Facebook Marketing: Groups or Pages?

16 Oct
Written by Anonymous

You're ready to make the social media jump and want to set up a presence on Facebook. You've heard all about Groups and Pages, but which one do you choose?


For many, Facebook is the virtual extension of who we are: our history, our friends, our actions - and most important to us marketers - our likes. Since Facebook's inception, millions of Groups have been created, and act as sub-communities in the Facebook realm. In November 2007, Facebook introduced Pages, a more robust, feature-rich version of Groups that is geared towards formal businesses, products, and entities, but has seen resistance due to a few major drawbacks. Let's have a look at the pros and cons of each in depth.


The Facebook Groups and Pages Comparison Table

 

Facebook Groups

Facebook Pages

Unlimited members

Yes

Yes

Mass-message members

Yes (up to 1,000 members)

Yes (via Updates)

Headline image

No

Yes

Post images

Yes

Yes

Host conversations via Wall and Discussion Board

Yes

Yes

Host events under profile name

Yes

Yes

Message hosted event attendees

Yes

No

Additional applications (e.g. music players, stores. etc.)

No

Yes

Appoint Admins to manage and promote profile

Yes

No

Type-specific invites

Yes (Group Invites)

No

Visitor statistics

No

Yes

Promotion via Social Ads

No

Yes

Privacy (hidden or closed) Options

Yes

No

Available to non-Facebook visitors

No

Yes

Appear in search engines

No

Yes

Appear in Mini-feeds

Yes

Yes (Appears to have higher preference)

Appear in News Feeds

Yes

Yes (Appears to have higher preference)

Appear on Profile pages

“Groups” Section (Clustered with all other groups)

“Pages” Section (5 Pages randomly chosen and rotated)

Appear in other Groups / Pages

“Similar Groups”

“Favorite Pages”


The Verdict Between Groups and Pages

Groups lead the way for community-based conversation on Facebook, though within the limit of 1,000 members. Breaking that ceiling disables a Group owner’s ability to mass-message its members. Groups should be considered carefully if your organization, product, or person hosts a large number of events as Pages are unable to send messages to event attendees. Lastly, groups hold a superior set of social hooks; group owners can appoint Group officers to help manage the community and members can send Group invites to evangelize on your behalf.


While Pages offer a more robust feature set, they lack some of the viral hooks Groups own. However, in lieu for word-of-mouth promotion come other opportunities. Pages can be promoted to hyper-targeted niches based on demographics and psychographics with Facebook’s Social Ads. The chatter can be enhanced and value can be added by installing applications to the page. Pages are also open to the public, meaning non-Facebook members can see them and search engines can list them. Finally, pages are more frequently featured in news feeds, and more prominently featured in profile pages.


Though similar in many ways, the real question to be asked is whether you want to build a community or a formal presence. Either way, success on Facebook takes a great deal of commitment, resources, and two-way conversation. Interested in help to get your Facebook campaign kicked off? Please give us a shout for a free Facebook marketing quote and we’d gladly sit down to chat.

Design and Drupal theme by Outcome3.com </