasion), or feature great things your members are doing/experiencing to name just a few.