The success of a Facebook Page lies in the hands of its admins. Facebook Page admins are the people who are in direct contact with a Page's fans and are in charge of promoting the brand to the online world. Whether your Page has one or many admins there are a few best practices you need to know about in order to ensure that your Page is as engaging and successful as it can be.
Here are 8 things you need to know in order to be a super effective admin:
1. The benefits of a business Page versus a personal profile
Although it's been possible since March of 2012, many Facebook users still don't know that a Facebook profile can easily be converted into a Page. Facebook calls the process a "Profile to Business Page Migration" and you can learn more about it here. Facebook Pages offer unique tools and features for organizations, businesses, brands and "public figures." Facebook defines a public figure as an individual who may be a celebrity, writer, musician or may be just a self-employed business consultant or other "personal" brand. If you are using Facebook as a business tool, you want to set up a Page because it gives you access to many powerful marketing tools, including ads and apps. It is also a violation of Facebook's terms to use a personal account to represent something other than yourself (for example, to use a profile to represent your business).
2. What's what in the Admin Panel
The admin panel appears above the Timeline when you navigate to a business Page as an admin. Below is a quick breakdown of what's available in the admin panel.
1. Manage Page info, Edit Page settings and Admin rolls, View Activity Log and Banned users, toggle account use
2. Invite Friends, Share Page, Promote Page
3. Quick glance at post reach
4. Respond and engage with followers via messages
5. Quick glance at Like count/new fans
6. View detailed analytics on Page by date, posts, etc.
7. Create Ads
8. Cover photo
9. Profile Picture
10. Give basic details and links for your company
11. Custom app thumbnail
12. Click to expand custom apps menu
3. Why it's important to choose a Page name that represents your brand
Pages have the option to change their Page name as many times as they'd like if they have fewer than 200 likes. If your Page has more than 200 likes, you can only change your Page name once so you want to make sure to choose a name you want to keep. If your business has a long name you may want to consider a shortened version for your Facebook Page. If you have multiple locations, you may choose to put your location in your Page name so fans can differentiate between locations. Only admins who are Manager or Content Creators can change the name of a Page.
4. Why it's a good idea to assign admin roles and establish rules
Facebook allows five different administrator roles: Manager, Content Creator, Moderator, Advertiser and Insights Analyst. Each role has different capabilities - only Managers are allowed to change each admin's role. Facebook makes all admins managers by default. To prevent conflict amongst your employees, and before you assign your Facebook Page's admin roles, establish some company-wide guidelines. Some best practices:
- Have a Facebook training session once a quarter
- Define the voice of your Page
- Keep a shareable document (e.g., a Google doc) that outlines company social media policies
- Keep admins to a minimum
- Keep communications between admins open
5. How to customize Your Status Updates
Facebook provides many features that allow Page admins to customize status updates so Pages can draw more attention to their Timeline content. Below are nine functions of a status update that businesses can use when posting.
- Pin a post
- Highlight a post
- Target a post
- Add location to your post
- Schedule a post
- Boost a post
- Create an offer
- Create an event or milestone for your Page
- Host a Timeline promotion
6. What makes a great status update
When it comes to posting a Status Update on Facebook, wording is everything. You might be sharing something valuable, but if your Status Update isn't worded the right way, it won't get the views, Likes and shares it deserves. Here are seven things to consider when crafting that perfect status update:
- Share a tip
- Post the most interesting fact related to your content (and link to the rest)
- Stay positive
- Host a Timeline contest or promotion
- Include images
- Make images mobile friendly
7. How to use third-party app providers
Installing apps on your Facebook Page can make the Page powerful and engaging. You can use apps to host contests, feature forms, newsletter signups, menus and much more. But unless you know computer coding and can build your own apps, you'll need to work with a third-party app provider. There are lots of third-party app providers to choose from but here's what to keep in mind when you're looking for one:
- The apps should be flexible
- The price should be right
- The apps should be embeddable or have "anywhere" capabilities
- The apps must have mobile capabilities
- The apps should use "fan-gating" to earn new fans
8. How to make the most of your cover photo
The cover photo is the focal point of a business's Timeline profile. It sets the tone of a Page and stands as a visual message alert for whatever it is you want Timeline visitors to know about your brand, or your client's brand, first.
Among the many ways to make the most of the cover photo real estate: get into the holiday spirit (whether it's Christmas or the 4th of July), direct fans to a specific app, showcase new products, promote a Facebook exclusive or fan-only incentive, create a sense of urgency, establish authority and promote your other social networks.
These are just a few of the many ways Page administrators can ensure they're doing the best job possible when it comes to managing a Facebook Page. Facebook admins can also check out this Facebook Maintenance Manual for detailed descriptions of these tips and some additional best practices for maintaining a successful Facebook presence.