News, Insights and Highlights from the world of Social Marketing

Creating an Insights Analyst

by Dave Cohen
June 27, 2013 at 1:01 PM

There
is a role that may not exist in your company, but could be vital to
your future success.  Fortunately, the great thing about this role is
that you can fill it today, without paying a dime.  What is this magical
role, you ask?  The Insights Analyst.

Now,
I don’t want to mislead you by saying that getting a real analyst for
your company’s data is going to be free or easy, but what we’re talking
about here is a process that will help ensure you get consistent data
out of the social platforms you are utilizing to boost your business.

You,
the reader of this hilarious and informative blog post, are likely the
owner or administrator of one or more Facebook Pages.  Through those
Pages you run any number of social applications, promotions, and
advertisements, and likely use at least one social media platform to
help you in any or all of those areas.

In
performing any of those actions, you’ve probably become familiar with
the process of authenticating your Facebook account to a Facebook
application specific to that platform.  That allows the platform to act
on your behalf for as long as your Facebook account is verified with it.

However, this raises a few problems.

First and foremost
– how much do you trust that platform?  It’s unlikely that any of the
well-known platforms are going to do anything nefarious with the
permissions you’ve just granted, but plenty of people are uneasy about
granting a full range of permissions to an application that you only
want to have access to Insights data.

Second,
you may be acting in a role for your company, granting an application
access to one Page.  You’ll do this by granting access with your own
Facebook account, which has access to that Page.  But if you happen to
run a Facebook Page for your Pete Stringfellow tribute band comprised
entirely of slightly-built men, the Petite Stringfellows, that
Application now has full access to that Page as well.

Thirdly,
and perhaps least known, when you change the password for your Facebook
account, all of the applications that you’ve granted access to then
lose that access.  Since there are a number of reasons to change your
password regularly, and in an organization there may be different people
granting access to different applications without knowing about this
condition, it can cause a mire of lost of information and confusion
about what the cause was.

Enter: the Insights Analyst.

Here’s
what we’re going to do.  Go to Facebook and sign right the heck out.
 Then click on the Sign Up button next to that familiar Facebook logo.
 You’ll be presented with this screen.

Create
a new Facebook account using an email address.  I recommend that this
account be available to all members of your organization, so you may
want to ask your systems administrator to create a new account for just
this purpose.

(Sidenote:  For those wondering why my password has so many characters; it is because of this comic:

All credit in the world to http://www.xkcd.com/936/)

Complete
the sign-up process, validate your email address, and then add yourself
as a friend on that account.  Now you’re going to sign out again, log
back in to your main account, accept your friend request, and navigate
to the Page you are interested in connecting to a social media platform.

Click on Edit Page -> Edit Settings.  Then navigate to Admin Roles, and you’ll see a screen similar to the following.

Type
in the name of your new best friend, the Insights Analyst, and select,
you guessed it, “Insights Analyst” from the dropdown menu where it
initially reads “Manager”.  This will grant your new Facebook Account
just the permissions to read Insights data for this one page.  That
means that any applications connected through this user are limited to
those same permissions.

Save your changes and you are almost there.

Now
you have a new Facebook account that can safely have “shared” access
across your organization.  It doesn’t have access to any Pages other
than the ones your organization runs, and it doesn’t have deeper access
than you think any given application needs.  Now whenever you connect a
social media platform to Facebook, make sure you are logged in as your
Insights Analyst account and you won’t have to worry about giving out
excessive permissions.  If you need a password change, you should have
an easier time keeping track of which applications will need their
connections renewed.

Enjoy the newfound sense of easy data integrity!