Your company is positioned internationally and wishes to open up to new target groups? With Global Pages, it is possible for international companies to position themselves on social media beyond national borders. A separate presence can be created for each country or group of countries. In addition, local content is well suited to better capture target groups. You can see the statistics of all pages centrally and use them to develop regional and global strategies. Does this all sound good? In this article, I give a brief overview.
What are we talking about when we talk about Global Pages?
You can think what you want about the future of Facebook. But global pages with their features are not available in this form on any other platform. This is a tool from Facebook that allows you to create a dedicated page for each country you want and post various localized content on these pages. It is therefore mainly local content for locally relevant target groups. The content is designed and prepared specifically for the venue. Facebook ads are also only sent to specific target groups in a selected location. Thus, the content is based on the needs of local users and reflects the life and experience of location-based experience. Facebook users on Global Pages see regional events and posts in their own language, tailored to their region and relevant topics. And yet everything is part of a single page, which makes management much easier for admins.
What defines Facebook World Pages?
There are many step-by-step guides on the web for creating and managing global pages. Therefore, I will briefly list what makes Global Pages special.
There are two types of pages when talking about Global Pages:
- Home Page: This page is used to manage the overall site structure and is not visible to users.
- Market Pages: These are country-specific pages for a single country or a group of countries (e.g. UK, DACH, Scandinavia). Only users from the appropriate countries that match the language criteria will see the content intended for them.
- Default page: This is the fallback page the user sees if no locale is set for their language/country combination.
A URL is provided for all countries and statistics can be viewed regionally and globally. These are the known benefits.
When is it worth it for your business?
You know Facebook Global Pages are right for your business when your business is in many different countries and you
- …want someone searching for your brand or products to see relevant local information rather than the general version. This can affect the local dealer but also the events.
- … have already posted locally through Facebook on targeting and analysis shows that users are more engaged with localized content than with global posts.
- …reach a higher proportion of your Facebook fans with locally published content.
- … you want more statistical information at country and language level.
Multilingual display as an alternative?
The possibility of multilingual publication represents a certain alternative when the company mainly operates in one market or the publications must be published in all countries at the same time. It is about posting one and the same text in different languages at the same time. The Facebook user of the respective target group sees the post in the language in which he uses Facebook. Images and videos are the same in all languages and post editing is difficult. In addition, the translation of the texts represents a significant effort, assuming that the displays are in 5 to 10 different languages.
If you’re still not sure what’s right for you and your business, write to me and I’ll answer your questions. Or if your question has added value for other readers, leave me a comment.