BPA Guide to Choosing a Facebook Strategy
Last Updated April 2011
Facebook is a helpful tool for identifying new volunteers, publicizing events, sharing pictures and starting discussions. However, as you are considering how to set up a Facebook account, you will have to decide how to use Facebook. There are three account types that are used by organizations. All have trade-offs. Some organizations use two or even all three, but that can involve more work and trickier coordination.
1. Facebook Profile: Intended for individuals rather than organizations, but very good for networking.
2. Facebook Group: Intended for networks of people with shared interests.
3. Facebook Page: Intended to market companies. Highly developed, but lacks networking capabilities.
| Facebook Profile
E.g. DEHC Dorchester |
Facebook Group
E.g. Friends of Belle Isle Marsh |
Facebook Page
E.g. Arnold Arboretum of Harvard University |
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| Administrators | Only one administrator. | Can set multiple admins. You must have a profile to start or manage a group. | Can set multiple admins. You must have a profile to start or manage a page. |
| Visibility | Can only be accessed by those logged into FB. | Can only be accessed by those logged into FB. | MAJOR PLUS: Can be accessed by anyone on the Web |
| Privacy | Highly flexible | Flexible | Less private. For instance, any discussions are visible to the entire web. There are some privacy options. |
| Friends/ Followers | Requires active outreach to grow. Must “friend” people in order to communicate with them. However, if privacy settings are loose, non-friends can view the profile page.
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Can involve active or passive outreach. Most groups are open to anyone who finds the group in a search, but they can also be set to require approval from an admin or as invitation-only. | Passive system of outreach, although it can involve active outreach. Anyone can “like” and be in communication. |
| Finding New Friends/ Followers | MAJOR PLUS: Facebook recommends friends based on shared interests. This makes outreach much easier. | Members of groups can invite their friends to “join” | Those who “like” the page can recommend it to their friends. |
| Posting | MAJOR PLUS: Anyone can post to the Wall. Posts show up in newsfeeds for “friends” | Posts are rarely publicized. | MAJOR PLUS: Anyone can post to the Wall. Posts show up in newsfeeds for “fans” |
| Events | Can create an event and publicize it to friends only | MAJOR PLUS: Can create an event and invite the whole group | Can create an event, but cannot invite the people who “like” the page |
| Group Messaging | Mass-messaging is difficult | MAJOR PLUS: Easy to message the whole group | Possible, by “sending an update” |
| Discussions | No discussions aside from the wall. | “Members” can have discussions in a group. | “Fans” can have discussions in a page. |
| Privacy of Users | You can see the full profile of your “friends.” Their status messages will appear in your newsfeed. This can feel like an invasion of privacy. | Group administrators cannot see the profiles of their members, unless the members have semi-public profiles. | Page administrators cannot see the profiles of their members, unless the members have semi-public profiles. |
| Assessing Use | No formal way to assess use | No formal way to assess use | Offers usage stats so you can see how “fans” are engaged |
| Connection to Twitter | Your Twitter feed can be linked to your profile, or vice versa | No connection. | Your Twitter feed can be linked to your page or vice versa |
