While many brands on Facebook have had to manage and maintain multiple Facebook fan pages in order to localise engagement with users in different countries, Facebook has now introduced a new structure that will bring all of those pages together into a single, global page.
Product marketing manager at Facebook, Kelly Winters, says the new structure will provide the best localised experiences for a brand's customers, while also making it easier for page management.
"Facebook users will be directed to the best version of a page based on the country those users are in, enabling them to see localised cover photos, profile photos, page apps, milestones, 'about' information, and news feed stories from pages - all while remaining part of the global brand community," explains Winters.
The new structure is expected to address the problems some brands have experienced in having a fragmented fan base on Facebook, and will make it easier to geo-target audiences with relevant posts, content and promotions.
Winters says some of the advantages of the new structure include the ability to promote a brand through a single URL, and a global insights dashboard, which will provide insights for all global users in a single dashboard. Users from different countries will see the same fan count, 'People Talking About This' count and page name (translated into their local language where necessary).
"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," says Winters.
Those brands that have been using multiple pages to improve their reach will be able to easily transition those pages to the new global page structure, she notes. Examples of brands that have already migrated their pages to the new format include Holiday Inn and Kit Kat.
Winters adds that later this year, Facebook will start including the country-level fan counts for all pages publicly in its API. "This will enable your internal teams to track how each market is performing, as well as to compare your fan base on a country-by-country level with other pages on Facebook, by accessing the data available via our API."
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