Facebook is a great communication channel for your brand. If your customers are spending time on Facebook and they don’t find you there, you are definitely missing out.
Learn more: Facebook Statistics You Can’t Ignore in 2019
Ever since Facebook introduced Facebook Groups to its users back in 2006 (Pages were introduced a year later), every marketer in every industry has been struggling to find an answer to this question:
Which is better for my brand’s marketing strategy: a Facebook Page or a Facebook Group?
This article is meant to shed some light on this matter.
Facebook Group vs Facebook Page
Facebook Group – Pros and Cons
- It’s a great place to build rapport and relationships with your prospects;
- Facebook is geared toward community so this is more community based than a business page;
- The opportunity to gather together a niche group of people and engage with them more easily;
- The perfect place for spirited interaction, more intimate and safe place for people to open up;
- Group engagements have been found to drive sales;
- Allows group members to participate and go together with the brand on its journey;
- Often where your advocates are made;
- An extension of your marketing department that is self-driven;
- A tool for generating top-of-the-funnel leads;
- The perfect place for establishing connections because people connect more with other people than brands;
- For some users, groups are the only reason they are on Facebook;
- It needs moderating;
- It is time-consuming.
Facebook Page – Pros and Cons
- Not exactly the place to build a community;
- In recent years, businesses have noticed a decrease in page engagement rates;
- With businesses having a hard time getting in the newsfeeds of their followers, the overall ecosystem has entered a new stage: pay to play;
- A tool for the bottom of the funnel;
- It is mandatory if you wish to take full advantage of Facebook’s advertising features; As per Facebook’s latest stats, there are 90 million business pages of which 7 million are registered as advertisers;
- You need a page for leveraging the power of bots;
- The costs of running ads have increased;
- It used to be that customers were checking your website to see what your brand is about; they still do that only now they check your Facebook Page also to see what your brand posts, how often and how engaging your brand is with its followers;
- Your Facebook Page is where your customers come to voice their complaints – they don’t email, they prefer your page because they’re already on the platform and it’s more convenient.
Both Facebook Pages and Facebook Groups are useful to your brand.
They have different features which address different needs your customers have.
They also support your brand in achieving different marketing goals.
The page generates bottom-of-the-funnel leads, while the group helps to qualify them for sales and even more, turn them into advocates attracting more leads.
Facebook ads are powerful. Many brands run ads successfully driving sales, in-store traffic, website conversions etc. Check their success stories. So you need a page to run ads.
Facebook Pages are here to stay but as Mark Zuckerberg said at the 2019 F8 Developers Conference:
“Groups are at the heart of the experience.”
In recent months, groups have been updated and improved with many new features ranging from group analytics to members watching a video together.
Global Strategy & Insights Lead, The Creative Shop at Facebook Tatiana Peck shared in a recent interview that for a year she explored together with a team of researchers how brands and communities come together with mutual benefits.
Here’s what she found:
- There are 4 catalysts that bring people together: shared expertise, shared passions, shared beliefs and shared situations;
- What sustains communities over time?
Relationships (people actively interacting with each other, whether online or off)
Reciprocity (people feeling that they are both giving and getting).
If you plan to create a Facebook group for your community, here are 8 factors that Tatiana believes you should take into account:
8 factors for creating and managing a successful Facebook group:
- Don’t view your community as a target audience;
- Think bigger, equate community with curiosity – ‘What can I offer the community?’;
- View your community as a resource for creativity;
- Commit to the community-inspired approach;
- Selling your product is not the point, but it can become the outcome;
- Be generous! Put the needs and interests of your community at the forefront and ask how your brand can help solve problems;
- Be authentic to who you are as a brand, not as a product;
- Focus on empowering, inspiring, celebrating or entertaining your community.
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