Facebook’s original intention was to be a social network for college students, and at one time it required an .edu email address for registration. Later, it expanded to grant membership to high school students, and finally to people of all ages. However, keeping true to its origins as a service geared to connecting individuals, Facebook has always maintained certain rules for brands and businesses.
One rule many marketers find frustrating is Facebook’s strong distinction between the types of users
and how it applies that distinction to Profiles. If you represent a brand or entity other than an individual
user, Facebook’s Terms of Service state that you must set up a Facebook Page to represent that brand,
business, or public persona, whatever it may be. This includes politicians, sports figures, and other
celebrities; even as individuals, they need a Page for their very recognizable self. These Pages offer
different choices that are specific to companies, such as business hours, and leave out more personal
details, such as hobbies and interests.
Still, Facebook Profiles are the building blocks of the site itself, and you’ll need to set one up before
you can do anything else on the site, including creating a Page of any kind Profiles, and
the people they represent, are linked back to every action on Facebook so that someone can be held
accountable for each interaction and piece of content that appears on the site.
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