When looking to build your brand or engage prospective customers sometimes it's more effective to use a group instead of a page on Facebook. The following excerpt from The Facebook Marketing Book
Groups are often faster and easier to set up than Pages. They also offer a more personalized and controlled atmosphere for conversation. As a marketing tool, a Group is a better option when:
Time is a factor.
Groups are helpful for time-sensitive initiatives (Figure 4-4) that need to reach critical mass quickly. In a global Group, any Group member can send bulk invites to his friends, which can be helpful for viral marketing. Beware of overusing this feature, however, as those invites may be perceived as spam.
You need control.
Groups also offer more control over who is allowed in or out, while Pages are open to everyone. A Group can be open just to a particular school or work network, or to all of Facebook. You can also require permission for joining a Group so that everyone must be approved by an admin (but can see some Group content before requesting to join), or you can make the Group completely secret and visible only to those you invite. This makes Groups helpful as a separate subsection of your Page, perhaps for your biggest brand supporters.
All around, Facebook Groups provide a feeling of more personal interaction. Groups are directly tied to the person who administers them, and that Profile name will appear on the Group, unlike a more anonymous Page, which could be manned by any number of people. Some find this personal connection a welcome change in the digital world, especially when dealing with more sensitive topics or emotional issues, like health questions or life-changing events.
Figure 4-5. You can fine-tune a lot of the settings for your Group. Keep them global and open to maximize your reach.