Social media conversations do not ring the cash register. Engagement does not sell more product. Talking with people just means you have to take time to listen which prevents you from spending valuable time selling more product.
Make your company blog drive search results to the keywords you want to win. Present calls to action that lead your Facebook fans to buy your product. Entice Twitter followers to subscribe to your e-mail newsletter where you can present similar calls to action for purchase.
In short, without a plan, one that’s aligned your overall marketing strategy, any tactical form of marketing, including creating a Facebook Group, will be a waste of time. I think social media is a great small business platform, but without a marketing strategy it won’t prove any more effective than anything else you’ve tried.