Like every other social media consultant I get asked this one the whole time, so what are the differences and should you care?
Let’s answer that with a question: What exactly is your brand using Facebook for?
Generally the answer would be to market that brand’s products or services, for which the most desirable function is reach – trying to get in front of the maximum number of potential customers. And therein lies the first problem with using profiles – they are meant for individuals and are therefore not crawled and indexed by search engine spiders. That in itself should be enough reason not to try and violate Facebook’s Statement Of Rights and Responsibilities, but perhaps you need more convincing:
Multiple page admins. Pages can have more than one admin as individuals use their own profile to login to Facebook and then administer the brand’s page once they have been granted access. It might seem a bit obvious but unless we are discussing a sole proprietorship (in which case Facebook has a solution for that too), more than one person is likely to be responsible for the brand’s output onto social media. It also means that page admins can remove ex employees or others who may have been given access to the page, at a future date.
Interaction with Page Likes. It has been frequently pointed out to me that a page cannot directly interact with individuals. Well that’s not entirely true because once a direct messge has been sent by a user to the page, admins can respond directly to them. However it is true that a page cannot initiate that interaction and that’s the point: this is a marketing medium and spamming individuals with marketing information is the fastest way to getting someone to unfriend you, or worse, hiding posts in their news feed.
Page Insights. Possibly the most powerful aspect of Facebook Pages is the analytics data that Facebook collects on behalf of brands and then shares with them. The power of this data is remarkable and over time builds a profile of users, their habits and the viral reach of content, along with lots of other essential marketing intelligence. This alone should be enough to ensure that a brand uses a Facebook Page rather than a profile.
Facebook Ads and Sponsored Stories. Given the reach of Facebook (845 million users as at December 2011) and its pin-sharp demographic, location and interest targeting, brands can reach the exact niche they serve with ads to support a business page or sponsor stories being shared by their brand advocates.
This is very much a non-exhaustive list of the many differences between Facebook Pages and Facebook Personal Profiles written from the perspective of brands. If you would like to know more about Facebook for marketing then please get in touch.