At least once a week I have a friend/acquaintance reach out to me because someone they know needs help accessing their Facebook Page (or Ad Account). The problem is – they don't know who the current Admin is on the Page (or Ad Account)… or, they know exactly who it is, but that person is now estranged from the company and is not being compliant and turning the Page/Ad Account back over to the business. This is a serious problem – and it's oh, so, preventable. What I am about to tell you should be required reading for anyone who is starting a business Page on Facebook – and surely for anyone who currently has a business Page on the platform. As a business owner it's essential to understand the basics of Facebook Business Manager to manage ownership of your assets.
For the purposes of this article, we'll discuss the two most common Facebook business assets: Pages and Ad Accounts. Each asset has their own infrastructure. When you create a Page, you automatically get Admin access. Being a Page Administrator is the highest access level a user can have on a Page. If you review the chart below, you'll see the 6 page roles that are available for Pages.
You'll notice that Admins and Editors are very similar – the only difference is that Admins can manage page roles (and settings) whereas Editors can not. What that means is that if you name another person an Admin – they have the power to remove YOUR status as an Admin. You can see how that would be problematic! Now, that being said, having a secondary Admin is a wise-move, in case you get locked out of your account for some reason. It never hurts to have a backup. This person should be a highly trusted person, however, because you are also giving them a lot of power.
A similar structure is in place on Ad Accounts, with the Admin having full power including the ability to manage Admin permissions and edit payment methods, over the next level down, the Advertiser. In this situation you'll want to exercise the same caution with who you give Admin permission to.
Here's the thing… sometimes you simply HAVE to give someone else Admin permissions on your Assets. Let me explain my own situation. I run Ads for a variety of clients, and I am often running Lead Ads and using Zapier to connect the leads to the mailing lists of my clients. Facebook protects lead information, only allowing Admins to access the information. This means that, in order for me to effectively take the Ads off my client's plate, I need Admin access on their Page (and they often want me to be able to maintain the Ad Account too – updating the payment method when necessary, etc.). What those charts don't tell you – is that there actually IS a role that trumps the Admin named on the assets… and that's the Admin of the Business Manager that OWNS those assets.
What is Facebook Business Manager?
Facebook Business Manager is a free organizational tool that is provided by Facebook. It's a tool that businesses should use if they manage multiple pages, and/or if they have multiple people managing their page(s). Surprisingly, many business owners I meet are not doing this! It's totally fine to outsource the management of your Page, but you should never completely hand over the Admin rights without establishing ownership of the assets in question. Let's take a look at what Page Role Settings look like when Business Manager is in use:
How do I set up Facebook Business Manager?
To set up Business Manager you should visit business.facebook.com. From this page you will find more information about using the free organizational tool and you'll be able to click on the “Create Account” button in the upper right hand corner to get the process started.
Do you need help getting Facebook Business Manager set up?
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Meg Brunson has been marketing to moms for over 7 years. She is the founder and CEO of EIEIO Marketing, a digital marketing agency focused on Facebook Marketing for family-focused businesses.
Meg is also a former Facebook employee with a passion for helping bootstrapped businesses figure out Facebook so that they can promote like the pros! She left the 9-5 in 2017, so that she could be the mom she wanted to be to her 4 young daughters.
After helping her daughter launch her first business, Storytime With Kiki, at the age of 10, Meg began hosting the FamilyPreneur Podcast: an interview-style podcast for parent entrepreneurs, raising entrepreneurial children.