Business Page Roles Becoming More Transparent on Facebook
Social media is a world that’s always changing.
And for brands, if you’re not staying up-to-date on social trends and marketing news, it’s easy to fall behind.
In the past year Facebook has made quite a few changes, including the elimination of third-party data.
Now, the social media giant is rolling out updates to Page roles for Facebook Business Pages.
What are Facebook Business Page Roles?
First, let’s discuss exactly what Facebook Business Page roles are and what they mean for each Facebook Business Page:
There are six Page role options to choose from, each playing a different part and given to Facebook Business Page owners that are managing and/or editing a page on behalf of a brand. You can manage Page roles in Facebook’s Help Center.
- Admin: This role has full access to the Page and can make all necessary updates, manage Page roles, create ads, respond to message, view insights, and more. Admin is the highest level of access.
- Editor: Access for this role includes creating/deleting posts on the Page, respond to and/or delete comments on posts, view insights, and manage job postings.
- Moderator: This role can ban people from the Page, send messages as the Page, create ads, respond to and/or delete comments, and manage job posts.
- Advertiser: A person with this role can create ads, view insights, see who has published as the Page, and view the Page Quality tab.
- Analyst: A person with an Analyst role can view insights, who has published as the Page, and view the Page Quality tab.
- Jobs Manager: This role can create ads, view insights, manage job postings, see who has published as the Page, and view the Page Quality tab.
A Page Admin can make edits to those with Page roles as necessary, even removing access at a moment’s notice.
There can be multiple people who are granted access to a Facebook Business Page, but each person needs to have a personal account and a specific Page role from the options listed above.
What Facebook Marketers Need to Know About the Latest Update
Facebook’s most recent change applies to social media marketers that maintain a Facebook Business Page as an active Page admin role.
In an ongoing effort to increase transparency when it comes to Business Pages, Facebook will begin displaying new information to Page visitors.
One thing Facebook users can expect to see in the Info and Ads section is the primary country location where the Page is managed.
This information is based off the location of all existing Page Roles including, agencies, advertisers, social media marketers, or individuals the company works with, and it applies no matter their designated role.
The primary country location is where a specific Facebook Page is managed. This information is determined by the Page Role’s information and activity on Facebook, the stated profile location, as well as any device and connection information provided to Facebook.
Visitors can also expect to see the number of people who manage the Page in each country, previous name changes for the Page, and any Page merges that occurred on or after September 6, 2018.
How to Update Your Page for Facebook’s Page Role Change
So, what does this mean for you if you currently own or run a Facebook Business Page?
For those who might not be as diligent, it’s time to clean up and manage any active page roles.
Remove people who are no longer active or affiliated with the business, and ensure roles are only given to those who truly need access.
It is also important to make sure the individuals given a Business Page role have updated their location information so it’s accurate. In instances where it is not ideal for individuals to list their location, a special request can be submitted to Facebook to have the information hidden.
While it is currently unknown how or if these changes will impact Facebook Business Pages, the effort to become more transparent is certainly something users will enjoy and appreciate.
What the Change Means for Social Media Marketers & Brands
Personally, looking at this update from the perspective of a user, the update doesn’t seem to matter. If I’m looking at a Facebook Business Page, the only thing that I’d really care about is if it’s a real page or not. Real meaning, legitimate. As opposed to one that isn’t authentic and is a source of spam.
Facebook has already implemented page verification for businesses, public figures and so on. So, authenticity is covered. I think it’s an interesting piece of information for someone looking to learn a bit more about the platform, especially if it helps their brand. But does the average Facebook user care where a post came from? I think no. (We’re looking at you, Fake News!)
Transparency is definitely something that’s great for Facebook — and subsequently for advertisers.
If the users aren’t happy, they’re not using the platform. If they’re not using the platform, businesses won’t see an ROI for their advertising efforts. So, if Facebook thinks this will make a difference to their users, more power to them.
I, however, think there are more efficient ways to increase transparency for users. For example, why not implement a feature where Facebook can decide whether a post is spam or not?
The amount of times I’ve seen a week-old Facebook Business Page offering a “free giveaway” is astounding. And what’s worse? The number of users falling for the promotion. Maybe this would occur less if Facebook implemented a verified symbol on posts letting users know the content is from a reliable source. I think this is much more important than knowing where the agency they work with is located.
But, that’s just me. What’s your take on this new feature? Are you for it? Or are you like me, do you think there are better ways for Facebook to increase their transparency?