(guest post by Jelena Rasic, freelance specialist for social media)
Most of us already know that TV, radio and newspapers are no longer the best advertising option, and many on the other hand realized that the social networks are. Every so often you can hear something about social media, about favorable advertising, quick and easy targeting, and of course personalized relationship with it. Many talk about how to handle social media, and why television is not what it used to be, why people don’t buy newspapers anymore and are actually more and more informed through social media. What I can see is that there is more how(s) than why(s) in this whole story, and we all kind of skip the initials and basics, so that’s precisely one of the reasons why I decided to write this text.
Amidst all the social networks Facebook is in the lead, especially here in Serbia. Therefore, today we’ll talk about the one basic thing that’s necessary in order to advertise your brand on Facebook, which is a Facebook page.
What’s a Facebook page, and why is it a page and not a profile?
That’s an issue I’ve been frequently asked and that’s what I want to explain today. Most of you know what is a Facebook profile and how to use one, since it’s highly likely that most of you have a profile on Facebook. However, it often happens that people get very lost on this matter – what if they want to present the company, an organization or a cause that they believe is important – how to accesses Facebook then?
Many will issue this as odd, but a huge number of people don’t quite realize the difference, and I’m sure that even those who “know” what the difference is do not really know the very basic characteristics of using a profile and using page.
So let’s reapeat what we already think we know or learn something new 🙂
For starters, a profile on Facebook is personalized. Anyone who wants to join Facebook must have their own profile. Your profile on Facebook is a place where you can connect with friends, place your personal information such as: your birthday, where you are from, who your family members are, which schools you attended, what you had for lunch today, how good are your bowels etc. Through that profile you communicate with your friends on a personal level, posting pictures, videos and everything you’d like to share about your life. You can only have one profile under your name, or e-mail that is (ie. If you’re honest 😉 ). On your profile, you can also decide whether to like or follow specific pages whose content you’re interested in, or join a particular group. OK, I know you all know this, but it’s important to really see the differences. For example, Facebook profile has certain options that Facebook page does not, such as chat and gaming options. Of course, although you don’t have a chat option on Facebook page per se, you have an option where you receive messages that you can answer but not in the lower right angle (so, it doesn’t go by the name of “chat”, but it pretty much works the same).
On the other hand Facebok page is a public profile created when you want to put some product or service on the market, or if you’re a public figure, have a company, organization or a goal that you think is attention worthy. As you may know (or not) a page is created by clicking on “Create Page” option and then Facebook will guide you what to do next. It’s important to know that without a profile – there’s no page, so to open a page you have to have a profile. Still, if you want to manage multiple pages, you do not have to open multiple profiles, and all you really need is one profile to run several pages.
What 99 percent of people skip when they first create Facebook page is reading (very, very short) Facebook Terms and Conditions that can be of a great use when you run your business on this social network. The main difference between a profile and a page on Facebook is that there is a rule that says you cannot open a profile for business purposes, so it can easily happen that if you create a profile that does not represent an individual – Facebook shuts it down.
Therefore, to make a Facebook page you have to have your own profile or (option number 2) convert an existing profile into a page and thus have a profile and a page under the same name. Also, to manage the page you have to have a certain role, and different people (profiles) can be specified under some role on the page (let’s leave that for another time which roles exist and what can they do). Also, on a Facebook page you have certain buttons that can be changed and positioned under page settings, so depending on your business you can choose your primary options. Here I suggest to enter all the information needed on a page, and if you type something wrong, don’t worry, everything can be changed 🙂
Unlike Facebook profile, on Facebook pages you don’t make friends, you get fans. Fans are people who are primarily interested in your content (or they know you personally, and they are showing their support). Your fans can decide whether to like your page, and they don’t necessarily need your approval to do so. It’s important to know that you can’t invite fans to like your page if they’re not on your friends list on your personal profile. However, there’s an option to invite strangers who liked your post to like your page (this can be done by entering the likes on your post, and clicking “invite”). On the other hand, if you’ve converted your profile to a page, all your friends automatically become your fans.
To resume: you can’t invite people to like your page if they’re not on your Facebook friends list and you can’t forbid anyone to like your page if they want to like it. Of course, if someone is bothering you or you don’t want someone on your page, there is an option for that too, under “ban”. Anyone who undermines your brand or spams you (or you simply don’t like them), you can easily remove them from your page!
What’s the difference between someone liking your page and someone following you? As on a profile – same on a page, meaning if you’re friends with someone it doesn’t necessarily mean they follow you. On each page, you have an option to follow or like. Of course when you hit like you’ll be following automatically, but you can manually turn that off. And also, if someone is particularly interesting, you can see them first on News Feed if you choose to.
When it comes to your own Timeline, don’t worry – it’s not associated in any way with a Timeline of your page. What you have on your personal profile you only see it on your personal profile, and vice versa: content you put on your page goes on your page Timeline only. On Facebook, if you manage a specific page (or several pages) there is an option to like a certain post from your personal profile or as one of the other pages you have, too (below each post in the right corner you’ll see a drop menu where you can choose how to present yourself).
Once I’ve explained the main differences between a page and a profile, now it’s important to note how to use a profile and how to use a page.
First of all, a Facebook page is where you present your business, brand or target, so it’s not intended for you personally but to present what you do, so try not to mix chalk and cheese here by showing something profoundly unrelated (that’s right, nobody cares what you ate and when). If you want to know more about how to manage a page, you read it more on this blog, and in some future articles I will explain more on this topic.
However, the main difference between a page and a profile, besides the fact that a page is intended strictly for work related content,
Facebook page has statistics and analytics to measure and track the results and see who your audience is and at what time is it most active. You can also create paid ads to help reach a much larger number of people but about this, again, I’ll discussed some other time. Today I’ll only mention that paid ads are under Ads Manager that is associated with your profile, and if someone has a particular role on your page it doesn’t mean they have the same one as you do on your Ads Manager account, so you have to add them separately on your Ads Manager account in order for them to have access to your campaigns.
The second difference, and also the only social network that offers this option is “Scheduling” posts. Any post can be scheduled in advance and you can schedule an endless number of them. This much helps your work because (ex.) when you set a number of posts in advance you don’t have to think every day about what to post. In addition, there’s an option to backdate posts, too: if you forgot to post something, and you believe that it’s important for it to be there, Facebook gives you an option to “backdate” and fix everything 🙂
As you can see, the very form of a Facebook page and a profile is different, so I hope you’ve found this article helful in order to understand these basic differences. How and what to put on your page, the many roles that you can use and what they mean,
what kind of posts to post and more useful tips you’ll be able to read soon 🙂
Jelena Rašić je rođena u Beogradu. Završila je odnose s javnošću na Univerzitetu Megatrend, i imala je priliku da radi kao Marketing Manager u dve različite firme, nakon čega je odlučila da se fokusira na marketing na društvenim mrežama i da postane sam svoj gazda 🙂 Freelance-ingom se bavi više od godinu dana i osim marketinga na društvenim mrežama radi i grafički dizajn. Voli sve što je ružičasto!