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I'm a big fan of Facebook groups and the communities they foster. One of the best things about it is a relatively low barrier to entry: You click the "join" button. A lot of people already have Facebook accounts, and this familiarity with the service makes it simpler to use.

I'm wondering what kinds of features could convince communities to switch from their known quantity of Facebook groups over to this service?

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I couldn't agree more.

Facebook is great but is really generic, I think each community has its own needs. On my project as an example if somebody post an image of a plant species asking people to help identify it, then the image would be indexed on the Plant's page increasing the number of images of that specie. Eventually when we have a great number of different images we can better train an algorithm to identify/suggest species automatically. The navigation and content organization will meet the community's needs.

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