You may already have a Facebook Business page to create posts for your business. You may even have set up Facebook Ads manager to run campaigns. But you haven’t truly stood on the shoulders of giants until you’ve integrated Facebook Business Manager into your social media operations. Here’s how to get started:
What is Business Manager?
Facebook Business Manager gives you a single dashboard to coordinate and control accounts, assets, team members, and partner agencies. It is designed to help organizations integrate marketing seamlessly across internal teams, external partners, and vendors. As a collaboration tool, it is extremely powerful at streamlining content management, advertising/marketing efforts, and agency onboarding—saving your business money and your colleagues time. And it’s free to set up.
With Facebook Business Manager you can:
- Manage assets/posts across your Business Page and/or Instagram account
- Build a product catalog or audience list
- Run, place, and track Facebook/Instagram ad campaigns with real-time visibility of ad spend and impressions
- Control user access and permissions for everyone who collaborates on your Ads, Pages, and Apps.
Who needs Business Manager?
Many small businesses start out with a single person managing social media campaigns. With Business Manager you can unleash the possibility of:
- Multiple team members collaborating on campaigns without compromising security
- Managing multiple Facebook/Instagram Pages, Ad accounts, or Pixels
- Collaborating securely with creative agencies or vendors—or even outsourcing campaigns entirely to agencies
- Accessing other Facebook Pages/Ad accounts as necessary.
How to set up your Facebook Business Manager account
You can go straight to setting up a Business Manager account even if you haven’t yet created a Business Page. You will, however, need a personal Facebook page for each person who will be accessing the account. You use your personal Facebook information to set up a Business Manager account, but nobody else can see the non-public elements of your profile. Using personal Facebook profiles helps maintain a trackable log of account activity.
1. Go to business.facebook.com/create and select “Create Account.”
Enter your name and log in using your personal Facebook email address and password.
Add any Assets (Pages, Ad Accounts) that you already own or manage. The term “Assets” includes Facebook Pages, Ad accounts, and Instagram accounts. You have the option to Create new Accounts/Pages, Add or “Claim” Accounts/Pages that you are authorized to manage, or Request Access to existing Accounts/Pages.
2. Connect the people who will be working on the account.
They will subsequently receive an invitation. An important part of administering the access to your connected Facebook assets is to assign role permissions. This ensures that all the people you want to collaborate on the Facebook campaign can get access, but that nobody can make unauthorized changes to the overall page account management. Think of it as giving your store manager the keys to open and close the store without the risk of them changing the locks.
It is preferable to manage all permissions to your Facebook accounts and assets from within the Business Manager platform. Consider the following scenario: managers and senior staff of your chain of coffee shops are all authorized to access, post, and comment on the store’s Facebook Business Page. That means you have to go through each account to see who has access permission. Would you necessarily remember to remove permission from a former employee, or set up access for a new worker? If your former employee was disgruntled, for example, the consequences could be disastrous. With Business Manager, you can manage all accounts from a central platform, giving you overall visibility of access and activity, and the power to make changes or update access in a flash.
4. Setting up Facebook Pages
Your Facebook Pages are the shop window for your business on the Facebook platform. Use your Facebook Page to drive traffic to your business website, interact with and engage customers, and take advantage of mobile location search features.
With Facebook Pages, only the Page Admin can manage Admin Roles and Page Settings, and only one Business Manager can claim a page. If you are already a Page Admin for the page you are claiming, you will be instantly approved. If you are not the Page Admin, a request will be sent to the current Admin. You can assign others as the following:
- Page Editor: can edit, create, delete, respond/comment, create ads, view insights, message as page
- Page Moderator: can view, but cannot create posts or edit page
- Page Advertiser: as above, but cannot add/delete comments or send messages
- Analyst: can only view insights.
5. Managing your Facebook Ad Accounts
Once you have your Business Page set up, you can put some budget into PPC campaigns using photo and video content across the Facebook Newsfeed, Instagram, and Facebook Business Network. This could be some of your most cost-effective advertising.
To find out more about Facebook Advertising for Small Business, read our blog here.
For Facebook Ad accounts, you can assign three roles:
- Admin: the only one who can manage admin permissions and edit funding source
- Advertiser: can view ads, access reports, create and edit ads
- Analyst: can only view ads and access reports
6. Finance permissions
To manage the back-end functions, in particular the processing of invoices and setting up of payments, you can assign permission as Finance Editor or Finance Analyst.
The Finance Editor can do everything: change payment methods, edit invoices, edit business info etc.
The Finance Analyst can only view business info, view invoices, view account spend, and view payment methods.
6.5 Other things you can control through Business Manager
If you’re slightly more advanced in Facebook Business features, you might already have explored the potential of audience profiling and retargeting, as well as marketing away from the Facebook platform. Business Manager allows you to gather all these functions under a single dashboard:
- Apps: If your business has created an app, or advertises across affiliated apps, you can see who is downloading apps and which accounts each app is connected to. However, that doesn’t extend to developer access. In other words, you can see the gauges on the dashboard, but not beneath the hood.
- Audiences: allows other people to access the audiences you’ve created, Custom/Lookalike. You can’t sell your audiences to other businesses, though.
- Pixels: these allow you to track activity and retarget. You can share the Pixel with an ad account and share with partners.
7. Set up payment
So far, so free. But you need to set up a payment method to get started with Ads. This is as simple as clicking on the “Add Payment Method” button and entering the appropriate details when prompted. Since you will want only a limited number of senior managers to have permission to authorize payments or enter card details, use the Finance Editor or Finance Analyst roles to distinguish between those who need to view only (Analyst) and those who need to Edit details (Editor).
You can also set email address for anyone who needs to receive invoices in Payments >> Account credit >> Invoice emails
You’re ready to go!
The beauty of Facebook Business Manager is that it gives you a fairly intuitive walk-through to get started, and a user-friendly dashboard to monitor activity thereafter. If your business has promoted its services up to now with traditional print and broadcast advertising, direct mail and email marketing, and cold calling as a primary lead-generation strategy, prepare for Facebook Business Manager to turn you into a social media evangelist, with lower ad spend, greater insight, and unprecedented control.