If you are a business on Facebook that set up a personal profile page, you should probably go back in, delete it and start over with either a fan page or a group. If you are a business or brand with a personal profile page who has tried to add me as a friend, you’ve gotten a polite note from me telling you that same thing, without going into detail, along with an “ignore”. I thought I’d give a brief summary of the choices and the basics of what the three options mean to your business or brand.
Personal Profile Pages
Before Facebook changed its interface to be more like an aggregator or life stream (FriendFeed) and microblog (Twitter) plus personal network, there was a bigger difference in how personal profiles and fan pages worked. Now, they look and act in a much more similar fashion. This means that the only real difference between them is in how they limit your brand growth on Facebook. Personal profile pages can only have 5000 friends. This isn’t a big deal to the average person, but it is if you are Gary Vaynerchuk, Robert Scoble or Jeff Pulver and others like them where your name IS your brand, so to speak.
What it means to a business is that you can only get 5000 friends. Businesses need to reach, listen to and engage far more than 5000 people on a social network to achieve measurable results. This makes the personal profile an unwise choice of message delivery, listening and engagement for a business or brand – it is like putting a cap on your own growth. That leaves you with two options: the fan page and the group.
The group page works very well if you are an organization, brand or business who is trying to get controlled discussions going and go viral to a target audience. The group interface makes it easier for people who belong to it to see where to put their content, how to set up a new threaded discussion or view ongoing ones to add their two cents, upload photos and more. Like all things in Facebook, groups share similar content capabilities with fan pages and personal profile pages, the user interface is just slightly different.
One key benefit to a group page that a fan page lacks is the ability to generate viral marketing. Not only can you bulk invite and bulk message in a group – your group members can bulk invite as well. This makes it much easier to populate a group with people quickly, generating almost immediate activity. It also makes it easier for a good, fun group to become viral. This makes it key to keep adding fresh content and topics to your group, and to encourage your group members to participate as well. Word of caution: be careful how many messages you send! Too many will have people unfollowing your group because it is spammy.
Groups have some fun participatory features that encourage involvement. Once of these is the ability to make people “officers” of the group, publicly recognizing their contribution to your brand without having to give them administrative privileges. This goes a long way toward encouraging goodwill (and on some group pages, the titles chosen are also a way to inject some humor into the page, like a roast). Other features that encourage involvement, like adding links and photos, can also be found on fan pages, though they get their own very easy to locate sections on the group pages for reference later. In fan pages they are part of the larger stream of information that is more relative to what’s going on in the moment.
Fan pages are important if your brand needs to be indexed on Google. Currently, fan pages are the only Facebook area that can be fully seen by the search engine crawlers, so if you are looking for more exposure for your brand outside of Facebook as well as inside of Facebook, a fan page is the way to go for SEO. Fan pages are not quite as viral as groups: the invite feature limits the admin of the page to a few invites at a time, and does not let fans do much in the way of sharing the page at all. Also, you can’t make fans into officers to show appreciation on fan pages.
A fan page works a lot more like a profile page now that Facebook has made the changes mentioned earlier. This means that information goes to the wall or stream for continuing, real time updates similar to sites like Twitter. Not only that, it gets sent to your fans’ streams as well, just like a personal profile page would. You can add a small box to your sidebar to show photos and links, and a box for information on your company, such as business hours and similar hard info; however, not all people think to look there, whereas in the groups the design draws the user’s eye naturally down the page to the various categories.
Currently, fan pages are also the only way to get an URL (web address) that isn’t an atrociously long set of random numbers and letters. While it is imperfect still, the fan page URL does have your fan page name in it, so name your page well. As we watch Facebook roll out vanity URLs to some major users like Ashton Kutcher, we can’t help but think that soon people and businesses may have a way to get better URLs on all Facebook pages, though it isn’t clear if they will offer it for free or a fee.
While there are many things that are similar between group pages and fan pages, there are two things that make fan pages slightly stand out. One is the ability to add applications that are relevant to your business. For example, if you are a restaurant, Facebook fan pages let you integrate your existing Open Table account, as well as Zagat reviews and similar tools. Groups don’t integrate like that with applications. The other is the ability to offer tabs (like personal profile pages) across the top of the screen, to make it easier for your fans to navigate, then associate various fan levels with a landing page (for example, non-fans can be set to land on the tab for your detailed information, including hours of operation, while fans can be sent over to the live stream).
Other Issues To Think About
• Both group pages and fan pages offer event integration, though it is key to note if you use an outside service like EventBrite or Amiando to charge for tickets you may run into snags with people thinking that by signing up on Facebook to get your event added to their Facebook calendar application they are fully signed up for your list. It takes some finesse to direct them from the event on either style of page.
• You may want to consider having both a group and a fan page, if you have a little time to spend maintaining both, or if you have help from multiple admins. That way you can link between the two, sending fans and group members to both places. It also lets your brand reap the individual benefits of both styles – viral and indexing. It does increase your maintenance time, which is an issue for brands pressed for time.
• The last issue I’ll address is one with Facebook itself. Currently, when you are the administrator of a fan page, you do not show up as yourself when posting. This poses two issues. number one, it makes your stream look like a rolling advert with nothing but your logo making post after post, when in fact you are just conversing. Two, it doesn’t allow for differentiation between several admins, meaning they all look the same and fans can’t tell which company rep they are talking to unless the rep remembers to sign their update with some kind of identifier like ^lp, etc. it would be beneficial to see that change, reducing the confusion and annoyance it causes and allowing admins to show as their own profile image from their personal profile instead of the logo.
I realize I only skimmed the surface of the capabilities of fan pages, group pages and personal profile pages. I didn’t discuss some of the finer points as this was intended as a quick sketch of why you might choose each one. More specifically, it was intended to show why choosing a personal profile page may be a bad choice for your business. I’ll go into some finer points of using Facebook in a separate post.
I recently talked about the ways social advertising and investing in a new form of marketing – engagement marketing via social media – can enhance your business in an economic downturn. Everything we know about return on investment (ROI) is changing. Engagement marketing is certainly a hot topic, and it can help revamp a strained marketing budget, but what does it mean for the enterprise or entrepreneur?
Can social media and social advertising help us find a way out of this economic turbulence? I think they can. I wrote about my opinion on social advertising and the new definition of ROI on Mashable today.