Facebook: do you want to create a page or a group?
When starting up a presence on Facebook for your company you will be faced with many decisions. Choosing whether to create a Facebook ‘page’ or a ‘group’ will probably be one of them.
In this article, we will take you through the things you need to know about each and how to decide which one will be best suited to your company.
Pages vs. Groups
Pages are for brands, whether small companies or large organisations, as well as celebrities and other public figures to communicate with their fans/followers. To ensure they are authentic and represent the real person or brand pages can only be set up by official representatives.
Groups, on the other hand, are for people to share their communications around a common interest and can be set up by anyone with a Facebook account. Themes for groups range from local or political causes, world issues, fan clubs for TV shows, sports teams, study groups and community events. The list is endless.
What do they offer?
There are three main areas where pages and groups differ – privacy, audience and communication.
- Facebook Pages are public by default, meaning everyone can see the information and posts. You can change the settings if you like so that certain people wont see your posts. For instance, an alcoholic beverage company may wish to restrict their posts to people over the age of 18.
- There are three different privacy options for Facebook Groups – public, closed and secret. Closed groups can be found and who is in is visible but posts are only seen by members, and secret groups are exactly that – members only!
- Anyone can like a Facebook Page and there is no limit to the number of people that can like it. People that like it are called ‘fans’.
- Facebook Groups are generally closed communities where ‘members’ have to be either invited or approved to join by the group admins. Once a group starts to gain in size there are limitations on certain features so it is usually best for smaller audiences where all members know each other.
- Facebook Pages can allocate people within the company/outsource to manage the page and post content. The content appears on their fans’ News Feed.
- By default, all the members of a Facebook Group will receive a notification when another member posts in the group. Members of a group can join chats, add photos, collaborate on group documents and invite friends to group events.
Which one do I need?
The biggest factor in whether or not you choose to use a page or a group will depend on what you are wanting to achieve. Who is it you’re targeting? What are you wanting to communicate to them?
|easy to update – good for if frequently adding content||difficult to grow organically – generally need to boost page (spend on FB marketing)||more personality comes through in groups – can achieve greater personalisation||groups are harder to find – need to be told about it or know a member|
|greater options for posting, ability to advertise||algorithms make it hard for content to get seen without paying||lots of methods for easily communicating to all members||groups have less reach as they have a smaller audience|
|able to personalise with banner, profile images||open visibility means it needs to be closely monitored||good for businesses wanting to make contacts||groups require constant monitoring -conversations can get heated and will need moderating|
|insights give you an idea of how your page is performing||can be difficult to manage conversations||events can be promoted||no insights are available on groups|
Maybe you see a place for both of them in your business. The good news is you can have both.
You might like to use the Facebook group to set yourself up as an expert in your industry that people can come to for advice. Hold forums on important topics, get an idea of what your audience thinks, gauge how your product/service will be taken in the open market.
Then separate to the group will be your Business Page. Here you can share valuable content, advertise your business to the greater Facebook audience and promote your products or services.
The mind boggles!