Know your roles as an admin
The different roles of “admins” that Facebook rolled out to compete with social media management dashboards, like Hootsuite, are as follows: Manager, Content Creator, Moderator, Advertiser, and Insights Analyst (in addition to their new “scheduling” option).
Facebook Page Manager Role
The Manager of a facebook page has the most power, with the ability to add and edit permissions and admins at will, editing the page and adding/taking away apps, creating posts, moderating, commenting and deleting comments, sending messages as the page, creating ads, and viewing all insights.
The social skinny says, “Once upon a time there were Page admins, and there were fans. There was no in between. You either had full access to everything, or you were just a lousy groupie.” Now, the Manager is the lead singer of facebook pages’ full-fledged band. With all the power, the manager can add different people with different skill sets to do different things without having to worry about everyone having access to everything. They can add, change, and remove admin roles at will.
The Manager can also overview all of the activity of the other admins, removing or tweaking anything they find inappropriate or in need of a quick change. This gives a sense of legitimacy and order to Facebook Pages as an actual, legitimate business tool, which that had been previously lacking.
Facebook Page Content Creator Role
The role of Content Creator allows said admin to edit the page, add or remove applications, create posts, or “content,” moderate comments, send messages, and even create ads and view insights- everything except change the admin settings. Why is this important? This means that businesses can put their Facebook pages into the hands of a trusted employee without having to worry about being kicked off as admin and letting your employee run free. It provides a check to the person chosen to really craft the voice of the page, create and curate the content, and really personify your brand or organization on Facebook.
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With all of that freedom, something is bound to go wrong without something there to help keep that person in check- the threat of potentially being restricted or entirely removed as an admin provides that balance- while still allowing that individual the freedom to really make your organization or brand come to life. This is where the new scheduling feature comes into play- it’s much easier to track what you need to say if you can schedule it as opposed to having to be there in real time just to send a post.
Just click on the little clock in the bottom left corner and schedule your post up to 6 months in the future.
Facebook Page Moderator Role
The Moderator of a Facebook page is much like a community manager, taking special care to moderate posts to the page, comments from fans and the general public, and the first person to respond to the majority of the comments. It’s this person’s job to go through all of the fan feedback and find anything inappropriate (by your organization’s standards), negative, or just improperly advertised and remove it from the page.
It’s also the job of the moderator to try and keep the conversation flowing with the fans so that they feel heard- others can chime in, but having someone who’s role is exclusively to maintain on-brand postings and keep the flow of conversation up while you attend to your other duties can be a huge help. The blog Small Business Trends says, “Just because you have an intern who may be moderating Facebook comments, it doesn’t mean you necessarily want to give them access to your Facebook analytics.
Or that you want them to be able to message fans on your behalf.” It’s not only a matter of separating roles and giving them to specific people based on their strengths, but also a matter of maybe the moderator is fantastic at moderating but is not someone you would trust with the analytics. Now you have a solution.
Facebook Page Advertiser Role
The Advertiser role is fairly self-explanatory. The advertiser role focuses on creating ads and viewing insights to help in the creation and implementation. Advertisers can now also utilize the new promoting to promote posts they find important so that they hang at the top for a few days, show up bigger than other posts (highlight), or you can allow them a credit to spend judiciously on having your ad placed throughout the entirety of Facebook, or hanging at the top of everyone’s newsfeed in your network.
The reason it’s beneficial to moderate an advertiser is that generally, advertisers do other work too, not just social media advertisement. You don’t want them to have access to all of the information on the page because it could overwhelm them, and the most important information is available via Facebook Page insights so they are good to go. This would allow an organization to potentially feel more comfortable in hiring a contractor, freelancer, etc. to help with a campaign and giving them Advertiser access to a Facebook page.
They don’t get to see everything, only what is pertinent to their role.
Facebook Page Insights Analyst Role
The final admin role Facebook has added to its repertoire is Insights Analyst. The Insights Analyst is exclusively allowed to see the Insights of an organization’s Facebook Page. This helps the insights analyst focus on what they are there for, Facebook metrics and social analytics. The insights analyst focuses on really breaking down the Facebook Insights into what people will not only understand but it will alter the way the page is run to improve upon the reports and conclusions this person draws.
They don’t need access to all of the functions of a Facebook Page in order to do this which allows for more security in knowing that there can be second or third opinions on the insights of a page without any of the content, ideas, or information you don’t want them to see leaking out.
Why You Should Use Facebook Admin Roles
Designating admin roles will create pros and cons in any situation, but overall it is a positive for any large organization. For smaller organizations, I would suggest shying away from splitting it up too early and really losing the voice of your organization.
The argument for having individuals work at different roles is to optimize your Facebook Page. One person may be very skilled at most all of the options, but having to focus on everything takes away from the level of quality your organization could reach. Having a few people come on as advertisers, moderators, and insights analysts help relieve the workload and lets those who may specialize in those types of areas take over while you focus on the “meat and potatoes” of the page.
It helps to know that there’s someone who specializes in analytics taking a look at and breaking down your insights so you don’t have to use the time doing it yourself when you could be creating posts and scouring for new material, or what have you.
For bigger organizations, the one thing to be careful of is being too lax in checking in on all admins. Just because they don’t have certain privileges doesn’t mean they may not be able to accidentally hurt the companies’ reputation with a well-intentioned comment or message that was just read or taken the wrong way.
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