By Cara Friedman Global brands have always had a challenge when it came to managing a Facebook presence. When you are dealing with different languages, expressions, understandings, etc. it makes it challenging to manage one unified presence on Facebook. In the past you were left with two options, (1) to create multiple Facebook pages for different languages and regions or (2) use one Facebook page and geo-target content to different languages and regions. Both options have worked well for brands in the past but it isn't exactly ideal. Facebook has recognized this and has now given us a third option.
Wednesday it was announced that Facebook had launched global pages. This allows a global brand to have one vanity URL and one page for all its local regions. When you visit http://fb.com/marketing, for example, you are visiting Facebook's global page. However, depending on your location, Facebook will automatically direct you to the local page that applies to you. If there is no local page for you language or region you will be defaulted to the global page. The like count and PTAT will also be combined. On the surface this sounds like an ideal solution for all global brands however after speaking with our Facebook representatives, we learned that this isn't for everyone. The decision to make the switch requires careful consideration. Here's what you need to know before making the switch:
When you have a global brand with multiple languages and regions, it isn't uncommon to have multiple players. Chances are you may even have multiple agencies. When you combine all your pages, this brings up the question of who has admin rights to what. With global pages, everyone keeps the same rights. The local pages are still admins of their pages, and the global admins are admins of the global page. The only thing that changes is that the global admins can see insights across all the properties. This is great to measure your true global reach. However, you won't be able to isolate the performance of the global page from the local page which is a set back.
When you convert your page, users who liked their local page AND the global page will still see content from both. After migration, users who like your page will be automatically directed to their local page. However, it is still unclear whether they will see updates from the global page as well. That means you need EXCELLENT content on all your local pages. You can duplicate content and translate but you have a responsibility to actively update your local pages just as much as your global page. This goes for promotions as well. You may need to duplicate your promotions across multiple channels in order to allow all your fans to participate. This will become more clear when we see more pages convert.
The user experience on the front end and back end don't change too much. For the community manager, you will still upload content, profile pictures, cover photos, and tabs the same way you did before - as a local and individual page. For a user, you will go to the Facebook page, like them, and receive their content. Sounds simple right? The changes come from what happens next. Users are automatically assigned to a page (either the global page or a local page, depending on where they are located) and will only receive updates from that page. It is unclear whether a user will get updates form the global page as well as the local page at this point but users are able to manually make that happen. A Facebook user can manually change their region and like other regions to get updates.
If you want to convert your pages, you will need to contact your Facebook reps. At this time, Facebook is manually converting pages to global pages for those who are interested. To see global pages in action, visit Kit Kat or Facebook Global Marketing to see how it works!
What do you think about global pages? Is it right for your brand? Share in the thoughts below!