You’re seeing more data companies emerge who want access to more of your page insights to give you better recommendations.
Not all page administrators have equal responsibilities and Facebook knows it.
The social network said it would provide the ability to create five different levels of admin access to pages as soon as the end of this month.
(We’re talking about pages, not developers, who already have the ability to create fourdifferent levels of access to their applications.)
Facebook Product Manager Jeff Kanter only specified what three of the five levels would be, according to our peer blog Inside Facebook.
The three Kanter mentioned during a session at the Facebook Marketing Conference are: full access; publishing only, and page insights.
For those of you who might want to start planning ahead, we’ve got some ideas on how to allocate five tiers of access.
Wall Moderator
Let’s say you identify your most active fan, the person that likes every single thing you post on your page and never stops commenting on them. Perhaps you might see a great opportunity to save yourself some time by just asking that person to manage comments on the wall for you.
You’ll shoot that person a message, they’ll accept with all the glee in the world, and then you have the whole “make sure you respond to every fan post” strategy taken care of. The risk?
If they see the insights and realize they are getting your page a bunch of extra traffic, then they want to be paid. You say no. You piss them off and they delete the page. Not cool, hyperactive fan boy.
Ideally, Facebook creates an admin level where the assigned person can only moderate posts and have access to nothing else.
More importantly, don’t give admin privileges to anyone who isn’t on your payroll.
Outreach
Because fans can now message pages, many brands will need to delegate responsibilities strictly for message management.
This is essentially the most public company inbox. You wouldn’t want that message assistant to get carried away with changing tab names and images would you? Facebook should certainly make this a unique admin level.
The outreach admin should also have access to the activity log where they can manage third party integrations with your fan page.
Advertising
It’s a pain to manage your own ads because you have to create a whole library of creatives seemingly bigger than the Library of Congress.
Facebook should allow admins the ability to assign certain privileges to the companies ad firm without giving the ad firm access to everything.
Because more and more ads will be run to custom timeline applications ideally the ads admin will have the ability to control the tab order and design.
Insights
Instead of handing over the keys to the house, ideally Facebook will enable us to give data partners the key to the shed.
The ability for the public to see a selection of timeline page insights is somewhat of a forerunner to what we might be able to do with our data partners.
Full Control
Lastly, the chief marketing executive in your company should always have full control of the fan page. Consider making said individual the only one allowed to delete your page altogether (hopefully, your company will never resort to that).
As Facebook grows, the services that help companies trying to use Facebook will also become more opportunistic. Having the ability to assign varying degrees of control to different admins will be like a brand’s social media insurance plan.
Readers, how many people do you have administering your page — how might you divide responsibilities and access levels among them?
Guest writer Nathan Latka is chief executive officer at Lujure. Lead image courtesy of Shutterstock.
