With more than 3 million accounts in Quebec alone, Facebook has become a must for your social media strategy. Facebook is not an end in itself, however, but we’ll come back to that later. This week I decided to deal with a basic subject when starting a corporate presence on Facebook: what to choose between a group or a Facebook page? Although the two tools seem almost identical at first glance, there are some important differences to highlight.
To begin with, let’s say that in reality a Facebook page could be compared to the atmosphere of a conference hosted by the president of a company while the group would in fact be a discussion circle bringing together people around an interest. common.
For the page, communication is therefore more one-way; the creation of the published content is ensured by one or more representatives of the company while on the group side it is the entire community that creates the content. On the other hand, we should not believe that the page does not offer great possibilities for exchanges with the community. It’s not uncommon for brands to ask their consumers’ opinions on their Facebook pages before receiving hundreds of comments. Interesting fact: content posted by the admin of a Facebook group will appear under their personal name, while that posted by the admin of a Facebook page will have the name of the page in question (example Coca-Cola). Another point for the “official” side of a page vs. a group. Moreover, With the arrival of the new Facebook pages announced on February 10, you will be able to speak on behalf of your company, among other things, on other pages, profiles or groups. Previously, this option was only possible on the page of which you were administrators. You can also be notified by email as soon as a new comment is posted on your page in addition to creating strategic alliances by presenting other pages that you like directly on yours.
Now let’s focus on the most important differences:
The biggest difference between a Facebook page and a Facebook group is the ability to mass message everyone in your group while the same cannot be done with fans of your Facebook page. However, the option is no longer valid if your group exceeds 5000 members. However, it is necessary to know how to manage the line of “spamming” which is increasingly thin on Facebook, particularly where the abuse of this type of function has caused the irritation of many.
If the possibility of sending mass messages is the strong argument of Facebook groups, the FBML is that of pages. Facebook pages, unlike groups, support applications, including FBML which allows you to create mini web pages directly inside your Facebook page. These mini-pages can fulfill several roles such as promoting a new product, subscribing to a newsletter, participating in a competition, etc. Starbucks is fond of this type of page as you can see on their Facebook page .
We cannot repeat it enough, good SEO is a powerful tool for your web marketing. Both groups and pages can be optimized for search engines. Equality on this side? Not really, because the FBML mentioned above gives greater possibilities for page optimization. In addition, you can choose the unique URL of your pages, but not of your groups. A page with the address: www.facebook.com/votrecompagnie will be easier to position and identify than a Facebook group with a URL like: www.facebook.com/groupe2337ryur38ur3u832u. With the links that you will naturally point to your page or group, you will benefit from more presence on search pages with one or the other, but even more easily in the case of a page.
In short, if you want to have an official corporate presence that offers rich and diverse content to your members, this page is ideal. If, on the other hand, community spirit and mass Facebook emails (5,000 members and under) are of the utmost importance to you, the group is the best option.