Facebook Page vs Facebook Group
What is the difference?
A Facebook Business Page or Facebook Group are all part of establishing your online footprint.
What is difference between the two and how can you leverage one, the other or both to achieve your business, professional or brand online objectives?
The Facebook Business Page or Fan Page
In order to setup a Facebook Page, you are first required to have a Facebook Profile Page. A Facebook page also known as “Business Page” or “Fan Page” is different from your Facebook Profile Page.
Facebook Business Page and Fan Page can be used interchangeably as they share the same layout and functionalities; however, for the purposes of this article I will make reference to the Facebook Business Page.
A Facebook Profile Page is created using your First and Last (family) name. A Facebook Business Page is created using your business name or any another name providing that it is not already taken by another business page.
The Facebook Profile Page framework
The Facebook Business Page framework or infrastructure is pretty much the same as the Profile Page with added functionality. For example: Liking, commenting, sharing, embedding photos and videos are pretty much the same across Facebook’s platform. However, with a Facebook Business Page you can integrate special apps to enhance your Facebook Business Page. You can also integrate “Call To Action” (CTA) buttons such as: buy now, register, sign up etc. to incite your visitors to do something with your post.
Remember: A Facebook Business Page and a Facebook Profile Page while they share the same framework and many functionalities, they are not created equal. One key differentiation is the ability to advertise your products or services on your business page; whereas, it is strictly forbidden to post advertisement of any kind on your Facebook Profile Page. Doing so can result in your Profile Page getting deactivated by Facebook.
The Facebook Business Page Framework
Following are two examples of Facebook Business Pages framework with the additional apps such as in the first example:
- Form: this app enables the page administrator to add surveys, questionnaires etc to the page
- Notes: an app that allows you to embed notes and memos to your page
- Welcome: to welcome new visitors
- Email Signup: Integrate your email marketing system such as: Mail chimp, Aweber etc.) allowing visitors to sign up for your newsletter
In the second example the Business Page have additional apps such as:
- Store: (Seltz store app to sell your product or service through the Seltz platform)
- Pinterest: promoting your page on Pinterest
- You Tube: embedding your page on your YouTube channel
- Google+: adding your page to Google+ community or circle
Why setup a Facebook Business Page in the first place? As mentioned earlier, creating a Facebook Business is a part of establishing your online presence. With a business page you can promote your products and/or services to a targeted group of people, a specific city or several cities, as well as an entire country or an unspecified number of countries. Second, you can integrate apps that are specific to your page such as show above.
The Facebook Group Framework
Facebook Group, just like the Facebook Business Page share several characteristics as the Facebook Profile platform including: liking, commenting, posting, uploading photos, videos etc.
Why create a group? A Facebook group is created for the purpose of accomplishing an objective or set of objectives including: teamwork, online classroom, group discussion about a specific topic or subject, promote and sell your product or services to a designated customer base and a host of other objectives.
With a Facebook group you can share files (documents), and of late sell products and services to your Facebook Group members. The key differentiation between Facebook groups and Business Page/Profile pages are:
- Privacy Settings: You can set your group as Closed, Public or Private
- Groups rules: Established rules or procedures for group members to follow
For example what a member can and cannot post int the forum. Assign adminisrative roles to other group members allowing them to post, moderate and add new members or remove troublemakers from the group
One main distinction between the Facebook Business Page and Facebook Group is the ability to create and format documents and save them to the Group’s File folder.
Leveraging your Facebook Business Page or Facebook Group to promote your business.
The Facebook Business Page follows a “pay to play” philosophy. What does that mean? It means that you need to pay Facebook to promote the contents of your Business Page each and every time. The other thing you need to be aware of, it that Facebook controls when and where to display content posted on your Business Page that were not paid for.
One popular advertisement strategy is to pay Facebook to get people to like your Facebook Business Page. If in you’re thinking this is a great strategy keep reading.
At a given point in time, you paid Facebook to get 2000 page likes. And so you’re thinking, “wow! I have 2000 people who liked my page and so I can continue to post goodies for them “. Therefore, you went ahead and created this fabulous post with with all the bells and whistles including one of the following call to action buttons to: buy now, sign up, register etc etc. etc…. and posted it on your Facebook Business Page, thinking that at least 1500 of the people who liked your page will get to see it. Mistake!
Monitoring your post and page analytics, you will notice that only 20 or less of the 2000 people who liked your page saw “reached” (to use Facebook’s terminology) your post. What do you do? you post again, because you are of the view that the 2000 people who liked your page are your customers. Grave mistake! They are not your customers and never will be. You want more people to like your page? Pay again, by way of “Boost Post” or Promote your page to get more likes”. Just remember the people who liked your page are not your customers and may never see your subsequent posts.
The scenario is a bit different with a Facebook Group. With a Facebook Group your posts are usually seen-for free, by at least 25 – 75 % of group members, more if your group have a very definite or specific objective such as a course or professional development program.
Which of the two do you choose?
Both the Facebook Group and the Facebook Business Page are complimentary channels to your official website for the purpose of establishing and maintaining your brand online presence. Each one serving a different purpose. For example: The Business Page can be used to drive traffic to your website-for a fee, whereas, the Facebook Group can serve as a hub-free for posting answers to Frequently Asked Questions (FAQ) about your brand, business or profession.
To your success!
Instructional Designer | Learning Specialist | Social Media Consultant