Facebook recently introduced the ability for page administrators to delegate different levels of access. To steer my clients in shopping centres, retail and small business in the right direction I’ve put together some examples of how you might use this new feature in these environments.
What are the access levels?
The table below (from Facebook.com) provides a guide to the access levels available within your Facebook Administrator settings and what each delegation has the ability to access, the levels include:
How Should Access Be Determined?
The role of the ‘Manager’ for your Facebook page is pretty important and you probably don’t want to limit this to one person. Why? Ultimately it is Facebook you are dealing with, this is not your system and you can not simply pick up the phone and ask Facebook to grant you access. If Facebook decide to lock your personal account you will lose access to your business account too.
The following table provides some examples of the top 3 people you might choose to have this access level in your various industries:
|Shopping Centres||Retail||Small Business|
|1. National/Regional Marketing Manager||1. Marketing Department||1. Business Owner|
|2. Marketing Manager||2. Sales Department||2. Business Manager|
|3. Centre Manager||3. Regional Manager||3. Administration Manager|
The role of ‘Content Creator’ is exactly that – anyone who generates your content. This person will be posting to your Facebook page as your business, adding applications for competitions or campaigns and they will also have the ability to update your profile pic and cover image. You might do this in house or you could use external contractors.
The external contractors you would allow this level of access include: Graphic Designers, Social Media Consultants and anyone who is helping you manage your page, install applications or upload new graphics.
Internally in a shopping centre environment this could be delegated to a Marketing Assistant or Promotions Officer. In a retail store you might even provide this responsibility to your Store Managers, depending on the size of your store (or chain of stores). In a small business you would most likely only use this for external contractors.
The ‘Moderator’ is one of the most important roles within your access levels because these are the people who will be representing your business to your fans. They need to be confident in customer service and they must be armed with the correct details about your business or have the ability to quickly source it and respond accordingly. They will be able to respond to messages on your behalf too. This access level is perfect for front line staff, provided they are adequately trained in your social media guidelines/procedures. If you have a few moderators staff might choose to post their name after helping someone with a question.
The role of advertiser is perfect if you are enlisting an external contractor to help you run Facebook advertising, this one is pretty self explanatory.
The role of Insight Analyst is exactly that, they only have access to your Facebook insights. If you are using an external marketing contractor to take care of your page, as the client, you might only want access to this area so you can check on the results. Your social media consultant would be managing, posting and responding on your behalf and you would have minimal involvement in the day to day running of the page.
If you look after the page in house you could provide this level of access to an external contractor who deals in marketing or market research as they could use this data to compare it with other demographic data they are collecting on your customers.
Now it’s over to you! Will you use these new levels of access for your shopping centre, retail or small business? Do you see value in being able to delegate responsibility to people in your business? Let me know in the comments below.
• Customised social media set up
• Daily Monitoring of your social media
• Marketing Plans and Strategies
• Experienced in Shopping Centres
• Experienced in Retail
• Experienced in Small Business
• Media trained
• Experienced in stakeholder liaison