If your business targets international customers, then you would have surely tried out multiple social media accounts on every social network you would have come across. This could have a painful experience, but the recently launched Facebook’s Global Pages can significantly offer a better and personalized experience for brands and their customers worldwide.
Usually, brands targeting universal customers follow any one of the two approaches: maintaining a general but widely targeted Facebook page or maintaining multiple facebook pages for different segments of the international market. However, Facebook’s new global structure works differently. Brands can now have one centralized Facebook Page URL. Visitors to that page will be automatically directed to the right version of the page appropriate to their home country. What they will see is a localized version of the given page. In fact, the subscriber can get this page customized to display a unique cover photo, profile photos, ‘About’ information, applications, news feed stories and others.
The localized pages thus you create can address the needs of single or multi-country regions as you deem right. You can also set up a page to which all the other users outside the specific market will be directed to. This idea sounds similar to LinkedIn’s targeted Product and Services Page variances. The underline is that as per the new global structure, the visitor is made to view the version of the page that best suits the geographic location.
One might ask in what way the idea behind Global Pages and getting different Facebook pages customized. The answer is ‘Centralization’. The centralized Facebook presence works this way. Irrespective of the version of the page that the visitors are landing on, they will be able to see the same page name of course translated to their own local language. When you will have to work with multiple pages, you will need independent URLs. With the Facebook’s Global Pages you can promote one single URL in all your marketing promotion activities. Once the URL is typed in the browser, the visitors get automatically routed to the page that corresponds to their geographical location.
The brands can also immensely benefit from the centralized global insights dashboard. This is a highly useful feature for administrators. Instead of checking the Facebook insights for multiple pages, administers of the main global page can now check insights for all the versions of the page in one centralized dashboard.
If you have already created multiple pages for your brand targeting the visitors from different geographies, then the Global Pages concept can help you this way. Administrators of multiple pages can easily transit to the new Global Pages structure. One another good news is that Facebook has also announced the launch of enhanced Global Benchmarking Data in the near future. This will help businesses compare between the pages to find how the different pages are performing.