Social Media Management Advanced Class (JAC Academy) PDF

SOCIAL MEDIA MANAGEMENT Advanced Class Lesson n. 1 Prof. Federica Barbella WHAT TO EXPECT FROM THIS CLASS A path of a hybrid, practical, and theoretical approach, intensive and pragmatic, that aims to become an excellent Social Media Manager (SM...

SOCIAL MEDIA MANAGEMENT Advanced Class Lesson n. 1 Prof. Federica Barbella WHAT TO EXPECT FROM THIS CLASS A path of a hybrid, practical, and theoretical approach, intensive and pragmatic, that aims to become an excellent Social Media Manager (SMM). Speci cally, you will learn: A method: continue the methodical journey started last year through theoretical knowledge accompanied by practical labs on Facebook and Instagram, using real-life cases spanning different business sectors. You will learn how to effectively and professionally run Ads on Facebook, Instagram, and the Meta ecosystems, setting yourself apart from the “cuggggini" with a strategic vision aimed at maximizing business outcomes. You will become pro cient in promoting a company on Facebook and Instagram, navigating through the various tools offered by the platform, understanding which metrics truly matter, and acquiring real contacts and customers through Meta, optimizing your time and providing tangible support for your business growth. Practical notions: You’ll be able to kickstart a whole new Social Media Project from scratch, as you’ll be developing 2 different practical case studies with a SMP + content as well. fi fi WHAT I EXPECT FROM YOU Willingness to learn and take action: This year, you will nd many more exercises, along with practical insights to challenge yourselves right from the start, so seize this opportunity! Dedication: We know that becoming an SMM doesn't happen overnight; it's a journey that will last throughout your entire career. This is just the beginning; don't stop here. We are now adding another piece to the foundation built last year, which I expect you to already have in you. Being a SMM means getting your hands dirty every day, continuously educating yourself, transitioning from theory to practice, and solidifying it through constructive experiences. Transparency: If you don't understand something, say it. Open discussions are more than welcome. We are fortunate to be discussing a current and engaging topic that affects us all every day, whether we like it or not. Let's stimulate each other constructively with theoretical questions and practical cases that make us re ect. fl fi  BM & BS: INTRO & OVERVIEW Business Manager and Business Suite: differences, use cases and overview How to set up and secure everything like true professionals How to add people, accounts, and partners How and where to create pages, accounts, catalogs, and datasets Contact Center and Inspiration Hub How to download invoices Useful links and checklist LESSON PLAN A REVIEW FROM LAST YEAR COME SI GESTISCONO LE ENTITÀ DI META? Meta sta cercando di uni care le app dicevamo, e per farlo c’è uno strumento: la Meta Business Suite. Fino a poco fa si parlava di Facebook Business Suite: a oggi lo strumento principale che Meta offre per gestire gli account FB e IG business sia da desktop sia da mobile è proprio Meta Business Suite, in cui si gestiscono anche conversazioni whatsapp business, quindi un vero e proprio strumento omnichannel, con NL, automazioni con AI e machine Learning. BUSINESS SUITE Se volete essere dei buoni SMM dovete essere bravi a capire e interpretare le evoluzioni e a comprendere gli strumenti di social business prima degli altri. Fino a poco fa lo strumento principale per gestire il business su FB e IG era Business Manager, ora riportato a un livello più basso (solo aspetti più tecnici ora, come accedere a sistema di conversioni of ine, upload cataloghi, registrazioni pagine di notizie, metodi pagamento condivisi, liste elementi bloccati, utenti di sistema..). BUSINESS MANAGER I professionisti non usano i propri account personali per gestire gli asset dei clienti (pixel, pagine, pro li, account pubblicitari) ma usano o business suite, o business manager o tool di terze parti: io gestisco e pubblico centralizzando ad esempio con Hootsuite, però sotto a lui c’è sempre la suite o il BM. fi fi fl COME SI GESTISCONO LE ENTITÀ DI META? Questo è il pannello di controllo di Meta Business Suite, che permette di gestire i vari account, posta, richieste info, messaggi, app collegate, campagne pubblicitarie in gestione inserzioni, gli insight sono qui dentro. C’è anche la voce che permette di gestire gli accessi delle persone (potete farlo o in business suite o in BM). Occhio che BM è un livello più basso della suite: tutti avete un BM anche se non lo vedete: se entrare in business.facebook.com se cliccate su impostazioni > altre impostazione di business trovate il BM. COME SI GESTISCONO LE ENTITÀ DI META? Questo è lo screen del Business Manager, il livello inferiore, di natura più tecnica come vedete dalle voci riportate: utenti, account pubblicitari, app, cataloghi, pixel ecc… questo si usava no a ieri per gestire gli account business. Qui sotto trovate livelli di gestione più avanzati xche i principali ora meta li ha messi in Business Suite. Questo per dirvi cosa? Che ogni cliente deve avere il suo BM o la sua BS (Business Suite). Quando accedete a business.facebook.com a sx vedete vs nome, nome pagina che state gestendo e cliccando su account business vedete tutte le suite/BM a cui avete accesso, e ognuna ha al suo interno le pagine che gestite. Per ogni cliente va creata se già non c’è ma Meta lo fa in automatico quando si crea la pagina. fi  COME SI GESTISCONO LE ENTITÀ DI META? Se dovete creare nuovo account pubblicitario/pagina ecc… andate su business… create vs BS, vs pagina FB, account IG, account pubblicitario o quello che vi serve (app, pixel ecc) e poi vi date l’accesso nelle impostazioni come persone siche legandovi gli asset di business che vi interessano. Non fate come i cuggini, che all’interno del loro BM inglobano gli asset/account dei clienti, anche per una questione di serietà e responsabilità: voi non volete essere responsabili di fronte a chiunque vuole info su chi gestisce i dati. Ogni azienda quindi deve avere sua Suite a cui noi come SMM chiediamo accesso. Altra cosa importante: potete sganciare un pagina, account IG da una Suite o BM ma non potete sganciare un account pubblicitario. Quindi se lo create dal vostro BM non potete poi cederlo al cliente, a cui giustamente spetterebbe. Voi dovete gestire i suoi asset come Partner, o come persone via indirizzo mail. fi BM, BS, BUSINESS ACCOUNT… HOW DOES IT WORK? THE COMMAND CENTER FROM WHICH YOU MANAGE AD ACCOUNTS, PAGES & Business Suite (BS) ASSETS. Meta BS is the reference point for managing all your mktg and adv activities on FB and IG. Business Portfolio YOUR COMPANY ACCOUNT Where all your (BP) business assets, such as pages, ad accounts, and more, are centralized and secured. Business Manager THE HEART OF YOUR BUSINESS ACCOUNT (BM) Where you can also manage the most advanced features. THE CAR METAPHORE The Business Suite is the car you use to navigate the Meta ecosystem for business purposes. Business Suite (BS) Business Manager (BM) They are NOT separate entities but an integral part of each other. Remember: Under each BS, there is a BM. It’s a mess, it’s complex, but that’s how it is. All the business portfolios I have Accounts under this access to Business Portfolio Assets under this Business Portfolio  How does the Meta ecosystem work for business? Where can you nd the core and advanced features for managing the business account and related assets?" Where can you nd the core and advanced features for managing the business account and related assets BUSINESS PORTFOLIO It brings together FB pages, IG accounts, ad How does the Meta ecosystem work for business? accounts, the brand's various assets, and the people working on them to centralize management and secure them FB PAGE IG ACCOUNT AD ACCOUNT Brand’s assets to put under the Business Portfolio of the brand The command center from which various assets and activities can be managed (e.g., publishing and analysis). fi fi Business Suite and Business Manager: a 360° overview GOOD TO KNOW As of today (though work accounts have been discussed for a while), a valid personal Meta account is required to open and access Business Suite (beware of workarounds, see below). Every page has an associated Business Suite (or one is automatically created when you create the page). Under a Business Suite, there is always a Business Manager. It can be accessed both from desktop at business.facebook.com and on mobile by downloading the Business Suite app NO, NO & NOOOO To fake and shared accounts through which all collaborators/team can access To fake and shared accounts that are linked to all BMs and clients' accounts To accounts created ad hoc to manage resources Generally, be careful with new accounts created to open up a BM! SECURITY: THE BASICS How to keep your Facebook account secure? 1. Password and Login Information Do not use your Facebook password elsewhere online, and never share it with anyone. Your password should be dif cult to guess, so don't include your name or common words. 2. Log out of Facebook when using a computer shared with others. 3. Enable login alerts from unknown browsers > https://www.facebook.com/help/ 162968940433354 4. Never click on suspicious links, even if they seem to come from a friend or a company you know. Keep in mind that Meta will never ask for your password via email. Remember, Meta NEVER tags or sends private messages on Messenger to inform you of violations or issues with your account. If you see a suspicious link on Facebook, report it. 5. Set up two-factor authentication > https://www.facebook.com/help/148233965247823 Be very cautious about the apps you grant (or have granted) access to (or those you've logged into via Facebook login!) Reference: https://www.facebook.com/help/285695718429403 fi DO A CHECK-UP https://www.facebook.com/privacy/checkup/ DO A CHECK-UP https://www.facebook.com/settings/?tab=security https://www.facebook.com/settings/?tab=applications TO RECAP Every company MUST have its own business account Every company MUST own its own business account and all the assets that bear its name When I enter the Business Suite, I see the business resource to use. If I want to access other business resources, I just need to search for them in the search bar menu at the top left The fact that I have access to a business resource DOES NOT MEAN that I am an admin of the business account that owns it.  HOW TO PROPERLY SETUP & SECURE EVERYTHING AS A PRO FOR OUR BRAND AND CLIENTS SCENARIO #1: A BUSINESS PORTFOLIO NEEDS TO BE CREATED FROM SCRATCH WHO SHOULDN’T WHO SHOULD CREATE IT CREATE IT The agency, taking ownership of the The business owner client's assets The marketing manager The external consultant, taking A STABLE key gure within the ownership of the client's assets company The intern The agency/external consultant The friend’s cousin who knows how FOR the client to use Facebook fi But my client doesn’t understand anything... What should I do?! Assist them in creating the Business Manager (recommended option) Or create the Business Manager yourself and then make them an admin, explaining the basics (not recommended) Charge for setup and training N.B. Especially in the case of inexperienced clients or for tasks that require multiple accesses and more complexity (e.g., setting up Commerce Manager, Conversion API...), the SMM/ Agency becomes both partner and temporary admin. Let’s start building our platform What should I do?! 1 2 PAYMENT METHOD VIA BM You can use different payment methods (also depending on the country), butI recommend using a credit/debit card or PayPal to avoid delays or issues. It's also possible to request a credit line, but it's subject to a certain minimum spend (until recently, it was 10k/month for a minimum of 3 months). 3 Tip: Add a second payment method as well, so if the rst one fails, Facebook can charge the cost to the second one, and your campaigns won't suddenly stop. Everything you need to know about payment methods > https:// www.facebook.com/business/help/ 338388466239851 fi SCENARIO #2: I ALREADY HAVE A BUSINESS PORTFOLIO COMPANY SMM/AGENCY Add at least 1 more Admin Add at least 1 more Admin Add all the pages, Ad Accounts, Add all the pages, Ad Accounts, Instagram and Apps owned by your Instagram and Apps owned by your THEIR company company Add all the partners, assigning Ask to access (DO NOT ADD!) to them just the assets they will have to all the assets you need to manage work on with the appropriate roles your clients’ activities Add all the partners, assigning them just the assets they will have to work on with the appropriate roles NOW, WHAT DO WE DO? 1 If for any reason you can no longer access your Facebook account and there's only one admin, the Business Manager will be left without an admin... and trust me, that's a situation you never want to nd yourself in! :) N.B. Company email and Facebook account. Generally, the company email is used to invite someone to access Business Manager because the business account is tied to the company. You can also use non-company emails. The email does NOT necessarily need to be linked to the user’s Facebook account, BUT authentication is done via Facebook, so… As of today, to manage Facebook and Instagram assets through Business Suite, it is MANDATORY to have a Facebook account. fi  2 Complete the info and activate ALL security procedures WHEN TO VERIFY YOUR BUSINESS As we’ve already seen last year, it is crucial to make it in order to: Be seen and recognized as a professional and not as a cugggino; It allows you to deeply understand the dynamics of that speci c industry in a social context It gives you an idea of the potential of the industry in social media > some industries have high potential, while others have a low one. It enables you to create a list of frequently asked questions and answers. It provides concrete numbers to establish your objectives. How to secure the BM? Immediately activate mandatory two-factor authentication for everyone Add another admin right away Periodically check active users and admins, along with their email addresses Do not assign admin roles to untrustworthy individuals Regularly remove people who no longer work on the assets, especially if they are admins fi  We add the company’s assets to our Business Portfolio, but… HOW TO? 3 Owned by me = CLAIM Not owned by me = REQUEST ROLES: HOW TO ADD PEOPLE, ACCOUNTS, AND PARTNERS Where to nd the requests sent/received? You can nd them in the "requests" section If enabled, you will receive an email when you're added or removed from 4 access to assets in your BM For pages you can check in Settings>Roles to see if the request is there If the asset belongs to a Business Manager that you don’t own and you don’t know who has it, you will need to contact support I invited someone, but they didn't receive the request... Tell them to check their spam folder Ask them to check the "Requests" section in Business Manager Cancel and resend the invitation Knock on the door of Support In some cases, only support can help you, and there's no guarantee that they will. I recommend that you: Open a ticket explaining the situation Have someone else open a ticket if you’re unable to Follow the procedure in case of Admin Dispute In some cases (e.g., ad account), you might even need to discard it and start from scratch. fi fi ADS ACCOUNT SETUP > ADD PEOPLE VIA BM META BUSINESS SUITE > SETTINGS > PEOPLE ADD PEOPLE VIA BM HOW TO ASK FOR SUPPORT If Where can I open a support ticket (if I have the option)? https://www.facebook.com/business/help/support Where can I nd various support requests and tickets? https://www.facebook.com/business-support-home/ AND REMEMBER: ASSETS When you request access – or are granted access – to a ACCESS TO BM speci c asset, you must then OR BP assign it internally to the people you want to use it. INTERNAL DISTRIBUTION fi fi #CUGGGINOMISTAKES TO AVOID AT ALL COSTS Setting a client’s page as the main page Claiming instead of requesting access to clients' Pages and Ad Accounts Creating clients' ad accounts from your own Business Manager Using the same ad account for all clients Giving overly high and unnecessary access levels to collaborators/agencies Giving and leaving Business Manager Admin roles to “temporary” individuals  Users on BM They have a personal pro le that allows them to access the Business Manager as admins or employees. They then need to be assigned the resources to manage. Other Business Managers that have access to resources (e.g., agencies). The servers or software that make API calls to the resources owned or Partners are other companies, like agencies, that collaborate with you. Partners can receive access to your BM's resources, but they cannot access the BM itself. Partners will see the assets for which they have been granted access in their own BM When you add a partner to your BM, you can grant access to multiple resources. Once the partner has received access, they will need to redistribute it within their own BM. fi  DATA SOURCE: MANAGE CREATIVE FOLDERS, PIXELS, CATALOGS, AND CONVERSIONS DATA SOURCES Catalog > Always have the legitimate owner create it and then share it with you. Pixel and Data > Same as above. Since each pixel has its own history, it should be set up once ideally using one pixel per domain/brand. Are you using a new ad account? Share the dataset! Of ine Events > These are used to track events that happen of ine. Always create and link it in the client’s BM. Shared Audience > You can share custom audiences with other BMs. fl fl THE ASSIGNMENT OF RESOURCES To use certain tools in ad accounts (e.g., pixel, catalog, of ine events tracking, etc.), it is necessary to ASSIGN THE ASSOCIATED RESOURCE (e.g., ad account). fl CONTACT CENTER AND INSPIRATION HUB LEADS CENTER Meta BS’s Contact Center helps you monitor, manage, and retain contacts who may be interested in your products/services. You can view both your organic and paid contacts generated from ads with message objectives and lead generation ads, such as interactive forms and ads directing to messages, all in one place. It is only available in Meta BS on desktop if you’ve launched lead generation ads. BUSINESS CREATIVE FOLDERS Companies can use Business Manager's creative folders to upload, organize, and share images and videos with other companies, which can then be used in their own Facebook ads MORE FEATURES TO KNOW Lead Access > From here, you can control which people and CRM systems can access your leads by customizing lead access settings. Domain veri cation > Domain veri cation also allows you to manage permissions for editing links and content to prevent the misuse of your domain. This includes both organic and paid content. System Users > System users represent the servers or software that make API calls to the resources owned or managed by a Business Manager. fi fi  HOW TO DOWNLOAD INVOICES ADS MANAGER: BILLING The timing of when you will pay for your ads depends on the payment method you have chosen. There are two main payment settings for Facebook ads: 1. Automatic Billing: Meta will automatically charge your chosen payment method when you spend a certain amount, known as the "payment threshold." Any remaining amounts will be charged on the monthly billing date. You will pay using this method if you use PayPal or common credit and debit cards. 2. Prepaid Amounts: You must rst add money to your advertising account, and then Meta will deduct daily expenses directly from this balance for the duration of your advertising campaigns. You will pay using this method if you are using a manual payment method, such as PayTM or Boleto Bancário. With prepaid amounts, there is no payment threshold. In both cases, it is important to carefully manage your budget and monitor expenses to avoid surprises in billing. Facebook will issue invoices or spending summaries based on the payment method and your billing preferences. fi INVOICES HOLDER META BUSINESS SUITE > SETTINGS > BUSINESS SETTINGS > BILLING & PAYMENTS INVOICES DOWNLOAD META BUSINESS SUITE > SETTINGS > BILLING & PAYMENT> PAYMENT ACTIVITY > DOWNLOAD BILLING USEFUL LINKS: How does Meta charge for ads? > https://www.facebook.com/business/help/716180208457684 How and when are payments charged? > https://www.facebook.com/business/help/ 105373712886516 How does monthly billing work? > https://www.facebook.com/business/help/2086865811541431 Differences between budgets, spending limits, and payment thresholds > https://www.facebook.com/ business/help/998181913623584 LESSON 1 USEFUL LINKS: Impact of feedback and purchase experiences on Page ads > https:// www.facebook.com/business/help/108127923199330 Google Authenticator > https://support.google.com/accounts/answer/1066447? hl=it&co=GENIE.Platform%3DAndroid Creative Folder > https://www.facebook.com/business/help/2476241715732107 Domain Veri cation > https://www.facebook.com/business/help/286768115176155 Blocked Items List > https://www.facebook.com/business/help/1314478651899918 News Page Registration > https://www.facebook.com/business/help/316333835842972 System Users > https://www.facebook.com/business/help/327596604689624 fi ADS MANAGER: CHECKLIST Have you given the account a recognizable name? Is the time zone and currency set correctly? Have you entered all the right billing information? Have you set a spending limit (if applicable)? Have you added a working and reliable payment method + the backup method? Have you con gured the dashboard with the data that matters most to you? Have you connected the pages and Instagram accounts you want to advertise? Have you granted access to those who need to work on the account? Have you added all the company’s resources to the company’s Business Manager? Have you requested access to the clients' Business Manager as a Partner? If you're an agency, have you veri ed that everything is correctly set up? Have you secured everything by enabling two-factor authentication and removing any inactive users? fi fi