When considering a social media platform, Facebook is an attractive choice - given its highly interactive features and more than 150 million active users. It is a great social network platform that will help you build your brand via Facebook Pages.

Two techniques can be employed when creating a brand’s identity on Facebook - creating a Facebook Page and creating a Facebook Group. Often, businesses wonder as to which of these techniques is more effective in growing its client base and then getting them engaged and eventually achieving brand loyalty. The experts’ recommend Facebook Pages to Facebook Groups; find out why...

• Facebook Pages are comparable to regular profiles on the site; they provide you with features to include pictures, have friends as well as walls where your fans can make posts. They are sort of public in nature since they are open. There is also no limit to the maximum number of people who can join as fans. Contrarily, Facebook Groups is comparable to private clubs, where membership is completely controlled by the administrator.

• Facebook groups basically reflect their administrators’ or creator’s personality because of the control that characterizes them. When a Group’s administrator makes a post, it seems as though the post has its source from the administrator’s personal profile. In essence, you can relate the activities in a group as an extension of personal actions. Thus, Facebook Group is better for personal interaction. But, Facebook Pages operates more like self-regulating entities. The Page itself is the source of the content created, and is not associated with any personality.

• Provided that a Group is less than 5000 members, updates can be sent in the form of emails by group administrators, and the users would view the updates from their inboxes. Contrarily, Page itself sends page updates, which the fans can access from their inboxes under the updates section. You are not limited to any number of fans when it comes to Page updates sending.

• Another reason why Pages is favoured over Groups is that, external search engines such as Google carries out indexing on Pages, but this is not so with Facebook Groups. This implies that there are more opportunities for your business to appear in the Internet marketing searches via Facebook Pages when compared with Facebook Groups.

• While FB Pages are capable of hosting applications and thus are able to show more content and be more customized, you can’t achieve similar things with FB Group.

However, if your target audience is college students or a school community, Groups are more preferred – since you have people who share common interests such as reading, music etc. Using Group, hosting an active and quick discussion is quite easy.

On the other hand, if you are offering promotions or deals, it is better to create Facebook Page, so that updates can reflect or appear directly in the news feed of fans. You can have as many fans as you like. Also, application can be included, giving room for more content; more importantly, search engines can pick your page and show it as the result to a searcher who is searching with your keywords.