six simple tips that will make you a more effective admin and make your page more professional starting today.
#1: Check Your Wall-posting Preferences
Does your page get a lot of, ahem, critical commentary on its timeline? Or maybe just more than you have time to deal with easily? If so, it might be time to set your page’s Posting Ability tab so that only your page admins can post.
Here’s how: Choose Edit Page from your Admin panel. Then choose Edit Settings.
From there, edit the Posting Ability tab and decide if you want everyone to be able to post on your page, or if you want to allow only your page admins to post.
While I normally advocate allowing open access to a page, and even leaving negative posts up so your customers and future customers can see how you deal with criticism, for some businesses it’s just simpler to let people message you privately if they have an issue. Setting to “Posts by Page Only” also prevents Facebook users from spamming you.
#2: Use Insights to Determine What’s Working for Your Page
There are two basic types of Facebook page admins: Those who post based on hunches as to what motivates engagement, and those who look at Facebook’s Insights to see what actually drives engagement.
Checking Facebook Insights will help you give your fans what they want. For example, if you notice that the posts with images have better reach and engagement than those that are text only, try removing the images to see what happens.
Since Facebook is always messing with EdgeRank, it can seem like just when you have figured out the formula for engagement, something changes. Checking Insights will help you stay on track, no matter what algorithmic changes Facebook throws your way.
A few months back, Facebook did a complete overhaul of Facebook Insights and Jon Loomer wrote a nice article for Social Media Examiner that walks you through the latest features.
#3: Assign Admin Roles
Facebook allows five different administrator roles: manager, content creator, moderator, advertiser and insights analyst. Each role has different capabilities—only managers have the ability to change each admin’s role. Facebook makes all admins managers by default.
You can have as many admins on a page as you want. To add an admin, go to Edit Page on your timeline and then click Admin Roles. Scroll down and select Add Another Admin.
Note: To make someone an admin of your page, the person must have liked the page.
To prevent conflict among your employees and before you assign your Facebook page’s admin roles, establish some company-wide guidelines. Some things to consider:
- Have a quarterly Facebook training session. Discuss roles and address etiquette and expectations for employees who manage the page. At the quarterly meeting, discuss new Facebook features, address concerns about previous posts and talk about new tactics that you’d like to implement.
- Define the voice of your page. Each individual has a unique voice, but when representing a business or brand on a Facebook page, the page admins should work together to form a consistent voice. Make sure that your page admins understand the established voice and that they are expected to use that voice when communicating with users and fans online.
- Keep a shareable document (e.g., a Google doc) that outlines company social media policies. Employees should refer to the document at any time when they need to know what to post—and what not to post. This document should also include recommendations about how to interact with your Facebook fan base.
- Keep admins to a minimum. Don’t give just anyone admin rights to the Facebook page. The fewer people managing a page, the better. Two or three admins actively updating, responding to inquiries and managing the page are plenty.
- Keep communication between admins open. “If you’re not sure, ask!” is an elementary concept, yet it’s an important one. Whether responding to a particularly difficult user comment or sharing an article on the timeline, establish a rule of thumb that if any admin is unsure about whether something is appropriate, s/he should ask another admin for an opinion. Encouraging page admins to have open communication with one another will help reduce mistakes.