By Glenford Scott – GSCOTTY.COM
I see this mistake being made by both local Jamaican brands as well as brands overseas, businesses using Facebook profiles to market their brand on Facebook as opposed to fan pages like they’re suppose to. Its one of my pet peeves and I thought I’d take the time out to address the situation and give a few benefits pages offer that profiles do not. Here we go.
According to Facebook the differences are as below:
Timelines are for personal, non-commercial use only. They represent individuals and must be held under an individual name. Pages are for professional or official use, and allow an organization, business, celebrity or band to maintain a presence on Facebook. You may only create Facebook Pages to represent real organizations of which you are an authorized representative.
In addition, Pages are managed by admins who have personal Facebook timelines. Pages are not separate Facebook accounts and do not have separate login information from your timeline. They are merely different entities on our site, similar to how Groups and Events function. Once you have set up a Page within your timeline, you may add other admins to help you manage this Page. People who choose to connect to your Page won’t be able to see that you are the Page admin or have any access to your personal account.
Source: Facebook Help Center > Page Basics > How are pages different from personal timelines?
Now we strongly urge all business to use Facebook PAGES and not profiles when marketing your brand on the social network for the following reasons.
Unlimited Fans vs 5000 Friends:
The most obvious reason you’d want to have a fanpage is because you can have an infinite amount of fans who “like” your brand whilst with a profile that number stops at 5000, which do you prefer? infinite fans or 5000? yea, choose the fan page.
Fan pages give you the benefit of detailed analytics showing you how many people see your posts, the best times to post, your fan page demographic, your most engaging posts as well as how many new fans you’ve gained over monthly periods. All this information is extremely valuable in helping you craft and improve upon your Facebook content strategy. P.S. profiles give you none of these things.
Facebook Tabs give you the ability to create custom experiences within Facebook for fans to enjoy or provide links to your other social sites such as Twitter, Instagram, YouTube or Instagram, oh and Facebook Tabs are only available for PAGES, enough said?
Running contests is a great way to boost engagement for your page, promote a new product, capture data and gain a new and larger following. You should know by now that in order to run a Facebook Contests you must use a 3rd party app or face being banned by Facebook, and guess what? you NEED a fan page to do that!
Facebook advertising, is very cost effective and targeted. Advertising to a Fan Page is more effective than an outside landing page because Facebook wants to keep the traffic within the network. You can promote your Fan Page through ads, but not your personal page/ profile.
By granting select people access to your Fan Page, you avoid giving out your password to multiple people which is what you’ll have to do with a profile. You can chose what rights they get to finagle with and what they can do within your Fan Page. This also allows for a pretty nice checks and balances system for your brand. Fan pages sounding better now?
Check-ins and Location Services
You can allow people to check into your brand through your Facebook Fan Page. You can’t do anything like this on your personal page / profile. If you have a location for your business, this is crucial for social proofing and newsfeed marketing. You always want to get people to interact with your brand. They can do so by checking in.
You look like an amateur with a profile
When you have a personal profile on Facebook for your business you really just look like you don’t know what you’re doing, people will point and giggle and call you mean names behind your back, so do the right thing, spare your pride and get a fan page.