Social Media Setup
Choosing and configuring the presence
Platform choice follows the audience, not personal preference: match demographics, content format (short video, long text, visual) and buying behaviour. On most networks a personal profile is for an individual, while a business page or account is the public, brand-owned presence that supports advertising and analytics. Complete every field: display name, handle (vanity URL), profile and cover images in the correct dimensions, About text, contact details, location and opening hours. Branding - logo, colours, tone - should be consistent across profiles so the accounts are recognisably the same organisation.
Access, roles and tracking
Business accounts support multiple admin roles with different rights (for example owner, admin, editor, moderator, advertiser, analyst). Grant the least privilege each person needs, remove access when people leave, and enable two-factor authentication. Removing the sole owner of a page can orphan it, so always keep at least two trusted owners. Verification badges confirm authenticity for eligible accounts. A tracking pixel placed on the website records actions such as purchases so ad platforms can attribute and optimise; it is separate from page likes or followers. Linking accounts allows cross-posting but can spread a mistake across every channel at once.
Traps in questions
- A business page is not a personal profile; deleting the personal profile of a sole owner can take the page with it.
- Role names differ between platforms, but the principle of restricted permissions is universal.
- A pixel measures on-site behaviour; it does not increase followers or engagement.
- Handle, display name and page name are three different fields.
Rule of thumb
Before launch, run a checklist: branded images, complete About section, contact route, at least two owners, two-factor authentication on, pixel installed and tested.