Before it was launched, we got early access to Facebook’s Business Manager.
So we want to share some tips and insights that will help you make the most of this awesome tool.
Initially, Facebook rolled the tool out to a handful of agencies.
They didn’t have the equivalent of the Google MCC (My Client Center) to handle multiple client accounts.
So consultants and agencies, meanwhile, went nuts creating “gray” accounts to manage shared log-in access.
We had some fun ones:
But now that gray account are not allowed (Facebook extended the deadline to February 16th, 2015), you must use Business Manager.
We’re not going to go into how to set up Business Manager or what it is.
Facebook’s guide already covers this quite well.
Here we go:
- Get all your pages and ad accounts into your company Business Manager. If it’s a big client with many departments and product lines, they might just add you to their Business Manager. Some companies even have multiple Business Managers where they have multiple groups with budget/P&L authority. This is a pain, but worth it if you have multiple people on multiple projects. Whether you’re an agency or in-house, you need to be using Business Manager. If your client has apps, you can add these, too, then share custom audiences between the relevant ad accounts.
- Do housekeeping once a month. You might have ex-employees with access to client accounts. Not that you’d expect them to wreak havoc, you wouldn’t want to create the temptation or have the client think that your process is broken. Do you have a designated person such as a general project manager to do this?
- Stop using gray accounts. They’re about to get shut down and you might even lose your access. Besides, when you have multiple people logging into a single account, it confuses Facebook as to who this person is and where they are. This causes the account to get locked from various security warnings, which become a hassle to resolve. You also don’t need to be friends with someone or be a fan of the page anymore. Not to say that you don’t like the people you work with or that you don’t support your clients, independent of the fact that they pay your bills.
- Integrate Business Manager set-up with your client on-boarding process. Then you don’t have to do a silly dance each time to find out what’s missing or get on the phone with them to walk them through what to click on. We have our own set-up checklist like this:
- Use project groupings for clients with many assets. Here are the two pages and one ad account for the Golden State Warriors, for example.
We created a checklist for you on how to integrate Business Manager properly with your operations.
If you’re an agency, client, or consultant, this will save you a lot of headache.
About the Author
You can find him quoted in major publications and on television such as CNN, the Wall Street Journal, Washington Post, NPR, and LA Times. Clients have included Nike, Red Bull, the Golden State Warriors, Ashley Furniture, Quiznos-- down to local service businesses like real estate agents and dentists. He's spoken at over 750 conferences in 20 countries, having flown over 6 million miles in the last 30 years to train up young adults and business owners. He speaks for free as long as the organization believes in the job-creation mission and covers business class travel.
You can find him hiking tall mountains, eating chicken wings, and taking Kaqun oxygen baths-- likely in a city near you.