I get asked about whether brands should have a Facebook page or a Facebook group a lot so I want to discuss that topic here.
Facebook Pages (Business Page)
If you’re looking to establish a brand and promote your business to a large number of people, a Facebook Page is great for sharing promotional material and interacting with followers.
Brands are expected to have a Facebook page. This helps strengthen the credibility and reach as Facebook pages show up in Google search. You can also target a specific audience, pay for ads (boost posts) and measure performance/results.
There are tools that allow you to find relevant content to share, manage and schedule your posts. You can set calls to action on your page as well. The more consistent you are with posting content that people will like and share, the more reach you have that increases your chances of reaching your target goals. Do you want more visits to your website? Are you looking for people to join your club or organization? Are you looking for people to collaborate with you? Are you looking for clients or customers?
Facebook Pages give you more options than personal pages. Most of us want to keep our personal Facebook for our friends and family anyway.
Note: Keep your branding consistent on all of your business social media channels. Use your organization’s logo so that it stands out and is recognizable when people scroll through their news feeds. I’ve seen people change images and it only makes your page blend in and look like a personal profile.
Unlike Facebook pages, Facebook groups are more collaborative. This is where people in the group can come together to share ideas, discuss topics and talk to each other privately. The only people who see these posts are group members. There’s no organic reach.
The conversations are not being broadcast on the brand page.