In an age where traditional brick-and-mortars are in decline due to the rising growth of e-commerce, most businesses are beginning to see the value in creating an engaging Facebook presence.
However, many businesses make the mistake of building an audience through a Facebook profile as opposed to a Facebook page. This is problematic for a few reasons.
First, Facebook profiles are restricted to a maximum of 5000 friends. While that may seem like a fairly large number, you never want to cap or restrict your growth potential. Your business is awesome enough to blow right past that number, isn’t it?
Secondly, and most importantly, Facebook considers non-human Facebook profiles to be in violation of their terms of service (TOS). They have also instituted an incredibly strict “real name” policy in an effort to curtail imposters and other possible forms of online misrepresentation. Simply put, profiles are for non-commercial use and are solely meant represent individuals.
Knowing this, the idea of building your brand online by way of a Facebook profile is an incredibly risky proposition. The network requires you to consent to their TOS during the sign-up process and if you are found to be in breach of these terms, they will simply delete your profile without notice.
What about the businesses that have already built a substantial following for their business using a Facebook profile, you may ask? Thankfully, Facebook has created a handy migration tool that quickly and easily allows you to convert your profile into a Page. Upon doing so, your personal profile picture, name, and username will be transferred to your Page automatically and in turn, your friends and followers will become fans of the Page and be reflected in its number of likes.
It is important to note that the majority of your profile information will be lost unless you manually download it yourself. Also, Facebook does not allow Page accounts to manage Facebook groups so you must appoint a new admin to any groups you are running prior to the start of the conversion process.
Finally, a Facebook Page still has to be managed from a personal profile (confusing, we know) in order to gain complete access to all of the available Page features. This means you will either have to link your Page with your personal Facebook profile or assign a Page role to another user on the site.
Once you’ve completed these steps, your business will have a legitimate set-up for the long haul in the Facebook business game! Enjoy your new Page without having to start from scratch at ground zero!