Here’s the thing about managing Facebook pages for clients: it seems easy until you’re the one explaining to a business owner why their page got hijacked. Or why a former contractor just posted something inappropriate. Or why nobody can access the account anymore.
Facebook has roughly 71% of U.S. adults on the platform (Pew Research tracks this stuff regularly). That’s a lot of potential customers seeing your client’s page. Mess it up, and you’re not just losing a client. You’re potentially tanking their business reputation.
Access Hierarchies Are Not Optional
Most agencies get this wrong from the start. They add everyone as an admin because it’s faster, and “we trust our team.” Famous last words.
Facebook built different permission levels for good reasons. Admins can do literally everything, including booting other admins. Editors handle content without touching settings. Moderators manage comments and messages only.
When a team member leaves (or gets fired), you want to click one button and remove their access. You don’t want to discover they still have admin rights three months later. The GoAudience guide on adding admin to Facebook page breaks down how to set this up properly from day one.
Nobody Enables Two-Factor Authentication
Look, adding 2FA feels like extra hassle for something that “probably won’t happen.” Except it does happen. All the time.
NIST’s digital identity guidelines treat multi-factor authentication as baseline security, not some fancy extra. If the federal government thinks you need it, your client’s pizza shop page probably does too.
The typical disaster looks like this: someone on your team uses the same password everywhere. That password gets leaked in some random data breach. Now a stranger in another country controls your client’s Facebook page. Good luck explaining that one.
Posting Whenever You Feel Like It
Some managers post five times on Monday, then nothing for two weeks. Facebook’s algorithm notices this. Your reach tanks.
Competition for attention is brutal. Pew Research data shows 84% of adults use YouTube and 71% use Facebook. Everyone’s fighting for the same eyeballs.
You don’t need expensive scheduling software. A basic spreadsheet works fine. Just plan what you’re posting and when, then actually stick to it.
Ignoring How Long It Takes You to Reply
Facebook publicly displays how fast pages respond to messages. Potential customers see this. It matters more than most people realize.
Harvard Business Review covered this years ago: social media needs cross-functional coordination, not just one person checking in whenever. If your client’s page says “typically responds in 2 days,” customers will go somewhere else.
Plenty of managers obsess over reach and engagement numbers while their inbox sits unanswered for days. That’s backwards.
Posting to the Wrong Account
Everyone thinks this won’t happen to them. Then it happens.
You’re scrolling through your phone, you tap the wrong account, and suddenly your personal hot take is living on a corporate page. Facebook‘s mobile interface makes this shockingly easy to do. One tap in the wrong spot, and now you’re in damage control mode.
Simple fix: always double-check which profile is active before hitting post. Use separate browser windows or Meta Business Suite. And maybe don’t manage client pages when you’re tired or distracted.
Forgetting to Remove Old Team Members
People leave. Contracts end. But somehow their page access sticks around forever.
Run through your page roles every few months. It takes maybe ten minutes. Check who’s listed, confirm they still need access, remove anyone who doesn’t. Organizations that skip this ritual eventually regret it when someone’s old account causes problems.
Having Zero Plan for When Things Go Wrong
Negative situations hit every page eventually. A customer complaint blows up. A product has issues. Something controversial happens in your industry.
Without a plan, these moments turn into chaos. Who can approve an emergency response? Who makes the call on whether to respond at all? Where are the template statements you prepared? Figure this out before you need it, not during the crisis.
Getting This Right
Good page management isn’t complicated. It’s just intentional. Set up proper access controls. Enforce security basics. Post consistently. Reply quickly. Audit your team access regularly. Have a crisis plan ready.
The clients who get this level of attention tend to stick around. The ones who don’t? Well, they find out why it mattered the hard way.