A Facebook page manager has a number of important duties and responsibilities. As the administrator of a Facebook page, the page manager is in charge of overseeing all activity and content on the page. This includes developing an overall strategy, posting content, monitoring engagement, responding to users, analyzing metrics, and more. Some key duties of a Facebook page manager are:
Developing the Facebook Strategy
One of the first and most critical duties of a Facebook page manager is to develop the overall social media strategy. This starts with understanding the goals and objectives for the Facebook page and determining how it will support the overall marketing and business goals. From there, the page manager maps out the types of content to post, the posting schedule, target audiences, and performance benchmarks. Having a documented Facebook strategy is crucial for keeping the page focused and on track.
Setting Goals and KPIs
An important component of the Facebook strategy is setting goals and key performance indicators (KPIs) to track. Goals could include increasing brand awareness, generating leads and sales, driving website traffic, improving engagement, and so on. Quantitative KPIs are needed to monitor progress towards these goals. Common KPIs include:
- Page views
- Post reach
- Engagement rate
- Link clicks
- Lead generation
- Sales conversions
Setting measurable goals and monitoring KPIs allows the page manager to gauge performance and amend strategy as needed.
Defining the Target Audiences
Knowing who the target audiences are is also key. The page manager needs to have a clear understanding of the demographics, interests, and needs of ideal customers. Content can then be tailored and advertising targeted to align with these target audience profiles. Defining specific audience segments to focus marketing efforts is critical for an effective Facebook strategy.
Content Creation and Curation
The next major duty of a Facebook page manager is regularly creating, curating, and sharing content. High-quality, relevant, and engaging content is the lifeblood of a successful Facebook presence. There are a few keys to effective content creation:
Consistent Posting Schedule
Content should be shared consistently, following the posting schedule outlined in the overall strategy. While frequency may vary depending on the business or organization, posting something at least once per day is typically recommended as a starting point.
High-Value Content
The content must deliver value to the target audiences. This could include relevant industry news and updates, tips and how-tos, behind-the-scenes looks, entertaining or inspiring videos and images, and more. The focus should be on quality over quantity.
Variety of Content Types
Using different types of content keeps the Facebook page dynamic and interesting. The page manager should utilize a mix of status updates, photos, videos, links, live videos, Stories, events, and more. Breaking up text-based posts with visual content is key.
Engagement Tactics
To drive engagement, certain tactics can be incorporated: asking questions, running polls and contests, encouraging shares, highlighting user-generated content, and leveraging holidays, events, and trends.
Conversion-Focused
While engagement is important, the ultimate goal is typically conversions in some form, such as email list sign-ups, contact form submissions, or product sales. Including strategic calls-to-action within content is crucial.
Community Management
Managing and nurturing the Facebook community is a core duty. This involves:
Responding to Comments and Messages
Comments and private messages require timely responses and management. Promptly replying shows customers their feedback is valued and establishes the page as a helpful resource.
Monitoring Discussions
Beyond direct comments, the page manager should also monitor post shares and industry-related discussions happening. This allows them to identify concerns, provide assistance, and mitigate any potential social crises.
Encouraging Engagement
Tactfully responding to comments, thanking users for sharing feedback, and recognizing loyal followers all work to foster engagement. The page manager sets the tone for the entire community.
Advertising and Promotion
For pages with larger budgets, Facebook advertising and promotions are additional duties the page manager may oversee. These activities include:
Boosting Posts
Select posts can be “boosted” to expand reach. Parameters like audience, duration, and budget must be set to optimize results.
| Post type | Potential reach | Engagement rate |
|---|---|---|
| Standard text post | 1,000+ | 2-5% |
| Eye-catching image | 2,000+ | 5-10% |
| Informative video | 3,000+ | 10-15% |
Facebook Ads
For amplified results, Facebook ads can be created to promote the page or specific products and services. The page manager defines the target audiences, sets daily budgets, develops compelling creative, monitors performance, and optimizes the campaigns over time.
Contests, Sweepstakes and Giveaways
Running contests and sweepstakes on Facebook can rapidly increase followers and engagement. The page manager defines the promotion mechanics, legal rules, and promotional marketing to maximize entries.
Analytics and Reporting
Ongoing analytics and reporting are also vital duties of the Facebook page manager role. Key tasks include:
Monitoring Metrics
Using Facebook Insights, the page manager can view key metrics like reach, engagement, clicks, reactions and more. Tracking these over time shows what content and tactics perform best.
Generating Management Reports
Regular summary reports should be created on page performance and progress towards KPIs. This keeps key stakeholders informed and provides support for strategy adjustments.
Analyzing Campaigns
When boosting posts or running ads, the page manager must closely analyze campaign performance and derive optimization insights from the data. This ensures marketing spend is effectively allocated.
Attribution Analysis
With Facebook pixel tracking, online and offline conversion attribution can be measured. The page manager assesses this data to quantify ROI.
Monitoring Trends and Best Practices
To maximize results over time, the Facebook page manager must stay current on platform best practices and emerging trends. Some ways to accomplish this include:
Facebook Training and Certifications
Completing Facebook Blueprint courses on managing pages, creating ads, and data analysis is invaluable. Certifications demonstrate expertise.
Industry Conferences and Events
Attending or monitoring conferences shares the latest Facebook strategies and innovations in social marketing.
Groups and Forums
Joining Facebook marketing groups and forums provides tips from experienced page managers and social media professionals.
Online Resources
Frequent reading of blogs, articles, and guides keeps tactics fresh and inspiring.
Customer Service
For pages supporting an ecommerce business, customer service is another potential duty. The page manager may help with:
Answering Product Questions
Providing prompt and accurate answers to customer questions builds trust.
Troubleshooting Issues
Helping diagnose and resolve customer problems demonstrates goodwill.
Processing Returns/Exchanges
Managing returns and exchanges via Messenger improves convenience.
Elevating Urgent Matters
When needed, escalating complex inquiries to appropriate teams helps satisfy customers.
Conclusion
Facebook page managers handle a diverse array of duties. Developing the page strategy, creating engaging content, managing the community, running ads and promotions, analyzing data, and providing customer support are just some of the key responsibilities. With proper execution across these areas, Facebook pages can successfully raise brand awareness, interact with customers, support marketing campaigns, and ultimately drive business results.