Article summary
- Create business social assets separately from personal profiles while using personal accounts only for administration.
- Create the Facebook Page and Instagram professional account with consistent business information.
- Connect the assets through Meta's business tools.
- Give people the minimum access they need and keep ownership with the business.
Key takeaways
- Keep business asset ownership clear.
- Use consistent branding and contact details.
- Connect Instagram and Facebook in the Meta business setup.
- Review administrator access regularly.
- Add tracked website links rather than unlabelled URLs.
The goal is business ownership, not just two profiles
When I set up social accounts for a new website or brand, I do not treat Facebook and Instagram as two unrelated accounts.
The real goal is to create a small business asset structure:
- a Facebook Page
- an Instagram professional account
- a Meta business workspace
- clear administrator access
- consistent branding and links
This matters later when someone else needs access, when advertising starts, or when the founder no longer wants every business asset tied informally to one personal login.
Step 1: Create the Facebook Page
Create a Page for the business using the real business name.
Before promoting it, complete the basics:
- profile image/logo
- cover image
- business category
- description
- website
- contact details
- username if available
The website and social profiles should use consistent naming and branding so customers can recognise the same business across channels.
Step 2: Create or convert the Instagram account
Use an Instagram account dedicated to the business.
Set the profile up with:
- business name
- recognisable username
- logo/profile image
- short positioning statement
- website link
- contact details where appropriate
For a company, use a professional account rather than leaving it as a personal profile.
Step 3: Set up Meta Business Suite
Use Meta Business Suite or the current Meta business settings interface to organise the business assets.
Meta's business tools are the place where Pages, Instagram accounts, access and advertising-related assets can be managed centrally. Meta still provides Business Suite through its business platform.
Because Meta changes the exact names and locations of settings regularly, focus on the structure rather than memorising one menu path.
Step 4: Connect Facebook and Instagram
Add the Facebook Page and Instagram professional account to the same business setup and connect them.
After connecting, verify that:
- the correct Page is attached
- the correct Instagram account is attached
- messages and notifications are appearing in the expected inbox
- the correct people have access
Do not assume the connection worked just because both accounts exist.
Step 5: Review access
Only give people the permissions they need.
Keep at least one reliable administrator with full business access, and avoid sharing passwords between team members.
When contractors or agencies help, grant access rather than handing over the owner's login credentials.
Step 6: Add the website with tracking
Do not just paste the website URL everywhere.
For campaigns and specific posts, use UTM parameters so GA4 can tell you whether traffic came from Instagram, Facebook, a specific campaign or a particular post.
For example:
'?utm_source=instagram&utm_medium=social&utm_campaign=launch'
The exact convention matters less than using it consistently.
Step 7: Prepare the accounts before posting heavily
Before launching content, I usually make sure the profiles do not look empty.
Prepare:
- a clear introduction post
- a product/service explanation
- one proof or portfolio example
- one useful educational post
- contact/website information
A profile with basic context feels much more legitimate when the first visitors arrive from the website or search.
The setup I use around a new website
For a new business launch, the social accounts are only one part of the stack.
I normally combine them with:
- Google Search Console
- GA4
- conversion tracking
- sitemap/indexing checks
- business email
- social business accounts
- UTM tracking
- a basic reporting view
This creates a system that can actually be measured instead of just a collection of accounts.
You can use the free Websiteli Market Scan to check whether the website itself is ready before sending social traffic to it.