Facebook Business Manager: What it is and Why You Should Use It

 In Marketing, Social Media

Do you manage your Facebook pages using your personal account? If you are in charge of multiple pages—especially if you are advertising through said pages—there could be an easier option.

Addressing an Issue: Personal Profiles, Permissions, and Page Responsibilities

Facebook Business Manager (business.facebook.com) came about as an alternative to the common options that businesses used to manage multiple pages with multiple managers from multiple entities (in-house, agency, etc.):

  • Assign admins who are to use personal accounts to manage Facebook Pages: This created three major problems—scale, convenience, and ‘misclicks’—as highlighted in a blog by AgoraPulse.
  • Create a fake profile with shared login/gray account in charge of managing a page: This option worked until Facebook became more vigilant in its real name policy, purging or suspending fake accounts.

To address the issues posed to agencies and large companies, Facebook introduced Business Manager in mid-2014, rolling out the option to a wider audience throughout 2015.

Who is Business Manager For?

Facebook Business Manager works best for organizations with multiple lines of business, regional accounts, or advertiser accounts; along with agencies that manage the social presence for these accounts. In a recent article featured on Facebook consultant Jon Loomer’s blog, the following are the perfect candidates to use Business Manager:

  • An agency managing Pages and Ad Accounts for multiple clients.
  • A large business with multiple Pages and several staff in charge of them.
  • A business of any size that collaborates often with other businesses on common projects.
  • An eCommerce company with a medium to large product range, wanting to benefit from retargeting campaigns.
  • A blog or website that needs to share (or use) a custom audience with/from other websites.
  • A business of any size advertising in multiple countries with different currencies and time zones.

Benefits of Using Business Manager

Facebook Business Manager brings together many different facets of the Page and Ad management process under one umbrella account: Power Editor, Ads Manager, Reporting and Pages.

Consolidation

This is especially effective for multiple ad accounts managed by one person, as well as one page managed by multiple people or agencies.

Hierarchy

FBBusMan

This effectively removes the need for ‘gray accounts’ to manage multiple pages while also removing the need to share login details (in the case of multiple people managing a page through, for instance, the business owner’s personal account).

Navigation

The more pages you manage, the more convoluted your personal Facebook account becomes. Facebook Business Manager, once set up, keeps everything in one place, allowing managers more time to post engaging content and grow the business.

Permissions Clarity

Adding, modifying roles, and removing managers from accounts is much easier, allowing employees to keep their work and personal lives separate.

Getting Started

Setting up Facebook Business Manager requires a bit of time and planning, as well as the following:

The Lead

This is your master account: Someone in charge of setting up Business Manager. This is the person who manages the primary Facebook Page and Permissions, or the business’ main ad account.

Primary Page

After setting up the master account, add basic information about the main business account from which you will be managing other accounts, answering the following questions:

  • How Your Business Uses Facebook: Agency, Advertiser, App Developer
  • Amount of Managers in Business Manager: 1-10, 10-50, 50-100, 100+
  • Pages, Ad Accounts, or Apps to be Managed: 1-10, 10-100, 100-1000, 1000+ 

Create a Business Manager Profile

Create a profile by choosing the agency or business name and link it to your agency or business Facebook Page. Please note that you must select a Page on which you are an admin – not an advertiser or any other role – and that does not belong to any other business.

Completing Setup and Adding Users (by Work Email)

When setting up the account, provide your work email address to complete sign up to business manager. This means that only your name will show, completely separating your business account from your personal one.

The same goes for your employees and other page/ad managers. Add multiple agency or business employees and additional Business Manager admins at once, choosing the role for each: Business Employee/Business Admin, followed by each page role: Admin, Editor, Moderator, Advertiser, or Analyst.

Note: People vs. Partners

Highlighted in the Loomer blog, a sometimes confusing aspect is the idea of adding people as opposed to the idea of adding partners.

  • People: As the name suggests, these are real human beings with a valid Facebook account that you add to your Business Manager to be assigned to different assets and tasks.
  • Partner:  This is just another Business Manager account with its own set of people, assets, etc. that have access to work on a specific asset transferred to Business Manager.

Once a Partner business has access to an asset, Admins can assign individual People from their own structure to work on it.

For example, you are a large business that has multiple business lines (each of which have a Facebook Page), and a different agency for each line. If the agency was to use Business Manager, you can assign the agency as a “Partner” and the agency leader assigns roles as needed.

Adding, Claiming, and Requesting Access to Pages and Ads

Roles and Permissions

Whether using Business Manager for ads, pages, or to manage the entire process, users receive different roles. Roles are hierarchical, building in terms of progressively responsible permissions.

Ads

Advertiser accounts are broken into three roles: Admin, Advertiser, and Analyst, with roles for each displayed in the table below.

Admin Advertiser Analyst
View Ads X X X
Access Reports X X X
Create and Edit Ads X X
Edit Funding Source X
Manage Admin Permissions X

Pages

Similarly to Ads, Page Roles are broken down into hierarchies as you assign the following roles as you would do on a Facebook Page:

Admin Editor Moderator Advertiser Analyst
Manage Admin Roles and Page Settings X
Edit the Page and Add Apps X X
Respond to and Delete Comments X X X
Send Messages as the Page X X X
Create Ads or Promote Posts X X X X
Edit and Share Product Catalogs, Pixels or Custom Audiences X X X
View Page Insights X X X X X

For more information, see the Facebook Help section on Managing People, Pages, and Ad Accounts in Business Manager.

Drawbacks

Although Manager is beneficial for ad agencies and companies with multiple pages and people, those with only one or two accounts may want to reconsider. For multiple-account users, the benefits should outweigh the drawbacks, but the same cannot be said for single-account users.

Some flaws with the Business Manager:

  • The main account cannot be removed. Select your main accountholder carefully, as he/she cannot be removed. Best candidates are those most likely to stay with the company.
  • It can be difficult to navigate. Information about the tool is still somewhat limited. Facebook Business provides a FAQ page, but users still find Manager difficult to use. It’s evident from the Facebook Help threads that resources are scarce.
  • Ad Accounts cannot be removed. This is causing a cluttered Manager for some. It would be best to allow the deletion of inactive Ad Accounts to allow for ease of use. This is also causing many to hit their account limits, preventing them from adding new accounts because they can’t delete old ones.
  • Inability to comment on reviews. Users are unable to comment on reviews as the page while logged into Business Manager.

Additional Reading

For more information on the Business Manager experience, please take the Facebook Blueprint course on the subject, and see the following resources:

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