Preparation Guide for Channel Connections

This article will help you successfully connect your Channels to Social Media Management. It includes resources and instructions covering all the necessary preparations for connecting your Channels, as well as best practice tips and tricks.

This article solely focuses on the native networks. It assumes that you have already created your Channels such as a Facebook Page or a Twitter profile.


The Social Media Management Support team can only assist with issues involving the Social Media Management product, and merely advises on matters related to the native networks. Should you encounter an issue on one of the native networks, we recommend reaching out to the Support team of that network.

Not all content might be relevant to your use case, so we recommend to pick and choose from the table of contents below. 

Facebook Channels and Ad Accounts

Before connecting your Facebook Channels to Social Media Management, we highly recommend that you have a Facebook Business Manager set up for your organization. The Business Manager (BM) is a Facebook solution for managing multiple Pages, access permissions, and advertising assets. It makes managing your Social Media Management Channel and Ad Account connections much easier.

Create a Facebook Business Manager


You need to be an Admin of at least one Facebook Page in order to create a Business Manager.

If you are not an Admin of an existing Page, you can be assigned the role by having an other Admin add you. Read more about that here.

Creating a Business Manager (BM) can be done by following the instructions Facebook provides in this article.

They will ask you to sign in with a personal Facebook account. That account will be linked to the Business Manager and is where you will log in going forward. Therefore, it is recommended to use a real account instead of a dummy account, since the latter has a higher chance of getting suspended by Facebook.

Once your Business Manager has been created, other users can be added with their personal Facebook accounts as well. You can access it through


Add other users to the Business Manager

We recommend adding at least a few other users to your Business Manager, all with Admin rights. This will ensure that you always maintain access to your BM if one user loses access to their Facebook account.

Facebook has instructions for adding users to the Business Manager here.

Getting access to an already existing BM, that you don't have access to yet, can also be achieved with these instructions.

Add Pages to the Business Manager

You have two options for adding a Page to the Business Manager:


The Facebook Business Manager offers the option of sharing assets, such as Pages, from your own Business Manager to another one. This is called Partner Access. We do not recommend taking this approach when granting access to third parties (such as agencies getting access to a Business Manager asset of a client), as it will interfere with all Channel connections to Social Media Management.

Instead, we highly recommend adding a user to the Business Manager that owns the asset you want to connect to Social Media Management. Facebook users can be part of multiple Business Managers and can easily switch between them.

Organize user permissions in the Business Manager

Establishing a connection between Social Media Management and your Facebook Page happens in the following way:

  1. You initiate the Channel connection process from within Social Media Management.
  2. You are asked to log into Facebook with your personal profile that is connected to the Business Manager.
  3. You approve the request for access to your Facebook Page in the Business Manager.
  4. Social Media Management receives an access token (basically a key) that is used for interaction with the Facebook Page through the API.

For this token to work properly, it is required that the Facebook user is an Admin of the Facebook Pages they connect to Social Media Management. You can assign Admin permissions per Page with the instructions here.

The user's permissions section should look like the screenshot below, with specifically the Manage Page permissions activated:



Having Admin rights for the Business Manager itself does not automatically equate to having Admin rights for each individual Page connected to that Business Manager. In order to connect a Page to Social Media Management, a user won't need global Admin permissions per se, but will need to have Admin permissions for the Page in question. Here's more information on the difference between the two types of Admin access.

Add Facebook Ad Accounts to the Business Manager

After setting up your Pages and Users, you can choose to set up your advertising by adding one or more Ad Accounts to your Business Manager. These can be connected to Social Media Management as well, which allows you to run your advertising campaigns from inside Social Media Management.

Facebook describes how to add an Ad Account to your BM here.

When connecting an Ad Account to Social Media Management, the same rules apply as for Pages. This means the user needs to be an Admin of the Ad Account. Users can be added, and their permissions edited, by going to the top left menu of the Business Manager, and choosing Business Settings > Ad Accounts. A user connecting the Ad Account to Social Media Management will need the Manage Ad Account permissions, as shown below.


We recommend you create an Ad Account per brand or market, and use a consistent naming policy for the Ad Accounts and their assets.

Global Page structures and Social Media Management

Larger brands might want to consider going for a Facebook Global Page structure. It organizes your local Pages under one Global Page. This allows you to have localized content yet still have a universal brand name, a global number of Page Fans, and combined insights. You can find out more about it here.

Social Media Management supports this setup. You can connect all your local Pages to Social Media Management and connect your Global Page as well. You can read through our Global Pages FAQ for more information.

Managing many Facebook Channels

We have compiled a set of best practice guidelines for managing a great number of Facebook Channels. If you have more than roughly 50 Channels to manage, we recommend organizing them according to the following principles:

  • Add about 2-5 people as Admins to all your Pages and as Admin users in the Business Manager itself.

    These users can organize access permissions across all assets in the Business Manager (Pages, Ad Accounts, and Users).

    They should never connect Pages to Social Media Management but merely act as global managers of access rights and troubleshoot any global issues. Having a Social Media Management account is not strictly required for these users.

  • Add one or two users from each local team as Admins to all the Pages managed by that team.

    These users will connect the Pages to Social Media Management and maintain those connections.

  • Have the same local users connect the Ad Accounts they use.


When connecting Pages to Social Media Management, consider reinforcing their tokens with further connections by local team Admins of the Pages.

The advantages of this approach are:

  • Local teams can handle their own Channel connections, which makes connecting, reconnecting, and troubleshooting much quicker.
  • Fewer Channels will disconnect or become inaccessible at once if a user has an unforeseen issue with their Facebook account.
  • It's easy to assign another user to take over Admin responsibilities for a Page.
  • The global Admin users are an easy point of contact for local teams and the Social Media Management Support team, in case of any broader issues.

Instagram Channels

Since Facebook is the parent company of Instagram, the connection process of Instagram accounts also involves the Facebook Business Manager. You will first need to go through the steps of setting up your Business Manager as described earlier in this article.

There are a few further requirements to be met in order to connect your Instagram Channels to Social Media Management. The connection process involves the following steps:

  1. You convert your Instagram account to a Business Account.
  2. You connect the Instagram account to a corresponding Facebook Page in your Business Manager.
  3. You connect the Instagram account to Social Media Management.

Convert to a Business Account

The first requirement is to convert your Instagram account to a Business Account. Instagram has three kinds of accounts: personal, creator, and business. Only the last one allows connections to Social Media Management and running advertisements. You can find instructions on converting your account here. During this process, you get to choose a Facebook Page to associate your Instagram Business Account with.

If your account is already a Business Account, but connected to a different Facebook Page, you can change the associated Page by logging into your Instagram app on your phone and going to Settings > Account > Linked accounts. There, you can switch to the right Facebook Page.

Connect an Ad Account to your Instagram account

Once your Instagram account is connected to a Facebook Page, you can prepare to run advertisements on it through a Facebook Ad Account. To do so, associate an Ad Account in the Business Manager with the Instagram account:

  1. Go to Business Settings in the top left menu of the BM.
  2. Under Accounts, go to Instagram Accounts.
  3. Click Connect Assets at the top.
  4. Choose one or more Ad Accounts to connect to your Instagram account.

Other Supported Networks

The other Social Media Management-supported networks have fewer bells and whistles than Facebook and Instagram when it comes to preparing your Social Media Management connections. Nevertheless, here are some resources that will help you prepare them.

LinkedIn Pages and Ad Accounts

LinkedIn is quite comparable to Facebook when it comes to the Pages and Ad Accounts setup. Only LinkedIn company Pages can be connected to Social Media Management. Personal profiles are not currently supported.

As with Facebook, you need to become an Admin of a LinkedIn Page in order to connect it to Social Media Management.

Ad Accounts can be created by following LinkedIn's instructions here. A user also needs to be assigned Admin permissions for these Ad Accounts in order to connect them to Social Media Management. Once done, the Ad Account can be connected. Bear in mind that the same user who connects the Ad Account should also connect your LinkedIn Channels.


Your LinkedIn Page will disconnect from Social Media Management every 60 days. This is enforced by LinkedIn's APIs. Admin and Team Lead users will receive an email notification should the Page disconnect.

WhatsApp Channels

You can connect a WhatsApp Channel right from inside Social Media Management. The connection flow involves a few specific steps that WhatsApp requires before the connection can be enabled. We recommend following our specific guide for WhatsApp Channel connections.  

Other networks

The remaining Social Media Management-supported networks, which are Twitter and YouTube, require little more than creating your account and connecting that account to Social Media Management.

Once your Page setup on the side of the native networks is completed, you can go ahead connecting your Channels to Social Media Management. For each network, we have specific connection instructions for the Social Media Management side. 

When you're done setting up your Channels, you can follow the steps in our Channel connection article to get them connected to Social Media Management.

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