It’s not a new feature but we’ve noticed that few people are familiar with it. Global Pages allow advertisers to provide localized versions of their content for their customers all over the world, but with one universal brand name, total fan count, vanity URL, and global insights across their entire fan base.
For example, you can advertise unique content that’s meaningful for an audience in one location, and advertise different content that’s just as relevant for an audience in another location.
How does it work?
There are three type of pages in the Global Pages structure:
Market Pages – You can have as many market Pages as you want. You can customize who gets redirected to which Page, according to where they live and which language they speak.
Default Page – This is the default page where a fan will be redirected if they do not meet any of the criteria you set for your market Pages. This Page also acts as the main username for your Page structure (e.g. www. facebook.com/brand). When people navigate to the default Page’s web address, they’ll then be redirected to the appropriate Page (market Page or default Page).
Root Page – The root Page is invisible and overlooks the whole structure. The root Page gives you insights for all your Global Pages.
How to create a Global Page structure?
First, you must create a Page that you’ll want to add and manage as a Global Page. If you currently have a single Page, you must manually create new Pages for the local markets you want to target, as it makes sense for your business. We recommend creating 1-2 market Pages to get familiar with Global Pages, before transitioning all markets to the new structure. global pages
Follow these steps to create Global Pages:
If a brand creates new country Pages, content cannot be moved over from any existing Pages.
Who will benefit from Global Pages?
Businesses without a global footprint will not need this feature. This solution is most suited to brands that have existing Facebook community management in place for many local markets and want more localization.
Before making the jump to Global Pages a brand should have the following practices in place:
Geo-targeting – Localization is already in place on Facebook, but the brand has a greater need to customize local pages on a deep level. Increased localization with Global Pages includes News Feed, Timeline, cover photos, photo albums, apps and about info.
Community Management Team – The brand should already have established country-level community management and culture to share best practices. A company will need a content approval processes (our team plans to release a tool for this), as well as an appropriate governance and controls that can be set by country based on the social maturity of local teams.
Moderation – Multi-lingual, multi-country community moderation services should be place to communicate most effectively with fans in a way that matches the conversation style and social etiquette unique to each country.
Analytics Services – The amount of insights and data that will be available is going to increase tremendously, and brands will want to take advantage of the insights provided on a country-by-country basis. There are now opportunities for benchmarking countries against each other, mining for the best content, and sharing this content with all countries in their native tongue to optimize overall global engagement.
Why I cannot create Global Pages?
You need a Facebook Account Manager. He will sign you up to this feature. The only thing you need to know is that you won’t get access to one unless your brand is spending at least \$10,000 per month (that’s \$120,000 per year) on Facebook ads.Tags: Advertising Facebook