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Setting Up Social on Key Platforms

This step moves the course from the theoretical and conceptual to the practical.
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[Woman] Let’s look at how you can set up a business page on Facebook. Well, there are two ways to do this. The first is to create a standalone page from your Facebook profile. However, this is quite basic and has limited functionality.
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The second is to create a free Business Manager account and create or import client pages to that account. Facebook Business Manager allows you to post content and create ad campaigns and is the most efficient way to manage your Facebook presence for business.
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To create a Business Manager account, follow these steps. One, log into Facebook or create a new profile.
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Two, visit https://business.facebook.com and choose to create an account. Three, enter your details. Four, go to Business Settings. Five, click the Pages tab. Six, click Accounts and click Pages. Seven, on the right-hand side of the page, click Add New Pages. Eight, select Create a New Page. Nine, enter the page name and other details, and upload creative assets when prompted to do so. It is recommended that digital marketing professionals choose to run and manage social activity through Facebook Business Manager as it allows for more precise targeting options, centralized management of all pages and ad campaigns, integration with Instagram, and other enhanced features that aren’t as readily available through native page creation.
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Overall, you can do more and do it faster with Business Manager, and this will give you an edge over competitors who opt for the native platform.
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Facebook tip, it is also possible to add an existing page, which you own, or request access to a page from a client.
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[Man] You’re all very welcome to our screencast on how to set up a Facebook Business Manager, and manage all of your client business pages and ad accounts through one space. So we go to business.facebook.com, and it brings us to this screen here. We’re going to begin by creating an account, and we use our email address to begin. Let’s just click on the Create Account button, and that brings us here. And we must log in to continue. So we can use our personal email address if we have a Facebook account, or we have to sign up for one if we haven’t got one already.
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So when we’re logged in, we can see all of the pages that we manage and all of the accounts that we run ads through. Now, you may not have any pages that you manage yourself there or any ads account created. So let’s look at setting data. We do this in the Business Manager settings. And in the Settings area, we can see all the details about the pages and partners we use to manage our pages and our ad accounts. So, if you want to add people, users to your ad account, people on your team, you can do that in the People section here of the Users areas, depending on where you are, so on Pages or Ad accounts, etc.
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If you want to import pages from your clients, we click on this, and then we can add a page, and we can choose to Add a Page, Request Access to a Page, or Create a New Page. If you’re doing it for your own business and you haven’t got a Facebook page, this is where you should do it. If you want to import a client’s business page so you can manage it, this is where you do that here. And if you want to add a page that you already have access to through your normal Facebook profile, you can just add it in here.
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Likewise, with ad accounts, we can Add an Ad Account, which we already own ourselves, we can request access from a client account, or we can Create a New Ad Account. We can add our Instagram accounts, Apps. We can add some detail about the business we’re in and different things. And if we want to do things like import our e-commerce store, we can do this in the Catalogues section here. So this will allow us to run product listing ads on Facebook itself. If we want to manage the Pixels, the pixels are a remarketing pixel or our conversion pixel, we can do that in here.
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And then we’ve got some other Offline event sets, different conversions that we can create ourselves, source groups, and Shared Audiences, which are the remarketing list that we use. We have also used other features around Brand safety, Registrations, and Integrations. We have our Payments and our standard administrative pieces here. So, within Facebook Business Manager, it’s a very powerful tool for just managing a bunch of different ad accounts or, indeed, a number of different pages as well.
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And I’ll just go back to the start screen here, so we do have a drop-down area here which shows us all of the different areas we can look at, including our Analytics, Attribution, testing, our different areas around Ads Manager, or pages, anything we want to do with our apps, we’ve got Audience Insights and Campaign Planner here, different assets. All of the different areas of Facebook and, indeed, Instagram advertising can be managed through here, and it’s a very simple and straightforward way of managing multiple accounts very quickly.
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So I’d encourage everyone who does work with Facebook advertising or Facebook pages to set up a Facebook Business Manager account and not run it through your personal profile anymore, where this is your core area for all of your digital marketing work, because it gives you access to more features and more functionality, and it’s free. So anything you’re doing on Facebook or Instagram, Facebook Business Manager is where you do it. And the URL for that is business.facebook.com.
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So let’s take a quick look at setting up a page and managing a page through Business Manager. So our Pages area are at the top, and our Ad Account area is down the bottom. Let’s click into a page. So once your page loads up, we’re able to see a business profile here. Now, this is very important. You shouldn’t use a personal Facebook profile to do any business or digital marketing activity, because you can’t do any advertising, and it limits the amount of functionality you can do to engage with your audience. So always use a Facebook business page, which is what we can set up in the Business Manager here.
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And you get an experience like this where you have your video at the top, you’ve got your profile picture, and you have the number of views and recommendations, and then your posts will appear, photos, different things like that. Down the left-hand side, we have all the different areas that we can look at. And indeed, we can include things like our maps and locations, phone number, all of that. So we can see our followers. We can just see some detail about what we want to do. Up the top here, we have an important menu, which shows us our page itself, Inbox, communications with our followers, Notifications about our page, Insights where we see data about our audience, and Publishing Tools.
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I’ll go into Insights in another screencast, and we’ll talk about that. But for the moment, let’s look at Publishing Tools.
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And within Publishing Tools, we can see our posts, we can see different actions and reach around them. We have a left-hand menu here which shows us different details about our posts themselves, about the videos, about the tools we use, jobs, content around brand, leads, ads forms. It’s quite important. If you’re doing any kind of lead generation on Facebook, you must create a form here, and store it in the Forms Library. And then you’re able to set up your leads from there. If you want to have a creative and interesting mobile experience, you can click in on that Canvas area, and design your own Facebook splash page and landing area with different features to engage your mobile audience.
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Likewise, there are some interesting tools around Creator Studio and in the Sound Collection area. This is always growing, always being developed. So do check the Publishing Tools from time to time, and see what’s in there, and just play around with, certainly, the creative area in tools and, indeed, the Canvas area. Quite important, again, if you’re doing lead stuff, you should focus that in here. So in a nutshell, that is a whistle-stop tour of the Facebook page area in Business Manager. Would encourage you to explore it yourself and start playing with these interesting features of Facebook Business Manager, these features that are more developed in Business Manager than the traditional Facebook experience.
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So definitely go in there, and definitely explore this area. And finally, before we finish, the Settings is somewhere you can explore to do different administrative things to your account. We’ll have a quick look now. In the Settings area, we have our left-hand menu here, which will show different levels of the settings, including things like information around our page, and what we try and do with our business itself. If you want to add roles, people to the account, people to look and have access to our stuff, Authorizations, different Branded content, include Instagram, all of the different features are all here. And that is Facebook Business Manager for digital marketers.
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How can you set up a Twitter account for a business? Well, you simply sign up for a new profile on twitter.com. Enter your details and set your password, and add a cover photo, bio, and so on. On the surface, there is no difference between a Twitter account used for a business and standard Twitter accounts. With Twitter, you can sign up for an account, and simply use it for business. However, additional features are likely to be rolled out for business accounts in the future.
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Unlike many of the other social media experiences, Twitter doesn’t have a separate business experience. So you simply set up for a standard Twitter account for your business, and tweet from there. Let’s begin with that and Sign Up.
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We begin by creating our account and entering our phone number or our email address instead if we don’t want to use our phone number. So let’s continue. And then we can connect with people we know, or choose our options here, if we so please, and Sign Up. Once we have our account set up, we can add our profile picture and the different assets to our Twitter experience and take it from there. And once we’ve uploaded our profile picture, we can tweet and just say something here. Add our hashtag and tweet. When we refresh, we can see our tweet in our timeline, along with a number of other areas and suggested followers, different trends, different things like that.
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And that is basically how you set up a Twitter profile for business.
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Next, let’s look at setting up a company page on LinkedIn. A company page on LinkedIn requires all of the same creative assets as the other social channels, such as a cover photo, profile pic, and about us or bio information. However, it is more professional and business-like in tone to match the audience of this professional social network. To create a company page on LinkedIn, follow these steps. One, click the Work icon in the top-right corner of your LinkedIn homepage. Two, click Create a Company Page. Three, enter your company name and choose a URL. Four, check the verification box to confirm you have the right to act on behalf of the company in the creation of the page.
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Five, click the Create Page button.
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Businesses need to set up a company page to avail of additional features, such as advertising and analytics, on LinkedIn.
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Let’s take some time to look at setting up a LinkedIn business experience. So within the LinkedIn profile area, we go up to our Work tab, and we’re then presented with our work menu over on the right-hand side. So, for our business experience, we need to Create a Company Page. And we click this button here, and that brings us to our company setup area. And from there, we can guide ourselves through the process of building a company page.
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Once we have our page set up, we’re able to manage the experience of our page itself. So we can add our profile image, a header image. We can add a tag line. We can post. We can drive updates to our groups, or do all of the different engagement features that a LinkedIn company page allows businesses to do. It’s very important that if you want to advertise on LinkedIn, you need to create a company page, because you take your posts, or your content from your company page, and you promote that out. You cannot promote content or posts from a personal profile. You can only do it from a company page.
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That is why a company page should be set up for your clients or for your own business itself to promote yourself on LinkedIn. - Next, Instagram. How do you set up an Instagram business account? To set up an Instagram business account, follow these steps. One, download the Instagram app on your mobile phone and connect to Facebook. Two, go to the app menu and choose the Settings icon. Three, choose to switch to business account. Four, add your business details, bio, and so on. Five, connect your Instagram business account to your Facebook company page. As Instagram is a mobile-native app, you need to set up your account by downloading the app to your phone and then connecting to Facebook.
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From there, you can change your Instagram profile to a business account in the app and begin to market your products. If you have a Facebook company page for your business, you can link your Instagram business account to your company page and manage paid promotions through Facebook Business Manager.
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While Instagram is predominantly a mobile-native experience, we can set up an Instagram account using the desktop experience for business. So it’s on instagram.com, and we can just sign up or sign in here. Let’s begin with that. In the sign-up area, we can choose to Log in with Facebook or, indeed, add our details. So let’s add our details. We’re then able to choose who we might want to follow, and we can just select who we’d like to, and then move on. From there, we can see any posts that are in our feed from who we follow, and some suggestions for who we would like to follow and, indeed, personalizing our profile simply by clicking on it here.
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So we can edit our profile, we can change our photo, for example.
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We can then confirm our email address, add our phone number, add any details about our self, our website, or what we do. And we should do all that to enhance our experience. From there, we can go back into Facebook Business Manager and into our Business Settings area. In our Business Settings area, we can go to Instagram accounts and Add an Instagram account. So we simply need the username and the password to add an account. Once we’ve added our Instagram account, we’ll see it in our Instagram account settings here. And then we can assign a link between this Instagram account and different ad accounts, so we can publish across Facebook and, indeed, Instagram from one location in Facebook Business Manager.
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And that’s the real value of adding your Instagram account to your Business Manager account is that you can publish across paid promotion in both Facebook and in Instagram from one location, one billing source, and optimize your activity for the two different audiences.
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Finally, let’s turn to Snapchat. Simply download the snap app on your mobile phone and sign up. Then go to ads.snapchat.com, and enter your business details to begin using the business functionality. Snapchat doesn’t have specific business pages, but in the majority of cases, it’s possible to promote your business on Snapchat using standard features, such as lenses and stories. In addition, extra functionality for paid promotion is available to businesses who are signed up to the Ads Manager.

This step moves the course from the theoretical and conceptual to the practical. It explains how to set up social media pages or accounts for a business on Facebook, Twitter, LinkedIn, Instagram, and Snapchat.

Discussion:

What are the main social platforms which you use? What do you use them for?

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