Every so often, I come across a really great brand on Facebook, only to be disappointed by the fact that they’ve set themselves up using a personal or Profile page, versus a Fan Page. Granted, Facebook changes the game nearly daily, so it’s no surprise there has been confusion over how businesses can represent themselves in this medium. A few years ago, it was not uncommon to find yourself friended by businesses, organizations or brands, but present-day Facebook has a strict protocol for non-personal pages. If you are using Facebook to promote your business, it is imperative you are familiar with these regulations so you can keep yourself out of hot water or worse, without a face on Facebook.
“Profiles” represent individuals and must be held under an individual name, while “Pages” allow an organization, business, or brand to maintain a professional presence on Facebook. You can manage your Page as an admin through your personal Facebook profile, or you may create a Page by setting up a business account, if you are new to Facebook. Business accounts are not able to view the profile information of any other users on the site, are not visible in searches and are unable to be added as a friend. In effect, the owner of the business account does not exist as a Facebook entity, only as the hidden administrator of the business or brand Page.
To avoid complication, set up your Fan Page within your existing account, if you have one, as Facebook’s Statement of Rights and Responsibilities makes it clear that one is not permitted create multiple profiles for any reason. Rest assured, fans of your business Page will not be able to access to your personal profile, and the name used on your personal account will not appear when you are acting as the administrator on your business Page.
A Profile and a Page are designed to meet different Facebook needs. Facebook Pages have been optimized for a business’ need to share information, interact with their fans, and capture new audiences virally through their fans’ recommendations to their friends. They are designed with media capabilities to allow the sharing of photos, videos and events to aid in these endeavors.
Most importantly, Facebook’s Statement of Rights and Responsibilities states that “Facebook profiles must represent an individual”. Users who are found to be maintaining a personal account under the name of their organization, or using a personal user profile to advertise their business, will find their accounts terminated.
- DO use a Facebook Page to promote your business
- DO create your business’ Page through your existing login
- DO create a business account to create your Page IF you don’t already have a personal login
- DON’T use a Facebook Profile to represent your business
- DON’T create a business account IF you already have a personal login
- DON’T be afraid to ask for help!
Please contact us if you have questions or concerns about creating or managing your business’ Facebook presence. We’re happy to answer your questions and assist in the creation of Pages.