Facebook Simplifies Global Brand Pages
Last week Facebook began rolling out Global Pages for businesses. For large brands with an international following, this makes what had been a pretty laborious process a lot easier to manage.
Global pages will combine Likes and “People Talking About This” counts across countries, but the profile image, language, cover photo, posts and application tabs will vary depending on region.
Users who visits these globally-enabled pages will automatically be directed to the best page version specific to their region, and can also access any other region’s page through a drop-down menu.
Before the change most brands were either creating many targeted status updates in multiple languages, or maintaining brand pages completely separate from their main brand presence. This breaks all that down into an easy to manage system no matter what way you were handling this issue internally.
Two other improvements that Global Pages bring to Facebook are:
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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. Perfect for the Coke, Pepsi, Oreo, Ford, Walmart and more who do extensive marketing around the world.
Facebook users always get directed to their local country page, even though they will see the main URL. For Kit Kat that URL is Facebook.com/kitkat. User can manually switch countries by clicking on page settings gear icon below the cover image and clicking on “Switch Region”. They will then be redirected to a country specific URL like Facebook.com/kitkatit for Italy.
Admins of the main Page will see insights for all global users in one easy-to-view dashboard.
Global pages are available for large brands working with Facebook representatives and need to be activated before you can use them.
You can see the differences in regional pages below for Kit Kat Global and Kit Kat Italy.
Some examples of Global Pages: