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Facebook: Page or Group, or both?

Several people have asked me recently if their organizations should have a Facebook Page or Group, or both. I’ve been experimenting with both in my day job at the Hamilton County Department of Job and Family Services.

Here are some tidbits from The Facebook Marketing Bible by Justin Smith:

  • “Pages and Groups have some similarities. Which makes more sense? The answer to this question depends on the goals of your campaign.”
  • Benefits of pages: Good for regular communication with large numbers of people. Can view demographic information.
  • Benefits of groups: Good for maximizing number of people due to the invitation feature. Better potential for growing much faster.

My research seems to indicate that organizations should have a fan page if it helps them further strategic goals.( They’re a free and easy way to do marketing.) Then, they can set up groups to support campaigns or subgroups.

For example, some churches maintain a page for their organization, while their youth organization has a separate group on Facebook.

What has been your experience? Let’s learn from each other.

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