Facebook 101: Profiles, Groups & Pages

One of the most common -- indeed perhaps the most common question we’re asked during client consultations is: “What’s the difference between Facebook Profiles, Groups and Fan Pages? Why would I want one and not the other?” The questions go right to the heart of one of the most confusing aspects of Facebook.

The issue is made all the more confusing by the visual similarity of these items and by the fact that Profiles, Groups and Fan Pages have common aspects and features. The good news is that there are unique attributes and advantages to each and it is easy to understand once you grasp the purpose behind their creation.

Let’s start by looking at their commonalities: All three types of Facebook pages provide the same basic functions, that is, the ability to post messages and various media that are viewable to others who chose to join or follow that particular page. Beyond those basics, however, these items diverge.

Take note of this fact: At present, Groups cannot be converted into Fan Pages, so your initial decision may have consequences down the road. Choose wisely!

Facebook Profiles

What is it for? Profiles provide personal data and informal information sharing.

Who should have one? Individuals

Suitable for commercial purposes? No (See, http://www.facebook.com/terms.php)

Limitations:

• Limited to 5,000 friends.
• Can only send direct messages to people, 20 at a time.

Advantages:

• Indexed by external search engines.
• Can restrict access to your information.
• Can obtain personalized URL.
• Can add applications.

>> Learn more about Profiles on Facebook.

Facebook Groups

What is it for? Groups provide a focal point for people with a common interest.

Who should have one? Any cause, event or matter that appeals to a particular group of individuals.

Suitable for commercial purposes? No (See, http://www.facebook.com/terms.php)

Limitations:

• Updates to the Group are often missed by members. People have to visit the Group to see what is happening.
• Group administrators are only able to send direct messages if the Group has less than 5,000 members.
• Not indexed by external search engines.
• Does not support Facebook applications or customization.
• Content is not visible to non-Group members.
• Cannot obtain branded URL.

Advantages:

• Unlimited membership.
• Can have multiple administrators.
• Administrator names are visible.
• Choose your Group’s visibility: either Open to anyone, Closed (must get administrator approval to join) or Secret (by invitation only).
• Can appoint “Officers” (really only useful as a means of granting recognition to someone; being an Officer does not give anyone special privileges)
• Able to create Events and send the Members invitations.

>> Learn more about Groups on Facebook.

Facebook Fan Pages

What is it for? The promotion of an organization, a public figure, a product or a brand.

Who should have one? (1) Any entity that desires a branded presence on Facebook. (2) Anyone who needs the ability to accommodate more than 5,000 followers.

Suitable for commercial purposes? YES.

Limitations:

• Generally open to anyone. Admins can only restrict access by age and location.
• No direct messaging function (though you can send updates that appear in the Fan’s timelines, see below).

Advantages:

• Unlimited membership (aka “Fans”).
• Can have multiple administrators.
• The page creator and administrators are anonymous to visitors.
• Includes a Wall -- similar that in Facebook Profiles. You can control what is shown there.
• Fan Pages are visible to everyone.
• Indexed by external search engines.
• Supports Facebook applications and customization (using Facebook Markup Language).
• Provides use and membership statistics (aka “Page Insights,” see image below).
• Can specify the landing page (the tab) for arriving visitors.
• Can add, edit (limited), and delete tabs.
• Have dedicated space for company contact information.
• Each tab has a unique URL.
• You can get branded URLs (See, http://www.facebook.com/username/).
• Sending an Update to Fans causes the message to automatically appear in all the Fan’s timeline.
• Able to create Events and send the Fans invitations.
• Can obtain Facebook Fan Page widget to help promote the Page (this is free and available from Facebook).
• Fans can subscribe to updates by SMS.

Note: Facebook calls these simply “Pages” but that generic name is one source of the confusion many people experience, hence in this article we’ve used the more distinctive label “Fan Pages.”

>> Learn more about Fan Pages on Facebook.

In sum, if you are an individual, all you need is a Facebook Profile. If you have a special interest group or network, then consider Groups. If you are a business looking to build brand and promote a product or service, then Fan Pages are your best bet for engaging your customers and stakeholders. From a commercial marketing perspective, Fan Pages provide five key benefits that Groups cannot match:

1. The ability add applications and thereby create a richer experience.
2. The SEO benefits that come from having your content (and your links) spidered.
3. The ability to obtain a branded URL for your Fan Page (and thereby control your brand on this important channel).
4. The ability to publish the to Fans' timelines.
5. Access to insight metrics on activity.