I do a lot of work using Facebook. I work in primarily the service industry and my role as a freelance marketer is usually defined as strategic, creative and driven by commercial output. However, I’m well aware that the success of a campaign can often be determined by how effective a team can work together and this means that my role always has an operational focus.
Often, when there are a lot of stakeholders involved in a project or campaign execution, there is a much greater focus on the operational side things, the allocation of roles and the responsibilities and the accountability for such tasks. It’s usually within these conversations that access to Facebook becomes a topic of discussion.
I’m never surprised when a client shows aversion to providing access to their Facebook assets. As a business, they have to be risk-averse and often providing such access to a third party puts them in a vulnerable position. Could I respond with something inappropriate or off-brand? What if I get hacked? There are a lot of reasons to feel uneasy about it.
One of the alternatives is to use the assets from the third party. I have a Facebook page and an ad account for my business and I have been requested to use this in the past on behalf of clients however, I don’t recommend this as best practice for the following reasons.
It dilutes the brand
If you are working with a third party marketing professional, it’s fine to reference this relationship but for most scenario’s, it’s really inappropriate. If I am going to be a true extension to the client’s team, my work should be behind the scenes and I shouldn’t be referenced publicly through Facebook. If I’m sharing content and setting up advertising for a client using my Facebook page, my brand is shown more prominently than the company and it doesn’t offer a great customer experience from a messaging perspective. This is confusing for the customer or the candidate and creates a disjointed campaign.
It limits the client’s visibility and ownership
If I’m using a client’s account, they only have access to the data that I physically provide. When reporting, it’s often at a high level to encourage decision making based on objectives for a particular project but the information contained in that account can be used to inform future campaigns and is of high value. Creating an ad campaign develops an audience that can be used in the future, the client should be the one who owns this within their account.
Managing budgets and payments is often a tedious task. To minimise the money exchanges it makes sense for the client to pay for the advertising directly. This also provides peace of mind through transparency.
So, if a client doesn’t have peace of mind, I try and create that for them.
I’ve put together a few points that should help cautious organisations feel more comfortable providing access. If you’re a marketing professional facing the same challenges with clients, you might like to consider offering the same list in your engagement letter or it could at least provide some discussion points.
- Make sure the person who is managing the assets has two-factor authenticity set up on their account
- Ensure this person’s phone and computer are both password protected
- Often, browsers will encourage you to save passwords. Make sure the person managing the account states that they don’t have their passwords saved in their browser for Facebook
- Provide access to this person through Business Manager by requesting their email address. This gives the account owner more visibility and control over the level of access provided.
- Ensure the person managing the account has their notifications turned on. Whether it’s because you’re managing comments or not, Facebook will provide feedback about your ads account through notifications, including if there is any suspicious activity through logins or spend amount