6 Facebook Marketing Tips for Managing Your Facebook Page

social media how toWondering what works and what doesn’t for your Facebook page?

Or are you overwhelmed with all of the Facebook tactics you read about?

No matter how long you’ve had a Facebook page, it’s good to review some of the basics for creating a page for your business.

This article includes 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.

edit-facebook-settings

You can add/remove admins directly from the Admin panel.

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.

posting-ability

You can adjust the posting ability to fit your page’s needs.

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.

posting-ability-edit

You’re able to choose to allow everyone to post to your page or limit posting.

#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.

facebook-insights

Facebook Insights provide valuable information about the actions of your fans that can enhance your Facebook presence.

#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.

facebook-admin-roles

Each admin level has different capabilities for a Facebook page.

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.
facebook-admin-roles-visual

Adding new admins is easy as long as the person has liked your page.

#4: Choose Your Featured Likes 

Liking other business pages helps you build connections (and when they reciprocate, gives you added exposure), but you might not want certain pages to be among the first things visitors to your page see. Luckily, you can control which of the pages you’ve liked appear on your timeline.

Five of these likes are displayed at any one time, and the five that appear randomly change each time the visitor to your page refreshes—unless you edit which pages appear.

Why would you want to do this? You might want to feature pages that are related to your business. Or perhaps you want to feature pages that you think will be relevant to your readers. (If you pick more than five, they will rotate randomly.)

To choose featured likes, go to your Admin panel, choose Edit Page, then Edit Settings. Next, click More and then select Featured. From there you can edit your featured likes.

facebook-featured-likes

Try choosing featured pages that are relevant to your business that you think your fans would like.

#5: Bookmark Facebook’s Page Guidelines and Reacquaint Yourself With What’s Changed Recently

Facebook changes its terms of service…often. And unless you follow the company’s blog or frequently check their Page Guidelines, it can be difficult to keep track of what’s allowed—or not—during a given month.

Of course reading social media blogs like Social Media Examiner will help you stay in the know, but page admins should still bookmark Facebook’s Page Guidelines and read the document at least once a quarter.

facebook-page-guidelines

The constant changes of Facebook’s Page Guidelines require businesses to read and reference them often.

#6: Use Facebook as a Page Instead of as Yourself

Chances are if you’re the admin of a page, you simply head over to your business page and when you comment or post, you act as the business. But did you know that you can actually change your profile so that you are on Facebook as a page and not just as a personal profile acting as an admin on the page?

Why would you want to do this? If you happen to own or work for a B2B company, it’s a good way to build alliances with other businesses that are in your same industry (but aren’t competitors).

Let’s say you own a restaurant. You’d want to interact with hotels nearby so that when people check out the hotel’s page, they see your (positive and helpful) comments and are motivated to check out your business. Of course there’s a fine line—you don’t want to post too often or be so complimentary that your posts appear insincere, spammy or otherwise annoying. But posting as a page is a great way to network with similar businesses and leverage the marketing power of Facebook.

To act as a page on Facebook, click on the Settings icon in the top right corner of your Facebook profile and you’ll see an option to Use Facebook as” with a list of the pages for which you’re an admin. When you choose to Use Facebook as a Page,” you are able not only to post and comment as that page, but also your news feed contains the updates from the businesses your page follows instead of your personal friends and page likes.

use-facebook-as-feature

Using Facebook as a page offers a variety of benefits to B2B companies.

Hope you find these tips helpful as you look for new ways to invigorate your Facebook presence!

What do you think? Do you have any Facebook tips to share? Please share your comments below.

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About the Author, Jim Belosic

Jim Belosic is the CEO of ShortStack, a self-service software that allows businesses to create engaging campaigns for social, web and mobile. Other posts by »




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  • Jonathan Niv

    What are some B2B contest which work well with FB? I’m trying to increase my user interactions and create a dialogue as opposed to a “message.”

  • http://oddentitymedia.com/ Jon Armstrong

    Im about at my whits end with Facebook. Our traffic has been cut in half while Twitter has grown 10x easily. Maybe this will help :)

  • http://www.shortstack.com/ Jim Belosic

    Hi Jon, yep the cuts to organic reach are frustrating, I recommend looking into Facebook ads if you don’t already, they’ve helped our reach for a minimal price since the latest EdgeRank changes. Thanks for your comment!

  • http://www.shortstack.com/ Jim Belosic

    Hi @jonathanniv:disqus check out this article that my team did back in August on this exact topic, it’ll give you some ideas: http://www.sociallystacked.com/2013/08/6-ways-b2bs-can-win-with-facebook-contests/#sthash.eyU2Xiny.dpbs

  • http://shesageek.com.au/ Evielyn Chapman

    I know the feeling! Can’t seem to get anywhere with FB, but Twitter has grown easily… Wondering if Facebook is worth the time & energy?

  • Valérie Thuillier

    Hi ! Tomorrow on my blog this article In french ( with mention of this source )

  • http://www.SM4Results.com/ Joe Estes

    Great input Jim ! Appreciate you sharing this. It’s a really good reminder.

  • Teach My

    I agree, I am also at a loss for what works! I have been trying different approaches and looking at Facebook ‘stars’ for examples but nothing is working! Apparently, posts need to be more ‘newsworthy’ but when I posted a new article that was 100% relevant to our brand, it got the worst engagement of the week! Let me know if you find something that works!

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  • Melinda Todd

    I hear ya. Having the same issues with FB. Posts that normally get engagement aren’t even being seen by my audience. SO frustrating. Should we have to pay to get into the newsfeeds of folks who have already become fans? I say NO. Frustrating.

  • http://www.postplanner.com/ Scott Ayres

    Some great refreshers Jim!

  • http://www.EntrepreneurOnFire.com/ John Lee Dumas

    Some really great tips here Jim! Setting roles and holding Facebook training sessions so that your employees know what tasks they’re responsible for and are familiar with the
    company guidelines is really great advice – so important to have your team on the same page! Thanks for the insights!

  • Lynn Black

    Have you heard of any upcoming changes to the insights? Might be a good idea to prep posts to deal with this!

  • dainlewis

    I would be interested to know what have been people’s results of using facebook as their page.

  • Stephen

    Wish you could do a Poll on a page, you can in a group and your personal profile

  • http://www.northcutt.com/ Ben Ustick

    I think the sixth point is particularly relevant because when you’re managing a collection of Facebook pages, there can be a tendency to just click back and forth between them as the page manager. If you put aside some time each day to act as the business accounts, an opportunity definitely exists to turn Facebook into a much more social undertaking like Twitter. Like you mentioned, there is a huge B2B aspect, but really any business can also use it to interact with media, or bloggers in their niche. This kind of Facebook interaction will be important moving forward, especially with the decreased post reach that everyone is discussing in this thread. Thanks for the nice article.

  • http://www.shop.graciousstore.com/ Gracious Store

    How can I set my face book business page account so that when I “like” other businesses, it shows my business page rather than show my personal account Or similarly when I connect my facebook account to any blog it will show my business page rather than my personal account

  • Syed Kazim

    Hey Jim! I’ve noticed a decrease in my page engagement recently. I used to have 3000 likes and used to get about 100-150 likes. Then I appeared on national TV and added about 30,000 likes over three days. I now have 33,000 likes and barely get 100 likes. I’m not sure what’s wrong. Any resources I can read on that?

  • http://www.devdigital.com/ Dev Digital

    Excellent post, thanks for sharing. Done some really quick changes which are actually required after reading this post. Kudos to Jim.

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  • http://www.elizabethharmon.co.uk/ Elizabeth Harmon

    A great article. I agree with your comments regarding disallowing people from commenting on a page. Social media is a 2 way conversation and so companies should allow people to comment on their page. Although some comments can be negative occasionally, by dealing with them quickly and professionally, issues can be resolved. Many companies block both commenting on walls and direct messages which is frustrating and comes across as purely promotional when they only allow customers to see what they have to say and are not interested in allowing their customers to have a voice…

  • http://www.elizabethharmon.co.uk/ Elizabeth Harmon

    Although your community might not seem to be growing, Facebook is still the largest social network, with 1.19 billion active users. If your target audience are on Facebook, it’s worth persevering. It can also sometimes be about quality over quantity, so make sure you’re engaging well with your existing followers and maybe try mixing your social media up in the new year with a few extra methods.

  • http://www.elizabethharmon.co.uk/ Elizabeth Harmon

    At the top right-hand side of your page, you should see a round cog icon. Click on this and in the drop-down menu, you should see the option to ‘use facebook as:’ and click on your page. Don’t forget to change it back afterwards. Hope this helps.

  • http://www.sovainfotech.com/ Sova Infotech

    Great post Jim. Managing Facebook posts at times
    become really difficult. Thanks for your help.

  • Samantha

    We agree! One of the most forgotten about and under used tools for business pages is “acting” as their page. This gives you the ability to engage with your partners, other businesses and influencers to build a sense of community. Once you interact with them, they (should) interact back boosting your EdgeRank! Great article!

  • http://www.shop.graciousstore.com/ Gracious Store

    Elizabeth, thank you!
    Please do you mean clicking on the round cog icon on profile page to use facebbok as “brand name”? Then why do I have to change it back? Already the business page is set as the business name

  • http://shesageek.com.au/ Evielyn Chapman

    Thanks for the reply Elizabeth. I understand it is the largest social network, I’m just not sure it’s the best one to build a B2B company on. Twitter, Linked In & Instagram have all proved alot more engaging. I’ll persevere for a little longer, but I’m not going to throw wasted time & energy if it’s a lost cause.

  • http://www.elizabethharmon.co.uk/ Elizabeth Harmon

    Yes, that’s correct. You would want to change it back afterwards, so you can use your personal profile as your personal profile. Otherwise, you could write a personal update for your friends and it will still be set as your business writing.

  • http://www.elizabethharmon.co.uk/ Elizabeth Harmon

    Every business is different and if you are B2B you will find that different platforms work for you compared to B2C companies. It’s just about experimenting and seeing what works best for you. Although Facebook can still work for B2B companies and even if your account is not expanding, your existing followers could still be valuable to your business.

  • http://www.shop.graciousstore.com/ Gracious Store

    Alright! Thank you

  • http://www.shop.graciousstore.com/ Gracious Store

    Please I have a problem with my FB page which I will appreciate if you help to resolve it. I had sent some products from my website to FB page through a feed (I did not upload them on my FB page). Now Google has detected those products on my FB page as duplicate content and I have been trying to remove them but I have not been able to do so.

    When I “fed” those products into my FB page, they were under “favorite”, In my attempt to remove those products from my FB page, i clicked on remove from favorite, So the products are no longer in favorite, I can’t even see them again but Google still detects, because it features the links of those products in my webmaster tools. Please have you any idea how I can remove those products from my FB page or how I can contact any of those guys that work on FB to help me ?

  • http://www.elizabethharmon.co.uk/ Elizabeth Harmon

    Hi. I’m not entirely sure. It would depend on how you ‘fed’ it onto your Facebook page. What tool did you use? Also, what was the content? Was it text/images etc…? I would go direct onto Facebook and delete the content if you want it to be removed. If it is a post, you can do this by clicking on the drop down arrow at the top right of your post and then click ‘delete’.

  • http://www.shop.graciousstore.com/ Gracious Store

    These are product images from my site. When I add products on my site, there is a section that gives me option to “show on FB”. I check this options for products I want to feature on my FB page. Initial none of these products was on my FB page, I contacted the tech support for my website , they told me what to do as to connect my website to my FB page and I did that, When I connected my website to my FB page as I was instructed those products now appeared on my FB page in my timeline under favorite. When I tried to delete them, I clicked on “remove from favorite”, I thought this action deleted the products, but it did not, yet those products are no longer visible on my FB page, but there are somewhere in FB because Google locates them and put the links where there are found in my FB page, but I am still unable to delete them

  • http://www.elizabethharmon.co.uk/ Elizabeth Harmon

    I would suggest taking a look through your Facebook stream, and also going into your Facebook gallery to see if you can find them in there. I hope this works. Sorry I can’t be of more help.

  • http://www.shop.graciousstore.com/ Gracious Store

    Thanks so much! I appreciate your time!
    Please where is the FB stream and gallery located, where can I find them?

    Please I do appreciate your time

  • http://www.elizabethharmon.co.uk/ Elizabeth Harmon

    At the top right of your Facebook page, below your cover image, you will see a number of icons (each about an inch big). One of these will be ‘Photos’. This is where your gallery is located.

  • http://www.shop.graciousstore.com/ Gracious Store

    Thank you very much! I have searched through those “photos” several times, the product images I “fed” into face book are not there.

    Please have you any idea the way I can contact the Facebook guys to help me? I have sent them message through “report a problem” but they did not respond to me

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  • Robert Phillips

    I have yet to focus any of my efforts on facebook and instead working through Twitter. I really appreciate this read though and if I do decide to try to advertise my logistics business through facebook I will save this link as a reference. I do have my company’s website posted in the portfolio of No1WebDesign (my webdesigner.) Can it have a positive (or perhaps a negative) effect on a website’s SEO?

  • IndieMediaWeekly

    My Facebook page doesn’t say “use Facebook as” it says “your Pages”. When I select the page from the cog icon drop down it adds this line of text… “You are posting, commenting, and liking as Indie Media Weekly — Change to [my personal page]. I can act as my page, but I can’t seem to find a way to see posts from other pages i like at all as my page. Any ideas?

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  • Kathleen

    I am wondering about tagging other pages in a post and having it show up on their page automatically. Does the pages have to like each other for the tagged post to show up on the page?

  • Debi

    how often should you post to fb to increase your likes and engagement in a business

  • Tammy

    Just a question on point 6 a if you acting as your page and not in your personal capacity I have noticed you cannot share your page with anyone other than the page itself. Can this be changed or am I doing something wrong?

  • Felix Brown

    Facebook is a top social networking site and you will receive more traffic from it.I will try to apply these facebook marketing tips on my facebook account. Thanks for share these advices with us.

  • Tina

    Hi Jim, thanks for the tip #5. Bookmarking FB policies never came to my mind! I am sure it will help many ‘vanishing’ FB pages.

  • http://www.funsunmexico.com John Jameson

    Thanks for these insights. I have a more specific question. I have customers willing to post videos and photos on my fanpage. Is there a specific method for them to do this that will have the most value? should i give them administrative roles?









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