Facebook Launches New Global Pages Structure for Global Brands

 

Now global brands need not worry about setting up multiple Facebook pages because Facebook has announced global pages for companies that want to reach out to International Audience!

The new feature, called Global Pages, would allow users to see localized cover photos, profile photos, page apps, milestones, “about” information, and news feed stories from pages—all while remaining part of a global brand community.

Here’s how it works!

  • Each brand’s Global Pages structure will include local pages for specific markets (single- or multi-country regions) and a default page for all other markets.
  • Users from all countries will see the same page name translated into their local language, as well as fan count and people talking about this.
  • Brands can promote a single URL in all off-Facebook campaigns, and users will be automatically directed to the best version of the Page for them.
  • Admins of the main Page will see insights for all global users in one easy-to-view dashboard.

This structure works for brands that historically have managed one single Page with geo-targeted page posts, as well as for brands that have managed multiple, country-specific Pages.

Brands that have a single globalized page:

The Dove team from Unilever has transitioned from operating one single Page using the geo-targeting feature to creating new, localized Pages that maximize their global scale while still providing local relevance.

Brands that already have multiple pages set up:

If you are using a multi-page strategy, you can easily transition your existing Pages to the new Global Pages framework.

The global Walt Disney Studios team working on Frankenweenie easily associated their country-specific Pages for France, Ireland, Italy, Spain, the United Kingdom, and the United States into the Global Pages framework.

The Holiday Inn team and the Kit Kat team from Nestle had equal success migrating their localized Pages from regions all over the world to the new model.

facebook kitkat global

Global page switch region

Kitkat Italy

kitkat italy page

In addition to providing better localized experiences for customers, Facebook wants to make it easier for brands to measure audience in each country. It also helps brands to benchmark themselves brand against other!

Back in August 2012, Facebook had also introduced Advanced Targeting Options which will enables page admins to target their updates to users based on their location.

Later this year Facebook will include the country-level fan counts for all Pages (Global Pages as well as Pages that haven’t transitioned to the new framework) publicly in their API , said Kelly Winters, product marketing manager at Facebook.

This will enable brands’ internal teams to track how each market is performing, as well as to compare their fan base on a country-by-country level with other Pages on Facebook by accessing the data available via Facebook’s API.

This new feature is one of the biggest developments for brands on Facebook. ! It enables brands to integrate, optimise, target, segment and unify global campaigns. Now global brands need not worry about multiple languages, cultures and time zones.

For further assistance in developing your Facebook marketing strategy, You can reach Facebook marketing solutions here.

Featured Image: Facebook-Studio

 
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