There are two primary social media platforms that businesses typically use to interact with customers and drive sales: Facebook Groups and Facebook Pages. Which one should you choose? What are the pros and cons of each?
In this article, we’ll give you an overview of both platforms and explain why one might be a better fit than the other depending on your business goals.
Facebook Groups vs. Facebook Pages, Which is Best for Your Business?
Let’s Start with the Basics
While both groups and pages are excellent ways to keep customers up-to-date on your company’s latest happenings, there are also several important differences between these two types of social media accounts that make them suitable for different businesses and situations. Read on to find out whether a group or page would be better suited to your company.
Why Facebook Pages are better than groups
Creating a Facebook page gives you more control over your brand. You can add photos and videos to your page that tell a visual story about your business as well as post updates to keep fans engaged.
A page also gives you access to analytics that let you see how many people are interacting with your posts and what topics are drawing in more interest from customers on Facebook.
Groups are best used as a place to interact with your customers and potential customers by having them join an interest-based community that helps them connect to one another. While you can add photos and videos to your group, they won’t be featured on your business page or in News Feeds unless you pay to boost those posts or decide to make them public.
You also won’t have access to analytics within a group that would help you see which posts are getting more attention and what type of content drives your audience to engage with your brand on Facebook. If you want to engage with customers and drive sales through organic engagement—i.e., posts in News Feeds and people seeing your photos—then a page is better than a group because it gives you full control over how customers interact with your brand on Facebook.
Finally, if you want to create contests and giveaways or host other types of live events on Facebook, a page gives you more options than a group. For example, you can use your page to host a live video chat with customers or promote contests that anyone can enter by leaving comments on your posts or tagging themselves in photos related to your brand and products.
The Pros of Having Both
Just as both love and marriage can be hard to find, so are business pages and groups in your Facebook arsenal. Having both on hand can add a lot of value to your company’s presence on social media, but it’s not always necessary or even possible to have both.
Why I Chose to Go with a Page over a Group
Facebook pages have more visibility and tend to be better for lead generation than groups. With both options, you can like a post and leave a comment, but with groups you’re not able to share or like specific posts from within that group—you must first click out of it in order to do so.
If you’re interested in sharing links or posts relevant to your business without leaving a group, you may want to consider creating a page instead of starting an official Facebook group. You can also link to your page from your personal profile, which is something you cannot do with a group. For these reasons, I chose to create a Facebook page for my business rather than start an official Facebook group.
How Others Use Their Pages & Groups
Just because you get your business on Facebook doesn’t mean you’re done with your promotional and marketing efforts there.
However, to really do it right requires an effort and commitment far beyond what most businesses will commit to—which is why these page/group metrics are so important. I scoured some of our favorite brand pages on FB to see how they were using their properties in different ways.
Here are a few groups that have excelled at engaging their members (beyond posting content). These groups serve as prime examples of brands who aren’t just doing something on Facebook, but rather making full use of all its tools and opportunities.
When you first begin building your personal brand or business page on Facebook, it can be tough to decide between starting a page or a group. Each option has its own strengths and weaknesses that may not be apparent at first glance.
In fact, there are several factors to consider when choosing which type of Facebook entity will best serve your needs. In order to help you make an informed decision about which type of page or group will best suit your marketing needs, we’ve created a list of pros and cons for each type of entity so that you can easily compare them side-by-side.
As a small business owner, you can use Facebook to build brand awareness and generate sales opportunities by creating both a page and a group.
It all depends on your unique goals—in terms of content creation and community engagement—and how you want to run your Facebook presence day-to-day. In some instances, it might make sense to operate both in tandem; but for many businesses out there, an exclusively group-based presence might be best. Ultimately it’s up to you.