What should people who have a physical location be considering? Would they want to combine their Facebook Page or their Facebook Place? What does that look like?
Facebook has recently rolled out a specific type of Page called a Place page. It’s still fairly early in the adoption of Place Pages. If you are a single-location business, it might be better for you to use a Place Page instead of a fan Page just because there’s some additional things that you can do with a Place Page, such as the ability to do offer ―deals.
Deals are when somebody checks in at your location and you give them an offer. You pay for that in a similar way you pay for advertising. It’s the only form of mobile advertising available on the Facebook platform right now.
If you are the type of business with multiple locations, then it would be a good time for you to continue to keep your brand Page but then roll out a Facebook Place Page for each of your locations. And again, that allows you to roll out deals specific to each of those locations, and it allows people to start to then interact with the other fans. This interaction is one of the key things that people are looking for from the whole fan Page experience, and they can do so with people who are from their same geo-location.
If you are a massive franchise or a very large business, something like a CVS Pharmacy or a McDonalds or Starbucks, then you would have thousands of Place Pages to roll out. Right now, the problem that we have seen with brands is most brands are just trying to figure out how to manage a single brand page.
The idea of adding the complexity of thousands of these individual locations when the tools really aren’t mature enough to allow you to be able to manage a volume of Place Pages like that, it’s probably a little too early for a brand like that to get in unless they have some large investment that they plan on making for a Herculean effort to manage it.