Switch region on Global Pages for Facebook coming soon

30 May

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Facebook might soon launch a new feature for Pages that will make it easier for brands to work with local presences on a global brand page and thus maintain brand consistency.

The feature also automatically switches the page based on your current geographical location (geo-targeting content). Currently it´s being tested but you can check it out exclusively on the Facebook Marketing Page.

Mindjumpers explains in a blog post in more detailed how this new feature would work

“Combining local presences on a global page enables brands to create a more consistent communication as well as reaching and interacting with as many fans as possible. At the same time, they can customise and geo-target specific messages to its local markets. With the new functionality, users can choose to switch region themselves. A person based in e.g. Germany might be interested in seeing content relevant to e.g. the British market. This isn’t possible with the present geo-targeting of status updates, but with the regional filters, people will be able to access any country-specific content, just by switching to the country in question in the drop-down menu.”

The global Page and all its local Pages should share the same number of Likes (Fans), only the People Talking About number should vary from Page to Page.

Questions that comes to my mind; when is this features rolling out and can regional pages be merged to a global brand page with regional presence?

Adobe white-paper “Going global in a social world” explores also brand consistency and identifies central and regional options for Facebook page structure and immediate advantages/disadvantages:

Centralized page structure (global page with regional content)

Advantages

  • Strong corporate control
  • Single page to tell your brand story
  • Geo-targeting capabilities for wall posts, ads, and applications
  • Centralized, easy-to-find location for customers to interact with your brand on Facebook
  • Centralized content distribution channel that reaches and connects all fans
  • Larger consolidated fan base

Disadvantages

  • Occasional language and cultural misunderstandings that can result from one global Facebook wall
  • Limited country-level engagement data, which might be necessary for many brands
  • ‘Challenges moderating multilingual, multinational fan comments
  • If regional resources do exist, granting them the access and control they want can be more challenging

Regional page structure (regional pages)

Advantages

  • Increased control and responsibility for local marketing resources and less responsibility for the corporate team (required degrees of corporate oversight can be maintained by controlling all pages through one social media management platform)
  • Simplified moderation and customer service responses
  • Robust country-level engagement data
  • Simplified content targeting for locally relevant brand messaging
  • Ability to publish corporate or globally relevant content to multiple pages at once through a social media management platform
  • Locally relevant cover photos for different regions or countries

Disadvantages

  • Fragmented fan base can make it harder to reach all fans with globally relevant messages
  • Distributed page structure may confuse fans and potentially dilute the brand story for regional pages
  • If fans “like” your primary English-language page rather than their regional page, they might miss some regionally relevant content

Other sources that have written about the new feature:

 

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One Response to “Switch region on Global Pages for Facebook coming soon”

Trackbacks/Pingbacks

  1. Scheduling posts on Facebook (coming soon) « Web & Social Media Strategist - June 1, 2012

    […] wonder how this new feature will work with Switch region on Global Page release. One possibility would be to include your regional page that you want to schedule a post […]

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