Welcome to this week’s social media quick tip. This week I want to show you how to choose whether a Facebook Page or a Facebook Group is better for your healthcare business.
In her post, which sets out to provide the definitive answer to the question of Pages vs Groups, Andrea Vahl describes the difference as follows:
When you post something on your Page, people see that post in their News Feed as coming from your Page. Then your Page can also participate in the comment section of the post. In Groups, you are participating as a personal profile with the Group name also mentioned in the discussion.
4 Reasons To Create A Facebook Page For Your Healthcare Business
Vahl outlines the following 4 reasons in her post.
- Facebook Pages have built-in analytics. You can measure what is working.
- You can advertise via Facebook Pages.
- Facebook Pages are more branded as your business. Groups facilitate discussion but you are participating as your profile.
- Facebook Pages allow the installation of Apps that can help you collect e-mail addresses and leads or do things like run contests.
When Should You Use Facebook Groups?
The number #1 reason from a visibility viewpoint to use Facebook’s Groups feature is that you will be much more visible in the News Feed. At the start of 2018, Facebook announced major changes to the Facebook news feed which meant that people see fewer posts from Pages. It appears that Groups aren’t taking the hit that Pages are in the news feed, so using them in tandem with your Page is a good strategy to increase visibility.
Vahl explains, that “Groups can have higher organic growth rate than Pages because of the fact that they are more visible. For a Page to grow organically, you do need to invest time in adding great content and possibly promoting it with ads.”
A Facebook Group is a natural fit for healthcare as it facilitates a stronger sense of community and conversation. However, this can be a disadvantage if you don’t have the time to moderate these discussions.
So, as always factor in the time you will have to engage with Group discussions.
Over to you
Do you use Facebook Pages or Groups in your healthcare communication? Or a combination of both? What have you found works best for you?