During a recent consultation with one of my clients we were discussing the advantages of having a Facebook page and how to maximize it, he asked what is the difference between a Facebook group and a page, and is one better than other?
I thought it would be an interesting topic to share with you. As a business owner or security professional, sometimes there is this pressure to get “on social media” because everyone tells you to, but without an understanding on how to effectively use it to your advantage, and with so many pieces to it that sometimes the basics, like what is the difference between a Facebook page and a group, get lost.
Facebook Group
If you have ever been active on a website forum or web board then Facebook groups will be very familiar. Unlike a page there is an opt-in component – you have to say “yes, I’d like to be part of this group.” On the control or admin side, you can allow certain individuals into the group; an approval process of sorts. Additionally, admins can message the entire group. This is handy for invitations, heads up, job alerts, conferences registration, etc.
In a nutshell, groups are about building a community of like-minded individuals to network, share ideas, etc.
Facebook Page
Unlike groups Facebook pages are public. Anyone can visit your page without having to “Like” it. It wasn’t always like that, a couple of years ago Facebook did away with the ability for administrators to have Fan gates or Welcome pages. There was a way to bypass it, but for the uninitiated there was an obligation to “Like” the page. Since it is public it is visible to search engines this includes your posts, image, and videos that you share. A page gives the ability to reach a wider audience.
Other differences include:
- A page has the Timeline layout, similar to your personal profile page with a large visible image at top.
- A page as tabs – those little rectangles below the large image – where you see photos, likes, and maybe a map.
- A page allows you to schedule a post. This feature is often overlooked and comes in quite handy.
- You can Pin a post to the top of your page and highlight a post.
A page needs a little Tender Loving Care because Facebook created this thing called Edgerank. Edgerank prevents all your followers seeing your posts from your page to only the followers that interact with your page the most. In other words, Facebook only shows your page posts in followers news feed that it thinks your followers should see based on their interactions (likes, shares, comments) with your page. This goes for friends on your own personal profile page as well as pages. On average about 17% or less of posts on your page reaches your fans.
A group, on the other hand, is a self contained entity and has no Edgerank. Groups rely on the numbered notifications on the left pane of Facebook (mobile and desktop) to let group members know there has been new content posted.
Statistics
Both pages and more recently groups offer you statistics called Insights. Insights are generated for each post you make on your page. Insights contain Reach – the number of unique users who saw your post, Engaged Users – number of unique users who have clicked on your post and Talking About this – which is the number of users who have commented, liked, shared, your post. Insights also contain demographics such as age, country, city, and tab views.
Maximizing Your Page on Facebook
How do you overcome the Edgerank problem? The simple answer is post more. The more you share on your page, the chances of capturing engagement goes up, and with that, visibility to you followers news feeds. However, posting too much might just get annoying and if you post all at once, only your followers on Facebook at that particular time will see your post in their feed. I recommend to space out your timing of posts, and post about 5 – 10 times a week.
Pay close attention to your Insights to figure out the best time and day of the week to post for the maximum engagement. This will take time if you are just starting a page.
The best content for engagement these days is videos, photos, and memes (images with catching sayings on them).
Facebook is literally banking on the fact that with Edgerank in place, you have to advertise and now promote your posts. For me that’s always a last resort. Let your page grow organically, without advertising. The reason being is followers who like your page for what you share are more apt to engage versus a running an ad for some promotion or giveaway, getting 300 likes and after the ad those followers don’t interact, engage, and sometimes just end up leaving.
The new component Facebook added are promotions. For $7 you can promote a particular post to all your followers for a certain period of time. This might be good for good for specific events, critical news or business press releases, but I don’t see it for everyday use.
Use the 815 x 315 pixels cover image at the top of your page for branding. Facebook as put in place specific guidelines for what you can and can not put on the image.
Use Pin to the top and highlight options to bring attention to specific posts. A post pinned to the top will remain at the top of your page until you remove the pin; a highlight will expand the post to the full width of your page. These feature are great for videos, images, and sharing milestones.
Facebook provides you the ability to customize the tabs with Facebook approved apps. For instance I use Constant Contact’s Email list sign up app; you include an app that allow you to include HTML with links to your information, or even videos. Additionally, you can brand the rectangle image with your own look and brand.
Leverage the About field on the left side of the page (under the profile image). Keep it brief, and include a link to your website. The text should include who you are, what you do, and who you do it for.
Integrate Facebook into your website and other social network profiles. Folks don’t know you have a Facebook page unless you tell them. Facebook provides you with the ability add a like box, or even a simple icon with a link to your page.
After 30 likes to your page you can edit the username and set up an custom username – ex: Facebook.com/pages/1234567890 versus Facebook.com/larrysnow. Make your username short and memorable. You can only change your username once.
There’s not much to maximizing a group – but here are a few tips
If the group isn’t super secretive, share the link to your Facebook friends, invite your email contacts. Be sure to provide the why – why should anyone join; provide value in the group; share content that will be engaging – no spam. Remember it’s not about you.
Set rules and guidelines for group members to adhere to. Provide a link to the group rules to new members that join.
Would I recommend one over the other? No, each serves a purpose – if you want to build community create a group – if you want to establish your brand use a page.
I hope you found this guide helpful.
Do you have any tips to maximize your Facebook page or group, post in the comments below.
I am simply trying to create a church facebook page and it keeps trying to make create an individual account first. I need help.
Hi Sandy. Yes, you do need to create a Facebook account first, in order to create a Facebook page. Only Facebook account holders can create Facebook pages or groups.
Larry, I’m interested in setting up a group or page to capture a specific group of trades people in my industry to share views, questions, ideas and resources. I would like to have control of the content and post videos ext.
Should I create a page or a group?
Hi Mark, thanks for the question. I’d go with a group based on the information you shared. Group will give you the control on the content and who you let in. With a page you wouldn’t get the close community.