Social media includes Facebook pages and groups

Facebook Groups versus Facebook Pages

Melanie Suzanne Wilson in pink dress and charcoal blazer

What are the differences between Facebook Groups and Facebook Pages

Facebook Groups and Pages seem similar but they have significant differences. There is no up side to arbitrarily selecting pages or groups, out of subjective personal preference. Both were created with vastly contrasting purposes. Publishers owe it to their audiences to use pages and groups in ways that benefit users.

Who can make a Facebook page

Facebook pages are meant to only be published in official authorised purposes. A page implies official messages from the original source. At least, that is the intention and impression shown to users.

An official help guide from Facebook explains, “Pages allow real organizations, businesses, celebrities and brands to communicate broadly with people who like them. Pages may only be created and managed by official representatives.

Some pages are clearly marked as fan pages, but these are the exceptions. They should be clearly labelled as supporters’ fan pages, so viewers clearly understand who the content comes from.

Who can make a Facebook group

According to Facebook help, “Groups provide a space for people to communicate about shared interests. Groups can be created by anyone.” Any member can post content that would appear on the main landing ‘wall’ page of the group. A timeline format means that older posts would only be seen through a lot of scrolling. A Facebook group is not the place to host solely official branded accurate content. It could too easily be drowned out by user generated content. UGC is a popular purpose of today’s internet, and facilitated well by Facebook groups. In fact, UGC should be the focus on any Facebook group more than brands’ one-way messages.

Bulk Messages to Mailing Lists

According to the SocialTimes on Adweek, direct messages can easily be sent to a maximum of 5000 group members. This may be useful for conversions or engagement. But direct messaging is risky for any big brand which may have thousands or millions of followers. Impersonal inbox messages can be perceived by some audience members to be ‘spam.’ It would be quite similar to bombarding an email inbox or a postal letterbox.

Statistics and Analytics

Publishers often wish to see insights into their audiences, for research or targeting. External web sites, such as Grytics, can help with statistics for Facebook groups. Further tracking tools are available for developers. Yet monitoring is much easier with Facebook pages, because they are designed for branding and campaigns.

Facebook Business says, “Marketing on Facebook starts with a Page.” Publishers can see vital stats of page posts: reach, clicks, reactions (likes/laughter etc), comments and shares. Although these can also be seen in groups, pages provide graphs and tables to see trends over time.

Choosing Pages or Groups on Facebook

Every decision maker must look at the benefits and characteristics of each option. Facebook pages and groups need to be chosen for informed reasons. Each kind of facility can provide different environments for followers.

 

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