Explore the pros and cons of an ever-growing list of Facebook features.
Facebook Pages:
Best for: brands & brand divisions
Worst for: limited time events or specific products
Caution: Creating too many pages for your brand creates unnecessary overhead and negatively segments your audience.
Facebook Public Events:
Best for: in-person events
Worst for: web events
Caution: Creating a public event for webinar or conference call may seem unprofessional. Consider using another platform.
Facebook Private Events:
Best for: invite-only events
Worst for: professional meetings
Caution: Consider whether the event needs to be private. If it’s an event that can be opened to the public—but isn’t—you risk the appearance of exclusivity.
Facebook Groups:
Best for: user-created content
Worst for: reaching new consumers
Caution: Most groups thrive under self-moderation, which limits your messaging control.
Facebook Private Groups:
Best for: influencer development
Worst for: reaching new consumers
Caution: Administering a private group can be rewarding, but also time-consuming. Have a solid, sustainable content plan in place.
Facebook Hashtags:
Best for: reaching new audiences
Worst for: placement control
Caution: You never know what kind of content your brand will appear next to when a user browses by hashtag.
Facebook Post Sharing:
Best for: brand alignment
Worst for: thought leadership
Caution: Over-utilizing post-sharing can make your content feel unoriginal.
Facebook Stories:
Best for: repeat brand impressions
Worst for: long-form appeals
Caution: As on other platforms, Facebook stories disappear after a while, which reduces their long-term returns.
Facebook Live:
Best for: influencer marketing
Worst for: B2B appeals
Caution: You’ll never know how many viewers will engage with a live video. Prepare for the worst, but hope for the best.
Facebook Fundraisers:
Best for: limited-time fundraising campaigns
Worst for: ongoing donor management
Caution: Facebook fundraisers are easy-to-use and powerful, but leave you with little donor information for the next campaign.
Facebook Watch Party:
Best for: follower engagement
Worst for: reaching new audiences
Caution: Followers all enter the same chat-room during a watch party, which can make moderation difficult.
Facebook Product Listing and Tagging:
Best for: showcasing goods and services with static prices
Worst for: promoting services that require custom quotes
Caution: If your prices change frequently, forgetting to update your prices on Facebook could lead to some unhappy followers.
Facebook Job Postings:
Best for: entry-level positions
Worst for: specialist positions
Caution: Facebook is not a specialized job platform, so reaching users with specific skills can be difficult.
Facebook Offers:
Best for: promoting discounts on standard goods and services
Worst for: complex products and services
Caution: Too many details on the offer can make the post seem spammy, which reflects poorly on your business.
Facebook Polls:
Best for: follower engagement
Worst for: orderly comment sections
Caution: Interesting polls can make for a lively comments section. Give your moderator time to prepare, and coach the moderator on how to respond to negative social media comments.