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Three API-based Techniques to Better Manage Business Pages on Facebook

Facebook provides soooo many features and tools to help businesses manage their pages. So much, in fact, that it can be confusing and intimidating. I’ll offer a few tips and techniques to help your social media manager (with a little help from a developer) make life A LOT easier.

When it comes to social media marketing, one thing is certain: Facebook is a behemoth and it’s here to stay. As a social media manager, you can get overwhelmed pretty quickly by the documentation for all the bells and whistles at your disposal.

Just browsing through Docs for Pages, I am inundated by php code and other technical jargon that can make the eyes of even the most senior-level social media managers glaze over.

To make it a little easier, I’m going to summarize a few of the more crucial issues in managing a social media account and offer some techy tricks that you and your web developer may want to use to streamline the management of your social account.

#1 Page Webhooks


Did you know that with a few simple steps, you can begin to get notifications when users interact with your Facebook pages? This opens up a whole host of options:

  • Get page webhook notifications sent to your email
    • Leverage a text message API to get important text alerts about specific posts or page interactions
    • Setup alerts at specific thresholds, such as every 100 interactions.

To set up webhooks, it’s not as complicated as the documentation makes it seem. But it will require a developer’s assistance.

Get started with your own webhooks now by adding a webhook-capable app to your page. More instructions can be found on the Webhooks Documentation Page.

#2 Page Insights


In today’s global world, marketing is just as much about knowing your target audience as it is paying attention to new audiences you may not have even considered. Facebook is an incredibly diverse platform that reaches across international and cultural borders. And we would be remiss in not using that knowledge to our advantage when we’re trying to get our products and services out to those who may benefit most from them. Enter Facebook Page Insights.

With Page Insights, we can aggregate all kinds of data to see who is interacting with our page, where they are from, how often they’re posting, how often new stories are generated from our posts, and more. If this sounds like a treasure trove of information to you, that’s because it is.

Facebook has created an entire API centered around these insights so you can create custom solutions specifically designed for your business’s needs.

Stop wasting time trying to use the same tools everyone else is using! Pinpoint the exact metrics you need by heading over to the Insights API page and building a plan with your developer that will soon have you targeting like a boss

#3 Interval Posting


One of the most important questions to ask yourself when managing a social media account on Facebook is this: How often should I post in order to maintain audience engagement? Coming back to a Facebook page every 12 or even every 48 hours to post new content can be stressful, time-consuming and inefficient. It doesn’t have to be that way.

To solve this efficiently, we just need a little bit of technical trickery.

First, decide on your post interval. Do you want new content posted every day? Every 12 hours? What’s likely to work best?

Second, work with your developer to build a posting queue solution that uses the Page content publishing API to post content at a given interval.

This can be a bare-bones web solution, an app, or anything in between.

It just needs a couple text boxes and an image uploader along with some simple data storage. Since it’ll just be used as an internal tool, no extra development time needs to be spent on dolling up the queue’s interface or its backend code.

Once your queue solution is complete, fill it on Monday with as many posts as you want and watch them roll out programmatically at your set interval. Throw in a text message or Outlook alert any time the queue has only three items remaining, and you’ve got yourself a nice little solution that practically manages itself!

Hope this helps. If you’d like to discuss more ways to optimize your social presence (or even create a more focused social strategy), we’re happy to lend a hand. Just fill out the contact form at the bottom of this page.



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