Assembling Your Facebook Team
Once you have created a Facebook Page, your next step is to create a marketing strategy specifically for your Page. This strategy will not only outline how you will grow your fans and encourage engagement, but it must also take into account how you and your team will optimize your time and resources on Facebook.
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, you 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.
Make sure to assign each admin clear tasks so there is 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 of the expectations.
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 admin’s profile identity. What this means is that when you are an admin of a Page, you can only post as that Page, and never as your own profile. To post on your 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 the 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 admin’s 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!
Choosing the Right Community Manager
In addition to an admin team, you can take your Page to an entirely new level by assigning a Community Manager. A Community Manager is an admin of your Page who is ultimately responsible for managing the Page and making sure it is running smoothly. In many ways they also manage the other admins that you have assigned to the Page.
The Community Manager should be well aware of your Facebook marketing plan and be well qualified to execute that plan on a daily basis on your Page. I suggest that every small to large business that has a Facebook Page also have a Community Manager. To help you find the right fit for your Page below are some guidelines to follow.
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
Also consider your ideal audience. Make sure that your Community Manager will easily connect with your audience and is able to build rapport with them easily.
In addition to personality traits, there are also some necessary skills that you want to make sure your Community Manager posses. 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
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 of your Facebook Page:
- Does this person show the ability to be social online?
- Does this person show a genuine interest in connecting with our clients?
- Can I trust this person to be professional and respectful at all times?
- Do people naturally gravitate towards this person?
- Will this person actively contribute to new ideas to grow the page and make it better each day?
A Community Manager will be interacting with your fans daily. It is paramount that you take the time to choose this person wisely. More often than not you will 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 them well and monitor their activity closely.
Coordinating Posts and Strategies
It is important to not only assign clear guidelines and rules for your Community Manager, but also for your multiple admins as well. Here are some guidelines to consider as you coordinate posts and strategies:
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?
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.
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 is no confusion as you get going.
Create guidelines. Every Facebook Page should have a “dos and don’ts” list. Make it very clear what is allowed and what you will not tolerate on your Page. Include what can and cannot be discussed, including company related content and personal content. Decide how often you will 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 uses Facebook to connect with your clients, so feel free to share your ideas or add a comment below. To view part 1 of The Secret Weapon to Optimizing your Facebook Page, Click Here!