Ever since brands started joining Facebook and created their business pages, there has been a hunt for Facebook likes: the more, the better!
A big number of likes is seen as a sign of reputation in the market and can really influence buying decision. Psychology of persuasion calls this principle “Social proof” where people tend to buy what other people buy because we tend to follow other people and it also gives as a sense of belonging to a certain group, a deep psychological need we all have.
If you represent a local subsidiary of an international company there’s a high chance you have created a local Facebook page and the mother company has another Facebook page. And, usually the mother company’s Facebook page has a significantly bigger fanbase than the local company especially if you work for a local subsidiary of well known multinational company.
Advantages of Global Pages
Wouldn’t it be nice if you could have the same large number of likes as the mother company on the subsidiary company’s Facebook page as well? Well, that is possible now with the new feature rolled out by Facebook not long ago called “Global Pages”.
With this new structure, Facebook users will be directed to the best version of a Page based on the country those users are in, enabling them to see localized cover photos, profile photos, Page apps, milestones, “about” information, and news feed stories from Pages—all while remaining part of the global brand community.
The advantages of using global pages are:
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.
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.
Admins of the main Page will see insights for all global users in one easy-to-view dashboard.
Case-study: Dove Men+Care
Let’s take the Dove Men+Care Brand for example.
If you go to their Facebook page at https://www.Facebook.com/dovemencarero you are going to see Romanian content and 828 K fans which is actually the number of fans of the whole global page, which unites all fans of all pages.
Nevertheless Facebook lets us change from a global page to any other localized page if we want at any time. Follow the images below to check if a certain page is a global page.
I do this check when I see a sudden huge growth in fans which seems too suspicious to have been generated by a single campaign 🙂 .
This page “grew” by 750K+ fans on 21 January 2013 from 10K up to 760K fans in an instant, as promised in the title of this article.
How does this work?
Well, the Facebook official article says it best:
“This structure works for brands that historically have managed one single Page with geo-targeted page posts, as well as for brands that have managed multiple, country-specific Pages. For example, the Dove team from Unilever transitioned from operating one single Page using the geo-targeting feature to creating new, localized Pages that maximize their global scale while still providing local relevance.
At the same time, clients using a multi-page strategy have been able to easily transition their existing Pages to the new Global Pages framework. The global Walt Disney Studios team working on Frankenweenie easily associated their country-specific Pages for France, Ireland, Italy, Spain, the United Kingdom, and the United States into the Global Pages framework. The Holiday Inn team and the Kit Kat team from Nestle had equal success migrating their localized Pages from regions all over the world to the new model.”
But before you quit on all your localized Pages, you need to take some serious things into consideration. Firstly you might not actually have the functionality yet. It seems it’s only being rolled out to brands that spend lots of money with Facebook Advertising. This will eventually come to all Pages but you may have to wait until later. (Here’s how you can ask for access to Global Pages.)
Do you have good content production and community management for each region? The community managers won’t be translating content but posting up real, relevant and culturally biased content for each localized Page. Look at the latest posts from Dove on English language pages:
If your global content strategy is ready are and you are spending on Facebook, then it might be time to contact Facebook and ask this from them, otherwise maybe wait for when it will be rolled out to all pages not just big spenders.
Let’s get global!