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Using the Facebook Power Editor to Create Calls to Action

If you’ve got a Facebook Page for your law firm, you’ll want to know about the Facebook Power Editor, which only works with Facebook Business Pages (as opposed to personal profiles). The Power Editor allows you to create posts that include Call to Action buttons.

According to Facebook, you can only access the Power Editor using the Google Chrome browser, by going to www.facebook.com/ads/manage/powereditor, or by going to your ads manager and clicking on Power Editor in the left-hand column. Then click Download to Power Editor to download the accounts you want to access.

Once inside the Power Editor, you’ll see two sets of navigation buttons. At the very top, you see the general Power Editor buttons, where you’ll find the Manage Pages button, Download to Power Editor and Upload Changes.

Underneath the account name for your Page, you’ll see more navigation buttons: Create PostPublish Post, (which we’ll be discussing in this article) as well as Revert Changes, Create Ad, Refresh List, and View Ads.

In the center of the page you’ll see list of your posts for that account, along with their reach and engagement.

Creating a Post Using Power Editor

Creating a Post for your Page using the Power Editor rather than from your Home page allows you to add call to action buttons (such as “Learn More”, “Download” or “Sign Up”) to a link post. Using this tool could help bring more attention to posts that link to your newsletter sign up page, a download page for a legal guide, or a new product or service offering.

Here’s how to do it:

  1. Go to the Power Editor
  2. Click on Manage Pages at the top and select your Page from the list on the left
  3. Click on the Create Post button toward the top of the page
  4. Fill in the URL where you want the call to action button to direct visitors
  5. Complete the other fields in the pop-up box, particularly the post text and button type
  6. Choose whether you want the post to appear as an ad (paid) or a regular post (free) on your Page
  7. Click Create Post

***Warning: Clicking on “Create Post” won’t post your content onto your firm’s Facebook Page.** It’s easy to think that once you’ve created the post and clicked the button, your post has been completed. In the Power Editor, it isn’t. Clicking on “Create Post” merely creates a draft (what Facebook calls an “unpublished Page post”) of your post. To actually publish it to your Page, there’s more you have to do.

Once you’ve created the post, it will now appear at the top of your list of posts with a blue moon icon. This icon is the indication that the post has not yet been published to your Page.

Click on the post to select it and to see a Preview. If you’re happy with the post, with the post selected, click Publish Post (next to Create Post) toward the top of the page. This will bring up a pop-up window that will allow you to schedule the post for future publication or publish it immediately.

**Again, don’t make the mistake of thinking that clicking “Publish” will publish your post.** Now, instead of the blue moon icon next to your post, you’ll see an upward-facing arrow. In order for your post to appear on your Page, you’ll need to go through one more step – click the green Upload Changes button at the very top of the page to upload the post to your Facebook account. Once your post is uploaded, it will be published (or scheduled for publication).

For an idea of what the difference between a regular post and a post created with the Power Editor look like, see the examples below, both of which link to the same blog post. In the first, I posted a basic link post. In the second, I used the Power Editor, chose an image I wanted to appear with the post and included a “Learn More” call to action button:

Studies show that posts with call to action buttons receive more attention than link posts. I can’t confirm that yet with my own experience, but why not try experimenting with them on your Facebook Page?

About Allison Shields

Allison Shields
Allison C. Shields is President of Legal Ease Consulting, Inc. She provides practice management and business development coaching and consulting services to lawyers and law firms in the areas of practice management, productivity, client service, business development, marketing and social media. A former practicing lawyer and law firm manager, Allison knows the unique challenges faced by lawyers today. She understands the law firm environment and the daily pressures faced by lawyers trying to manage and build their business while practicing law and successfully serving their clients. Allison is the co-author of Facebook in One Hour for Lawyers and LinkedIn in One Hour for Lawyers, both published by the Law Practice Management Section of the American Bar Association in 2012. She writes and lectures frequently for legal organizations and bar associations nationwide, and contributes to several blogs, including her own Legal Ease Blog. Her website provides resources and information for lawyers to help improve their practices. Contact her at Allison@LegalEaseConsulting.com or (631) 642-0221.

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