The blog Social Media Today recently posted a helpful 11-point “health and well-being” checklist for Facebook brand pages. It focuses on behind-the-scenes housekeeping, which can help prevent small issues from ballooning into major problems.
It’s a solid checklist that everyone should use to evaluate their Facebook page(s), and that’s exactly what I’m going to do for a couple of the pages we admin. I hope you find this insight helpful.
1. Review you privacy settings to ensure maximum exposure. These all check out. All of our pages have no country restrictions, use Facebook’s lowest age restriction (13+), and allow users to write on the wall and add photos and videos. We also use the Moderation Blocklist to filter out profanity from Wall Posts. In addition, we keep our posting preferences set to always comment and post from the page, not from our personal accounts. This is especially important for brands with specific character voices, such as Vlasic and Mrs. Butterworth’s.
2. Make sure you have more than one page administrator. Check. Since page admins are the only ones who can make changes to the page, having a team of admins is preferred. It allows for more flexibility (if, say, the main admin goes on vacation) and the ability to delegate the workload evenly. We’ve also found this helpful when clients experience turnover, since we’re able to easily give access to the new staffers. However, you should make sure your page admins are up to date at all times. You don’t want to give page access to someone who is no longer with your company.
3. Set your email notifications. Everyone has a preferred method of keeping up with page activity. For example, I prefer to log into Facebook as the brand page, which allows me to see updates as they happen with live notifications. That said, if you’re not actively checking Facebook throughout the day, email notifications are a must. It has helped us be alerted to spammers over the weekend, since emails come through to our smartphones too.
4. Manage permissions. This section contains one of the best tools for admins: The option to set up the default landing tab for new visitors to a page. We use this feature with all our clients, exemplified by Vlasic’s recipe page, Books For Kids’ welcome page, Mrs. Butterworth’s accessories collection and rbb’s own Never, Ever policy. You can also set the default view for the Wall Tab, which we generally leave set to “All Posts” (as opposed to only updates from the brand) so that visitors can get the full community experience we’ve fostered on the page.
5. Facebook plugins. Having a Facebook Button, Like Box, Like Button or Activity Feed on your website can drive people back to your Facebook page. Check this link for instructions on how to integrate these plugins on your site. You can see examples on Vlasic.com and MrsButterworths.com.
6. Review your Wall and profile image. We pay attention to our client’s profile image, because it’s a great opportunity to get creative and promote current campaigns. Fans may not visit the page but a thumbnail of the profile image pops up with every update, so we make sure to take advantage of the opportunity. For example, on Books For Kids, we have call to action for users to donate. Also, a note to designers: Don’t forget you have 540 pixels of height to work with!
7. Review your More Info page. In addition to linking to the client’s website and contact page, we use this section to also detail our community guidelines. Transparency is the way to go.
8. Manage your Featured Likes. This is one option we could certainly use more often. Basically, you can Like other pages when you log into Facebook as your brand and set which ones you want to appear on the left sidebar of the Wall. Through this you can promote pages you manage or highlight other clients, sponsors and/or partners.
9. Review your photostrip. The photostrip is an excellent location for reinforcing your brand’s key messaging or imagery. It’s a little tricky to manage, since the images can’t be organized because Facebook randomizes them upon refresh. Nevertheless, by incorporating a theme, it can make the whole page look unified.
10. Delete any dead apps. It’s tempting to install a ton of apps to give users all kinds of on-page activities to play with. However, outdated apps make your page look messy and give users the impression that it isn’t carefully managed. Since our clients’ pages run a variety of promotions, we make it a point to weed out dead apps and strategically reorganize the live ones to appear closer to the profile photo.
11. Claim your Facebook Places page. Brands with brick and mortar locations should claim their Place on Facebook and consider merging it with their existing business page. That way, users can interact with the brand in one location.
While I think this checklist is already pretty thorough, I’d like to add a few more items to consider when evaluating your Facebook brand page.
- Learn how to best use “View Insights.” Facebook provides admins with a slew of useful data related to your page’s performance. This includes total tab views, top referral sites, detailed user activity, helpful stats about your most recent posts and more. Use this information according to your needs; for us, it’s incredibly helpful in measuring results of our client’s social media campaigns.
- Remove old admins. Branching off of checklist item #2, make sure your team of active admins is up to date. If clients change staffers, remove old page admins immediately. That way you maintain full control over the page and avoid potential disasters (e.g., an old admin deletes your page).
- Engage as the brand page. Another way to get noticed is by participating in relevant conversations elsewhere on Facebook. To take checklist item #8 a step further, you can Like or comment on specific posts by other pages while logged in as your brand’s page. (You can do the same for Facebook events.) This way, you can reach a wider audience that may share synergies with yours, if you choose your Likes wisely.
- Actively share your Facebook page. A healthy page is a visible one. After you’ve gone through the previous items and ensured it is in good condition, make sure people know where to find your brand page. Unless you do an ad buy, Facebook itself is simply the platform on which it exists. It’s up to you to promote it any way you can. For example, link to the page in your email signatures, forward it to your network and email contacts, and even tag the page (when relevant) on your own personal Facebook updates. Brands with physical locations or products can also promote their Facebook presence in print.
If you have a chance to run this checklist on your Facebook brand page, comment below and let us know how it goes!