According to recent reports, Facebook has now over 2.4 Billion active monthly users on the platform, and with that kind of reach, it’s no surprise that most businesses are now on Facebook trying to reach their target audience.
As companies have started to use Facebook though, they have been faced a lot of challenges trying to manage their pages and ad accounts as everything was tied to one personal account that you had to share with whoever is managing your Facebook accounts.
This posed a lot of security risks as you had no flexibility whatsoever over the level of access that you give to your employees and partners.
After all, you don’t want to give your new social media intern full admin access over your social media presence.
This is exactly why Facebook introduced Facebook Business Manager a few years ago.
But despite it being the perfect tool for managing businesses on Facebook, I found that most companies (especially, SMEs) have either no idea what it is, or they know what it is but don’t use it for some reason.
In this short–ish blog post, I am going to give you 5 reasons why you should start using Facebook Business Manager right away instead of your current setup!
1. Different Roles for Every Use Case
After creating your business manager account on Facebook, the first thing you’re probably going to do is add people under your account, and when you do, you will immediately see how everyone in your company will fit in.
As you can see in the screenshot below, all people will be added under one of four main categories (the last two shown here are seen once you click on “Show Advanced Options”).
This is the option that would be selected by default, and rightly so, as this will fit most of the users that you’re adding to your account. I recommend using that option for anyone on your marketing team, interns, or anyone on your payroll who is not an owner.
The second option is basically the highest level of access you can give on business manager. With this level of access, users can have full control over users, marketing assets (we’ll cover this next), payments, and pretty much everything else.
That’s exactly why I do NOT recommend giving this level of access to anyone besides the account owner.
Important Tip: Most people confuse admin access here on business manager with admin access over an ad account or a page. They are most definitely NOT the same! You can still give full admin access over a page or an ad account through the employee access, I promise 🙂
One of the advanced options for user roles on business manager is Financial analyst, which basically gives a user view-only access over financial reports, invoices, account spends. This advanced option is mostly used by bigger companies with dedicated accountants and financial analysts.
This is a good choice for your accountants, though, if you have one since it just gives them what they need from your account and nothing else!
This means that there’s no chance of them messing up anything else on your ads or page, which is really the essence of Facebook Business Manager.
The second advanced option we have here is similar to the financial analyst role we just discussed. The only difference here is that a financial editor, as the name suggests, will have the ability to edit any payment-related setting on your accounts. That means that a financial editor will have a higher level of access than a financial analyst would.
With these many options to choose from, you can see how Facebook Business Manager can help you create new users under your account and giving them exactly the level of access they need. Later, I will show you how to get even more granular with the level of access you can give to your employees, but first let’s look at one of the biggest reasons you should start using Facebook Business Manager: Adding Assets.
2. All Your Facebook Assets in One Place
Before we get into the cool process of adding different assets to your business account, let me first explain what I mean by “Assets”.
Assets, in this context, means any Facebook accounts, pages, Instagram profiles, or pixels that you are managing under your business.
A prime example of that is having a couple or more websites or ad accounts that you are managing, and you want them to be kept under the same business umbrella. These can be different branches of your business requiring different Facebook pages and accounts, or you can have different products targeting different audiences and you want to create separate pages and ads for.
Whatever your case may be, Facebook Business Manager can help you add all of these different assets under one business account.
You can do that by going to your business settings, and then under “Accounts”, you will be able to either add a new page, claim your own page by adding it, or request access to a page that is not yours (that’s usually for agencies). This is shown here in the screenshot below.
You can also do the same thing for ad accounts, Instagram accounts, and pixels.
Important Tip: If you have too many assets, Facebook Business Manager has released a feature quite recently that allows you to group your assets and you give access to that entire asset group later to users of your choice. You can do that by going to “Business Asset Groups” from the left navigation as you can see below.
3. Total Control Over Permissions
I know. I know.
This is basically the first reason I mentioned above with the different 4 levels of access you have for every user and all. BUT if you think this where it ends, you would be happy to know that you’re far from right!
You can set super granular permissions to every user you add to your business account. For instance, after you select the category of access to your user (in most cases, that would be employee access), you will see permissions settings offered on every single asset you have on your account.
Keep in mind that you need to
Select the “asset type” which can be your ad accounts, pages, apps, etc.
Select the exact asset you want to assign: This can be your exact page or ad account.
Select the level of access you want to give on that asset to that particular user you’re adding
Once you finish creating permissions on one asset type, you can move on to the next one and do the same thing.
Important Note: While you can add people first and then assign them assets later, I highly recommend that you add your assets first, just to avoid getting confused when you’re starting out.
It will work either way though, so it’s your call 😉
In case you want to add assets to a user later on, you can just go to the People tab from the left navigation and select the user you want to add assets to, and finally, click on the “Add Assets” button as shown in the screenshot below.3.
4. Added Security Features for Your Entire Business
Remember when we raised the security issues with sharing your personal Facebook account like 1000 words ago? Well, you will be happy to know that even with all that granular permission and user settings that we just went through, Business Manager adds even more security features to protect your business.
This means that your accounts, users, and overall business are never compromised.
To access those added features, just go to the “Security” tab in the left navigation, and you will see a page similar to the one below.
Here, I really recommend that you require everyone on your team who is part of your business to turn on Two-factor authentication. This will significantly reduce the risk of any hacking that can happen on their accounts, and ultimately yours.
One other thing you can do here is to add another business manager admin so he can help you if get locked out of your account. Just make sure that this person is going to be there long term (an owner, a shareholder, etc.)
5. Partnerships Made Easy
In yesteryears whenever you wanted to give access to an agency or a consultant to manage your ads or social media, you had to give them full admin access over every asset you own, which is something that is very risky and can have disastrous results if any disagreement occurs.
I even saw some agencies disallowing access to ad reports to some of their clients because “it was too complicated for them” and instead gave them some excel sheets at the end of every month.
I don’t know about you, but for me, this is complete B.S.
Luckily, Facebook has heard my cries every night and created the partner tab in the left navigation section so I can add a partner and limit their permissions to whatever they need to do the job, and nothing more!
Whenever you add a partner to your business account though, you will notice that the process is a bit different from adding an individual user.
As you can see below, Facebook asks you for something called “Partner Business ID” which is basically the ID of their Facebook Business Manager.
Important Tip: If you ask an agency or consultant that is supposed to help you with Facebook ads about their Business ID on Facebook and they don’t know what you’re talking about, this is an immediate red flag! I would recommend that you stay as far away as you can.
I believe the case for Facebook Business Manager is very evident in a world where Facebook has become the main marketing channel for a lot of businesses.
My last words to you are that at the end of the day you need people and possibly partners to help you work with the many features that Facebook offers nowadays, from Facebook and Instagram ads to groups and so much more. You also need to give those people what they need to do their job well, and nothing else.
What you do NOT need is to compromise your account security.
So, let me know if you’re already using these features already in your business account or if you’re just starting (in this case, good on you!)
If you have any questions about Facebook Business Manager or any Facebook-related matter, please reach out to me on Twitter at @OmarTawfik791
Until then, stay safe!
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