Facebook Profiles, Business Pages, & Groups

facebook personal profile

How do you decide what you need most for your business on Facebook? Will a page help? Is a group better? Can you sell on your personal page? There are a lot of rules and they’re all confusing. This guide will help you understand the difference between profiles, pages, and groups and how you can use each one to grow your business.

Facebook Personal Profiles

This is where everything starts. If you think of Facebook as a huge artificial community world, like the Sims, then this is your avatar. This is the person who represents everything that you are – online. For Facebook to know that you’re a person, you need to act like a person in an online world. That means talking to your friends on their profile, sharing pictures and stories of your life, and generally engaging with the world at large on non-sales posts outside of groups.

What to Post

  • Use a variety of posts on your personal page: shared content from other pages (like memes and articles), live videos, pictures of your vacation and so on.
  • Topics will include the things you’d talk about with the people you would hang out with in real life. If you wouldn’t share it with a friend as part of a conversation, then it doesn’t belong on your personal profile.

Caution

This is not the appropriate place for sharing your live sale events. Facebook has a lot of rules about what they call Falsely inflating organic reach to grow sales and fraudulent activity. Sales on your page will count as both of those things.  Here are some other activities that will raise a red flag for Facebook compliance or keep your content from being shown to the right people (or anyone).

Facebook Business Pages

Reach through valueOnce you have a personal profile, just like you do in Sims or even in real life, now you are able to create a Business Page, which is the same thing as you a person, Jessica Rabbit (Personal Profile) starting a business to sell Toon Town Nail Polish (Business Page). You must have a personal profile to create a business on Facebook.  

This pages how you grow your audience. Facebook shows your posts to your page followers and it will test your content against new audiences as well. Specifically users that have profiles similar to the people that engage with your content. These pages are also indexed by search engines, so your content will show up as a Google search result as well.

What to post

Your business page is where an audience gets to know your brand philosophy. For most small businesses (who are also defacto influencers) this means they need to get to know you. You do not need to keep this page strictly business. In fact, if you do then you’ll make it harder to grow.

  • Pop culture and trending topics
  • Trigger memories and nostalgia
  • Highlight your product’s solutions
  • Tips & Tricks

The variety of what you can post on your business page is incredible, and you will be limited only by your own underlying beliefs about what’s appropriate and what isn’t. Understanding how the algorithm works is the first step towards overcoming those underlying beliefs.

 

If you need help coming up with the exact text for your posts, check out the Social Strategy Squad. Unit 32 will walk you step by step through what your audience needs to hear from you to click that “Shop Now” button.

Caution

Facebook JailThere are a few unspoken posting rules that aren’t obvious but will impact your reach negatively. Each of these on their own will cause problems with your reach, but combined together will get you thrown in Facebook Jail

  • Posts with no text, just an image
  • 10-12 posts in a row in a short period of time at once
  • More than 5 hashtags
  • Not using enough keywords
  • Including links that lead off Facebook (to any URL that starts with anything other than www.facebook.com)
  • Using the words share, like, tag, in your posts.
  • Sharing to multiple groups

Facebook Groups

Groups are very powerful, but only if you have a plan for them. A group is meant to be a community of people engaging with each other and the leader on a semi-regular basis. The work that you do to keep your community engaged is what tells Facebook that when you post something, they want to see it. Facebook does prioritize showing content within groups to the people in the groups over business page content, but you can’t grow within one.

How is a group different from a Business Page

Whether your group is Public or Private it is not indexed by search engines. To find your group on Facebook the person searching would need to know at least one of the words in the name of the group. You grow by using the content that you create, not necessarily the title of your group or page. But that needs to be publicly indexed and searchable, which means that to be found, you need a Business Page. When you go live in your group (regardless of whether it’s public or private) it is not automatically tested against new audiences so you’re not using the Facebook algorithm to it’s maximum advantage. Once again, needing a business page.

What to Post

Your group is a unique space in that what you post depends on the nature of your business, and it’s why I do not recommend groups for most business owners unless you have a specific purpose for it. Simply having a group to grow your business isn’t going to keep people coming back. You need a compelling reason for your audience to choose to come to you. We can help you brainstorm  in the Social Strategy Squad.

  • Classes related to your business (styling, accessorizing, cooking, workout routines)
  • Special discounts and incentives
  • Behind the scenes lives or games

Caution

Before starting a group, know what you want it to be. Plan out the interactions and how you’re going to get people to join. If you don’t have a strong understanding of what you plan to do differently in your group than your page, then you may want to do some more preparation. Prematurely starting a group will confuse your audience and you, building a very effective wall between your shoppers and your income. 

What do you think? What can you apply to your business right now?