The importance of having a public figure Facebook page

If you’re a marketing or branding manager who thinks a public figure Facebook page isn’t for you, you’re mistaken.

Having a public figure page gives you the keys to the branding kingdom. You can run targeted ads, promote yourself, offer your business services and create brand awareness. You can also use it to track engagement.

It’s against Facebook’s terms of service to promote products using a personal profile. You know the one you use to talk to friends, family and hide bad selfies? That’s the profile you’re supposed to use for fun. The public figure page is strictly for business.

Personal profiles can’t be tagged by well-known media outlets or any organization that Facebook dubs a “business page.”

Here are three ways to make a public figure page work for your brand.

1. Analytics

Facebook analytics show who views your posts, how they engage with your content and the best times to share stories and news.

Review your page’s analytics every few weeks to see which types of content best resonates with your audience. Doing so will strengthen and deepen your relationships.

2. Grow your list

Most journalists and PR pros think of a list in terms of contacts, but what if that changed?

Instead, think of a list as a built-in audience eager for your next piece of news or content.

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MailChimp is one of the more commonly used services for that, but a variety of tools provide the same service. If you seek to expand your list of followers, these services will sort and tag your current list to help you create a system for content sharing.

3. Get noticed

Using a public figure page to tag another public figure or brand is a great way to interact with various marketing teams.

If you use your public figure page as a professional tool, you won’t have to worry about any of those pesky Spring Break ‘04 photos popping up when someone searched for your name.

If you’re concerned about managing two Facebook presences, use an editorial calendar to create and schedule content. Some use Google sheets or a Dropbox folder. Both are compatible on smartphones. iCloud storage works great, too.

If you do go public, there are a variety of tools to help you expand your Facebook following.

Victoria "Vix" Reitano is a social media strategist, editorial marketing expert and a content strategist. She is the founder and CEO of CreatiVix Media in New York City. A version of this article originally appeared on Muck Rack, a service that enables you to find journalists to pitch, build media lists, get press alerts and create coverage reports with social media data.

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