Using Facebook Business Manager

Social Media Best Practices


While supporting utility communicators through Pioneer Social, we often get questions about best practices. Here’s the answer to one common question; if you have other questions, send them to social@pur.coop.


Why Utilities Should Use Facebook Business Manager


By
Melissa Shaw and Erin Simpson

If you’re a modern-day utility marketing and communications professional, chances are good that you will need to do one of more of the following in the course of your normal work routine:

  • Schedule Facebook posts in advance.
  • Run paid advertising on your posts.
  • Evaluate the success of your content using analytics.
  • Co-manage your page alongside your co-workers at the utility.
  • Partner with a supporting cooperative like Pioneer Utility Resources.
  • Promote programs like LIHEAP, grants and utility director/trustee elections.

It’s possible to do most of these things from Facebook.com, but increasingly we find ourselves making the recommendation that utilities move to Facebook Business Manager instead.

 

Why Use Facebook Business Manager?

Facebook has matured significantly in recent years, adding a broad array of new services while simultaneously building in layers of restrictions — many of which are designed to prevent messages meddling in political issues and elections in the United States — around paid advertising.

These combined services and restrictions can make your job harder. And in worst-case scenarios, the restrictions can even prevent you from promoting the very principles — like democratic member control — that are of the highest priority for your utility at any given time.

On the other hand, if you set up and use Facebook Business Manager correctly, elections- and issues-based advertising will be no problem. You’ll also be able to:

  • Track ads.
  • Manage multiple accounts.
  • Keep your work and personal life separate.

Interested in learning more about separating your work and personal Facebook lives? We’re writing an article in June about about why we recommend using real (never fake!) profiles to manage your utility’s business page.

 

How To Set Up a Business Manager Account

Setting up your Business Manager account is easy! Before you start, though, you must be sure that you’re logged into your personal Facebook account. Once you’re logged in to your personal Facebook account through Facebook.com:

  1. Go to Business.Facebook.com.
  2. Select “Create Account.”
  3. Enter a name for your business, select the primary Page and enter your name and work email address.
  4. Move through the rest of the onboarding flow by entering the remaining required fields.

Once you’ve established your utility’s Business Manager account, you can add co-workers, other utility communicators and outside agency partners (like Pioneer Utility Resources!) to your account. For each new personal or agency partner you add, you can grant the level of access that you feel best suits their role and your utility’s comfort level.

 

How to Add Co-workers to Your Business Manager Account

When we work with utilities, we always recommend having at least two employees of the utility assigned to Admins (the highest level of permissions), not just in Business Manager, but natively on Facebook.com, as well.

To add additional employees to your Business Manager Account:

  1. Go to Business Settings.
  2. Click People.
  3. Click +Add.
  4. Enter the work email address of the person you want to add. 
  5. Select the role you’d like to assign the person. Be sure to read the description for each role. Choose either “Employee Access” or “Admin Access.” 
  6. Click “Next.” 
  7. Choose a type of asset in the first column, then select the individual assets you want to add this person to in the second column. In the third column, toggle each task you’d like to grant them. Or, toggle on Admin Access to allow them to manage the asset and perform all available tasks. You can add people to multiple assets on this screen by repeating this step. 
  8. Click “Invite.” 

 

What Now?

Once you’ve set up Facebook Business Manager and added your key employees, you’re ready to begin using Business Manager for day-to-day page management. Don’t worry: It’s not as hard as it sounds!

To access Business Manager directly, just go to Business.Facebook.com. If you’re on Facebook already when you realize you want to make an update on your Page, you can access Business Manager tools from there, too!

Do you have questions about social media for utilities? Send them our way! We’re always looking for ways we can better serve you through blog posts, webinars and one-on-one conversations. Your questions could help other communicators, too!