Also read the other articles in the Facebook marketing series

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Bappy11
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Joined: Sun Dec 22, 2024 6:06 am

Also read the other articles in the Facebook marketing series

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Easy deployment of custom tabs and apps for sweepstakes, video content, discount codes, etc. This way, community managers with basic knowledge of HTML and CSS can deploy these tabs very quickly, without the intervention of professional agencies.
It will be possible to target postings by language, location, etc. For companies such as Heineken, Bacardi and KLM that use 1 international Facebook page, this is an essential function to reach people in their correct language.
Many Facebook content management systems have an integrated analytics module that can measure interactions and engagement on posts and apps. I wrote about this in my previous articles on Facebook Analytics .
In short: the functions of a Facebook CMS are largely an extension of existing content management systems. But doesn't Facebook also offer excellent standard functionalities for placing content on Facebook pages?

Standard Facebook page back-end
Standard Facebook back-end
By default, Facebook does indeed offer excellent facilities for posting content on your page. For example, it is possible to create multiple page administrators who can post on the page. It has also been possible for a few months now to use your Facebook page as a profile and thus respond to other Facebook pages and like them. However, with the standard Facebook back-end it is not possible to post at a later time: if you press enter, it is live and the posting is published in real time to the news feeds of all your fans.

Paid apps like Post Planner can help you get around this problem, but it's not really easy yet. In addition, it's not yet possible to assign postings to specific administrators. Every employee who is made administrator of the page can post messages on that page. Sometimes with all the consequences that entails. Especially for pages that have large numbers of fans, such as Hi, Hema and Ben & Jerry's, there must be a good deal of confidence that employees can handle this. Also, it's not (yet) possible on Facebook to create a master account to which you can attach multiple pages, so that you can manage them from a central location. In short: the standard options are certainly not bad, but they also have their limitations. For brands where 1 employee is responsible for managing 1 Facebook page, it's certainly sufficient. But for (international) organizations where multiple employees are working on multiple Facebook pages, a Facebook CMS offers a solution.

Involver Dashboard

The Big Three
In contrast to the common content management systems for websites, there are still relatively few Facebook content management systems available on the market. This of course has to do with the fact that the concept of Facebook CMS is also relatively new. Most of the companies behind these Facebook content management systems also come from the US. There is a “big three” of suppliers there that serve almost all major brands: Vitrue , BuddyMedia and Involver . Brands such as Vodafone, Starbucks, Coca Cola, McDonalds and Samsung all use the Facebook CMS platforms of these providers to manage their Facebook pages. Incidentally, with many of these tools it is also possible to manage Twitter accounts in addition to Facebook pages from the same system.

The only disadvantages: the licenses for these systems are quite expensive and the companies mainly focus on the American market. I have extensively reviewed all three Facebook content management systems via demos and trials but have come to the conclusion that they are not suitable for many Dutch brands in terms of budget and because they simply offer far too many possibilities. Other frequently used platforms are those of North Social, Sprout Social and Wildfire Social . These Facebook platforms actually focus more on apps. This week it was also announced that Webtrends, mainly known for their Analytics products, has launched a free Facebook page management tool jordan phone number list The market for professional Facebook CMS tools is therefore growing (very) fast.

Socialbakers CMS

Socialbakers vs. Agrorapulse
Fortunately, not all Facebook content management systems are as extensive and expensive as the aforementioned big three. Thanks to the success of these big three, we are now seeing providers popping up left and right that focus on smaller companies with a more friendly priced product. Two of these providers are Socialbakers.com and Agorapulse . Socialbakers is mainly known for their Facebook Analytics application, which I recently discussed here . This company has now also ventured into a CMS variant. They may integrate both applications in the future. AgoraPulse is a system of French origin. I met the founders at iStrategy Amsterdam and I have participated in their closed beta in recent months. For comparison, I did a trial with the CMS platform of Socialbakers. Next week I will discuss my findings of both Facebook content management systems in a follow-up article.

Of course, the companies mentioned above are not the only providers in this growing market. If you use another Facebook CMS or page manager that I have not discussed above, please share your experiences in the comments.
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