What is Global Pages?
Global Pages is a streamlined solution to create a better experience for global businesses and their community on Facebook. Essentially, it creates a central hub, allowing brands to have one global brand identity. Brands will be able to customize their Page’s look and feel for each country or geographic region, while maintaining global metrics such as Likes, People Talking About This, and check-ins.
How It Works
Instead of the current multi-page model in which brands have created their own localized solution, they will now have the ability to create local country-specific or regional versions of their pages that will sit within one central hub on Facebook, following a unified naming convention.
Brands that follow a Global page model will have the opportunity to localize the following features:
- Cover Photos
- Profile Photo
- Tab Structure
- Access to local Facebook Insights data
- Brand Mailbox
- Vanity URL
- About Section
What Does This Mean For Brands?
1. Page Direction & News Feed
Fans will be directed to different pages based on Facebook’s geo-prediction algorithm, which takes into account IP address. ‘Current City’ is not factored into this algorithm, meaning that while traveling, fans will be directed to the local page. Brands with Global Pages can redirect multiple countries into single regional pages. For example, a brand could direct Canada, the U.S. and Mexico to a “North America” page.
Another thing to note is that fans will be able to select which page they want to view. The selection is then remembered for future visits to the brand page, and the updates from the selected page will show up in fans’ News Feed. If a market is not selected, Facebook will serve content from the market they think is most relevant based on the algorithm. If a user cannot be located and has not selected a local page, Facebook will serve the global page.
2. Organic Wall
As Timeline stands right now, organic wall posts are not specific to one region. Posts from fans from all over the globe can be seen on the wall under the single-page model. With the new Global Pages set up, the organic wall will be fully targeted – displaying the fans’ most relevant to the market.
3. Brand Mailbox
This feature was not open as part of the API so CMS platforms could not provide solutions to geo-targeted brand mailbox messages in the past for single-page brand models. However, with global pages, each locale will be able to view and respond to messages from its respective market. This is a big implication for social CRM and management of campaigns/promotions through the Facebook page.
1. The New Rules of Naming
Local pages can only be renamed to follow the naming convention of the Global Page. For instance, [Brand X] Japan can be renamed [Brand X] but not migrated to another locality such as Korea. Pages will also not be able to change category (Product to Brand, Group to Page) in this process.
Brand pages will have a consistent URL that will take the user to either the global page or the local page based on user preference or geo-location. Local market pages will also have their own direct URL that can be used to send Facebook fans to the specific pages. Therefore, brands can now use the global Facebook URL in creative assets such as television commercials and still drive to local activations.
2. ‘Breaking Up’ a Global Page – A Single Page Model Caveat
The new Global pages product makes it fairly seamless to connect separate local pages under a global umbrella, but if you are currently operating a single global page that delivers targeted News Feed and tab content, there are some additional steps involved.
Each market within the global page will have to create a new page named ‘Brand [Market]’ (abiding by the naming convention guidelines) and repopulate with backdated posts/milestones on the Timeline as well as localized Profile Picture and Cover Photo. When this page is pulled back into the global framework, this will be the version that fans in that market will see moving forward.
3. Bringing Glo-cal to Monitoring and Issues Management
Fans will be able to easily toggle between all of the pages in your global network. This may give any groups that want to attack brand pages easy access to do this over multiple pages. It will be more important than ever that all teams managing local pages are communicating and consistent in how they handle issues.
The use of CMS platforms can help mitigate the issue through monitoring and flagging tools, but as a best practice, those managing social media presences should implement and internal system for handling crisis issues.
4. Data. Globally. On Your Competitors Too.
Later this year, Facebook will include in its API country-level fan counts for all Pages, including both those using the Global Pages framework as well as Pages that haven’t transitioned to the new framework. Analytics teams will then be able to track how each country-level page is performing across all global markets. In addition, teams will have the ability to compare individual Pages’ Fan counts on a country-by-country level against other Pages on Facebook, all within the API.
5. Local Content Can Have a Big Impact
We’ve said it a million times. Content is king. Local content is even better. And that’s where the focus should be with global pages. Brands should not just repeat translated posts across local pages. They will have to listen to their local community, measure activity, consider local trends and develop appropriate content that will resonate with local audiences.
The new Global Pages model benefits brands’ ad spends as well as Facebook’s income. Global brands previously targeted Facebook ad buys to their primary languages. If a U.S. page, for example, buys ads in English, a non-English speaker has no incentive to Like the page. In addition, the money spent on those particular users does not drive stronger engagement. With Global pages, Facebook incentivizes brands towards making larger, more global ad buys specifically targeting global audiences.
Below are articles we recommend reading to learn more about Facebook Global Pages:
- Facebook Launches New Page Structure for Global Brands
- Facebook launches ‘global pages’ for brands to offer localized experiences
- Facebook’s New Translated And Localized Global Pages Could Lure International Marketing Dollars
*Starbucks and Dove are Edelman clients.
This article was compiled by Reema Mitra, Zach Pospisil, Chris Rooney, Adam Rosenberg and Suzanne Marlatt.
Image credit: Scott Beale