Friday, February 26, 2010

Pages vs Groups when doing Employer Branding

Many companies have the last six months asked me if they should create a group or a page on Facebook to promote their employer brand. My recommendation is clear – go for pages!

Members vs Fans
Pages are made for brands, corporate, celebrities and employers, while groups are more like "clubs" in the real world and made by individuals. Therefore, pages have “open” fans and Groups have “private” members. This means that Pages are better for your employer brand if you want to interact with students and professionals without having them connected to a personal account, and even people without an Facebook account can fins you and read your Page.

Size limitations
It is also important to be aware of size limitations to groups. Only groups fewer than 5,000 members can send out private messages/emails. There is no limit on how many fans you may send an update to, or how many total fans a Page can have. You can easily invite all your friends to join a Group while with Pages you will be forced to drop invites manually. This is probably to protect your fans from spamming them. Page administrators can only send updates to fans through the Page, and these updates will appear in the “Updates” section of fans’ inboxes. Groups are thus good for viral marketing, meaning that any member can also send bulk invites to his/her friends and so on.

Groups offer far more control over who gets to participate in the group. Access to a Page can only be restricted by ages and locations. On the other hand, you get visitor statistics on pages. Also one key difference is that Pages are indexed by external search engines such as Google, while Groups are not.

Customization - Applications & URL
Finally, Pages can contain applications on your page, so a Page can be more tailorized and show more content and you can get your own URL, e.g And you will also be able to buy Facebook ads to gain more fans to your Page.

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