What are the benefits of Facebook groups

Facebook group or page? Which is better for your marketing strategy?

Facebook is a social network that is used both privately and commercially for social media marketing. In order to conduct effective marketing, there are two ways to reach your own target group on Facebook. Either through a Facebook page or a Facebook group. Here we explain the properties and requirements to you.

If you've only been on Facebook privately so far, you'll usually set up a profile. This profile can only be managed by you. Here you can also enter personal information about your favorite films and restaurants as well as your relationships with other users. In contrast, Facebook groups or pages are mostly used commercially. No private data is managed on groups or pages. They are used by companies, clubs, organizations, celebrities and brands. However, the Facebook group or page can only be managed with a private profile. This means that you always need a private profile to do marketing on Facebook.

So what's better now: a Facebook group or page?

Facebook page pros and cons

A Facebook page is used to share content online with your followers. The site can be managed by one or more members. A company thus has the opportunity to produce content for the community. The content can be written as a post, which contains images, plain text or videos. Events can also be created to which the members can be invited. The users can react to the content with likes or comments. This interactivity makes the company more popular. On the other hand, the company learns more about its users and potential customers through the interaction and can use this for its marketing strategy. A great advantage of the Facebook pages is therefore the statistics tool, which measures and evaluates user activity.

A Facebook page is not only used to create new content, but also to manage basic information. Here, users can read information about the company, view brief descriptions and contact details and find the link to the website. As with a private profile, both a profile picture and a cover picture can be created here. Another advantage of Facebook pages is the structure of the information. This primarily addresses usability, as the user can quickly and intuitively recognize where which content is located.

There are internal navigation structures that lead to contact information, brief descriptions and events on a page. The new posts are presented directly on the homepage. When entering, the user always receives the latest content. The downside to Facebook pages, however, is that they are semantically very one-sided. This means that the transmitter-to-receiver model has not yet been completely converted to the transmitter-to-transmitter model. The desired semantics in social networks have not yet been achieved here. The user can reply to Facebook posts, but the company specifies the topic through the post. In addition to this option, the customer can also write reviews or ask questions to the company.

Facebook group pros and cons

Like the Facebook pages, Facebook groups are operated by private profiles. Each group needs one or more administrators who manage this group. In contrast to a page, the group does not have a profile picture. There are two options for the cover picture. Either it is used as a picture or it consists of the profile pictures of the members. A group always has a topic that the community can discuss. The company specifies this topic when creating the group.

Some groups are public, some are secret (i.e. only accessible via an associated link) and still others are private and can only be joined after confirmation. If you as a company get yourself a group, then you should first think about which privacy setting you will choose for the group.

The good thing about groups is that your team members can share their interests and connect. Since every user can see the profiles of the other members, it is possible for them to send messages to each other. If one of the team members creates a post, all members including the company can see it and react to it. This results in a transmitter-to-transmitter connection rather than a rigid transmitter-to-receiver model. As with pages, events, brief descriptions and contact information can also be managed here.

Every member of a group is able to post a contribution or ask a question. This stimulates discussion that makes the groups so interactive.

The Facebook group model enables much freer communication from which the company can benefit. Through the exchange with the members, the company can analyze the target group in more detail. This is where the marketing strategy of personalization comes into play, through which user data is measured and evaluated. The company can therefore adapt its content and achieve higher profits because it knows its target group.

Disadvantages of one group, however, are that this social media strategy is still relatively unknown and is sometimes met with skepticism. In addition, the company is not in the foreground, but the previously mentioned topic of the group. Since this strategy has not yet become very well known, there are still no analysis tools that can measure and thus evaluate the user data.

Conclusion: Facebook group or page?

The question now arises whether it makes more sense to create a Facebook group or page. If you want to try something new and set a trend, the group will be your thing. Here your customers can communicate, discuss and exchange ideas. Your chance is to take a closer look at your community. Building on this, you can continuously improve your products or services and tailor them to the users. In contrast to groups, this free communication does not work on Facebook pages. However, it is advisable to do both in order to maintain seriousness. So the question is not whether Facebook group or page - the solution is Facebook group and page.

Melchior Neumann
As the founder and managing director of PERGENZ Community Building, Melchior lives for digital communities. As a strategic thought leader, he is constantly concerned with new forms and possibilities of social organizations. In addition, he is a board member of the Federal Association of Community Management - for digital communication and social media.