Before you get started…
Utilizing Facebook Business Pages as a component in a marketing strategy is an important aspect of building credibility and community. Simply building a Facebook Business Page and scheduling posts will not in itself deliver results. Two important aspects of a successful Facebook Business Page strategy include:
developing a following and
delivering content that drives engagement.
Facebook uses algorithms to determine which posts show up in a users news feed. Those algorithms take into consideration post consistency, the content itself and the interactions that content is receiving. Many studies have shown that a small percentage of Facebook users following your page will see any given post. Scheduling posts at optimum times can be helpful, but won’t necessarily change the algorithm results. Facebook Insights will help in determining the best times/days for your particular following, so don’t get too caught up in figuring out when to post.
Ensuring the best results for a Facebook Business Page involves focused effort by the Agent/Officer/Advisor for whom the page is created. By inviting Facebook users to like and follow their Facebook Business Page and sharing the content from their Facebook Business Page to their Personal Facebook Page they can start to flip the algorithms in their favor.
In addition, utilizing Facebook Advertising will increase the number of people who see your posts and can lead to additional page likes/followers and engagement.
Facebook business pages are created under a personal Facebook profile. If you don’t have one yet, follow the steps here: https://www.facebook.com/help/188157731232424
This Facebook profile must be a legitimate personal account; Facebook will deactivate profiles that don’t meet their terms of service and you risk losing access to the Facebook Business Pages you manage.
You will have the opportunity to assign additional Facebook Personal Profiles to your Facebook Business Pages with varying degrees of permission; learn more about that here: https://www.facebook.com/business/help/1101781386943864
What are the options:
A member of the marketing team will create and manage the Facebook Business Pages under their personal Facebook Profile and give a specified level of access to the Facebook Profile of the Officer/Agent/Advisor.
The Officer/Agent/Advisor will create the Facebook Business Page under their personal Facebook Profile and give access to the Financial Institution via a Personal Facebook Profile of a member of the marketing team.
You will achieve greater consistency from a brand, compliance, and timeliness perspective if the corporate marketing team takes the initiative to build the Facebook Business Pages. You will need to consider the level of responsibility you will assign to the Agent/Officer/Advisor based on the roles Facebook has established.
When creating multiple Facebook Business Pages, it is best to start with determining the settings you will need to select as well as the information you will need to gather.
General Settings to consider:
Post and Story Sharing
Audience Optimization for Posts
Who will be responsible for messaging communication?
Show a Greeting?
Set up automated responses?
Show who is sending messages on behalf of the Facebook Business Page?
Others Tagging this Page
Similar Page Suggestions
Post in Multiple Languages
Pull together the following page information:
Contact Information for Agent/Officer/Advisor
Templates and Tabs
Select a template that provides the information specific to your page
Who will receive email notifications for the Facebook Business Page
It is important to have more than one Facebook Personal Profile attached to each Facebook Business Page to ensure continuity.
Assign a new page role
Once the Facebook Business Page is created and published, it is time to invite Facebook users to like and follow your page. For more information on that, check out this article: Growing a Facebook Following