Facebook: groups V fan pages

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Facebook: groups V fan pages

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I am currently working with several companies to develop their online marketing via Twitter, Facebook etc.

A new client currently has a profile, which they actively use, and a Group. However, I wonder if this is the most effective way of marketing their company, besides which, having 2 searchable profiles (group and page) is confusing to the searching user and hard work to maintain.

I am proposing they focus instead on a Fan page.  However, with more than 2500 members of the group, moving away from it is a big decision. Or is it?

I have started investigating the pro’s and con’s of a Page, against a Group, and I am still convinced that, for a business with ongoing activity, a Page is the better option.

  • A Page is Open: once a person “likes” the page, updates will then appear in their News Stream. The only way for Group members to find out what you are doing is for you to invite them to an event or message them. Many people are now event and message weary on Facebook.
  • Cross Promotion: a persons activities within  a Group are not posted onto their wall – so other people are not exposed to the group or it’s activities. A fan page, however, is open and Likes, Comments etc, appear on that persons wall. This leads to free promotion to their friends.
  • Easier to join – like buttons on sites etc automatically add people
  • Clear message – Groups can turn into a free for-all with random people posting random things on the wall. The Group messages are then lost in a sea of irrelevant chat. A Fan page allows the reader to pick JUST the page owner, or page owner and others. The message is more focussed.
  • Remote posting/monitoring – You cannot post to a group remotely (from a 3rd party programme like Hootsuite or Tweetdeck, only a Page) For round the clock management and monitoring, a Fan Page is easier to monitor, along with Twitter and other accounts, from one location.
  • Analytics: Fan Pages come with detailed analytics of members, interactions, quality of posts etc so you can monitor how your page is doing. Groups do not have this luxury.

How to make the jump:

  1. First thing is to HIDE the profile – we still need it as a base for the new fan page – but we don’t want more people to join it.
  2. Launch a fan page, Anyone now searching for the product will find the Fan Page NOT the profile – this is what we want.
  3. Promote the fan page on the Group and  the profile page encouraging people to LIKE
  4. Place a button on every page of the website/other social networks, which people can simply click to “like”
  5. Phase out activity on the group but continue to advertise the Fan page
  6. Close the group.

It may seem like a risky move but the effort currently going into promoting through the group, which people are not reading, interacting with or mentioning on their own site, seems wasteful.


About Author

Caroline Beavon

A communication professional with 12 years journalism experience and a genuine passion for new technologies. An experienced blogger and social media user

The quality of Caroline’s design work is impressive; she is skilled at taking a lot of text and distilling it into eye-catching and interesting graphics that tell a story. I thoroughly enjoyed working with Caroline. On a personal level she made a big project an absolute pleasure to work on and I hope we can work together in the future” Becky Pickin, Small Groups Development Officer at Dudley CVS