As Facebook reaches over 233 million users worldwide and almost 70 million American users, it has become the most prevalent social network for marketing and advertising. However, many brands struggle to understand the inner workings of Facebook’s options. In this post, I will explain the ways Facebook can work in your marketing strategy and define the differences between a Facebook profile, a Facebook fan page and a Facebook group.
Facebook Profiles
A Facebook profile is created by individual users and is a compilation of their information, interests, personal photos and applications. Facebook profiles are the basis for connecting to friends and communicating on the network. Profiles are only to be used by individuals and are not to be created for brands. However, a user must create a profile in order to manage a fan page, group or purchase Facebook advertising. Facebook offers a business profile option to allow a user to manage marketing initiatives without appearing in search results or having abilities to contact other users.
Facebook Fan Page
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Facebook fan page can be created by any number of businesses or organizations. Customizable options allow you to provide Facebook users with basic information and updates about your organization. Once a user chooses to become a “fan” of your brand or service, they will receive updates from your page and you will be able to contact them directly. In addition to providing a place for your organization to post news, events, discussion questions and photographs, fan pages also provide detailed insights into who is viewing your page as well as options for targeted messaging among your fans.
Facebook Groups
Facebook groups can be created by users to express a common interest or notify members about an issue. Groups have less functionality than a fan page in terms of insights and advertising options, but may be a good option for an organization that wants to drive user participation or communicate with a specific audience. Group settings can be adjusted to be private, public or invitation-based.
What is best for my brand?
When developing a Facebook strategy, consider your target audience and your goals for the page. If you wish to combine a large marketing effort and are interested in advertising on the network, a Facebook fan page is the best option. If you wish to stay connected to your board members, volunteers or staff, an invitation-only group could be very beneficial.
No matter what path you choose, it is important that you take time to learn more about the Facebook platform. Facebook has very strict user regulations and will remove your content if it is deemed that you are misusing the site or spamming their users.
Lastly, remember that when operating on social networks, any time you publish content you are opening your product or organization for both positive and negative conversation. Use these networks to develop personal relationships and learn from your network.