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Facebook Personal Page:
PROS: you probably already have one!, friends are more responsive to personal pages than to fan pages.
CONS: maximum of 5000 friends, mutual approval process to connect as friends.

Facebook Fan Page:
PROS: You can run “Like” advertisements to target new fans, add extras like custom tabs, view insights to see how the page is growing and who your fans are.
CONS: If you’re starting it in addition to your personal page, it’s another online area that you have to keep tabs on and maintain.

Facebook Subscription:
PROS: Easy, good for personalities who don’t want to maintain a separate fan page.
CONS: Doesn’t it just seem arrogant to tell people to subscribe to you? Also, difficult to advertise, can’t add content like a custom tab with an excerpt.

My recommendation varies depending on the author and the campaign goals. Here is a cheat sheet of what I *usually* recommend in a given situation:

New adult fiction/literary fiction author: Personal page. Work on expanding your network, adding new friends, connecting with people from your past.

Seasoned fiction author: When you surpass 3,000 friends, start a fan page and begin directing people there. You can continue to accept friend requests, but make sure to begin building your fan page as well. Facebook has a 5,000 friend limit, so you’ll want to make sure to establish your fan page in advance.

Business/non-fiction author: Fan page. Work on connecting with companies and brands similar to your interests. You’ll probably want to do a LinkedIn and Google+ page as well.

Young adult author: You may not even have to bother with a Facebook campaign. Young people are, simply put, not flocking to Facebook. Consider Instagram instead.

Children’s book author:¬†Parents of elementary school kids¬†are on Facebook, so you’ll want a fan page eventually. Consider also starting accounts on parenting networks like Circle of Moms as well.

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