One of the things that I enjoy most about my role here at MorningStar is being able to help our clients gain confidence in, and understand more of the inner workings of Facebook. Nearly everyone that we work with has a personal Facebook account that they check on a regular basis, to keep up with friends, family, and what’s going on in their community. But, what many don’t have experience with is the whole world of Facebook that is opened up to businesses and brands – which can be overwhelming, and keeping up with all of the latest intricacies of the Facebook Business Pages is something that not everyone is able to do on a daily basis.
When we first start working with clients that haven’t really actively used their Facebook Business Pages, there’s a couple of basics that we like to go over. All in an effort to make sure your Facebook Business Page is a secure as possible. Below are a couple of these basics we always go over when starting up a social media strategy and communications plan:
How many people are set up as Admins on your Facebook Business Page? No matter what size of a company you are, it is always recommended to have at least TWO trusted individuals as your Admins on your Facebook Business Page. This is important for several reasons. First, the Admin role has the maximum amount of access to your Facebook Business Page, including: publishing content, making changes to the page information, running ads, responding to comments, and adding new page roles (i.e. other admins, advertisers, moderators, etc.) If for some reason something negative happens with one of the other people assigned a Page Role on your Business Page, there is more than one Admin that can remove the person’s access to the Business Page.
Which personal account(s) are set up as Admins on your Facebook Business Page? Several years ago, when Facebook Business Pages were first launched, many marketing managers set up “shadow” or fake personal Facebook profiles to run their Facebook Business Page through. These personal accounts often didn’t have any activity on them (and sometimes not even a profile pic!) These accounts would be linked to the Facebook Business Page as the Admin role, which meant that in order for any posts to be made to the Business Page, the marketing manager would log into Facebook using the fake profile credentials to gain access to the Business Page.
These “shadow” and fake Facebook personal profiles started getting flagged by Facebook. They started doing sweeps of the personal profiles to identify which accounts seemed to be fake, and started shutting down these accounts without any warning. When these accounts were shut down, the marketing managers didn’t have any Admin access to their Facebook Business Pages for posting, making changes to the business profile, changing page roles, or setting up ads.
When talking with many of our clients who took this approach, the common theme we heard was a misconception that having their real personal profile linked to the Facebook Business Page would somehow create a connection between the marketing manager’s personal Facebook profile and others who have page roles. When there are multiple people with Page Roles on a Facebook Business Page, the only way that two of those roles can see the other’s personal Facebook information is if they are friends. If you are not friends on Facebook, you cannot see the other person’s information.
*Recommendation: If you are a sole business owner, it’s still critical to have another person serve as an Admin on your Facebook Business Page. We recommend that you identify someone you trust in your life that would be willing to serve that role (i.e. family member).
Do you have double-authentication set up for your Facebook profile? If you have Admin rights or another Page Role on any Facebook Business Page, it’s important to know that if someone gains access to your Facebook account via hacking your password that means they have access to your Business Pages. One way to help circumvent this is to set up double-authentication on your personal Facebook account. Double-authentication requires you to not only enter in your Facebook username and password when logging in to Facebook, but it will also require you to enter in a one-time use code that is texted or e-mailed to you during the login process. Essentially, you must have access to the phone or e-mail account you have linked to your personal Facebook account in order to complete the login process.
Again, these are very basic items that we always cover first to ensure that your Facebook accounts are as protected as possible. After these basics are set, we then delve into your business’ Facebook communications and messaging strategy to help grow your relationships with your followers!
Ashley Murcia, MorningStar’s Senior Account Coordinator, brings nearly 20 years of marketing and advertising experience to our clients. If there’s one marketing rule that Ashley believes in, it’s “Consistency, consistency, consistency!” In addition to managing our client’s social media content and advertising, she also manages marketing and communications campaigns and content development for MorningStar’s clients.