Facebook Page vs Personal Profile – which is better?
1. Tracking your performance and results
Scenario : Using your personal profile, you share content and engage with your friends, visitors and supporters over the last 6 months. After 6 months or less, you probably will be curious about the following:
- What’s the level and amount of activity over these 6 months
- Which of your most reached the most people?
- Which post has the post likes or shares?
With a personal profile, there is no way for you to find these information. And if you got no clue on what’s happening, how are you going to measure your efforts vs results? It is also impossible to duplicate successful marketing activities, and avoid those that are not working.
However if you are using a Facebook page, things are different. You can easily get hold of this data by accessing Insights. Facebook provides a wealth of information for you to review on your page’s performance. The following social metrics are available inside Insights.
- number of likes received,
- number of shares done,
- number of page views,
- how many people has your page reached,
- how your individual posts are performing, and more.
2. Limitation on users count
If you had been using Facebook pages for your marketing activities, you will not encounter that road block since it does not support the adding or removing of friends. It’s not exactly a bad thing since you still can have unlimited followers, and you avoid the dilemma of rejecting a friend request from customers/supporters.
3. No applications & tools to support your marketing activities
Scenario: You are not generating enough marketing buzz with your personal profile. You figure that something needs to be done immediately, but alas you realize there isn’t any tool or application in Facebook that can assist you on that.
If you are using Facebook Pages, there are two awesome features to generate marketing activities and increase engagement between you and your audience.
- With Pages, you can create a Call to Action button to drive your visitors to take actions. There are a number of actions that you can choose from. Essentially, the button can be used to generate leads, increase engagement & interactions, allow the visitor to contact you, find out more about your company, etc.
- The screenshot below shows the list of actions that you can choose from. Don’t worry about choosing incorrectly since you can change the button action anytime.
- The second feature that pages have an edge over personal profiles is Facebook apps. For example, you can add in an autoresponder app (e.g Aweber) to build your mailing list. This was also mentioned on another article written previously as one of the top reasons small businesses use Facebook pages.
If you are already using a personal profile, you need to give some serious thoughts on switching over to Facebook pages.
4. Building your brand and reputation
Scenario: A customer just bought your product and wanted to leave you a review since he is very pleased. The customer tries to search for you on Facebook, and somehow the review/message landed on the wrong place. Imagine the potential embarrassment it can cause, or worse if the customer get trolled. If things turn sour, think about all the negative impact that may come from it.
If you are using a Facebook Page for your business, the public will recognize that all actions and communications are representative of your company. Assuming that a personal profile and Facebook page share similar names, the tendency is for people to believe that the Page is an official representation of the company. This highlights the importance to use pages for brand building as it helps the audience to form a natural connection between the page and your company.
And when there are news or feedback detrimental to the reputation of the company, clearing the air is always done best from an official business Facebook page, rather than a personal profile.
Other than portraying a positive and professional image of your company, using a Facebook page makes your team take note of their communication with the public (whether consciously or subconsciously). This is important so that all posts on the page avoid being subjective and getting personal.
5. Growing your Facebook Page or profile with paid advertisements
Scenario: You have been marketing for close to 1 year on your personal profile, but yet the results are disappointing. There isn’t much engagement coming from your friends or connections, nor any sales obtained. So you thought that advertising on Facebook can be an easy way to bring traffic and hopefully sales.
Facebook sponsored ads are available for both personal profiles and pages. However in terms of ROI (Return on Investment) and ad performance, Pages are much likely to yield better results. Why?
The reason is because if you are advertising a personal profile, the ads can only appeared on the right column of the web page. On the other hand, when you are advertising a Facebook Page, you have the option to place your ad within the news feed.
So the million dollar question is: do advertisements on right-column or within newsfeed perform better? Previous data had shown that newsfeed ads attained a 44x higher CTR and a 5x higher conversion rate compared to ads that are displayed on the right-hand column. Surprised?
Therefore if you are looking to maximize your returns, conducting marketing activities (for your company) on Facebook pages make more practical sense. Think about it.
6. Roles and responsibilities
Scenario: Your marketing on Facebook seems to have taken off finally, and suddenly you find yourself swarmed with many queries and comments. And in the process of replying to all of them, you find yourself having lesser time for content creation and engagement. With so much work on hands, you asked one of your IT guy to shoulder part of the responsibility in managing the account, and gave him your login details. The IT guy then share login details with his colleagues since he is going on leave soon. The next thing you know, your personal profile account got compromised.
What I’m trying to say is that when you use personal accounts, and you need to have multiple people managing it, login details needs to be shared to all those involved. And when that happens, security is always an issue. Also, an unhappy employee may just delete the account or ruin your reputation on impulse.
With a Facebook Page, all of that is going to change. The reason is because you get to assign different roles to people that you tasked with different responsibilities. By defining and appointing appropriate individuals for each role, you create structure and order for managing your Facebook page. There are 5 types of roles available. Let’s take a look to see what they do.
|Manage Page roles and settings||✔|
|Edit the Page and add apps||✔||✔|
|Create and delete posts as the Page||✔||✔|
|Send messages as the Page||✔||✔||✔|
|Respond to and delete comments and posts to the Page||✔||✔||✔|
|Remove and ban people from the Page||✔||✔||✔|
|See who published as the Page||✔||✔||✔||✔||✔|
7. Scheduling posts
Scenario: You are planning to go for a long deserved holiday, and want to make sure there is daily or regular content shared to keep your followers entertained.
If you are using personal profile, the only way for you to schedule posts is via 3rd party services. For better illustrations, let’s use Buffer as an example. It is a popular choice to schedule posts, and is available in both free and paid versions. For free version, you can only queue up to 10 posts. So if you are planning to schedule more than 10 at one go, then you need to spend a little on paid subscriptions to do that.
If you are using pages, there are two options – either schedule using Facebook Publishing Tools or 3rd party service. The scheduling tool provided by Facebook is free, but what really matters to me is that I can choose my target audience or insert offers, with the Page publishing tools. That’s something you cannot do with personal profiles.
8. Reaching out to your targeted audience
Scenario: What if the content you want to share is only for ladies or more appealing to people who are interested in sports?
With Facebook Pages, you can find your preferred audiences based on their interests. By applying filters, you can narrow down your audience by age, gender, locations, countries or languages. When we share highly relevant content that are value-adding to our audiences and followers, we can always expect better results and performance. Unfortunately with personal profiles, it’s impossible to achieve that.
9. Organizing promotions and offers to generate sales and leads
Scenario: Sales are running slow and you want to jump start by giving offers to customers who are on Facebook.
If you are on personal profiles, providing offers can be done too, but it won’t be as elaborate compared to what you can do with a Page. Probably your course of action is to create content together with a promotion link, then share it on your profile to generate leads and drive sales.
On the other hand, with Facebook Pages, creating an offer is not just easy and quick, it is effective too. Simply provide the tile & description, start & end date of your offer, the offer redemption limit, URL to redeem your offer, and you are done! And don’t forget that we have the feature Insights (for Pages) to see how the post/offer is performing.
As you can see, Facebook Pages have much benefits and advantages over personal profiles in many scenarios. If you are a business owner, starting a business Page is certainly the right thing to do. What are your thoughts on this?
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