Facebook has recently announced a new feature called global pages to help multinational brands create a unified presence on Facebook.
Social Media Today defines a Facebook global page as: a one-page presence on Facebook with one URL, e.g. www.facebook.com/brand. This means multinational brands can create one Facebook page to represent their brand in every country.
Facebook users will no longer need to search for a global brand in a specific country because they will only be given one option, which is the global page for the brand. This change is designed to make searching for brands on Facebook easier.
Brands with localised Facebook pages will be able to connect them to their global page. At the moment it seems Facebook users searching for a brand will automatically be directed to the brand’s global page. Facebook users will then be given the option of viewing content from a specific country by changing their settings.
It will be interesting to see if Facebook can use geo-targeting to anticipate which country a user is in and provide them with country specific information automatically.
How to see localised content from other countries
If you want to see posts relating to another country then you need to change the region in settings.
On a Facebook global page click on the gear symbol, just under the profile picture on the right. From the drop down menu click ‘switch region’ and chose the region you want to view. You will now be shown posts relating to this country.
Benefits of having a global page:
Unified brand identity: Having one global Facebook page will allow users to see one Facebook page name (translated into their local language), the same number of page likes and the same number of ‘people talking about this’. This allows brands to consolidate their likes instead of having a variety of pages with duplicate likes.
One URL: Having one URL for the brand’s Facebook page will make promoting and finding the page easier. Users will also be able to find the best version of a brand page, instead of searching through many different pages to find the right one.
Global insights: By combining your local pages into a global page you can view all the local page insights on one dashboard.
Easier to manage your presence: It’s now easier for brands to manage their Facebook presence by having one global page connected to localised pages. In the past brands had to manage a number of separate Facebook pages in different countries.
Local pages can be adapted: If your local pages are connected to your global page you can change some of the local page settings. These include the profile photo, cover photo, about section, photos, tabs and apps. However the photos and apps you upload will only appear on your local page. The number of likes and people talking about this will be the same as the global page.
Things to consider with a global page.
Adapt your content: When posting on the global page you will need to capture the attention and engagement of your target audience on a global scale. This means you should post universal content, which will appeal to people all over the world. Try and avoid posting content that mentions the seasons, time of day or cultural references because these won’t translate to other time zones.
Your content will be translated: When you post text on a global page people who speak another language may need to translate it. The main message of a post could then be lost in translation. You may need to hire people who speak different languages to create content for your global or local pages.
How to get a global page
At the moment Facebook global pages is mainly offered to Facebook’s client partners. However it may be available on a larger scale soon. If you want to set up a global brand page contact a Facebook account manger to discuss how it would be possible.
Would a Facebook global page work for your brand?
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