How to prevent your Facebook assets from being stolen.

How to prevent your Facebook assets from being stolen.

Business Managers, Ad Accounts, Pixels, Facebook Pages, Instagram Profiles, Groups, Audiences, Database, Manager, Partners, Facebook Apps. Do these words sound familiar? It’s possible that your brand has one or more of these assets on Facebook. However, most of the time they’re not organized in the correct way. This could bring a lot of problems; from mistakes on reports to having your Facebook Pages stolen and eventually completely lost .

The first thing you have to understand is that there are two types of assets:

• User Profiles: These are just like real people but on Facebook. There’s two kinds: First, personal profiles, yes, that place where our aunts and grandparents upload a picture of their favorite bible quote with a sunset in the background. Second, Business Profiles, known better as Business Managers(BM). This one works specifically to manage every digital access that you have as a brand, however, it doesn’t have a public presence, meaning you can’t find them on the facebook search bar or you can use them to upload content by itself. But be careful, let’s not confuse them with facebook pages. We can have a BM without one or multiple facebook pages.

• Commercial Assets. In here you’re going to find everything that has or could have a commercial value for your brand. Instagram profiles, Facebook Page and Ad Accounts mainly. I would like to stop for a second to extend on the concept of Ad Account because it doesn’t get the acknowledgment or value that it deserves. An Ad Account is the owner asset of your audience, pixels and payment methods.

Now let’s see, how do you organize the Facebook assets of your brand? The fundamental principle in this is to depersonalize the ownership of the assets. In a more simple language, the owner and the administrator of each asset must be the BM of your brand. Avoid having your community manager, the designer or even the Brand Manager as the administrator of these assets. Every Business Manager can create access to partners or co-workers, so it’s important not having a person as an administrator since tomorrow is always uncertain and access could be lost.

Step by Step (Reference Graphic 1)

The BM of my brand must be the owner of the facebook page and ad account. (Ideally one for each brand)

To give access to partners or employees working for the brand, you should give them within the BM and then assign the access necessary to manage or supervise.

For Advertising Agency or Media Managers you must add them as partners of your BM and then assign them the respective assets.

Agencies must give access to this asset to their employees by using BM also.

Graphic 1.

So, what happens when an agency or brand buys ads from a reseller on Facebook, like Cisneros?

You should know properly that for billing related issues, credit, consulting or support when buying ad spaces from a reseller, the reseller will be the owner of the audiences data, pixels data and payment methods. The other option in this case is making your brand’s Ad Account generate the audience and pixels, so you can share this data with the reseller’s or agency’s Ad Account. (Reference to Graphic 2)

Graphic 2

Finally, it is crucial to highlight the importance of avoiding the management of social media ads with Ad Accounts from other parties. When working with a reseller it is essential to have a transparent working model where you never lose sights of all your campaigns and investments ($$$), but that’s a different topic for another blog...

Juan I. Jiménez

General Director