Facebook Administrator

The Facebook Administrator or Facebook Admin is the name given to the person or persons who run, maintain and manage a group or [[Facebook Fanpage|Fanpage] on Facebook. Facebook describes this concept as "rolling" for pages. The most important role is assigned to the administrator: he or she assigns the roles to the persons associated with the fan or group page. They also take care of the administration of members and content. They can also delete Facebook pages

Types of administrator roles

In Facebook, there are five different types of page administrators who have different levels of access rights. [1] Only the manager can administrate which tasks a member is allowed to perform by assigning the roles in the "Roles for the page" area under "Settings".

Administrator

The most powerful is the administrator, who has all rights from retrieving statistics to assigning administrator roles and managing page settings. They can also add apps to the fan page, send and publish messages and posts with the name of the page, reply to and delete comments, and create and book Facebook Ads. Essentially, only the Facebook corporate account and the responsible persons need these rights. In practice, it can be useful to log in only with the admin profile if central settings are to be changed. In this way, the extensive rights in day-to-day business cannot cause any damage and other admins cannot be excluded.

Editor

Editors are allowed to edit the site, add apps, create and delete posts and comments, send messages, create advertisements and retrieve statistics. They have the same rights such as administrators, but cannot distribute or revoke administrative roles themselves. This role is suitable for all those who take care of the fan site and publish daily posts and articles.

Moderator

The moderator may reply to and delete comments, send messages, create advertisements and view statistics on the fan page. Moderators are primarily responsible for community management: They get in touch with the fans and moderate the discussions taking place there. If necessary, they can delete inappropriate comments. They cannot post in the name of the page, and then do not have the necessary authorization to assign roles themselves.

Advertiser

Advertisers are allowed to create facebooks ads and retrieve Facebook insights to check the advertising effectiveness of an advert or campaign on an ongoing basis. The role of the advertiser can be taken over by the companies or respective departments themselves. If an agency has been assigned this role, this role restricts access to the fanpage, so that only the advertising falls within the area of responsibility - but not the community management. Advertisers cannot post their own contributions on behalf of the site or make comments. Their role is severely limited.

Analysist

The analyst can only retrieve page statistics and get an overview of the fanpage's performance. This role can be assigned to all decision-makers and people for whom this data is important. This includes, for example, marketing managers who do not have to be connected to the content of the fanpage, but who want to see the data for analysis purposes. The development of the number of fans, interactions or references in social media can also be informative for people who do not have the above-mentioned roles.

Live Contributor

This role is limited to Facebook's live messaging only. If you are a live contributor to a Facebook page, you can only start a live stream with your smartphone for that page.

The Facebook fan page administrator

The profile that started a specific fan page is usually entered as its administrator. By assigning the administrator role, “manager”, more fully fledged administrators can be appointed. Each page can have any number of administrators. A Facebook fan page administrator must make a public appearance when a response to comments is required or an abusive use of the site is present (such as spam). Internally, however, the administrator also manages the many site statistics and evaluates them. They can post ads through their Facebook account and thus make their fan page more widely known. However, usually the moderator role will be sufficient for taking care of the content.

The Facebook administrator of a group

Even the founder of a group is a Facebook administrator. However, in a group the various administrator roles do not get differentiated and the access rights are generally much more limited. Of course, more administrators may be appointed who must be a member of the group. All administrators of a group have the same rights and options. The responsibility of administrators extends, depending on the settings of the group, to the activating and deleting members, posts and comments, as well as moderation.

Legal responsibilities of the facebook administrator

The administrative role of the manager is characterized by both rights and duties: The Facebook Admin is also responsible for ensuring that no violations of personal rights, copyrights or trademark rights occur. Other so-called offences of utterance are also responsible if they are committed on a fanpage or group site. Discussions in social media are constantly getting out of hand, which is called derailing. The spread of propaganda, smear campaigns and discriminatory statements are not a current problem in Germany. Facebook fan sites in Germany must comply with the Geman teleservices act and, for example, must have an imprint when used commercially. The admin of a fan page is essentially jointly liable if it comes to legal infringements

Risks posed by additional administrators

Before a Facebook administrator appoints additional persons to an administrator capacity, he/she should be convinced of their trustworthiness. If a page administrator is assigned the role of “manager,” they now also have the option of removing the site operator as an administrator. The same applies to the group administrators. This may be useful in some cases, for example, when an employee who has taken care of the fan page leaves the company. In other cases it could be problematic, because it is possible to exclude active founders of the page.

A significant example of the power that Facebook administrators have is a guerrilla action of the "PARTEI". In the pre-election campaign of 2017, it captured more than 30 facebook groups from the right-wing populist AfD. After own sympathizers had taken over the administrator roles of the respective groups, they changed the content of the groups and withdrew the rights from the original admins.

Significance for Social Media

The roles for fan sites and groups allow the differentiated management and organization of corporate websites on Facebook. The choice of different actors should focus on aspects such as responsibility, security and competences. Particularly in larger companies, there is sufficient budget for specialists. But SMEs can also hire actors who are predestined for their tasks. Comprehensive communication skills are part of the portfolio of a community manager, while the advertiser should have social media marketing expertise. This knowledge is particularly important for derailing and reputation management. The roles can be used to assign all the rights that they need to perform their tasks. However, they should also be informed of any infringements.

References

  1. rolls for websites facebook.com. Accessed on 09/26/2017.

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