Announcing a New Pages Structure for Global Brands

Announcing a New Pages Structure for Global Brands

Every month people from around the world engage with their favorite brands on Facebook. Today we're excited to announce Global Pages, a new structure that provides the best, localized experiences for a brand’s customers, available to all brands working with Facebook.

With this new structure, Facebook users will be directed to the best version of a Page based on the country those users are in, enabling them to see localized cover photos, profile photos, Page apps, milestones, "about" information, and news feed stories from Pages—all while remaining part of the global brand community. 
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. More details on this new framework:
  • One global brand identity. Users from all countries will see the same Page name (translated into their local language), fan count, and People Talking About This (PTAT). 
  • One URL. 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. 
  • Global insights. Admins of the main Page will see insights for all global users in one easy-to-view dashboard.
Effective for brands that currently have one Page or many country-specific Pages 
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. For example, the Dove team from Unilever 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.
At the same time, clients using a multi-page strategy have been able to easily transition their 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.
Better global benchmarking information will be available in the coming months
In addition to providing better localized experiences for your customers, we want to make it easier for you to measure your audience in each country as well as benchmark your brand against other brands you care about. Later this year we will include the country-level fan counts for all Pages (both those using the Global Pages framework as well as Pages that haven't transitioned to the new framework) publicly in our API. This will enable your internal teams to track how each market is performing, as well as to compare your fan base on a country-by-country level with other Pages on Facebook by accessing the data available via our API.
Getting started
Contact your Facebook client partner or account manager to discuss the best global strategy for your brand. You can reach Facebook marketing solutions here.

Tags: Facebook Pages    


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