Facebook Profile or Facebook Page?

Should You Use a Facebook profile or Facebook Page for Your Business?

Whether to use a Facebook Profile or a Facebook Page for your business is a question that comes up quite a bit for small business owners. We here at Building Your Skills always encourage our clients to have a Profile AND a business Page.

First, a little background. Facebook started out with Profiles. The goal was for people to connect with each other on a personal level. Pages were added as a way for businesses to connect with potential customers, clients and employees. You may recall they were originally referred to as “Fan Pages” and it was easy to see which Pages your friends liked – this was a way to build community through shared interests. Today, Pages are used for businesses, non-profits, entities, organizations, etc, and they are still a way to build community through shared interests.

In general, it is recommended to use a Facebook Page for your business rather than a personal Profile. This is because Facebook Pages offer specific features designed for businesses, such as insights, advertising tools, and the ability to create events and sell products directly through the platform.

Facebook Pages also allow you to separate your personal and professional lives, as your personal Profile is meant for your personal connections and not necessarily for promoting your business. Additionally, using a Facebook Page allows you to build a following and engage with your audience in a more professional and organized manner.

As a solopreneur of a service-based business, you may be tempted to use your personal Profile for your business. You may even be convinced that it’s no different than a business Page, and it will be easier since you are only on social media for business and not to be social. We’d like to encourage you to think again!

5 Reasons Why People Believe They Need to Use Their Profile Instead of a Page

Here are five misconceptions some individuals may have about using a Facebook Profile for their business, and our reasoning behind why this thinking needs to change:

1. Personal Connection: “Using a Facebook Profile instead of a business Page creates a more personal connection.” Thanks to changes made over the years, you can now interact as your Page and make personal connections as your business just as easily as you can with your personal Profile. If you use your personal Profile for business purposes, you’ll be mixing personal and professional content. This can lead to potential privacy issues and a lack of clear separation between your personal and business life. (Do you really want casual acquaintances you’ve never met in real life to know when and where you go on vacation, or to see all those photos of your children?)
   
2. Networking Opportunities: “Facebook Profiles offer the ability to connect with other individuals, including potential customers, industry professionals, and influencers.” As noted above, it’s important to keep your personal and professional life separate. Potential customers, industry professionals, and clients will no doubt “stalk” your business Page as well as your personal Page. And while we believe in being your authentic self, your personal hobbies – or even your personal friends’ Profile pictures – may cause people to reconsider working with you. The choice is up to you as to who you want to work with and what demographics you wish to attract to your business. Using a business Page can help you stay focused on attracting the right people to your business.
   
3. Content Sharing: “I can post my business content on my Profile.” While you can, it’s actually more beneficial to post it to your business Page first, and then share it with your personal Profile. Keep in mind that not everyone on your friends list is your ideal client (who you wish to reach). Because of the algorithm Facebook uses, not all of your friends will see the posts you share unless they have expressed an interest in the topic or interacted with your posts in the past. Sharing on your business Page will get your business updates, insights, and valuable information about your business in front of the right people. (Again, the algorithm will affect how many people see it, so it helps to create content that people react to through likes, comments and shares.)
   
4. Cost Savings: “Facebook Profiles are free to create and maintain, but a business Page will require me to pay for ads.” Facebook Pages are also free to create and maintain. Paying for ads and “boosts” is completely optional. As a small business owner, you’ll want to spend time building your community (we’ll touch on that in another article) and plan your strategy for ads as your business grows. 
   
5. Flexibility: “Profiles offer more flexibility in terms of content sharing and customization.” Actually, you have more options for customization on a Page than a Profile. Facebook Community Standards cover Profiles as well as Pages. If you can post it on your Profile, you can post it on a Page. (Please be sure you understand Facebook’s Community Standards before posting anything.) Pages also allow you to include buttons at the top of the page to direct people to landing pages and sign-up forms. You can even create a shop right on your Page.

Technology is ever-changing, and social media is no different. As it changes, we, as online service providers, need to keep up with those changes to best serve our clients.

5 Reasons Why a Business Needs to Have a Facebook Business Page

We’ve covered the misconceptions around Profiles. Let’s look at five compelling reasons why using a Facebook Page for your business can be beneficial:

1. Wide Audience Reach: Facebook is the largest social media platform globally, with 2.989 billion active users each month. By creating a Facebook Page for your business, you can tap into this vast user base and reach a wider audience. Chances are, people will find your Facebook Page before they’ll find your website. This allows you to increase brand awareness, attract potential customers, and engage with your target market on a platform they already use regularly. (If you’re new to the virtual service community, we recommend you start with a Facebook Page. You can set up a website when your business starts to grow.)
   
2. Targeted Advertising: Facebook provides powerful advertising tools that allow you to precisely target your audience based on demographics, interests, behaviors, and more. This level of targeting enables you to deliver your message to the right people, increasing the effectiveness of your advertising campaigns and maximizing your return on investment.
   
3. Customer Engagement and Communication: A Facebook Page offers an excellent platform for interacting with your customers and building relationships. You can respond to comments, messages, and reviews promptly, providing personalized customer support. Moreover, you can share updates, promotions, and valuable content to keep your audience engaged and informed, fostering a sense of community around your brand.
   
4. Insights and Analytics: Facebook provides robust analytics and insights about your Page’s performance. You can gain valuable information about your audience demographics, engagement levels, reach, and more. These insights help you understand your customers better, optimize your content strategy, and make data-driven decisions to improve your business’s overall performance on the platform.
   
5. Cost-Effective Marketing: Compared to traditional advertising channels, Facebook advertising is generally more cost-effective. You can set flexible budgets, choose your objectives, and monitor your ad performance in real-time. This allows you to allocate your resources efficiently and reach your business goals while staying within your budget.

As you can see, having a business Page makes good business sense.

Does Your Virtual Service Business Have a Facebook Page?

We don’t recommend using a Facebook Profile for your business since Facebook Pages are specifically designed for business use. However, this is a decision only you can make. If you have any questions about creating a Facebook Page, drop them in the comments below. We’ll help you get answers!