Creating a Social Media Presence: Facebook Business Page or Groups?
Creating a page on social media can be a big first step for a business that is attempting to create a presence online. There are so many ways that you can put your business out there that it may be a little overwhelming. One question that many people ask is, “Should I have a Facebook business page or a Facebook group?”
The basic answer is that you should most definitely have a Facebook business page, but let’s look at some of the pros and cons of both to properly understand what each option accomplishes and which option is best for your business.
Facebook Business Page
Pros
Unlimited Friend Count: A personal Facebook page has a friend cap that cuts off at 5,000 friends. Thankfully, Facebook realizes that potential that a business page could achieve and removes the friend cap for them.
You Can Advertise Your Page: Another added benefit that a business page has is that you can advertise your business page. This allows you to promote your posts, your page, or your website. You can also track conversions from your ads to your website and Facebook page.
Facebook Insights: This is possibly the best perk of having a Facebook business page. Facebook Insights allows you to see what pieces of content work best with your followers, what time is best to post for your audience, and the best day of the week to post.
Google Search: Whenever someone searches for your business on Google, your business page on Facebook will come up as a search result.
Cons
Facebook Algorithm: Even though you have a large following on social media, everyone may not be getting the content that you are putting out there. Only 5-10% of people will catch what you post on your page. This means that your followers won’t get every piece of content that you post. To do that, they will have to check your page regularly.
One-way Conversation: Business pages don’t offer much in the way of customer interaction beyond leaving reviews or commenting on posts. In an Applied Marketing Science study, customers who were interacted with on social media was prepared to pay 3-20% more on average priced items.
Negative Reviews: Business pages give people the opportunity to voice their opinion of your business. Be prepared: there will always be people who don’t agree with your business or you could always attract the ire of an internet troll. There are ways that you can combat negative reviews, but you can’t totally delete them, so keep that in mind.
Facebook Groups
Pros
Community: When you place people who are as passionate about your product as you are in a space together, you are sure to form a community of people talking about your business. In groups people can trade tricks, tips, and stories about how they use your product to accomplish their tasks. Some businesses even allow aftermarket sales of their product.
Content Distribution: Whenever you post something to the group, people are sure to see what you post. There is no algorithm filtering the content of your Facebook group. People will also be notified when something new gets posted to the group.
Collaboration: Another great thing that happens when a group of passionate people get together is that they find different ways to celebrate the connection that brings them together: your business! Active group members can vocalize interesting new ideas, provide opportunities for collaboration, and increase community engagement.
Cons
Oversight: A clear set of rules and administrators who are prepared to regularly patrol your group are necessities in a Facebook group. These people will help make sure that group discussion remains focused on your product. Also, especially in businesses where aftermarket sales and trading are prevalent, thieves and product knock-offs can occur. Maintaining an open space for fans of your product to gather and discuss the product without trolls, thieves, and other people that would take away from the community is a responsibility involved with having a Facebook groups.
Scammers: As mentioned previously, people can be mean. There are trolls, thieves, scalpers, scammers, knock-off artists, and other various unscrupulous people. While you can do your best as an administrator, these people will still infiltrate your group. The best way to combat these miscretins is to educate your group members about your product and the various scams that come to your attention.
Not Searchable by Google: If you create a group, the group will not appear under Google search results.
So, which do I choose?
Well, that’s actually the wrong question. The question is more, what can I do? The best case scenario would be both. The business page is just a landing point for people to get your contact information, begin to see your content, and look over reviews on your product. This is an excellent first step for people looking to create an online presence.
However, as previously mentioned, customer engagement is vitally important to sales. According to a Gallup poll, fully engaged customers represent 23% more revenue than average customers. That is where the groups come in. Facebook groups allow you to create a two-way conversation between your business and your customers. These groups can better distribute your content, create community, and lead to more collaboration. Using both allows for your business to get maximum exposure and the opportunity to build a community.
If you need any help building a social media presence for your private label business, be sure to contact us here at Private Label University.
