Should I create multiple Facebook Pages? Here are some possible solutions!

This is a very common question: should I make only one page or several pages for {enter specificity}? This is a question that cannot be answered easily since each business is unique, but here are some possible solutions to help you make a decision.

In my experience, here are four scenarios that come up most often.

IF IT'S A MATTER OF DIFFERENT LANGUAGES

Since it is possible to target your publications, there are few cases where making a page per language is necessary.

On the other hand, a technique that we sometimes see is the maintenance of a world (or Canadian) English page and a French page for the Quebec public. This practice is not always efficient because of targeting, but some brands make this choice to get closer to Quebecers; for example, Target with its Target page in French . 

IF IT IS A MATTER OF DIFFERENT PRODUCTS

Imagine a company that sells juices and has several different products, more than twenty. Among these products, some are aimed at similar audiences, but some have different audiences. What are you doing?

The answer in many cases is:

• Create a page for company branding
• Create a page for the most popular products

That's what big brands like Procter and Gamble and Unilever have done with their brands. This allows the brand to get closer to consumers and come out of the shadows, and the products to regularly create unique content for each of the audiences.

IF IT'S FOR AN EVENT

Let's take the case of an entity that produces events, for example Evenko. Evenko produces various shows throughout the year, including events that return annually.

Here are some questions to think about before creating social presences for an event:

• Is the event for a limited time in the year
• Does the event come back during the year/repeat
• Is the target audience for my event and my current page different?
• Do I have enough content to feed the page during the year

Let's go back to Evenko's example and look at Osheaga. Here are some great reasons why Osheaga has its own page:

• Osheaga is a strong brand for Evenko
• Osheaga targets a different audience than Evenko
• Osheaga produces year-round content to feed the page
• Osheaga returns every year

On the other hand, Evenko does not create a page for a normal show which takes place only once.

IF IT IS A NEW REAL ESTATE PROJECT

This is an important question for all promoters of real estate projects currently being built in Montreal. A real estate project is a major one where a lot of money is invested, and attracting buyers is essential.

In a case like this, it can be estimated that the creation of one page per project is useful if the project is carried out over a period of more than one year.

I give the one-year period as an indication, because what must be remembered is the importance of building a long-term relationship with users in order to be able to convert them into buyers.

The Facebook page will also allow the developer of the real estate project to continue to provide customer service once the project is completed.

THE BENEFITS OF EACH CHOICE

The main advantages of having a single page:

• Consolidates subscribers (marketing efforts)
• Less management and monitoring required
• Simplifies user information request/finding

The main advantages of having multiple pages:

• Allows you to speak to a more targeted audience
• Allows you to publish without filter in a single language
• Applications can be unilingual
• Allows to be more creative on the name of the page
• Gives more freedom on what we can do
• The different pages can help each other

THE MOST IMPORTANT QUESTIONS TO ASK

• Is the audience for each product/show/project different and deserve a different pitch?
• Do I have the resources to manage multiple pages and create different content?
• Could the Facebook page live well in time?
• Will users find it useful to follow several different pages

Otherwise, I can end by saying that it is easier to create one page to begin with and create several later than to create several now and try to merge them later. Above all, do not bet everything on the possibility of merging your pages, because, unless they have the same name, the operation could prove to be difficult.