Forbes: Brands need more than a Facebook page

If you recently set up a Facebook page for your company, it’s likely you had to clear some hurdles with executives to do it. But according to Forbes columnist Fred Cavazza, you’ve only gotten started.

“Apart [from] very specific cases, every brand should be present in Facebook, but opening a page is not enough,” he writes. “By multiplying your presence inside Facebook, not only you will raise the odds to reach your targets, but you will also benefit from functionalities which are not available to page owners.”

Among the pages Cavazza suggests creating are official pages for specific products, pages directed to demographic groups, profile pages for brand representatives—people who run the pages or mascots—and community pages. He also suggests setting up groups on topics relevant to the brand and places for all your permanent and temporary locations.