Facebook Business Manager has been around for some time now. Have you tried it yet? Initially, there were a few problems regarding the complexity of the tool. Facebook has since managed to iron out a few of those issues and has made the UI more user-friendly. But does Facebook Business Manager end up being the solution that it had set out to be that can be of help in implementing your Facebook marketing strategy? Let’s find out in our assessment.
Facebook Business Manager – A Step By Step Guide
Go to https://business.facebook.com/ and click ‘Create Account’. Facebook then asks you to create your new Business Manager account. Give your company name or agency name here to begin with. This is the first step.
The second step is to ‘Create Your Profile’. Give your first name, last name, and business email id. All official communication regarding Facebook Business Manager is sent to this email id.
The next page shows you the settings to customize to make Facebook Business Manager work for you.
It shows the Ad Accounts, Pages, and People on the left side. On the right, it shows 3 main categories.
Claim: Use this if you’re a brand and have created your own brand pages. Only one account can claim an asset. The others have to request access.
Request Access: Use this if you’re an agency and want to manage a client’s profile. You can ask for access from this section.
Create New: Use this option to create a new Facebook page just like you would from the native Facebook UI.
Note: Adding pages to Facebook Business Manager removes them from the native Facebook client. You get all the functionality that was available in the native UI. Don’t panic if you don’t see it in your page lists.
Start by adding pages to your account. As mentioned earlier, if you have created that asset (Facebook page) then you can claim that Facebook page. If you’re an agency, ask permission to access and manage that page. Claiming a page happens instantly as you’re already authenticated by Facebook as an admin. Requesting access however takes time.
When you’re requesting access, you can even select the role you would need on the page. This procedure, however, would take longer.
After you add a page to manage, you can add your team members to manage this page too. You can even assign them access levels so that you maintain control over the page.
Just like the page, ad accounts have the same rules applicable to them. To claim an ad account, you have to be the creator. You cannot associate yourself with multiple ad account ids. If you’ are an agency then request access.
You can assign multiple pages to a particular project. Create the project by giving it a name first. This could be the brand name that you would be managing. This would help keep track of everything related to this brand from a single location.
The next step is to assign assets to this project. These are the assets that you had added earlier. You can assign the following assets to your project:
Pages: All the Facebook pages that you would like to manage using Facebook Business Manager.
Ad Accounts: Accounts that are used for billing when you run ads in your projects.
Product Catalogs: See all Facebook product catalogs and see who can work on them.
Apps: See all the apps that are associated with Facebook Business Manager. Claim them so that you can assign it to a project.
Instagram Accounts: See all Instagram accounts associated with Business Manager and add new ones.
This allows you to add and maintain projects. To publish posts on your pages, click the Business Manager menu on the top left corner and hover over ‘All Tools’.
Click Page Posts here to manage your outgoing content on a particular Facebook page. This is just like the ‘Publishing Tools’ you have in your native Facebook UI.
Advantages of Facebook Business Manager
Now that you have learned how to use Facebook Business Manager, let’s take a look at some of the advantages:
- It allows you to manage multiple pages from a single location. This is key if you’re an agency that takes care of many different pages.
- It lets you bring your team onboard and assign tasks to them. This wasn’t possible before. You can now select the level of access you give them and keep the control with you.
- It lets you manage multiple ad accounts from a single console. It’s not just about the posts; it’s about the Facebook ads that you run for your brands. It becomes easy to keep track of multiple clients with varying ad strategies from the projects created.
Disadvantages of Facebook Business Manager
- Facebook Business Manager is not a complete solution. You still have to switch between Power Editor (to manage your ads), Page Posts (to manage your content queue), and Facebook Business Manager.
- The are a lot of challenges while marketing on Facebook. Publishing to multiple pages can be solved using Facebook Business Manager. Publishing content to groups is however not addressed with this tool. You will still have to use a social media management tool to address that.
Is Facebook Business Manager Right For You?
Social Media Agencies: If you are an agency trying to find new clients, or already have a decent number of clients, then use Facebook Business Manager. It helps you organize multiple client profiles.
Publishing on Facebook: If you would like to publish content to multiple pages and groups at the same time, then Facebook Business Manager is not the tool for you. A simple social media management tool can do the trick here.
Ad Campaigns: If you are an agency that’s primarily into running ad campaigns for your clients, then Facebook Business Manager is the right tool for you as you can then assign team members to specific brands and monitor their performance.
SMBs: If you are an SMB who manages their own small number of Facebook pages, then Facebook Business Manager is not worth the trouble. Facebook Publishing Tools and Power Editor itself cover all the tasks that you would want to do.
Have you used Facebook Manager as yet? If yes, then how comfortable are you with this transition? Does it solve a real problem or is it a necessary evil you have to live with. Do let us know your thoughts and results in the comments below.