We get this question a lot, so I thought I would post the question and answer here.
Question:
Which Facebook option is better for my business or organization? A PAGE or a GROUP?
Answer:
Facebook defines groups and pages differently, and upon reading their definition – and having intimately used both – our official position is to follow the Facebook rules for best success.
This means that if you are the official representative of your Main Street program or the owner of your business or the executive director of a non-profit organization, etc. then it is advisable that you start a PAGE that allows others to become FANS of your organization or business.
If you are a volunteer or individual seeking to raise awareness and support for an organization, topic, issue, etc., then you should start a GROUP page and invite folks to join your group if they are like minded.
To give an example of how to properly use GROUPS, a group of businesses or citizens could band together, name a leader and promote a GROUP on Facebook to rally citizens to participate in ongoing efforts to hold local officials accountable. This group of citizens is an UNofficial collection of like-minded people pursuing a goal. There could be many of the same sorts of GROUPS pop up, even within the same community, and that is allowable under Facebook rules. GROUPS are basically a free speech forum to meet and gather likeminded individuals.
As for PAGES, Facebook contends that they must be "official." Therefore, there will only be ONE Facebook PAGE for the Michigan Main Street Center, for instance, because they are the official organization and promoter for Michigan Main Street programs at the state level. Similarly, Swagger Gifts' Facebook PAGE will be the one and only because she is the official owner and promoter of Swagger Gifts in Cary, North Carolina. And there will only be one Team HALO Facebook PAGE, and we will administer it, because it is our official presence on Facebook.
Facebook PAGES provide a lot of promotional flexibility, professional image and communication features handy for those pursuing strategic marketing vs. the GROUPS option. But never fear, if you've made a GROUPS page but would now choose the PAGES option, Facebook will help you convert it, just ask them.
More information is available on this Facebook Help page under PAGES. (You will likely need to be logged in to Facebook to view any Facebook content including this and the links shown above.)
Small Business Marketing Tip: The bottom line is that you should be on Facebook with a personal profile and a PAGE for your official business or organization. Just get on there and start to learn the ropes. You should participate and encourage your employees to do the same (within reason of course). Your business will be better for it.
Soon, we'll address specific Facebook marketing tactics and strategies to give you an edge in your Facebook network. We also present this information in our small business seminar called Marketing Tactics that Will Work Right Now.
