Depending on your business goal, being on Facebook could be the perfect and affordable space for your business. The question is, what format works best for you? A page or a group? Or both? Let's take a look.
2.6 billion people are using Facebook today and acording to Marketing Academy, Over 80% of consumers first hear about a business on Facebook and Instagram.
I frequently get asked what the difference between a page and a group is. Equally as often do I hear people refer to a page as a group or the other way around. There are very distinct differences between the two. I'd like to tell you about them, so you can ensure you use what is best for your business.
A Facebook page is a simple yet attractive place to present your brand. It's a place where you introduce what you have to offer in a straight forward, no-nonsense way. It's your digital shop front. Every update you do is as if you're changing your window display to attract attention.
A page allows you to run ad campaigns for your business, get reviews, and publish public updates including events, blog posts and more. It shows up in search engines and gives the customer valuable details such as opening hours and contact details. Users can also message you directly.
When you publish information, you can also decide whether you want to publish in your own name or the company name.
A page is great when you:
- are directly trying to increase brand awareness
- want to publish company information to your audience
- have an online shop where you sell products
- want to advertise to increase sales
- run events under the company name
- want a specific username that can be tagged by others
Facebook groups are useful if you want to build an authentic community around your brand. If you are a photographer and you are giving classes, a group might be a great addition to the 'shopfront' page to allow for further discussion.
Groups can be public, closed or secret. Public means it's open for anyone to see all content and members. Closed means anyone can find the group but have to get approved in the group before they can see the content. You can't find a secret group. To be added, you have to receive an invitation.
A group is the best solution when you:
- think a closer dialogue with your customers is preferred.
- want a forum for common interests and topics relating to your brand.
- expect others to contribute to the discussion or ask questions.
- need a public space to answer shared questions and concerns or progress.
Pages are business-oriented, groups are interest-oriented
Use groups for conversation and not for promotion, (not directly at least).
In an ideal world, you should probably have both, but for smaller companies, it can get tricky for the audience to tell the two apart. Make sure you are very clear about each channel.
It needs to be clear and simple for your followers. You need to tell them where you expect them to be to find what they are looking for.
Anna Seefeldt, your practical, no-nonsense marketing and business consultant, founded Pink Pineapple Consulting to assist with all your marketing needs from strategy to execution. Anna Seefeldt lives in Singapore with her husband and two children.
For any questions or request for support in building your business and brand, please email firstname.lastname@example.org.