If your company has a busy Facebook Page, keeping up with posting and responding can turn into a task that requires more than one person to manage. That means you’ll also need more than one administrator for your Page, and in turn, things can start to get complicated.
The scenarios are easy to imagine. Two people double-up to solve a customer service request, not realizing that they are working on the same problem. Multiple ads get purchased because of a miscommunication. One person spends time crafting an important promoted post, only to log on and discover that somebody else has already done the task.
As the team managing your Facebook presence grows, how can you make sure that everybody works together efficiently? Here are some key points to keep in mind when you have a large number of Facebook admins staffing your Facebook Page.
Know the Roles
Facebook has five different levels of administrator available for Pages, and each has a different set of capabilities. The top admin classification is a “manager”; this role can carry out any task related to the Page. A “content creator” can do all the same things as the manager except manage admin roles. “Moderators” can respond to, or delete comments, send messages as the Page, create ads, and view Facebook’s Insights analytics. The final two roles are an “advertiser,” who can only create ads and view Insights, and the “Insights analyst,” who is restricted to just the network’s data.
Make sure you consider what admin level you assign to each person. Think about the tasks he or she must accomplish and make sure you give that person an appropriate title. Also, be sure to communicate to all of your team members what admin titles they have and what they are able to do in those roles. Clear understanding among your crew should help avoid confusion related to posting authority on Facebook.
Outline Company Duties
While your team’s various admin levels may partially tailor what jobs they can do for your brand on Facebook, you can also build some division of labor into their job descriptions. This allows your company to assign the most appropriate people to corresponding tasks. For example, you can decide that a customer service representative should only respond to posts relevant to that department. Or your most diplomatic admin could be in charge of handling any disgruntled fan posts. Alternatively, you could have different people on call at different times.
The possibilities for how you break out specific duties are endless. Because each company can handle the multiple admin situation differently, make sure that you give your team the proper training for the tasks they will handle. Even if someone has years of prior experience running a social media profile, the exact expectations your company has for that role may be completely different.
Again, communication is key to making this setup function well for your business. Make sure everyone with Facebook Page access knows who is responsible for what jobs. This is especially important for the top clearances, where people have control over all of the possible duties and will have lots of overlap with other team members. Having a tool that will allow your team members to quickly check in may also encourage more communication within the team, which will cut down on doubled-up work. That’s what Sprout Social is for!
Establish a Paper Trail
Facebook doesn’t have any built-in utilities for tracking who took what action on the Page. That can cause problems if a post disappears or a question goes unanswered. Your brand may want to set up some internal system for tracking what people do on your Page.
The complexity of this system depends on what your business uses Facebook for and how high a risk of confusion you have. For example, if only two or three people are carrying out your whole Facebook strategy, simply emailing or instant messaging with a heads up is probably sufficient. If you have a larger team of admins across multiple departments, you may want a more thorough team management setup.
A web-savvy brand has plenty of tools at its disposal for keeping your team members informed. Shared documents or spreadsheets — such as the ones you can find in Google Drive or Dropbox — are one option for people to log their actions. More advanced tools can create tasks or tickets from social media posts; these let you know who is assigned to handle any particular job and when it is finished. Pick a system that will suit your brand’s needs, budget, and team size.
Got any tips for multiple Facebook admins? Let us know in the comments!