Facebook Pages vs. Groups
Which Facebook platform right for your farm?
One of the most common questions I come across. Should I start a Facebook Group or Page (business/fan)?
It would depend on the intent of your group’s goals. Businesses, NGO’s, non-profits, organizations all need marketing and an online presence. But which one (if not both), should you use and how do you use a page vs. a group.
Here are my quick notes for narrowing down your options.
For a business that wants to post as a business. (Your Farm Nave vs. Your Actual Name). This is also helpful if you assign some of the social media to another admin. The post would be from the farm as a cohesive business and not a random group of people your audience may not know. You want your message from the organization.
One note, anyone can like and comment on the page. So keeping an eye of the occasional creeper is important.
Your fan/business page offers you audience insights and analytics through which you can do market research, demographic studies, and targeted ads. You cannot boost a paid ad in a group, so if your business is relying on the ad buying power of targeted ads, this is the most compelling reason to have a page vs. a group.
Lastly, more post options. The ability to collect email addresses ranking the highest. However, there are many valuable add-on templates like these:
If you wanted to have more discussions (local food, garden recipes, specific growing methods, social causes), you would start a group.
You will notice people who have a shared interest in a topic or cause (vs. business) join and engage in a group setting. As a group admin, you will be posting under your name (with a link to your personal page). This alone might not be ideal as your unsolicited friend requests will spike.
Privacy can also be helpful to keep spam and loons at bay. It’s a bit of extra work, but well worth it to protect the members who trust the administrators to keep discussions on the right track. The ability to approve members first often saves a lot of headaches.
You can also create, store, and collaborate on documents within a group.
Both group and pages have the ability to ban users, enable profanity and keyword filters, share photos and events, customize name and URL links, find in the search box, receive notifications, and posts appear in the fans/members news feed.
In conclusion, the analytics and ability to buy targeted ads as well as create an email list is the way to go if you are to make money owning a farm or driving traffic to your social cause.
If you have a community built on discussions and not relying solely on the business to further your ideas, a group may be for you.
My farm, Victory Gardens has a business page.
State of the Soil has both a business page (to advertise), and a closed group where we can all have a discussion in a safe, positive, and abundant mindset space.