You should get a Facebook page if you are or represent the following:
- A business — of any sort. If the general public doesn’t want to talk to you personally, there’s no need for a profile.
- A brand — Maybe you’re not selling anything directly, but if brand recognition is what you want, then a page is what you need.
- A website — A website may be a brand or a business, but it’s also worthy of a page. Facebook even has a category specifically for pages.
- A location that consumers would “check into” — You can both have a page and claim your page on Facebook Places.
A page, rather than a profile, gives you a great place to post photos, generate buzz, host giveaways and advertise events and promotions. You can interact with consumers, and because multiple people can administer a page, it doesn’t matter who in the company is doing the interacting. When you post website or blog updates to Facebook, you can also generate traffic to your own website. Include your website URL in your “About” section. If you have no website at all, a Facebook page is an adequate substitute, but I’d advise against using this as your only Web presence.
However, a Facebook page requires that you’re active. You should post at least once a day and respond to any comments, questions or concerns your fans have. You should completely fill out your profile and use your company name in the text areas. Make sure to use a recognizable name for your page title and claim your company name as the URL for your new Facebook page.
Furthermore, you won’t directly sell anything from your Facebook page, but it’s a good way to encourage visitors to click over to your website to see new products or deals. Patrick Healy has something to say about this.