June 10, 2020
If you’re a business owner or a new marketing professional, you may have found yourself in a serious dilemma when setting up a business Facebook page. As part of their security policy, Facebook requires all business pages to be linked to personal accounts, which can make things a little complicated.
For example, if Tina wanted to created a Facebook page for her business, Tina’s Flowers, she would have to create that page by logging into her personal Facebook account. Theoretically,this is an attempt by Facebook to improve the transparency of the page, to ensure the veracity of the information on their platform (cue laugh track), and to promote the safety of their users.
That’s all fine and good, particularly for a sole proprietorship or small businesses who handles their own marketing efforts in-house. But what if you want to create a little more separation between your personal account and your business page? What if your business consists of more than just yourself? What if you’re planning to bring employees on board?
Allowing employees to link their personal accounts to your business page as admins may seem like an easy solution right now, but what if you experience staff turnover? What if an employee departs suddenly, and you find yourself locked out of your own business page?
Facebook does have a customer service structure in place, but, in my personal experience, it is nothing short of nightmarish. So, how can you avoid the nightmare?
I’ve watched people explore a number of creative strategies to address this problem.No shade intended - my #1 all-time favorite strategy included the creation of a fake person named Mark Ting (Mark Ting….Marketing….get it?) whose Facebook account served as that personal link for the business page. This worked adequately right up until Facebook updated their policy (as they do frequently) and suddenly the empty Mark Ting account was flagged as fake (and it was, so good on Facebook). The verification process that followed left the business unable to run advertisements for a full week. Depending on the nature of your business, this type of outage can be disastrous. While this strategy was delightfully clever (and absolutely hilarious), it just didn’t stand the test of time and ultimately impaired the business’ ability to drive conversions during a high interaction time.
Don't despair though! One quick action today can help you avoid hours of agony in the future and save you from unfortunately-timed outages.
Facebook Business Manager is no secret to larger corporations, yet it remains underutilized by small businesses and nonprofit organizations. Facebook describes its Business Manager as “a central space to manage your business, separate from your personal Facebook profile.” THAT’S THE DREAM, am I right?
1. Business Manager offers you the ability to centralize all your business activity on Facebook into a single portal. This is particularly useful if you plan to create multiple business pages for your different locations, and you’d like to keep them all under the same management.
From this single portal, you can manage all ad accounts, administer all your pages,and set roles for your employees with ease. A business’ Facebook page is only one manifestation of the business’ presence on the platform, and Business Manager allows you to manage that aspect as part of a much bigger picture. More control + more separation = happier administrators!
2. You can set two tiers of Admins! Business Manager lets you set two distinct tiers of Admins (they call it “a 2-layer permission system”). This means that you will be able to have as many page-level admins as you’d like PLUS a higher level of Admin with exclusive control over the Business Manager portal. So, looking at Tina’s Flowers, for example, Tina could set up her staff member up as a Page Admin while setting herself as the Business Manager Admin. This would give the staff member the complete authority to manage the individual Tina’s Flowers page, but Tina would retain exclusive control over the business and any other business-related pages and accounts as far as Facebook is concerned.
This is absolutely essential for rapid recovery if you were to ever get locked out of your page.
3. You can manage multiple ad accounts and multiple Pixel IDs! This one is particularly important for marketing professionals who work with several clients at a time. With Business Manager, you can set yourself up as a consulting business, linking multiple pages to your account via the Request Access function (so the business owner doesn’t have to hand over too much control) to simultaneously manage multiple ad accounts. Hooray for keeping your ad spends clean and organized!
4. The Partners feature is perfection! Business Manager includes a Partner feature, which allows you unique control over how your advertising partners/vendors interact with your page. If you’re a business that occasionally hires out to third parties for large scale social campaigns, this is an awesome feature for you. Add your advertising partners to your Partner list, assign specific permissions for each page, and easily remove partners at the end of your contracts. This feature allows partners to exchange the necessary information to keep the campaign on track and maintain records after the campaign has ended.
So,what do you think? Ready to take action yet? You can click here to follow Facebook’s simple steps to create your Business Manager today.
This is just one more simple, actionable step on your path to success! You can do this! And if you need a little help along the way, you know who to call.