The answer is both, but you’ll want to do it in a very calculated way.
If you’re a small business owner, you probably have at least two Facebook pages:
- Your personal page where you keep up with friends & family (and post photos of your dinner)
- Your business page where you promote your company/brand
So which should you post to? Let’s start with a little background.
Your personal page, or your “profile” according to Facebook, is where you are directly connected to your friends and family. Depending on your privacy settings, your content is mostly (if not only) seen by people you know. It’s not hard to get reactions and comments because you have a warm audience of people who like you, or at least know you and therefore have a connection to you.
Your business/brand page, or your “Page” according to Facebook, has people who have “Liked” it, so it’s not a two way connection. It can be very hard to get reactions and comments, even if most of the people on the page are the same friends and family from your personal profile. WTH, right?
There are 2 main reasons for this, both of which are in your control:
- Facebook wants to make money. Since your business/brand page is theoretically for-profit, they want you to pay to reach your fans. Not an option? Read on for reason two.
- Facebook wants to show people the best possible content so they don’t leave the site.
There’s a pretty good chance you’ve been scrolling through Facebook and closed it out of annoyance. It might have been because there were too many pictures of fireworks on the 4th of July. Perhaps it was too many political posts. Whatever it was, you left, and Facebook hates that. So their algorithm works to keep things you don’t want to see out of your news feed. Business/brand pages tend to post lots of sales pitches, and that tends to drive people away.
On to the original question!
As I mentioned before, you should definitely post to both pages. For the most part, you should post personal content to your personal page. But you should occasionally (maybe once per week) post something business related. On the flip side, your business page should be mostly business-related, but you should occasionally post something personal.
Want to post the same thing to both pages? Here’s how to game Facebook’s algorithm:
- Post it to the business page
- Share it to your personal profile page, but add a comment that personalizes it for your friends & family
For example, if you’re a real estate agent, you might post a video on your business page about a really cool house you have listed. Then share it to your page adding, “For those of you who know me, you know this would be my dream kitchen – Anyone want to chip in and help me buy it? ;)”
As you plan your content, make sure to follow 80/20 rule so that Facebook actually shows people your content!
I hope that helps streamline your Facebook strategy. If you have a question or want clarification on something, feel free to message me!
Jerry Potter is the Creative Director and CMO for Mastodon Media, as well as the founder of Five Minute Social Media, a YouTube channel that teaches small business owners to maximize their social media marketing. Living in Seattle, he spends his time with his wife and two Tiny Humans, and is on a quest to prove Diet Coke is actually good for him.