Pymes en Facebook: ¿Siguen siendo las fanpages mejores que los perfiles?

Pues sí.  Puede parecer un sacrilegio hacerme esta pregunta a estas alturas. Sin embargo los famosos cambios en la visibilidad orgánica de las publicaciones me han hecho replantearme todo lo que hasta ahora daba por sentado.

Hasta hace muy poco cuando una empresa con perfil en Facebook me encargaba su gestión de redes sociales, lo primero que hacía era reconvertir ese perfil en fanpage. Las razones para hacer esto son de sobra conocidas por todos y se pueden resumir en los siguientes puntos principales:

  • Los perfiles son para personas y las fanpages para empresas.
  • Un perfil está limitado a 5000 amigos. Por el contrario una fanpage no tiene límite de likes.
  • Las fanpages nos ofrecen multitud de datos estadísticos sobre nuestros fans, visualizaciones etc, además de darnos la posibilidad de contratar anuncios mediante Facebook ads.

Ante este cúmulo de ventajas la decisión de crear una fanpage estaba clara. Y más aún cuando el propio Facebook nos decía que esa era la forma correcta de obrar. Sin embargo ahora comienzo a tener mis dudas sobre cuál es la mejor estrategia a seguir. Para ponerte en situación te contaré una experiencia personal que he tenido recientemente y que me ha hecho replantearme cómo actuar en estos casos.

Situación: el restaurante con perfil

La semana pasada me contacta un restaurante local para gestionarle su presencia en Facebook. Observo que tiene un perfil con 1500 amigos y bastante conversación. Mal empezamos. Mi primer impulso es convertir el perfil en fanpage pero automáticamente me acuerdo del descenso de la visibilidad orgánica de las publicaciones. El dueño del restaurante se mueve bastante bien conversando con sus amigos mediante el perfil de empresa y no quiero restarle visibilidad si convierto ese perfil en fanpage.

Si se tratara de una empresa con muchos amigos (ya rozando los 5000) o con claras pretensiones de seguir creciendo en Facebook, la decisión de reconvertir el perfil en fanpage estaría clara. Pero al tratarse de una pyme local creo que la creación de una fanpage puede ser contraproducente en el corto plazo (a menos que decida realizar una fuerte inversión inicial en Facebook Ads.)

Entonces … ¿qué decisión tomar?

Según veo yo las cosas, y quizá me equivoco, tendríamos dos posibilidades.

  • 1. Reconvertir el perfil en fanpage a riesgo de perder visibilidad orgánica.
  • 2. Mantener el perfil y crear una fanpage desde cero.

Ninguna de las dos decisiones me gusta pero creo que la 2 es la menos mala a corto plazo. En mi primer año de carrera (allá  por el 2000) entregué un trabajo escrito con bolígrafo y el profesor (Kiko Mora) me dijo que todo lo que no estuviera hecho a ordenador le daba dolor de barriga. A mi me da dolor de barriga mantener de forma paralela un perfil de empresa y una fanpage. Sin embargo, actuar de esta manera para este caso en concreto nos daría las siguientes ventajas:

  • Mantendríamos la visibilidad que ya tenemos.
  • Podríamos ir pidiendo a los amigos del perfil que hagan like en nuestra nueva página.
  • En caso de que Facebook se pusiera duro y eliminara nuestro perfil (por tratarse de una empresa y no de una persona) tendríamos ya nuestra fanpage creada.

¿Esta manera de actuar es la más correcta?

Pues sinceramente no lo sé. Las redes sociales son un entorno en constante cambio. Muchas veces la falta de una guía clara inicial nos obliga a adaptarnos a este entorno por intuición.

Si te has planteado algo parecido y has llegado a una solución similar (o diferente) me encantará leer tus conclusiones.

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Comentarios

  1. dice

    Para mí es realmente la mejor opción, porque en serio, todo cambia, constantemente, yo lo que hago es tener perfiles de tal o cual temática, y cuando administro la fan page de alguna empresa, uso un perfil como canal principal para llegar a la fan page- dependiendo claro, del rubro – y resulta muy bien ;)

    Pero es cierto, si dependieras sólo de tu fan page hoy en día, no lograrías mucho :/

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