I’ve been on Facebook since 2004, my freshman year down at Purdue. Back then, it was still referred to as “The Facebook”. (I like to think of these as the “golden years”, when you had to have a ‘.edu’ address to log in and you could post a joke as your status without your mother commenting disapprovingly. Alas.)
I’ve seen Facebook grow as it has allowed in high schoolers, adults, and now businesses to connect. As it sits now in 2010, Facebook has become an integral part of any business' marketing plans. It's simple, it’s cheap, and it really allows your company and/or organization to connect to users who WANT your information. It's 100% user-based opt-in, so you are communicating to a group that wants your product. It's the purest form of marketing.
And as the partial manager of the ValpoLife and PortageLife Facebook pages, I’ve seen many businesses, groups, and organizations join in on the fun. However, I've noticed a negative trend in some these organizations and businesses that probably comes from a lack of knowledge on the subject. Allow me to enlighten: if you are a business, group, or organization, you should have a Facebook page, not a profile. Why, you ask?
Facebook Pages are More Professional. Facebook developed these Pages for businesses and organizations. They should be used by businesses and organizations. The best analogy for this point is, of course, pants. Last week, I went to a mayoral ball. For some reason, the term “ball” never triggered whatever part of my brain makes decisions like “Hey Brett, this is a ball, so people are going to be dressed up.” Needless to say, when I walked in wearing my golf shirt and khakis next to two gentlemen in tuxedos, I felt extremely under-dressed.
Facebook marketing is like the ball, and you are given the option to dress up in a tuxedo or wear a golf shirt and khakis. Given the option, you should always put your best foot forward. Wear dress pants. Don't be the only person at the ball wearing khakis. Get a tuxedo. Don't be under-dressed.
Facebook Pages Have Analytics. What percentage of your Facebook friends are men vs. women? Who interacts with your pages more, people between the ages of 20-24 or those between 35-48? How many times has your profile been viewed over the past six months? Do you know? On my Facebook Pages, I do. On my profile, I don’t.
Facebook Pages Have All Those Little Benefits: Multiple users can manage the page with their own Facebook profiles (can't do that with a profile). Promote your page with an extremely cost-effective advertisement (can't do that with a profile). Allow those who aren't fans yet immediate access to your page by bypassing the “Accept Friend Request” function of the profiles (can't do that with a profile). I could go on.
The bottom line is Facebook is free and can maximize your ability to connect with the individuals and businesses who want to connect with you. The question is: when you are at the “ball” that is Facebook, do you wear khakis or do you wear dress pants?