Many of our clients come to us with the same question — what’s the difference between a Personal Profile and a Business Page on Facebook? Understanding the difference between the two, and what type of content to share on each one, is critical to staying relevant as a business owner on social media.
Important: You must have a personal Facebook profile to create and manage a Facebook Business Page, but they function very differently.
Personal Profiles vs. Business Pages
Your Personal Profile is meant to keep up with friends and family on a daily basis. This is the place to share personal photos and status updates with people who are close to you. You can also use your personal account to directly message friends or comment on the activity they share on their personal page.
On the other hand, your Facebook Business Page is all about your brand and the services you offer as a professional in your field. You should invite past and potential clients to like your Business Page. It’s the right place to collect reviews, share essential details about your business and post about industry-relevant topics.
Pro-tip: It’s okay to invite friends and family to like your Business Page. Remember to keep private conversations on your personal Facebook page.
It’s not uncommon to see business owners misusing their Business Page for personal updates and vice versa. Knowing this, we’ve put together a list of do’s and don’ts that will keep your Facebook practices in check.
DO share useful posts or events from your Business Page to your Personal Profile
Did you post something on your Business Page that your network of friends will find useful? Share that post from your Business Page to your personal timeline to promote your business in a helpful way. Select “Share” at the bottom of the post, then at the top of the resulting window select “Share on your own timeline” instead of “Share on a Page you manage”.
DO NOT post all of your business updates on your personal Facebook
If you’re sharing everything you post on your Business Page to your personal timeline, what’s the point of having two separate pages? This is especially annoying to friends who use Facebook as a strictly social platform. It’s good to remind your friends and acquaintances of what you do from time to time by sharing certain posts, but just like in real life, you don’t want to aggressively over-promote your business to your social circle.
Bonus Content:Feeling lost about social media efforts? Download our free Social Media Field Guide to learn what you should and shouldn’t focus on.
DO engage your audience with trending topics in your industry
Posts engaging your audience about your local market or industry trends by asking for their opinions or feedback are great. These increase audience engagement with your posts (which makes them appear to even more people) and also keeps you in touch with your community. As an added bonus, it also demonstrates your credibility and brands you as a reliable source of information.
DO NOT post political or religious views on your Facebook Business Page
You are absolutely entitled to discuss your views in a social context, but posting them to your Business Page can alienate potential clients who are looking for your professional expertise. Your words could be misinterpreted by individuals who haven’t even worked with you yet, so it’s best to avoid posting anything controversial on your Business Profile Page.
DO post content that is accessible to everyone
Having accessible, industry-adjacent information that is easy to understand and interesting for the majority of your network keeps you top of mind. As a result, you’re more likely to receive referral business. (Referrals are something we LOVE helping our customers with.) Here’s an example of the type of content we send out for our customers:
DO NOT fill your Business Page with jargon and data
You like your doctor, but would you read an article she shares on a study done on neuroscientific trends? That’s how a lot of people feel about real estate listings or mortgage rates. Just because it’s interesting to you doesn’t mean it’s interesting to people who do business with you. In fact, they’re trusting you to know how to interpret that information and help them make decisions when they’re ready.
DO invite your friends to like your Business Page
Invite your Facebook friends to like your Business Page so they can choose to read updates and help promote your business. You can do this by selecting the “…” next to the “Share” button, then “Invite Friends” on your Business Page. If your friends opt to like your Business Page, it’s no longer annoying when they see posts about your business in their personal feeds. They’ve made a choice to be supportive, and that’s great!
DO NOT take it personally if they don’t accept
Some people are very particular about what they read on the internet, and some don’t spend as much time on Facebook as you may think. That doesn’t reflect their opinion of you. This is similar to the newsletter campaigns that go out every day, including the ones we send out for our customers. Some people unsubscribe to all newsletters and that’s totally fine.
DO post important business information on your Business Page
This includes how to get in touch with you, the services you offer, special events and business referrals for colleagues in adjacent industries. You can also take advantage of the ability to use a prominent button on your Business Page. Customize this call to action and encourage visitors to take a specific action, like contact you or to learn more about your business.
DO NOT make your personal posts public
You don’t want to accidentally post photos or opinions that aren’t meant for prospects to find. In order to prevent this from happening, make sure that posts on your personal page are marked for “Friends Only”.
Make the Most of your Facebook Business Page
In short, your Facebook Business Page should be strictly business. Promote your business with a soft touch on your personal page. This means occasionally sharing a post from your Business Page on your Personal Page or inviting friends to like it twice a year.
As a best practice, consider your audience when you post. Use your discretion and ask yourself: Would I say this to my friends? Would I say this to a customer? Most of the time, the answer will be obvious.
That said, if you could use some help running your Facebook Business Page, we’re always here to help!
Last Updated: 10/17/18; Originally Published: 10/19/16.
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