If you’re a small business owner or an experienced digital marketer, you’ve most likely considered using Facebook to promote your brand and connect with potential new customers.
Two of the most popular ways to do this are through Facebook Groups and Facebook Pages.
While both can be effective, there are some key differences between the two that you should be aware of before deciding which one to use. And, spoiler, plenty of businesses end up using both.
Throughout this guide, we’ll help you understand what Facebook Groups and Pages actually are, the three key differences between them, and which one your business needs.
Understanding Facebook Groups
If you’re looking to connect with like-minded people who talk about their shared interests, Facebook Groups are the place for you.
In this section, we’ll take a closer look at the purpose, features and privacy of Facebook Groups.
The purpose of Facebook Groups
Facebook Groups are a place to connect with people who share similar interests, hobbies or goals. You can create a group for almost anything, from a neighbourhood to a football fan group, from a student freshers group to one dedicated to lovers of cockapoos!
Facebook users can then join (or be invited into) the group and become a member. From there, members can see and interact with everything that’s posted. The key thing to note is the sense of community that forms within these groups, which is why they often see high levels of engagement.
What you can do in a Facebook Group
- Posts and comments: Members can post updates, photos and videos to the group, and comment on and react to other members’ posts.
- Notifications: Members can choose to be notified when there are new posts or comments in the group.
- Events: You can create events within the group, in person or online, and invite members to attend.
- Media and file sharing: You can share images, videos, files and external links with the group.
- Polls: Ask the group a question and get a quick read on what members think.
- Chats: Groups can have their own chats, so members can talk in real time rather than only through posts.
- Admin tools: The people running the group can approve and remove members, delete posts and comments, pin announcements and set rules. Admin Assist lets you set rules that are applied automatically, such as declining posts that contain certain words or links, or posts from brand-new members.
- Limited membership: In some private groups, admins can let people join automatically as “limited members” who can see and react to content but can’t post, comment or chat until an admin approves them.
Privacy in Facebook Groups
When this post was first written, Facebook had three group types: public, closed and secret. Facebook simplified this, and there are now two privacy settings, plus a separate choice about whether a private group can be found.
- Public groups: Anyone, on or off Facebook, can see what’s posted, and anyone on Facebook can see who the members are. People can join without approval, and admins can even let non-members post and take part (with approval, if they choose).
- Private groups: Only current members can see what’s posted and who the members are. Requests to join need admin approval, unless limited membership is switched on.
- Visible or hidden: A private group can be visible, meaning anyone on Facebook can find it and ask to join, or hidden, meaning only members and people who’ve been invited can find it. (Old “closed” groups became private and visible; old “secret” groups became private and hidden.)
A couple of things to bear in mind. A public group can only be switched to private if it has fewer than 10,000 members or is less than 30 days old. And if a private group goes public, everything posted while it was private stays visible only to the people who were members at the time, plus the admins and moderators.
You can change a group’s privacy settings at any time within those rules, to make sure the group stays a safe and supportive space for members to connect.
Understanding Facebook Pages
Facebook’s own description is the simplest one: Pages are for businesses, brands, organisations and public figures to share updates and connect with people.
They are VERY different from personal profiles and groups in terms of their purpose, functionality and public nature.
The purpose of Facebook Pages
The primary purpose of a Facebook Page is to promote a business or organisation and connect with its audience.
Pages let businesses share information about their products or services, post updates and announcements, and engage with customers through comments and messages.
Pages also come with tools for advertising, analytics and customer support through Messenger, which is a key differentiator from groups.
One change worth knowing about: Pages now have followers rather than likes. Facebook removed the Like count in 2021 to focus on the number of people who actually receive a Page’s updates.
Some unique Facebook Pages features
- Call-to-action button: A Page can have a button at the top that sends people straight to the action you want, such as booking, calling, messaging or shopping.
- Communication: Facebook users can message a Page through Messenger, and people often do, to ask a question before they buy. Meta Business Suite brings your Facebook and Instagram messages and comments into one inbox.
- Instagram connection: If you have a Facebook Page, there’s a high chance you also use Instagram as part of your social mix. Connect the two and you can post to both and run ads across both from Meta Business Suite.
- Boosting and Ads Manager: With a Facebook Page (after some set-up and verification) you can boost posts and use Meta’s Ads Manager, which remains one of the most precisely targeted advertising platforms there is. You need a Page to advertise; a personal profile or a group won’t do.
- Insights: Page insights now live in Meta Business Suite and show reach, content performance, follower growth and audience data. Meta Business Suite also lets you compare your Page’s performance against similar businesses.
- Page access: Rather than one all-or-nothing admin role, you can give people access to specific tasks, such as content, messages, ads or insights.
- Joining groups as your Page: A Page can join and take part in groups, so your business can be part of a community conversation as the brand rather than as an individual. (All of the Page’s admins can see and interact with the group.)
The public nature of Facebook Pages
Facebook Pages are public by default, which means anyone can view the Page and its content without being a member or having to request access.
This makes Facebook Pages a great way for businesses to reach a wider audience and attract new customers. However, it also means Pages are more exposed to spam, negative comments and fake reviews, so they need moderating.
Key differences between Facebook Groups and Pages
While both Facebook Groups and Pages let you connect with an audience, there are a few key differences between them.
In this section, we’ll look at the three main ones.
The difference in purpose
The main difference between Facebook Groups and Pages is their purpose.
Facebook Pages are designed for businesses, organisations, public figures and other entities to create an official presence on Facebook. Pages let you share information about your brand, promote your products or services, and advertise online.
Facebook Groups, on the other hand, are designed for people to come together around a common interest or topic.
Groups can be created by anyone and can be public or private. They let members share information, discuss topics and connect with like-minded people.
The difference in functionality
Another key difference between Facebook Groups and Pages is what they let you do.
Facebook Pages offer a range of features designed specifically for businesses and organisations. For example, Pages let you message people privately, run ads and access detailed analytics about your audience.
Facebook Groups offer a more community-focused experience. Groups let members post content, comment on posts and take part in discussions, with group chats and events for getting people together.
The difference in privacy
The final key difference between Facebook Groups and Pages is their privacy settings.
Facebook Pages are public by default, meaning anyone can view your Page and its content.
Facebook Groups, on the other hand, offer a choice. Groups can be public, meaning anyone can see the content and join, or private, meaning members must be approved before they can see what’s posted. Private groups can also be hidden from search, making them more exclusive still.
Which one should your business use?
- Start with a Page. It’s your official presence on Facebook, it’s public and searchable, and you need one to boost posts or run ads.
- Add a Group when people have something to talk about. A Group makes sense when customers want to talk to each other, not just to you: a product community, people on the same course, a local interest, a support network. The engagement is higher because it’s a conversation, not a broadcast.
- Many businesses run both. The Page handles announcements, offers and advertising; a Group linked to it handles conversation and loyalty. Just remember that a Group needs looking after. Without moderation, prompts and quick answers, it goes quiet.
In summary
Both Facebook Groups and Pages offer unique benefits and can be used to build a strong online presence. When deciding which option is right for you, consider the purpose and the type of content you want to share.
If you’re unsure which route to take, you can contact our social media team by clicking here.