social media how toThe key to a successful Facebook page is to make sure you have a plan. Specifically, it’s crucial that you have a strategy to build your fan base, experiment with promotional opportunities (including Facebook advertising) and customize your page to build brand awareness.

Although there’s a lot to consider when growing a successful Facebook page, the rewards of brand exposure, loyal fans and increased revenue are well worth your time and effort!

One way to streamline the time and resources that you put into your Facebook page is to assign a community manager. A community manager is an admin of your page who is responsible for managing the page and making sure it’s running smoothly. If you have multiple admins on your page, the community manager is ultimately responsible for managing them as well.

Most small to large businesses that have a Facebook page should consider assigning a community manager. The community manager should be aware of the company’s Facebook marketing plan and be well-qualified to execute that plan on a daily basis on your page.


A good community manager is key to building a strong community.

To help you find the right fit for your page, below are three tips to guide your decision.

Tip #1: Personality Counts

When looking for the right community manager for your page, you want to make sure his/her personality is a good fit for your audience. Here are six personality traits of a superstar community manager:

  • Natural communicator
  • Problem solver
  • Enjoys people
  • Good listener
  • Professional
  • Positive attitude and enthusiastic

Tip #2: Know Your Audience


You need a community manager who can connect with your audience.

Also consider your ideal audience and make sure your community manager is comfortable connecting with your audience and is able to build rapport with them easily.

Remember, Facebook marketing is about connecting and building relationships with real people, not brands. Choose a community manager who is a great representative for your company’s mission.

Tip #3: Evaluate Skill Set

skill set

You need a community manager with the right skill set.

In addition to personality traits, there are also some necessary skills that you want to make sure your community manager possesses. They are:

  • Solid understanding of social networking
  • Social media savvy
  • Infallibly committed to helping people in social channels
  • Ability to multi-task and think quickly
  • Understands online marketing
  • Ability to grasp how social media activity aligns with business goals

Questions to Ask Before Assigning a Community Manager

To help you make the right decision, here are some important questions you want to ask before you make your final hiring decision for a community manager:

  • Does this person show the ability to be social online?
  • Does this person show a genuine interest in connecting with our clients/customers?
  • Can I trust this person to be professional and respectful at all times?
  • Do people naturally gravitate toward this person?
  • Will this person actively contribute new ideas to grow the page and make it better each day?

Because your community manager will be interacting with your fans daily, it’s paramount that you take the time to choose this person wisely. More often than not, you’ll find this person already on your internal team because they know your brand and your clients better than an outside source. However, this is not always possible and if you do need to hire an outside source make sure you train him or her well and monitor activity closely, especially in the first few months.

Expanding Your Facebook Marketing Team

In addition to assigning a community manager, it’s also wise to assign multiple admins to your page. Having a few admins manage your page is one way to optimize time and effort. Putting together an admin team is a smart strategy because your admins can divide and conquer.

With multiple admins, your community manager can assign roles and responsibilities that are aligned with the admins’ skills and strengths and your page will be more consistently managed with multiple people watching over the day-to-day activity. For the Social Media Examiner Facebook page, we have three admins. This allows us to keep engagement high and support our fans impeccably by responding to their posts and answering their questions.

To add an admin to your page, just go to the “Edit Page” link under your profile image on your Facebook wall. Once inside your Facebook page dashboard, click “Manage Admins” and you can type a name or email to add an admin to your page.

Once you're inside your Facebook page dashboard, you'll have the option to add (or remove) admins.

Any admins of your page have the ability to do the following:

  • Admins can post status updates on your wall as the page’s identity, not the admins’ profile identity. What this means is that when you’re an admin of a page, you can only post as that page, and never as your own profile. To post on the company’s Facebook page as your own personal profile, you would need to remove yourself as an admin first.
  • All admins can edit the page. This means that admins can add photos and videos, change out the profile image, remove posts, and add new tabs.
  • Any admin of your page can add or delete admins. Due to this function, it is essential that you can trust all admins of your page to act respectfully and with integrity.

There is no way to limit the admins’ access and functionality on your page. This means that when you add an admin, it’s all or nothing. Make sure to choose your admins wisely!

Your community manager will want to make sure to assign each admin clear tasks so there’s no overlap or confusion on your page. The best way to do this is to create a set of rules and guidelines for your page to make sure everyone is clear on the expectations.

Here are some guidelines to consider as you coordinate posts and strategies:

#1: Decide how you want your admins to post on your page

Here are some questions you want to ask about your status updates and posts on your wall:

  • How often will you post updates to your page?
  • What will you post about?
  • When will you use text-only versus links?
  • Will you use third-party content to add value?
  • Will you mix up the media and use video, audio, photos?

#2: Determine a communication strategy

There’s a fine balance between monitoring your page and allowing your fans to interact with each other and come to their own conclusions with questions or feedback you might ask from your posts. Decide how your admins should manage this important balance.

#3: Assign roles and document them

One admin might be responsible for posting one third-party article a day while another admin may be assigned the task of uploading company videos throughout the week. Other tasks might include posting questions, uploading company photos to a photo album, monitoring and responding to all fan posts or posting on fans’ pages to increase overall engagement. Whatever the task, make sure your admins are clear on their duties so there’s no confusion as you get going.

#4: Create guidelines

Every Facebook page should have a “dos and don’ts” list. Make it very clear what’s allowed and what you won’t tolerate on your page. Include what can and can’t be discussed, including company-related content and personal content. Decide how often you’ll promote your programs and services and what acceptable promotion looks like.

Think about your company, your mission and your goals and carefully craft your guidelines around all three. The time spent here will save you a lot of headache in the future!

Facebook continues to grow quickly and smart marketers are continually finding ways to use this platform as a new way to engage with their prospects and create stronger relationships. Consider putting together a Facebook team to optimize your Facebook marketing strategy.

Now it’s your turn! I would love to hear your thoughts on how your company manages your Facebook page, so feel free to share your ideas or add a comment in the box below.

All photos from Shutterstock
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  • Amy..I usually go with an person who is very active on the page..since they already have interest in the topic, so its a lot easier to convert them over..

    “Black Seo Guy “Signing Off”

  • Hello Amy, thanks for sharing this post.

    I have a question that is related to selecting a community manager.

    If you are familiar with Malcolm Gladwell’s book The Tipping Point, you know that he distuingishes 3 types of people to connect with people and spread ideas:

    Now, I was wondering, which of these 3 should a company hire as a community manager for their fan page:

    1. connectors: they are the “social glue” to spread your message. Connectors know lots of people and know certain people. Their curiosity, self-confidence, sociability and energy drives them to engage in many different worlds, subcultures and niches.

    2. mavens: these are people who accumulate knowledge and who want to share this knowledge with others. Mavens want to educate and help. They are both teacher and student. Mavens operate as data banks to provide your message to an audience.

    3. salesmen: they share energy, enthusiasm, charm, likability and are the most optimistic person. Salesmen are able to make others enthusiast about new ideas.

    What are your thoughts about this?

  • This is an awesome article since there are a lot of companies asking this question right now.

    Facebook growth must be taken into consideration.

  • Amy,

    Great post and also, was cool to see you on the Mike Koenig’s SMMM Launch videos as well. Thanks for the info last week! 🙂

    Regarding using/hiring community managers, what are your thoughts on utilizing a 3rd party management tool to “filter” or “buffer” managing/commenting/monitoring on social media such as Facebook?

    I am thinking of hiring and deploying a assistant community manager to one of my client Facebook pages, but the client is likely not going to approve any other admin other than him or me. Using a tool to allow someone else to “see” the site, but not have direct access may alleviate the client, but of course it comes at an additional cost to us (which we’ll pass on to clients, but so hard to choose which solution to invest in…argh!)

    I’m reviewing some of these main tools right now; do you have any insights and/or thoughts to these tools?

    Objective Marketer

    One thing I like with Sendible, MarketMeSuite and Spredfast, is the white-label option and the branding of the footer posts (you know, the “posted/tweeted by XXX” on Facebook and Twitter) which could help to promote our company more, as the posts go out.

    Does SocialOomph provide white-label and private branding options?



  • Thanks Amy-
    I’m hoping your post inspires my small business owners to better manager their pages.

  • Great question Juan. I’ve read the book and I’d have to go with connectors. Of course, it really depends on ones facebook strategy.

  • Superb ! Thanks Amy – quick and good tips – covered all.

  • That’s a GREAT question Juan! I’ve seen all three as community managers, or lead person behind building a community… and they can all work well.

    But when I recently advised a company on improving up their Facebook community, it was apparent they really needed a maven in order to get the credibility going. So I think you need to look closely at who’s in your community and if you have any “problems” or “delicate spots” you could improve simply by paying attention to whether they would respond best to a connector, maven or more of a “sales person” (I’d probably use the word PR person more).

    And most people do not fall 100% in one category. Many people have a blend of skills. And that’s also where a team can be great: you can count on each others strengths.

  • Thank you Cindy. I agree with you that it depends on the context in which the communication occurs. So, all three types have their value as a community manager, given the circumstances. And, I also think that the best community manager would have a little of all three skills. Social glue, sharing quality info and promote the company. – Juan.

  • Thank you Roy. At first I also thought connectors. I agree, as you mention, it depends on the context of the communication. – Juan.

  • Great idea. If a person is comfortable posting to the Page already, that is half the battle!

  • Hi, Juan! Such a great questions (love Gladwell):

    I wish we could roll 1, 2, and 3 into one person because that would be the ideal Community Manager 🙂 But that’s not how it works, so I would go with the Connector for sure. The fact that connectors can engage in many different worlds is key because there are a lot of different personalities that pop up on your Facebook Page. You want someone that can build rapport and feel comfortable conversing with all types. Plus their energy is contagious and that is always great for a Page as well.

    Thanks for the great question, Juan!

  • Hi, Ed! I do not personally know the companies you listed expect for Hootsuite and SocialOomph. I love Hootsuite because it really does a lot and is easy to navigate.

    Regarding your question, I think you are on to a good idea for sure. Having someone monitor regularly is key and as long as the person posting and engaging really understands the mission, company and products/services, you have a winning plan!

    Sorry I could not be more help with the other monitoring sites. I do love the white label idea and think you should do with that if you can do the “posted by” addition. That’s powerful!

  • Tanya: I’ll cross my fingers for ya 😉

  • Thanks, Pervara! So glad you found value in it 🙂

  • yup

  • Thank you Amy for your answer. Juan.

  • Rahul

    Most of company use this as part of their marketing and communication tool toward their people and they do the best to create a well manage page

  • Hi,

    This is such a great post to read. I’m a community manager myself. At times, I feel lost about what to do with the company’s Facebook page because:
    1. The Facebook page I’m managing represents my CEO (Suppose I work at Microsoft, the Facebook page is named “Steve Ballmer” instead of “Microsoft”). So what do you think I have to do? The name naturally brings different consequences.
    2. So far I’ve encountered some critics on the page. Sometimes the critic sounds too harsh we think we have to delete the comment at once so it’d not ruin the owner’s credibility and reputation. We choose to settle the complaints via email afterwards. So what do you think is wiser, deleting or letting the harsh comments on the page? As it frustrates us every time we find this bitterness.

    Thanks. Keep up the good work! 🙂

  • Hi Akhlispurnomo,

    Much respect for what you do. I personally would leave the bitter comment on the page. Behind every bitter expression is a reason. If you can find out this reason by asking, you can learn a lot as an organization. In my view, any comment has a right to be there. The challenge is to find out what’s the WHY behind these comments. What makes someone so bitterly. And, better to receive a comment from someone who is dissatisfied, than receiving no comment at all. In my view every comment offers a chance. – Juan.

  • Johnyeng29

    Once again another fantastic article you wrote there, Amy, alot of good points & food for thought.

    But just thinking aloud, if let’s say an online marketer who has been quite into social media for a while (i.e. he/she has accounts on Twitter, Facebook etc & has been doing social media for some time) is considering becoming a freelance community manager for small & medium sized businesses, how & where does he/she begin ? Specially if he/she has no experience at all in helping businesses manage their social media accounts ? (even though the person is already into social media)

  • Juan, thanks so much for the enlightening answer. It seems I have many lessons to learn as a community manager as I’m still new at this.

    One more question, what would you guys do if you find a promotional-toned comment?

    Speaking of dos and don’ts, I also think of creating a guideline for visitors wanting to comment, but how to make them know there’s a set of rules to observe? Should I publish it on “notes”?

    Love this blog!

    P. S. : Call me Akhlis 🙂

  • hi Akhlis,

    here is what I have learned from Mari Smith as far as spam is concerned:

    Ban the fan: Click Flag > Report > select reason > check “Permanently ban”> click Submit
    Set a positive culture – instill a sense of “neighborhood watch”

    And I would use the info tab to explain the rules of engagement on the page.

    have a great christmas – Juan.

  • Thanks for the immediate, succinct answer you give, Juan!
    It’s absolutely helpful.

    As for me, I don’t celebrate Xmas. But thanks for the kind words,anyway!
    Merry Xmas! :))

  • @Ed: I am using Hootsuite and Conversocial. I love Hootsuite but I think that Conversocial ( might also be very interesting for you.
    @Amy: I found out that I can post something on my facebook fanpage wall with my personal profile even if I am the admin when I use the iphone facebook app.

    Hope this helps you! Merry Christmas!

  • Hi Amy,
    I’m planning on recruiting a few managers for the Pages of some my clients. This post has been extremely helpful in this task. Thank you!

  • This is a great article, Amy! I am Community Manager of about three Facebook Fan Pages–along with multiple Twitter profiles–and I can safely say I fit all of the qualities you mention in the piece.

    We don’t really have multiple admins for our pages, simply because right now it’s all manageable for one person (me!). With regard to content, I try to balance it with industry news & information, fun facts, questions, and sometimes promotions.

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  • Hi, Nice post, is it possible to take it in order ton translate it in French?
    I would like to add it on my personnal blog?
    Best regards

  • Hi Amy
    If ones company doesnt have a large Social Media Budget, how’s your experiences with using university students to manage a brands Facebook page?

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  • hakimson musty

    whois the owner of facebook

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  • karim limin

    Hi all, an awesome article. We are selling retail product via facebook page and only response to PM from our customers. My question is how to allocate the customer query among our facebook admin? Our admin are paid based on sales made by them via the PM. Therefore, we are looking for the most structural method when allocating PM. Does facebook has the function to do this?