Socially Stephanie: Using Your Facebook Fan Page and Personal Page to Boost Reach

StephanieFrasco
Stephanie Frasco VP, Social Media, Convert With Content

Posted on February 22nd 2014

Socially Stephanie: Using Your Facebook Fan Page and Personal Page to Boost Reach

Socially StephanieDear Socially Stephanie,
With the recent algorithm change for Facebook pages, should my business look at making a profile along with a business page? I was thinking about creating a personal page under my business's name. What do you think?

Facebook Frenzy in Fresno

ImageDear Facebook Frenzy,
I like what you're thinking. But there are some things to be wary of. Sit tight. I'm going to tell you exactly what I think you should do and include a few new strategies that you might not have been aware of.

So first, I really want you to rethink the idea of using your business name. First of all, it is prohibited by Facebook. So unless you want to risk the possibility of being banned, you need to use your real name. Unless of course your business name is also your real name.  Beyond the legalities, though, it's still not a good idea if your business name isn't your real name, and here's why. In order to be successful on any social platform, you have to think about the way people use and interact with the site. On Facebook, it's likely that people will be searching for you. Now, when you use your business name on a personal page, that's going to be the first thing that pops up in search. (You should follow Mari Smith, she's great!) 

Facebook graph search
See what I mean? The real goal is to get more people on your Fan Page, not your personal page. Plus, there is a limit to the amount of friends you can have with personal pages. So think about using an avatar for your business instead. This could be, say, a person who's associated with your business. Because people expect to communicate with people on personal pages, and brands and businesses on Fan pages, you want to make sure you give them what they want, when they want it. Your interaction will be a lot stronger this way.

Business MascotSo now that that's settled. Let's talk about the pros of using a personal profile. For one, it can allow you to create a mascot for your business. This can be a humanized version of your business. I'd use this person to share the posts originally made by the brand page. That will allow you to really boost your reach, assuming you're friends with the right people. Another benefit is that you can invite people to events as a host. Again, this should be all moving people to the event page on your Fan page and not vice versa. Remember: you want your business page to be as strong as possible. Your personal page should only act as the street team helping you spread the word farther.

Don't think this is going to solve all your Facebook algorithm problems either. There are some cons. The most obvious issue is the lack of analytics, and you won't be able to access insights. You also have to think about the amount of posts you're pushing out there. Since the business page and the personal page are likely to have many of the same followers, that means if you're constantly sharing the same thing, your friends and fans are going to see the same posts over and over again. At that point, what is the goal?

To do this right, you need to act like a brand ambassador to your page. Use your personal profile to share, highlight and reactivate posts made on your fan page. Make sense? Good.

Want to make the most out of your Facebook fan page? Think about posting really great content that all of your patrons can relate to. This is the best strategy. Period. But with all the changes happening on Facebook, I have a few tricks up my sleeve to boost performance. The newest one is using Facebook's new call-to-action posts. That's right, you may not have known this, but Facebook just introduced a new feature that will increase your click-throughs. Whether you want your fans to shop now or learn more, there's a button for that.

Facebook Calls To Action

And it looks pretty snazzy.
ImageAnd best of all, it doesn't cost money to use it. But of course, if you want to get more action, a little money can go a long way.

Lastly, Facebook just bought WhatsApp. You should start thinking about text messages as a way to reach your audience, no matter where they are. While nothing has been said about how this buy-out will affect Fan pages, there is definitely an opportunity to reach people through mobile phones. Start planning your strategy now.

I think you've got it!

Socially,
Stephanie

Do you have a question for Socially Stephanie?

Please email SociallyStephanie@socialmediatoday.com and let Stephanie help you solve your social quandaries, queries, and boondoggles. (Questions may be edited for length and clarity.)

Illustration by Jesse Wells

StephanieFrasco

Stephanie Frasco

VP, Social Media, Convert With Content

Stephanie Frasco is a leading social media consultant and author. Over the past 7 years, she's worked closely with clients from all over the world to help them get more results from social media and blogging. Through experience, Stephanie has mastered some of the most powerful social media websites. Download her engagement report.

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Comments

Vivek Pereira
Posted on February 21st 2014 at 9:32AM

This is brilliant insight as usual. I'm a huge fan of Socially Stephanie. I just love the wise tips that almost all of us promoters can benefit from, irrespective of which country or social background we belong to (Sorry, folks! This time I used "social" in the traditional sense). My main Social Goal is promotion of my books and I've followed a lot of sage advices freely available on SocialMediaToday. So, thanks a lot to all of you. Socially Stephanie makes interesting points about the new FB call-to-action feature and probable assistance promoters can expect from the FB-Whatsapp takeover. I'm definitely going to give them a try. 

Michael I
Posted on February 21st 2014 at 4:36PM

Excellent article Stephanie and some great clarification.

Our take away from this would have been the call to action that Facebook has now made available.  Being in the press release service industry, we are trying to find out the best way to incorporate this and are reviewing our pages. 

It will also be interesting to see the effects of WhatsApp, as you mentioned and where this will lead to.


Thank you Stephanie!

Michael

24-7 Press Release Newswire

 

Zach Ethan
Posted on February 21st 2014 at 6:31PM

Stephanie I think you've provided some innacurate information. According to Facebook it is NEVER acceptable to create a personal profile that represents anything except yourself (see: https://www.facebook.com/help/www/201994686510247).

You cannot create a 'humanized version of your business' or a 'mascot for your business', this would be violating Facebooks terms. The only personal profile you could create for a business would be if you're a public figure (i.e. author, celebrity, etc.). I imagine the user who submitted this question already has a personal profile on Facebook, so they would not be authorized to create another account if it represented anything except themselves.

Best advice is to just stick to the fan page even though the algorithm keeps changing and reach keeps decreasing. 

StephanieFrasco
Posted on February 21st 2014 at 7:52PM

Hi Zach,

Thank you for clarifying.  You are absolutely right, you can't have a fake profile. I was trying to say that I think it is most important to have your personality and your personal brand to be a humanized version of your business and share the content accordingly.  For example, your personal profile can be an extension of your Fan page by sharing and posting about the brand. 


I appreciate you adding some insight on the topic. Have a great day.

Madhava Verma Dantuluri
Posted on February 22nd 2014 at 2:41AM

Good article and lots of things to do get into a good fanpage.

beckir
Posted on February 26th 2014 at 5:17PM

Hi Stephanie, thanks for this post - I had no idea about the Power Editor and using it to create these types of post! I'm now going to give it a try with the university page I run.

A quick question - what are your views on attempting to use WhatsApp for engaging with prospective students? My initial thought was that they might see it as a bit intrusive? Perhaps we would need to make it clear that we might be contacting them in this way, at the point where we're obtaining their cotnact details?

Becki