Facebook Goes Global. Wait, Wasn’t it Global Before?

One Comment by Katy Culver on 9th Nov 2012

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On Oct 17 Facebook announced the launch of Global Pages; “a new structure that provides the best, localized experiences for a brand’s customers, available to all brands working with Facebook.”

How does Facebook Global Pages work?

Facebook announced Global Pages for brands in an effort to create a better and more localized experience for global businesses and their community. Specifically, the new streamlined solution directs Facebook users to a Facebook Page based on the domain country. Facebook’s geo-prediction algorithm will direct fans to different pages based on account IP address. However, fans will also be able to select which page to view.

Via Facebook-Studio

What does this mean for brands?

Global companies will need to translate each page into photos, page apps, ‘about’ information and content that resonates with numerous countries across the globe. Kelly Winters, a product marketing manager for Facebook, explains that Global Pages will be available for all brands. Companies with multiple pages adjusted for separate countries will be able to easily convert the existing set of pages into their Global Pages. The effect creates a new paradigm that bonds consumers more closely with the brand. The local content will enforce emotional branding, in an effort to strengthen the brand’s global reputation.

Photo Credit: dcntrl/Flickr

As seen on Facebook Studio, Global Pages in a nutshell:

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.

A few examples of existing Global Pages:

About Katy Culver

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Iâ€™m a Texas girl living and thriving in New York City, entertained daily by the New York lifestyle and culture that is considerably different from home. I live by the mantra: Possible things aren't worth much. These crazy impossible things...

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