More and more, businesses need a Facebook presence. It’s no wonder when you consider that in the US, Facebook now accounts for 1 in 4 Internet page views.
Kim Vallee just published a post on What to Consider Before Creating a Facebook Business Page. I suggest you read it to follow the right process in creating a Facebook page for your business.
The Rules of Engagement
- 4.1 You will not provide any false personal information on Facebook, or create an account for anyone other than yourself without permission.
- 4.2 You will not use your personal profile for your own commercial gain (such as selling your status update to an advertiser).
Facebook Pages are also governed by interesting terms:
- 12.1 Pages are special profiles that may only be used to promote a business or other commercial, political, or charitable organization or endeavor (including non-profit organizations, political campaigns, bands, and celebrities).
- 12.2 You may only administer a Facebook Page if you are an authorized representative of the subject of the Page.
So clearly, Facebook Pages are meant for businesses. Using personal profiles for commercial purposes could easily get you banned. Additionally, personal accounts are clearly meant for persons.
Protecting Brand Ownership
I know many agencies and friends that help small businesses and larger companies manage their Facebook presence. If you do so, it is important that you protect the ownership of the Facebook Page for the client.
As Kim mentioned, to create a Facebook Page, you need a personal account. You can add administrators to a page, but the Page creator will always keep ownership of the Page. It is not well known that administrators cannot remove the page creator from the list of administrators. It’s an easy mistake to create a Facebook page from your own profile. Don’t do it!
If you need to create a page for a small business owner or founder, it might not be a mistake to register the Facebook Page under his/her personal account. Even then, you never know what might happen. The business might sooner or later be transferred to someone else in the family or be bought in the future. The new owners will lose control of the Facebook Page.
For larger businesses, it’s evident that it’s a problem. The CEO/president is probably not there forever and employees come and go. So, under which personal account should the Page be created to ensure future ownership of the Facebook Page?
I asked my friend Clara Shih who wrote the excellent book: “The Facebook Era” about this Catch-22 problem. She answered:
“Good question. We recommend companies set up a new personal Facebook account for Admin User, and then keep this login/password for whoever at the company is managing the Page(s). Does that make sense?”
“Yes, but it is the only way we have figured out to get around this!”
So, here you have it from an expert on the subject!
To avoid potential problems, Kim had great suggestions: make sure the profile is totally private and hidden on Facebook through privacy settings. Manage your Facebook Page by adding appropriate administrators (employees for the business or the agency). Since you won’t ever really be using this personal account (give the email and password to appropriate company officers) risks are low it would be banned.