If you haven’t yet done so, read the first installment of The Definitive Social Media Guide for Technologically Illiterate Beauty Professionals and follow the steps outlined in that post to more efficiently manage your social media profiles. It is imperative that you read the first post before reading this one!

Most of us already have Facebook accounts, but if you don’t, signup is pretty straightforward. Fill in your name, your new email, etc. Once you’ve done that, you have two options: establish a group or create a page. You can do either of them or both. It’s entirely up to you and really depends on what your needs are.

Pages and Groups differ in how their privacy, audience, and communication are handled.

Privacy: Page information and posts are public and generally available to everyone on Facebook.
Audience: Anyone can like a Page to connect with it and get News Feed updates. There is no limit to how many people can like a Page.
Communication: Page admins can share posts from their Page. Page posts can appear in the News Feeds of people who like the Page. Page admins can also create customized apps for their Page and check Page Insights to track the Page’s growth and activity.

Privacy: In addition to an open setting, more privacy settings are available for groups. In secret and closed groups, posts are only visible to group members.
Audience: Group members must be approved or added by other members. When a group reaches a certain size, some features are limited. The most useful groups tend to be the ones you create with small groups of people you know.
Communication: In groups, members receive notifications by default when any member posts in the group. Group members can participate in chats, upload photos to shared albums, collaborate on group docs and invite members who are friends to group events.
Pages tend to be better for businesses than groups. They allow your clients to see content you post (whether they’re status updates, pictures, or links). They also allow your clients to “check-in” to your business and rate it. Pages are also good for bloggers that want to share their content to Facebook subscribers (like I do here).

There are several types of pages and you want to make sure you pick the right one for you. Each allows you to share different details depending on the page type you’ve chosen.
Local Business or Place Page profile fields include:
* About (This field allows you to share some general information about your business, including what you do and your philosophy.)
* Website
* Address (This will also update a map on the page, so clients can see where you’re located. If they have the Facebook app installed on their GPS-enabled smartphone, they can also navigate right to your business using the application.)
* City/Town (This field helps people in your area find you also.)
* Opening Hours
* Description
* Price Range (This is measured in $dollar signs$. Each dollar sign indicates a different range. For spa pages, $=$10-20. $$=$20-30. $$$=$30-50…and so on.)
* Parking (Options include street, valet, and parking lot.)
* Email Address
* Phone Number
Company, Organization, or Institution Page profile files include:
* Date Founded
* Address
* Website
* Mission
* Description
* Products
* Awards
* Email
* Phone
* About
Brand or Product Page profile fields include:
* Founded
* About
* Website
* Description
* Product
* Awards
* Website
Artist, Brand, or Public Figure Page profile fields include:
* Address
* Affiliation
* Birthday
* About
* Website
* Personal Info
* Biography
* Awards
* Personal Interests
* Gender
* Email
* Phone
Entertainment Page profiles (typically used for movies) include:
* Release Date
* About
* Website
* Description
Cause or Community Page profile fields include:
* About
* Website
* Description

Groups are better for communities. You could establish one for your profession (like my personal favorite Polished Pros) or you could create a private one for your staff to communicate about work or socialize in if you have multiple locations and a large staff. A work group would make sharing private company news much easier if you chose to do so.

1.) Create a Page. To create a page click the link and select, “Create a Page.” After you click, “Create a Page,” you’ll be asked to select a page type. You can make multiple pages, so if you have your own line of skin care products and a salon, you can create a page for your brand and a page for your business and manage both separately. It’s up to you how you choose to manage your presence. Once you’ve clicked the link and selected your page type, setu
p is very straighforward. Fill in the information and you’re done.
2.) Create a Group. Groups provide a great forum for discussion. In my group, members can ask questions and get answers from not just me, but an entire group of other professionals. If you’re a blogger, you might want to create a group where your followers can mingle. Again, setup for this is very straightforward. First, you choose a name and invite a few members. Next, you’ll choose your privacy level.

Open groups allow anyone to see the group’s discussions and posts.
Closed groups allow others to see the group and who is in it, but won’t allow them to view any discussions or posts.
Secret groups are members only. Nobody can see the members or the content.
Once that’s done, fill in the blank fields and you’re finished.

Cover Images

An example of the picture mosaic above my Group page.
(Images have been altered partially to protect the privacy of
the members…but mostly for my amusement.)

You might notice that photo mosaic at the top
of your group (or if you created a page, that big blank area). On a group, by default it will display the profile images of your members, like in the image on the right.

This is the Cover Image to my business FB Page.
Outlined in red are the options to change them.

You can change these images to reflect your business or to share a promotion or holiday greeting. To change the image on your Page, hover
over the existing image and click the “Change Cover” button that appears. For Groups, you’ll click on the funky little button on the right hand corner that I’ve outlined in red.

Cover photos are 851 pixels wide and 315 pixels tall. If you upload an image that’s smaller than these dimensions, it will be stretched to this larger size (making it look super fugly). The image you upload must be at least 399 pixels wide and 150 pixels tall or they won’t be uploaded at all.

Unlike Twitter, your updates are not limited by number of characters. They can be as long as you like. The same rules apply to Facebook updates that apply to Twitter updates: Do not be obnoxious. Once a day is plenty unless you are adding pictures of your work to a portfolio album. You don’t want to overwhelm your “fan’s” feeds and have them disable your page notifications from appearing in their newsfeed altogether.

If you have any other questions about Facebook Pages or Facebook Groups, feel free to ask below in the comments or email me! I’ll update the article as necessary!

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Beauty industry survivalist, salon crisis interventionist, tactical verb-weapon specialist, and the leader of at least a hundred workplace revolutions, Tina Alberino is known as much for her extensive knowledge as for her sarcastic wit and mercilessly straightforward style. She’s the author of the book The Beauty Industry Survival Guide and the blog This Ugly Beauty Business. When she’s not writing, educating, or consulting, she can be found overthinking everything, identifying problems people didn’t know existed, and stubbornly working to change the things she cannot accept.


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