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. 

Around here, we try to read a book a week between the two of us. Since the first of the year, I've read three real books (as opposed to e-books) – two of them business related. (I do also read a huge volume of articles and blogs daily – and yes a few e-books, too.) One blog article this week pointed me to this great book list (which I will paste below for the most part) – I know it's great because I've read quite a few of the books – and most of the rest are on my 2009 hit list.

Those of you who have followed me for a bit know that I keep a reading list on my web site (scroll down the page for the list) – and I pass out an updated book and blog reading list at all of my speaking engagements. So, I thought I'd encourage you to pick up a good business book to pass the winter evenings by sharing the list shared with me as an addendum to my web site book list.

Books Every Small Business Owner Should Read (partial list below)

Happy reading, small business owner.

Our "Thrive! Don't Just Survive" small business marketing seminar explains how to best persuade customers as you craft your marketing message. We turn to Aristotle's Elements of Persuasion and spin them into 21st century retail speak.

One of the elements of persuasion is logos – or logic. And one of the ways you can "persuade" a customer that a product is a "logical choice" is by making it a "greener" choice. Here's a case study spinning that very element today on The Decorating Diva blog.

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Well, I don't know about you, but my head has been spinning lately from all of the (no pun intended) spin floating around in the media. Presidential politics have definitely added a new level of drama to our financial roller coaster of late – and a few key points rise to the top of my mind as we face one of the most serious financial challenges of many of our lifetimes.

First, I'm really hoping that my seminar attendees listened up when we started telling them back in the late spring to secure their lines of credit and to plan on making it this Christmas on cash. In our "Thrive! Don't Just Survive" seminar, we outline practical ways to position your business, market your business – oh, and most importantly, manage the cash of your business – so that you GROW through this trying economic time.

Folks, I believe in grabbing hold of your own destiny. Pick up that chin, grab hold of some passion and a great attitude, and go out there and be the above-average, everybody wishes they were you picture of the American dream. I really don't care who becomes President (although I think my taxes will be less under one than the other – and that certainly doesn't hurt my ability to be an American Dream success story); I believe in being American. And to me that means grabbing my own version of the Dream. And that's what I want for each and every one of you. Don't sit around talking about the recession – find a way out of it. There is money out there – and some our clients are making wads of it right now. Personally, I can really tell you our business has NEVER been better.

And, I love that "Main Street" is finally getting some national attention. From the headlines about saving "Main Street" to "Joe the Plumber" – the small business owners of the world are getting some attention. And we well deserve it. Andy and I have worked with "Main Street" in the sense of restoring our lost downtown micro-economies through the National Main Street Program for a while now – but we're really about helping passionate small business owners find their version of success. Joe the Plumber and Barbara the Baker and Sally the Shopowner – you are our passion. And I'm hoping that some of this attention will give you renewed pride in your place among American economics and reinvigorate you to create a business that goes beyond your wildest dreams in terms of success.

So, my friends (I stole that line!), let's quit waiting on a trend to follow or a bail-out package to save us. Let's be our own trend and bail outselves out – and let's show the national media what Main Street is made of…

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Last week, I was attending the weekly lunch meeting of our local "networking group." It’s an informal group – less aggressive than a Business Networking International group. But progressive, intent, and purposeful. (As a sidenote – everyone should participate in such a group, if for no other reason than to keep your marketing and networking muscles toned and tuned in to the market.)

During the course of the lunch meeting, one of the attendees posed the question to the group: "What kind of marketing has worked best for you recently?" Some of the answers that were given disheartened me a bit, but to each his own. I am a marketing coach, after all, and yes, I did freely give advise to my friends – whether they wanted it or not.

Then, today, I got an e-mail from an online networking group in which I participate. The EXACT same question was posed.

So…. to get the ball rolling, I’ll tell what’s worked best for me – and in return, I hope you’ll post in comment form below what’s worked best for you – and furthermore, by "best" – how do you know it’s working and specifically how well is it working.

My point isn’t really to get to the bottom of hot button marketing concepts. While that is a worthy endeavor, I’d really like to gather a stack of common marketing ideas and see if we can’t help you improve upon them by adding a new twist or piece of flair (as Facebook calls it…) to bring even more success to your best tricks of the trade. So, comment away, dear friends, and let’s work together to make your marketing dollars stretch further.

Now – what’s working for me? Anything that allows my prospective customer to sample my offerings first – whether hearing me speak, reading an article I wrote, or trying one of our introductory services – we are in the business to keep customers for the life of their business – to help them grow to the next level and the next over and over again. We want to help your success breed success. So, what’s working for us? The Team HALO version of good old fashioned product sampling – made new for the year 2008.

After my presentation at the National Main Street Conference this past spring in Philadelphia, PA, we got a delightful phone call from a gal named Amy Meadows inviting us out for drinks. She wanted to partner up with us – and wow did we agree! Amy is a dynamite personality with experience that means business.

Amy did the windows for the iconic and historic Marshall Field’s Department Store in Chicago – yep, THAT Marshall Fields – for the better part of her career. And now, she’s helping small business owners JUST LIKE OUR CLIENTS – have fabulous windows, displays and curb appeal. She is an artist with a heart for small business and downtown success – and we were instantly a match made in heaven (and I don’t think that was the Pinot Grigio talking).

Since that time, Amy has become a cherished friend and colleague, and she even let us design her web site. Phase one is complete, and, not to brag, but Amy sent us the sweetest note that I just have to share with you.

"Hats off to Halo Business Advisors and
Fox Web Co for my gorgeous website! This marked my first journey into the
world of web marketing and brand exposure. While there are many perfectly
fine "local" web site developers, I felt strongly that I
needed to partner with an independent firm in order to be more than just a
template. In addition, I felt that this could become more complicated than most
as this site needed to not only promote but create my new business.

"Working with the team was a terrific
experience . . .frequent discussions regarding the look, content and flow of
the site, timely reviews and approvals and valuable feedback as the site
was built–what was possible vs. what was reasonable, how it looked vs. how it
worked, etc.

"As a consultant, I challenge
business owners and others to closely examine the impressions that they create
by way of appearance, signage, displays and marketing, including
websites. I stress the importance of looking beyond off-the-rack signage,
propping and more. Given  that this was both my mission and my
message, I couldn’t very well go with just any old website design, now could I?

"Many thanks again and I look forward
to our future collaborations!"

Be sure to check out Amy’s new web site (and check back often because Phase Two expansion is already in the wings) – but more than that, consider the value of her services to your business or business community. Team HALO’s "Look that Sells" presentation is the perfect compliment to Amy’s hands on teaching approach. And not only do windows matter, windows SELL. And that’s an idea we can all support.

Thanks, Amy!

Last week, Andy and I had the privilege of speaking and touring two terrific Main Street communities in West Virginia.

In Morgantown, WV, we stayed in a terrific boutique hotel in downtown called the Hotel Morgan – we experienced service with a smile, knowledgeable downtown directions and recommendations, and one of America’s best kept dining secrets on the top floor in a very cosmopolitan restaurant and bar area.
A terrific crowd mucked through the snowy and cold weather to attend our seminar – providing great interactivity and questions. The rest of our day was filled with ice dodging (a game we didn’t like very much which involved walking on the side of the street where the sun was shining to avoid very unflattering slips and stumbles on the slick icy patches). Oh, and yes, we did about seven small business consults, too – fabulous consults. Everything from health food to children’s toys to Barney Fife memorabilia. High fashion and bridal couture to comfortable shoes (I took a black pair home – a brand called Naot – get in touch with Marlene at Below the Knees – she’ll fit you like you’re foot has never been fit before.) We were sorry to have to leave so soon – we wanted more of Morgantown’s food, views and friendly retail experiences. This hometown to West Virginia University is definitely worth the downtown destination if ever you find yourself here cheering for your team or just need a beautiful getaway with plenty to do.

The next day, we spoke to a packed house in Fairmont, WV. I can’t tell you how many people were in that room – but I’m sure not many more would have fit. We did consults all day long and well into the early evening and even had spillover in our schedule to the next morning. These businesses were equally varied and interesting. Coffee shops, craft and art gallery, the Friendly Furniture store, and a preciously branded toy store.

In our opinion, Fairmont is a hidden gem of a community that is stuck in an identity crisis in the "middle of it all." Home to a smaller university than Morgantown’s and fewer big box growth than their northern and southern neighbors, this community is geographically poised in the center of it all – with a building inventory and downtown momentum (and vivacious executive director, Vera) that are worth watching.

Thank you to both Terri, Barbara, and Emily in Morgantown and Vera in Fairmont, for being such wonderful hostesses, tour guides and event planners. You made our trip worthwhile. Andy and I are in love with West Virginia – its people, its small businesses and its hilly vistas. We are looking forward to our next visit very soon.