You know better than anyone; small business owners and nonprofit directors just can’t do it all themselves.
That’s why it’s important to have employees, volunteers, or friends and family to help get things done. But what happens when you part ways with a staff member? What do you do when that departing employee has the keys to your business’ social media accounts?
This situation is an unfortunate reality for many businesses. In the worst cases, it plays out publicly. For example, a local breakfast diner’s Facebook admin recently blocked access to the business owner and began posting explicit and offensive content. This led to confused customers, rumors, and even boycotts.
Fortunately, there are ways to safeguard your business from an event like this. Below, I’m going to go over each of the Facebook Page roles, the difference between a Facebook admin vs. moderator, and how to add — and remove — users from your Facebook Page.
How do you get help with your social media marketing while protecting your Facebook page and business reputation?
Facebook’s Page roles settings allow you to limit the amount of access your employees have to your Facebook Page. Everyone who works on your Page can have a different role, depending on their job, while you maintain control over just how much freedom your employees have to act on behalf of your business.
Using Facebook Page roles
To find your Facebook Page roles settings, go to your Facebook Business Page and find the Meta Business Suite option in the left-hand menu.
Next, click on the Settings option.
Once in Settings, choose New Pages Experience.
Here, you can see a list of people who have access to your Page. You can remove people from existing Page roles or add someone new to your Page. When adding someone new, Facebook allows you to search for their name or add them via email.
You can also change the access that each person has by clicking the edit button next to their name and then choosing the new appropriate role from the dropdown menu. To remove an existing user, click ‘Edit’ and then ‘Remove.’
Types of Facebook Page roles
Now that you know where to find Page roles, the question is how do you know which role is appropriate for your staff members?
There are six different types of roles for people who manage Facebook Pages, and each one has varying levels of access. You can have as many users on your Page as you’d like and can have multiple users assigned to the same kind of role. However, each person needs their own personal Facebook account to be added to a Page.
A Facebook page Admin (short for administrator) has the highest level of access on a Facebook Page. Admins can manage all aspects of a Facebook Page, from assigning roles and changing others’ roles to publishing to your Page and sending Messenger messages on behalf of the business. They can also create Facebook ads and view analytics (also known as Facebook Audience Insights) for the Page. Plus, if an Instagram account is connected to your Facebook Page, Admins will also be able to access the linked Instagram account. Since this user role is able to do so much, you want to make sure to limit this level of access to the fewest people possible.
A Facebook page Editor has all of the access of an admin except for adding and assigning Page roles. They can post to the Page, respond to messages, create ads, and view Facebook Insights as well as access any linked Instagram accounts for the Page.
Page Moderators have less access to Facebook pages than Admins and Editors. They can’t post content to the Page, but they can respond to comments posted on the Page by your customers and fans. They can also send messages, create ads, and see Facebook Insights. If an Instagram account is connected to your Facebook Page, they can respond to Instagram comments, send direct messages on Instagram, and create ads for the Instagram account.
Users in the Advertiser role are limited to only creating Facebook or Instagram ads for the Page, viewing Facebook Audience Insights, and seeing who published as the Page.
This role has the least access of all Facebook page roles. An Analyst is restricted to viewing Facebook Insights and seeing who published as the Page only. They cannot create ads or post on behalf of the Page.
Custom Facebook page roles
As the title suggests, a user with a Custom Facebook Page role can have a combination of permissions, which are set by the Admin of the Page. For example, you can set up a user to have access to earnings insights and moderate messages but not access to view full-page performance or publish content. This allows you to tailor user roles based on unique needs.
Note: Custom settings are only available to Facebook Pages using Business Manager.
How to use Facebook Page roles for your business
As the business owner, your personal Facebook account should be set up as an Admin for your Facebook Page. If you choose to assign an additional Admin role to someone on your staff, make sure that this person is someone you trust.
Remember — Page Admins can reassign roles. This means that if you and the person you’ve assigned as an Admin have a falling out, they can remove you as an Admin and gain full control of your Facebook Page. Unless you have a co-owner or trusted family member, we recommend only assigning yourself the Admin role for your Facebook Page.
The best role for someone who is helping with your Facebook Page is Editor. These users can help with the day-to-day activities of your Facebook Page and you, as the Admin, can remove Editors once they leave your company.
If you have an employee or volunteer who only helps with customer service on your Facebook Page — such as someone who answers customer questions or responds to incoming comments — the Moderator role may be best for them.
The Advertiser role should be assigned to anyone who works strictly with ads for your business.
Finally, if you have staff that helps with content strategy or planning, you may want to give them access as a Facebook Page Analyst so they can gain insight into what kind of content works best for your Page.
If your business runs a lot of ads or has many people working on your Facebook Page (think 10 or more), then you might want to set up your Page through Facebook Business Manager which is more helpful for complicated or advanced business setups.
Play it smart when it comes to social media access by using Facebook Page Roles appropriately
It’s great to have help when it comes to your social media marketing. But, like anything else, it’s smart to avoid having too many cooks in the kitchen. By keeping your Facebook Page roles list clean and manageable, you will always know exactly who has access to what and be able to pivot quickly if there are staffing changes.
Now that you’ve gotten your Facebook Page set up and have your team members added to the appropriate Facebook Page roles… what’s next? We have all the information you need to be successful on social media, from how to optimize your Facebook business Page to how to promote your new Facebook Page and even how often you should post on social media. We’ve got you covered.
Have additional questions about using social media for your small business or nonprofit? Reach out to us on social! You can find us on all of the major social media platforms — @ConstantContact.