How to Select a Facebook Community Manager
The 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.
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
- Positive attitude and enthusiastic
Tip #2: Know 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
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.
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.