The issue of FaceBook Fan Page V. FaceBook Group keeps popping up over and over again in my world.
- Some people create Groups for their organizations -- when they probably would be better served by creating Fan Pages.
- Some people create FaceBook Profiles for their organizations -- when they definitely would be better served by creating Fan Pages.
- Some people go nuts and create Profiles, Pages, and Groups for their organizations -- forking their communities and creating massive aggravation and confusion.
Oh, the technology is easy! Anyone can slap together a FaceBook profile, page, group, and event in seconds -- and connect to hundreds of people in minutes!
Yes, the technology is indeed easy: hence the madcap rush to show something tangible to the executive board.
However, creating and fostering a community is decidedly trickier than smacking out a Fan Page! Hey, there are actual people to think about! What kind of content will the Fan Base want to receive? How often? How much is too much? What about staffing considerations! What of Tone of Voice? Image? Building Buzz? How will you measure success? Will search engines be important?
Those are just a few important questions to ask before creating Pages and Groups all willy-nilly-like.
So here's the challenge:
Before an organization runs amok creating Groups and Pages, they need to get clear on what it is they want to achieve. They need to think about their audience and objectives. They need to think about strategy.
And definitely, at a bare minimum, it's a good idea to know the difference between
Fan Pages and Groups!
PS - I've guided a few organizations out of poor social technology choices. If you find you made the wrong choice, it's not the end of the world. And know this: you're not alone. It happens to quite a few well-intentioned folks! But it IS a good idea to get back on track -- before you drive your organization (and your fan base!) ragged!
