Social Media 101: Facebook Services & Best Practices

Overview

Social media plays a crucial role in digital marketing, allowing businesses to engage with customers, enhance brand credibility, and drive website traffic. This guide covers Townsquare Interactive’s Facebook services, their benefits, and key steps for setup and management.

1. Understanding Social Media & Digital Marketing

- Social Media – Platforms that enable users to create, share, and exchange information, ideas, and content.
- Digital Marketing – The strategic use of online platforms (including social media) to improve website traffic and brand visibility.

Why Businesses Need Social Media
✔ Personalized customer interaction leads to higher satisfaction.
✔ Boosts customer trust and increases referrals.
✔ Social media & digital marketing work together to strengthen a business's online presence.

2. Benefits of Social Media on a Campaign

Increased Website Traffic – Social media directs users to blogs, product pages, and promotions.

Improved SEO Rankings – Likes, shares, and comments influence search engine visibility.
Better Customer Insights – Businesses can analyze trends and tailor their strategies.
Higher Brand Credibility – Recommendations from friends/family enhance trust.

3. Getting Started: Townsquare Interactive’s Facebook Services

TSI offers two types of Facebook services:
- Facebook Posting – Organic social media posts to engage users.
- Facebook Ads – Paid advertisements to generate leads and sales.

Client Responsibility:

• The client must create the Facebook page (TSI cannot do this for them).
• Business pages must be tied to a personal account.
• TSI will request partnership access to manage posting and ads.

Setup Process:

1. Campaign Creation Team sends a partnership request during onboarding.
2. Client must accept the request before services begin.
3. If not accepted before going live, Customer Success Leads (CSLs) will follow up.
4. Once access is granted, TSI’s social team takes over (profile picture, cover photo, pinned post, NAPH updates).

4. Accepting Facebook Partnership Access

- TSI will NOT log in to a client’s Facebook account—the client must accept access themselves.

How Clients Can Accept the Request:
1. Log into the personal Facebook account connected to the business page.
2. Go to Page Access Settings (or manually: Business Page Settings → Page Setup → Page Access).
3. Locate the pending request from Townsquare Interactive.
4. Click "Accept" and enter their Facebook password if prompted.

If access is not granted within 3 months, the service will be automatically swapped for Targeting Ads.

5. Facebook Posting Service ("S")

- Posting Frequency: 2x per week
- 80/20 Rule (Facebook’s Best Practices):

• 80% Industry-Relevant Content – Engaging, shareable, educational posts.
• 20% Company-Specific Content – Promotions, special offers, company updates.

Key Points:
✔ TSI’s social team handles content creation (custom posts available upon request).
✔ The client maintains page ownership and can post anytime.

6. Facebook Ads Service ("F")

- Facebook Ads Are Paid Services – Not organic posts.
- Benefits:

• Immediate results with targeted audience reach.
• Customizable ads that can be changed as needed.
• Highly targeted campaigns based on demographics, interests, and behaviors.

Page Requirements for Running Ads:
- 50+ Page Likes.
- Consistent Posting (2-3x per week) – Clients not meeting this should be upsold to Posting Service ("S")!
- Complete Business & Personal Profile – Pages that look “fake” or inactive are flagged by Facebook.
- Pages Must Be at Least 1 Year Old – New pages are more likely to face restrictions.

If these requirements aren’t met, Facebook may flag the account, which could lead to suspension for both the client and TSI.

7. Facebook Metrics & Reporting

Who Handles Facebook Questions?

• Customer Success Leads (CSLs) handle Facebook-related inquiries.
• If the client is a long-time service client, they should contact Campaign Support.

Reporting & Strategy Updates:

• Facebook reports are emailed to clients monthly (not yet available in BMP).
• To update a client’s Facebook strategy, submit a Social Media Team ticket.

Ticket Submission Process:

• CSLs or Campaign Support submit child tickets for changes.
• Other teams must submit a parent ticket first.

8. Key Takeaways

✔ Facebook Posting (S) builds engagement, while Facebook Ads (F) drives conversions.
✔ Clients must create and own their Facebook page – TSI only manages content and ads.
✔ Partnership access is required for TSI to begin services.
✔ Pages must meet Facebook’s ad criteria to avoid suspension.
✔ Regular engagement and optimization are crucial for campaign success.

For further assistance, reach out to the Social Media Team!