Social media teams at ASU are typically composed of both students and staff members, and both of these positions should have different levels of responsibility — especially when it concerns consumer-facing content.
Staff roles and permissions fall under two categories:
Administrator (admin): Staff that have an administrator role have the most authority and access. On Facebook and LinkedIn, an administrator can manage and assign all other page roles and settings, so for security purposes, it’s vital that businesses strictly limit who has this role. On Twitter and Instagram, these are the staff members that control the passwords AND 2FA authentication for the accounts. An admin can also do anything any other role can do.
Content Creator: Staff that have this access level can create content for the page, but they cannot change any settings associated with the accounts (for example, they can publish content without needing to go through a review/approval process).
Student worker roles and permissions
Content creator: Student workers that have this access level can create content for the social media accounts, but unlike the staff content creator role, they should not post directly to the different social platforms, and must go through a review/approval process with their supervisor.
Content creator — live coverage: Due to the nature of live coverage, we may provide students access to our accounts for special event coverage.
It shouldn’t be necessary for student workers to need account passwords if you are using a publishing software (such as Hootsuite). If it’s absolutely necessary that a student has access to the passwords, keep clear logs of who has access to what accounts so that security issues can be avoided/minimized (for example, changing the password when a student worker leaves their position).
NOTE: There has been some confusion around this section of ASU’s GDPR Privacy guidelines: Only ASU employees may post or otherwise provide content on ASU social media platforms. Students are not authorized to post/disclose/provide content on ASU controlled social media platforms. Using student content on ASU controlled social media platforms may raise copyright, free speech and privacy concerns”. These do not apply to student workers. Student workers are classified as ASU employees, and as such, they can post to our accounts.
Things to keep in mind:
Students MUST be knowledgeable about ASU brand guidelines and be ready to use them correctly.
Students MUST have reviewed the design best practices training deck so that they are aware what’s allowed and what’s not.
Supervisors MUST limit student live coverage to temporary formats (like stories).
Any content created for other platforms (like Twitter, Facebook, or Instagram’s feed) should be reviewed and approved by their supervisor first (ideally, the student will share the content that they capture, and the supervisor will post to the social platform).
Students MUST create storyboards for IG/FB stories before the event to outline what type of content they want to capture, and how they will present it (this will not match 100% the final product, but it provides a good outline for students on what should be covered).
Supervisors MUST sign-off on these storyboards before the event date.
Roles unique to Facebook:
Editors: Staff that have an editor role can create content for Facebook pages and manage day-to-day activities. The editor has all of the access of an admin, except for assigning page roles and managing settings.
Moderator: A moderator can answer questions and respond to comments, but cannot create content for the page. A moderator can also remove and ban people from the page, create ads and view Page Insights.
Advertiser: The advertiser role is set up for anyone who creates ads for the page. This role also has permission to view page Insights.
Analyst: An analyst has the least amount of control and access of all the page roles and can only view Facebook page Insights. An employee who works with content strategy and planning might be given the analyst role.
Finance analyst: They see financial details like transactions, invoices, account spend and payment methods
Finance editor: They can edit business credit card information and financial details like transactions, invoices, account spend and payment methods.
Roles unique to LinkedIn:
Super admin: gives you access to every page admin permission available, including adding and removing all admins on the page, editing page information, and deactivating the page.
Content admin: gives you permission to create and manage page content, including updates (as well as boosting updates), events, stories, and jobs.
Analyst: gives you permission to monitor the page’s performance through analytics to help drive goals. Analysts only have access to the analytics tab of a page
Paid media admins:
Sponsored content poster: gives you permission to create sponsored content ads on behalf of an organization through your LinkedIn ads account. This role doesn’t grant access to boosting organic updates directly on a page.
Lead gen forms manager: gives you permission to download leads received from the page that are tied to lead gen forms that are created in ads accounts through campaign manager.
Pipeline builder: gives you permission to create and edit pipeline builder landing pages that are associated with your page.