I was researching new business opportunities and targeting local wineries who may need help in the social department. Some who posted infrequently, some who posted only text and others who only posted recycled content from someecards versus telling their own story. You could tell those who really didn't understand Facebook as they had set themselves up as a "person" years ago, and never made the switch to a page. In the past I would say this is a horrible idea. The first reason being you have to approve friends versus allowing people to click one button and become a fan. The second, and probably most important, is it goes against Facebook's terms, businesses are supposed to be pages. The third being you have limited access to resources - analytics, advertising buys, check-ins.

However, I'm going to have to eat my words because I noticed something unusual. The "pages" set up as a person were getting 100 + likes a post with a fanbase that was only a few hundred strong. A 50% engagement rate without advertising on a FB page is unheard of today.

So, what was happening? These "pages" weren't being penalized by the decrease in organic reach because Facebook was viewing them as people. Their content was actually reaching their fans. Remember those days?

I don't condone you setting up a business as a person for the reasons mentioned above, but it does speak to the fact as a page you are going to have to work harder than ever before. Set up advertising, mine your analytics and create content worth sharing.

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