Seeing Double: When a Brand has Multiple Facebook Pages

As an early twenty-something, I’m known to check out a Facebook page before I check out a company’s website – even for something as simple as hours of operation or a location. And why wouldn’t I? I’m already on Facebook, anyway.

But what happens when a single brand has multiple Facebook pages? A quick search of many big name brands could turn up multiple Facebook pages. My favorite grocery store, Hy-Vee, has multiple pages based on location. And, from a quick viewing of their walls, most pages share the same content. So, why so many pages?

Social Media St. LouisHaving multiple Facebook pages cannot only be confusing, but it can completely deter people in their search. If I want to find Hy-Vee’s page and upcoming sales, which are likely to be storewide regardless of location, I want one source for this information. What I don’t want is to sift through 15 pages of different locations which will tell me the same thing. Not only is it a waste of time and effort for a company’s social media team, but it also causes more potential for a corporate social media policy to be ignored. Did we mention the fan reach? Would you rather have 1,000 fans on 15 pages or 15,000 fans on one page? You know – if you’re into that thing.

Here’s a pro-tip: if your business is completely set on the idea of quantity over quality Facebook pages, try to break them up by important geographic factors, like country or region. Applebee’s might have a handful of pages, but they are broken up into pages like “Applebee’s Middle East” or “Applebee’s Guatemala.” These are pages that would likely have different content, language and even menus.

Before you go pull the trigger on creating multiple Facebook pages for your business, think about it from a user standpoint: do you want one source for information, or one too many to count?

For social media, lead generation or advertising services, think Abstrakt Marketing Group.