Community management of advertising campaigns on social networks

Community management of advertising campaigns on social networks

Hardly any other channel can benefit from the paradigm shift caused by Web 2.0 and the development of communication associated with it as much as social media. Today’s options, from dialogue to many-to-many communication, are manifold. Businesses have the opportunity to promote customer proximity and loyalty by listening to and responding to the wishes and expectations of their (potential) customers – which ultimately leads to increased sales. What is important here is a target group-specific presentation of the company that matches the corporate identity and the communication strategy.

Personally, I find the approach of many companies to social media advertising campaigns all the more interesting.

Advertising campaigns on social networks and community management

During the preparation, planning and design, many considerations are made on the design of images, videos, texts, on the use of corporate identity and corporate design. Always with the background of how these represent your own company in the best possible way in the target group. However, it is rarely thought that “over there” someone from the well-defined target group will also respond.

Community management of ad campaigns on Facebook and Instagram is rarely discussed, let alone planned (financially). Since this subject is part of the communication direction of companies, the question should arise at least once in the planning and organization of an advertising campaign on social networks: “What if the target group responds to our advertisement ? Do we want to respond and if so, can we guarantee an appropriate response?

Since this question is often not asked, the otherwise comprehensive business manager for Facebook and Instagram offers only a few and sometimes very limited options to satisfactorily answer this question. Especially when new products are rolled out – for example dynamic advertisements – the subject is treated very neglected. In this blog post, I report on the challenges of implementing community management in social media advertising campaigns and tips on how to make it possible.

In what follows, I assume that community management is taken care of by the people who set up, manage, and optimize ads. Another requirement is that you only work in Business Manager. Of course, there may be a clear division of responsibilities in your business. So, for example, roles do not have to be assigned separately beforehand. Even if you work with social media tools, the approach may be different.

At the beginning I will tell you where comments can be called up in the Business Manager. Then I go into the Facebook requirements. I will end with the framework for community management of Instagram ads.

Community Management in Business Manager

In order to be able to initiate community management, you must access the Business Manager. Select the campaign in which you took over community management and navigate to the ad level. There you will find a list of all campaign announcements.

Image 1: Structure of the new Business Managers 2019

Now hard work is announced. The following steps are applied to each ad:

  1. Click the pencil or “Edit” under the ad name. The display edit field opens.
  2. Above the ad display (preview for the respective channel) you will find the “Ad preview” button.
  3. Click the arrow to its right, pointing diagonally to the top right, to open a drop-down menu.
  4. In the following you have several options to choose from – unlike Instagram on Facebook.
  5. From the drop-down menu, select the “…with comments” option (applies to both Facebook and Instagram)
  6. In both cases, you will then be redirected to the corresponding tool, where you can respond to comments.

You can read the respective channel requirements below.

Community Management for Facebook Ads

Community management for Facebook ads requires a specific role in the ad account or page you’re advertising. If you want to comment and respond, the Editor role is for you. This expands your reaction options. Facebook has created a nice overview of who can and can do what with which role.

If you do as described above, you will be directed to the post URL after step six. This will be displayed to you as a Facebook robed feed post. Below the post’s comment count list, you can see the profile picture of the account you’re currently logged in with. This setting can be changed using the arrow to the left of the profile picture. Select the profile under which the campaign runs (important: you must have the role of editor, otherwise it’s over).

The process then looks like this – from the Business Manager to the feed with a comment below the post:

Image 2: Business Manager – preview selection with comments on Facebook

Image 3: Facebook feed post with comment reply

Community management for Instagram ads

Community management of Instagram posts requires you to have access to the Instagram page. You also need to be logged into Instagram with this account in your desktop browser. This is the biggest step towards community management of Instagram ad campaigns.

In Business Manager, on the ad whose comment you want to respond to, click the arrow next to “Ad preview”. You can then use the burger menu to view the Instagram post with comments.

Also here I have the preview announcement process for you in pictures:

Image 4: Business Manager – preview ad with comments on Instagram

Image 5: Comment replied under an Instagram desktop post

I don’t need to mention that there should be an agreement between you and the advertising company, right? Do not hesitate to ask beforehand if there are any rules of communication in the company that you can use as a guide, or to determine with your interlocutors a binding process for all parties. This is how you get a good combination of publicity and community management.

Community management of dynamic ads

Dynamic ads are a new variation of multi-combining all the image and text variations you have for the campaign. You can

  • 10 pictures
  • 5 primary texts
  • 5 titles (not in all rankings)
  • 5 descriptions (not in all locations)
  • 5 CTAs


This gives Facebook the ability to create what feels like an infinite number of variations from your content (if you’re better at stats than my 32 degree Celsius head, you can let me know in the comments how many combinations actually are possible – thank you in advance). After the usual testing phase, the most successful combinations – depending on your campaign objective – are played. Sounds good, right? What unfortunately are the brakes in this type of ad design:

  • No specific advertising tracking possible (one tracking for all variants)
  • Community management difficult to set up

The former is acceptable if the analysis is done at the campaign level and should not be broken down by which post led a user to convert on the website.

Secondly, it is fatal for the theme of community management. Since dynamic ads are not based on a specific text-image combination, but rather composite, Facebook also offers a preview button with comments, but then not all combinations are listed in the feed. Facebook itself writes about it

If you’re using a dynamic creative with interactions, you can reply, comment, or delete existing variations of the ad.

Non-existent variants can also contain comments. Unfortunately, you cannot display them, nor is it possible to select ads manually. This means that you will see that someone responded to your ad with a comment, but you won’t be able to tell which combination they commented on. Therefore, it will not be possible to answer.

Community management of advertising campaigns – everything at a glance

  • If you’re a Campaign Advertiser, you can’t comment on ads on Facebook – you must have the Page Editor role to do so.
  • there is no way in Business Manager to see comments under ads at a glance. You must open each ad manually in the preview.
  • Dynamic ads currently offer a very limited selection of preview combinations and therefore comment editing – this applies to all placements.
  • A preview with comments on Instagram is possible thanks to the web function. However, to be able to answer here, you must be logged in with the brand account on desktop.

Digression: Difference between a social media advertising campaign and a feed publishing application

Promo campaigns are different from promoting a published feed post. Both are created in Business Manager. While both variants can be limited to typical characteristics of the market segment (socio-demographic, geographic, psychographic and behavioral) and can be provided with the place of play and the duration, the last step involves the significant difference: the advertising campaign is created in the Business Manager and consists of different content variants (image, text, video, …). With the Feed Post app, one or more posts are selected from the company feed and “stretched” in terms of budget.

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