Facebook’s marketing tools are constantly evolving. One of the new options we are exploring at Progress Communications is the ability to connect local Facebook pages to a global page.
Facebook is global, but social is local
This motto is illustrated by a helpful infographic. Facebook lets a brand reach consumers around the world, but content still needs to be targeted and relevant to local cultures and languages. A sauce brand’s tips for a Labor Day barbecue have little relevance in Belgium, just as 14 July means little to the average Chinese consumer. That is why many international brands have a global page, such as Volkswagen, with 558,392 likes, alongside local pages for Volkswagen UK, India and Canada. As a fan, you have to choose: do you like the global page or the local one? For the brand, the audience becomes scattered and harder to oversee.
Global and local
Facebook now allows global pages to be combined with local content. A brand’s different local pages can sit beneath a single main page. This appears to offer advantages for both consumers and brands. Fans no longer have to choose between several pages for the same brand: they automatically see information relevant to their region, in their own language. Businesses retain control and appear under one name and URL, with a combined fan count and People Talking About figure. That creates a consistent brand identity while providing a clear overview of statistics and results by country.
Is your company already using Facebook, or would you like to know how we could give your existing page a boost? Let us know at info@progresscommunications.be.
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