The Pros and Cons of Merging Your Facebook Page and Place

/

Recently, Facebook made it possible for a brand to merge their Facebook Page and Facebook Place to one concise page. This new feature became available the same time as Facebook rolled out the Deals option for Facebook Places, which allowed for various local deals for users checking into a physical location from their mobile phone. It makes sense these features debuted around the same time because both additions can certainly be utilized in conjunction with one another. However, like any newly added feature there are good and bad aspects. What will you decide to do with your brand on Facebook, merge or remain the same?

Facebook Places and Pages Merge

The Pros of Merging Your Facebook Page and Place

1. Consistency: The main upside to merging your online presence on Facebook is that it creates a single hub for your customers to interact with your brand and to find information. Having your contact info, location, deals, updates, photos, events and more all on one page offers a helpful streamline for any current or future customer with regard to the goings-on at your company.

2. Convenience: Going hand in hand with consistency, the fact your entire brand is in one spot on Facebook allows for easy updates and maintenance as the owner of your brand. After a merge you only need to update your customer base from one channel within Facebook, which allows for an easy connection to your business’s online presence and physical location. Also, whenever your brand needs to update your profile there’s no need to worry about consistency between a Page and Place, making changing info quick and streamlined.

3. Appearance for Small Business: Another plus to the merge is that it merges the look of a Fan Page and a Places Page, which is specifically beneficial to companies with one physical location. For instance, a small map of your business’s physical location appears at the top of your newly merged page offering quick and easy understanding to consumers as to how to get to where you’re located. Not to mention, your address, phone number, website and hours are now also at the top of the page. This is perfect for a small business like a coffee shop or a shoe store that aims to bring the customer to a physical location.

The Cons of Merging Your Facebook Page and Place

1. Appearance for Medium to Large Business: Although the appearance of this merged page is not unsightly in any way, it still has a disadvantage for most businesses. If you’re a large business owner, especially with more than one location, then it’s recommended that you do not merge your presence on Facebook. The look of the merged page is overtaken by the map at the top of the page, altering the look of a Fan page that users have come to learn and love. It doesn’t make sense for most businesses to merge because of their type of business. If you were a popular eCommerce site with no physical location, consumers would be confused as to why your contact info and address were front and center on your page. Not to mention, FBML customized tabs are shortened in width after a merge. This will alter any existing custom designed tabs you have within your page, squishing the images and distorting them.

2. Inability to Reverse a Merge: One of the main issues with the new merge feature is the fact there’s currently no option to reverse it once it’s implemented. This is hard to deal with because as a business, especially online, your market and product is always changing. Therefore, not having the ability to alter a facet of your brand may become frustrating and in the end troublesome for the transforming state of your business.

3. Confusion: Facebook appears to still be working on the Places feature and hasn’t fully completed work on the way that Pages and Places merge. My prediction is that they will attempt to fix the above problems in the near future. It’s not like the social media giant to release something that isn’t fully complete and user friendly, but then again like any business Facebook is ever changing. Until the confusion passes, what will you do? Will you merge or leave your Facebook presence as is?

Brian is a former LunaMetrician and contributor to our blog.

  • http://facebook.com/pmgloans Anna

    Thanks for the info but it was too late–I already merged them.

    However, awhile after I did so, they moved the map to the info tab instead of the wall.

    But you still can’t choose the default tab, and I believe there are some other preferences I could edit before that are no longer available.

  • Brian Honigman

    Hello Anna,

    You’re right. They have altered the merged page since I wrote this and moved the map to the info page. It appears that the FBML customized tabs have returned to their original dimensions, but still no way to alter what tab a user lands on when they visit a page.

  • http://www.marketingsavant.com/ Dana VanDen Heuvel

    Hey Brian,

    One more thing (not sure, but didn’t see it in the post) is that the impressions on a per-post basis that you’re able to see when you look at a regular page as an admin…are gone once you merge the page + place. You still get the insights, of course, but being able to look at the wall and see how various types of posts are performing is an attractive feature of the ‘old style’ page.

    Not to mention, the change in structure (tabs to side nav) could throw some folks off, especially for brands that are really making good use of the tabs.

  • Brian Honigman

    Hello Dana,

    You’re right! Thanks for adding that aspect of the merged Facebook page that I failed to mention.

    Thanks.

  • Andrew

    They have added the option to unmerge your pages now. Just scroll down your page and click “Unmerge all merged pages”.

  • Brian Honigman

    Thanks Andrew, you’re right! If you look here (http://bit.ly/fbHpOl) you can see a screenshot of where this new option is available on a Facebook page you admin.

  • lthames

    Is the merge possible on all Places/Pages or is it still a pilot? Trying to do it for my business and not getting the option to Merge in the sidebar.

  • http://www.lunametrics.com Brian Honigman

    It is no longer a pilot and all Place/Pages of related businesses can merge. However, the function is still buggy at times. Make sure the name of your Place/Page is the same, you have admin control over both your Place/Page and that the address listed for both the Place/Page are identical. Let me know if you need further advice.

  • Anthony

    will the merge keep all my wall posts intact on my page and not delete them?

  • Brian Honigman

    Hello Anthony,

    Although much has changed about merging a Facebook Place and Page since I wrote this article, one thing that hasn’t is the fact you won’t lose your data from your wall posts.

  • Cenk

    Hi Brian,

    Do you know if you get to keep your username for your Facebook Page when you merge?

  • Brian Honigman

    Hello Cenk,

    Yes, when you merge your Place with your Page you get to keep the username you defined for your Page.

    Let me know if you have any other questions.

  • Magda

    Hi,
    I’m trying to merge my Place and Page but I’m not seeing this option in Resources. I think this is because on my Page I am getting this error message when I enter the address: We couldn’t determine the location from the provided address. Make sure to enter a valid address. A few answers to questions that may arise.
    1. I am the administrator of both the Place and Page.
    2. The address I entered in my Page is the exact same address I entered in my Place and in my Place the address was accepted as valid.
    Thanks in advance for your help!

  • http://www.hotelmeridasantiago.com Jan

    I cannot change/put the address of my facebook page and keep getting the message:

    “We couldn’t determine the location from the provided address. Make sure to enter a valid address.”

    Does anyone know a solution? Would be appreciated mucho!

  • Roxi

    Same problem here: “We couldn’t determine the location from the provided address. Make sure to enter a valid address.”
    I am from Romania and I entered all the valid information. I even created a place on Bing maps with this location. Nothing seems to work, Facebook does not recognize my address. I even sent them a bug report but no answer for weeks.
    Please help if possible.

    • http://www.lunametrics.com Dan Wilkerson

      Hey Roxi,

      Sounds like you’re making all the right moves. My advice would be to add a location to Bing Maps, which you appear to have already done – but if it’s anything like Google Maps, it’s going to take awhile before they get that information plugged in.

      Other than that, there’s nothing that comes to mind. Best of luck!

      Best,
      Dan

Contact Us.

LunaMetrics

24 S. 18th Street, Suite 100,
Pittsburgh, PA 15203

Follow Us

1.877.220.LUNA

1.412.381.5500

getinfo@lunametrics.com

Questions?
We'll get back to you
in ONE business day.