How to Manage and Maintain a Facebook Page for Business
So you’ve created a Facebook page for your business. Now what? The next step is to learn how to manage the page and keep on managing it. Forever. Yes, once you commit to creating a Facebook page, any social media page even, you have to make sure you continue to maintain it. It’s a commitment, like marriage or parenthood.
Looking after a Facebook business page can eat up your time if you’re not careful, but with time and a build-up of knowledge it’s manageable (maybe even enjoyable!). Analysing the Admin Panel, creating compelling content for posts and engaging with users on a daily basis will assure you have a successful Facebook page in the long run.
Understanding the Admin Panel
Good news! Just because you’ve set up your company’s Facebook page, it doesn’t mean you have to manage it all by yourself. Depending on the role assigned, you can make other friends or colleagues one of the following:
- Content Creator
- Insights Analyst
Each role has a different amount of privileges, with the Manager having rights to everything. Adding a new admin is straightforward:
- Make sure the person you want to make an Admin ‘Likes’ the page
- Click on the ‘Likes’ box in the top left hand corner of the page and click ‘See All’.
- Choose who you want to appoint and click ‘Make Admin’ and choose what role you want to assign them.
- Whenever you or an Admin logs in as a page, they will see the Admin Panel.
Admin Panel Overview:
- Notifications display all the recent interactions on the page. It shows who ‘Likes’ your page or content, if you’ve been tagged in any posts and if people want to attend any events you’re organising.
- Insights provides information on the page’s activity since when it was launched.
- Messages show any private messages sent from fans.
- Page Tips provides a link to Facebook’s internal marketing suite. There are several videos that detail Timeline features.
Posting: How much and when?
Consistency. Being consistent with your presence on Facebook is vital to the growth of your online social presence. Don’t go overboard and bombard your fans with numerous posts every minute of every hour of every day. One post per day will suffice and will ensure it has as high a reach as possible. Posts need to be given time to naturally filter off the News Feed before another post appears.
Little but often. Posting excessively is harmful to a Facebook page. Facebook is very quick to mark content as spam, and if you continually post, Facebook deems this to be spamming.
When the time is right. Post when the most users are online. In order to reach the most people, posts need to go out when the highest number of users are online. Aim to reach people between 6pm and 11pm (after work when most people are able to go on Facebook). You can determine where users and fans are located using Facebook’s Insights, thus making it easier to schedule future posts.
Content: What to write and how to write it?
Short and sweet. Copy for posts shouldn’t be long. One or two lines are best. Think of how the users look at online text; they scan posts. If they see a post and decide it’s too long, they won’t even bother to read the first word. A maximum of two lines ensures posts are short enough that people will read them.
Big and bold. Make the text look interesting. Calls to action are very effective at getting people to do things and can thus be used effectively within posts. Try using CAPS for any calls to action. Example: ‘LIKE Verve Search if you love SEO!’
Ask questions and receive answers. This is simple, but effective. Asking users questions encourages them to leave comments. Asking every day questions, for example, ‘what’s your idea of the perfect brunch?’ or ‘If you could be in one place right now where would it be?’ gets users commenting. Genuine questions to do with your business however, increases comments. Asking for advice on a product or logo, draws users in and provides valuable customer feedback.
A picture says a thousand words. Images should be used for most posts and should reflect the post’s message. Posts with images have more weight than posts without them. Images with links and photo albums also have a good weighting.
Tone: Create the right mood
Fans of your Facebook page (on any of your social networks) are your loyal customers. Be nice to them. They’re also casual social networkers and therefore their feelings are likely to be trust, interest and anticipation.
Tips to remember when composing copy for a Facebook post:
- Get straight to the point. Don’t ramble
- Be casual instead of formal
- Use exciting language that will entice and delight readers and show enthusiasm
- Be open, honest and helpful (especially if you encounter any problems that may occur with customers and users or if you receive any complaints)
It is essential to remember that behind every user, there is a real person who is trying to communicate with you. Therefore, you must treat each user as an individual, listen to them and carefully judge your tone of voice based on their needs.
So, always respond and Monitor which posts are effective and which aren’t with the insights. Put yourself in a user’s shoes. If you can do that, you’ll have no problems composing posts.
Once you’ve mastered the management of the Admin Panel and learned how to compose awesome posts you can explore some other ways to create compelling content by creating campaigns, from games, quizzes and videos. These all take a bit more time and thought to consider, but in the meantime, continue to maintain your Facebook page for your business by checking the Admin panel for any notifications, messages and creating interesting posts and maintaining updated page tips as well as writing fun and informative posts for your users.