A single global Facebook Page or several local Pages?
Until now, if you were a brand posting on Facebook, those were your options.
Historically, this choice has been tricky when deciding on a strategy for your brand, as both came with their own set of pros and cons.
Single Global Page
- Large global fan count
- One Page in search
- One vanity URL
- No way to localize content/look (i.e. cover photo, profile picture)
- Limited regional insights data
- Geo-targeting can be tiresome
- Localized look to Pages
- Regional insights data
- Search is cluttered
- Fan counts are smaller (Fans tend to check the validity of the Page by the Fan count first)
- No global community
Facebook has eliminated some of these pain points by introducing Global Pages for those brands with managed accounts (i.e. those with an Account Manager at Facebook).
What does this bring to the table? Read on…
- Brands can have a Global Page and localized Pages (Local Pages), all using one Facebook URL.
- Users will automatically see their most relevant Local Page, determined by a number of factors, including the users IP address.
- Brands will have the ability to learn about all customers through one set of global insights, which include robust localized data.
- Aggregated Like count and PTAT stats shown across all Pages.
- Eliminates a cluttered Facebook search experience by only offering one brand Page option. Which also eliminates the possibility of a Fan liking the wrong Local Page.
Global Pages can…
- Offer a localized look, such as localized cover photo, profile picture, news feed, apps, milestones, ‘about’ section and even a translated brand name.
- Direct those fans without a Local Page to the Global Page as the default.
- Group audiences by language. i.e. All English-speaking fans could be directed to one Local Page for US, UK etc. – N.B. This approach is not recommended if detailed demographic data is important to you
- Geo-target posts on Local Pages to specific cities
Global Pages can’t…
- Cover markets, you don’t cover – therefore if you want Local Pages, you must have the support in place in those countries to run those Pages, as Fans directed to Local Pages, will not receive updates posted by the default Global Page.
- Show Local Page Managers stats from other Local Pages or the Global Page.
- Publish from the Global Page to all Local Pages – Local Page Managers must post their own separate updates.
One of the major issues when choosing the single brand Page strategy was that brands lose the detailed demographic data they have with the individual local brand Pages. This update means that brands get the best of both worlds, one simple, clean URL and the robust analytics of a local Page.
Aside from a simpler search process, the user experience will remain unchanged. Fans won’t see the redirect; they will automatically see the localized Page. If a Fan prefers to receive updates from a different region, they still have the ability to select an alternative Local Page by clicking ‘Switch Region” in the gear menu near the cover photo.
Brands are now only left asking themselves two questions:
- Do we have adequate support in local markets?
- Do we have local audiences, which would benefit from regular targeted content and a localized look?
If the answer to both is yes, then leveraging Global Pages is the solution.
Global Pages are a great addition for large global organizations with worldwide markets and a support infrastructure to match. For these organisations, the decision is a no-brainer. If they have the support necessary to run several Pages and they desire the clout of a global Fan count and a single URL, then this is the obvious choice for them. They can localize the look and the content and keep track of their local audiences’ wants and needs – all without losing out on any Global stats.
For those brands that don’t have adequate support in local markets or don’t feel they could generate enough local content to warrant a separate Local Pages? — The old single brand Page structure is the most beneficial. Local Pages can, of course, be added as the brand and it’s markets change and grow.
For smaller brands, aside from probably having less of a need for a global presence, it is likely that they won’t have a Facebook Account Manager and therefore the Global Pages option won’t yet be available to them.