The Facebook Police
There are a number of organizations of varying kinds whether it be a not-for-profit or an actual business, which pose as individuals with a personal profile but indeed are not an actual individual person. Although a number of business owners follow this route, I find it even more surprising that some markeers are even doing this!
A good Social Media Marketeer will not need to make false claims in order to obtain a following for a reputable brand.
It’s quite a bold move to call them “rogue-marketeers” and this will no doubt create a little stir with some people but it’s a little ignorant to think that marketing is a game of only fools and horses.
Why is this a problem?
Firstly, I would like to highlight that this is of course against Facebook’s terms and conditions of service (TACOS) which is highlighted in their ‘statement of rights and responsibilities’ here with further guidance ,which relates to pages in their ‘Facebook Pages Terms’ here. These TACOS are what you agree to when signing up on the social media site and I’d like to highlight the following in particular:
- Timelines represent individual people and must be held under an individual name.
- You will not provide any false personal information on Facebook, or create an account for anyone other than yourself
- You will not create more than one personal account
- You will not use your personal timeline primarily for your own commercial gain, and will use a Facebook Page for such purposes.
- You will not… take any action on Facebook that infringes or violates someone else’s rights
The main issue relating to having a personal profile as opposed to a page though, is it’s privacy issue. Sure, in the short term its a way to tap-in to your customers mind set but the very issue of invading your customers privacy is that by your organization using a Profile, Facebook users don’t know exactly who they are sharing their personal information with. Without an official page, who’s to say that whoever is the other side of that computer is even a representative of that organization. As a Page, Facebook limits your access to a user’s private Facebook feed (depending on their chosen (yes, their choice and not an impersonating profile!) privacy settings which still allows you to interact with them on your page.
If you’re not sure how to interact with people on your page, you should find my other blog post useful: Social Media Content
Even this aside, I claim that anyone proceeding their organization’s social media activities through a profile rather than a page, are indeed, damaging the organization’s brand as opposed to building it! One of the most important elements to building a successful brand are displaying transparency and a high degree of trustworthiness. Therefore, claiming to be something you are not is effectively against these two principles. Many people won’t accept your ‘friend’ request if you are an organization that uses a profile and several will report you (me included!) to Facebook which will, after a certain number of reports will close down your profile causing you to loose any existing contacts and post history you have.
Benefits of becoming a page
All well as helping to build a successful and reputable brand, there are of course a number of additional benefits to becoming a page including:
- People can share your page and posts with friends.
- Embed your page’s Facebook wall feed on your website and/or blog.
- ‘Boost’ your posts to help grow your audience.
- Post offers and sweepstakes to encourage new business.
- Content posted to a page is public and viewable by everyone
- If you are a B2B organization or you want to carry out co-branding/promotional marketing campaigns, then you can partner with other pages by tagging (@PageName) to interact with other pages.
- Enter your full organization name as opposed to being limited to a first and last name.
- Add a Like button to your website and/or blog.
- ‘Promote’ your page with Facebook advertising.
You can of course use your own personal Facebook profile to engage in groups providing you are not using an additional account primarily used for commercial purposes. By posting as yourself as someone who represents the organization, it stands in far better stance with the concept that people like to know they are talking to a human (take automated call centres for example) and you can direct people to your page that way by following, engaging in posts which maybe relevant to your organization’s activities. You an always include “Posts by….[your name]” on your page’s short description which can make your page more personal. You may even want to start your own group to interact with a specific audience or if you have several different target audiences; on specific topics.