Facebook has launched a new feature called Groups that allows users to segment their friends into customized lists and send specific content to each list. This could enable brands to replicate their customer relationship management (CRM) models by creating groups for different customer segments, such as a premium group for most valued credit card customers. However, Groups currently lacks some of the control and robustness of typical CRM platforms. Brands should monitor the evolution of Groups to determine when it may be suitable to use for marketing purposes.