Reply rate to value posts
12 – 18%Posts that answer a real question (not promote a service) get 12–18% reply rates in active local parent groups.
Source · Higglo client cohort, 2025Free playbook · for ABA & behavioral health
The Facebook groups SOP that doesn't get you banned.
A five-step playbook for showing up in local parent and autism support groups as a trusted resource - not a vendor. Find the right groups, build presence, answer questions, and convert genuine inquiries into consultations.
The SOP
Five steps. One playbook that respects the group.
Built from the practices we've watched succeed (and the ones we've watched get banned). Read the full playbook below - search terms, content cadence, conversion templates, and the build-vs-join decision tree included. Free, no signup required to read.
SOP unlocked · 5 steps
S.01
Find the right groups.
The goal is not to advertise - it's to be known as a helpful local expert. Join groups where parents are already asking questions.
Search terms to find groups
- "[City] moms" / "[City] parents"
- "autism families [City/State]"
- "special needs parents [Region]"
- "[City] early intervention"
- "[School district] parents"
Qualifying criteria before joining
- 500+ members (small groups have low engagement)
- Active posts in the last 7 days
- Members are asking questions (not just announcements)
- Group rules allow professionals to answer questions
S.02
Content strategy - what to post and when.
Week 1–2 · lurk and listen only
Read every post. Note the questions that come up repeatedly. These will drive your first content posts.
Week 3+ · answer questions, never pitch
- Respond to questions about IEPs, diagnoses, waitlists, insurance with genuine answers
- Include your title and practice name only in your profile - not in every reply
- If asked directly, share your contact info naturally
Monthly · post original value content
- "5 questions to ask when evaluating ABA providers"
- "What to expect in an ABA intake" (demystify the process)
- Free local resource roundups (school contacts, support groups, etc.)
- Free workshop announcements (always state it's free and open to all)
S.03
Convert group activity to consultations.
Never DM a parent unsolicited. Wait for one of these natural conversion moments:
- A parent replies to your answer with a follow-up → respond publicly, then offer to chat privately
- A parent tags you in a post → answer publicly, thank them, offer your direct line
- A parent mentions they're "looking for ABA" → reply with your practice info as one of several helpful responses
Template DM (only after public interaction)
"Hi [Name], thanks for the kind words in the group. Happy to answer any questions about our program - feel free to reach out at [phone] or [email]. No pressure at all."
S.04
Build vs. join a group.
Start by joining existing groups. Build your own only after 6+ months of consistent presence in others.
Name it around the community, not your practice
- ✅ "[City] Autism & Special Needs Parent Network"
- ❌ "[Practice Name] Parents Group"
S.05
Free workshop promotion template.
📅 Free workshop: [Topic] - [Date] at [Time] We're hosting a free, no-pitch workshop for families in [City] on [topic - e.g., "navigating your child's first ABA evaluation"]. ✅ Free to attend ✅ No sales pitch - just information ✅ [Virtual / In-person at our [City] clinic] Space is limited. Comment "interested" or DM me to reserve your spot. - [Your Name], [Title] at [Practice Name]
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Free · no credit card · unsubscribe anytimeWhat separates working from spamming
Four rules from 12 ABA accounts.
R.01
Be present before you are useful.
Lurk for two weeks before posting anything. The questions repeating across posts will tell you what to write - and what to never write.
R.02
Provide value, then let the DM come to you.
Cold-DMing parents is the fastest way to get banned from a group. Public answers attract private inquiries. Trust the cycle.
R.03
The right group has 500+ active members.
Below 500 members or no posts in 7 days, engagement is too thin to compound. Filter the list before you spend the time.
R.04
Build a group only when you've earned the credibility.
Six months of consistent presence in others' groups is the floor. Build too early and you're broadcasting to an empty room.
Benchmarks · social engagement
What healthy group activity actually returns.
Group activity → consultation
~ 3%Of meaningfully engaged parents (replied to your post or DM'd), about 3% book a consultation within 90 days.
Source · 12-account ABA cohortHours per week to make it work
~ 4Sustainable cadence: ~4 hours per week of active presence across 3–5 well-chosen groups. Less than that, results don't compound.
Source · Higglo benchmarksKeep going
Related tools.
Pressure-test the playbook
Bring this SOP to a 20-minute call.
The SOP works on its own. It works faster when paired with a referral outreach engine and a real intake response system. We'll map your full pipeline and show you which channel deserves time first.