Facebook Global Pages POVMarch 2013

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Executive Summary

• Global pages is a system that creates one main brand entity on Facebook that automatically redirects users to their most relevant local page.

• Once a Global page is setup, be prepared to see a drastic increase in “likes” as your “page likes” will now encompass “likes” from all your brand’s regional pages. You can still monitor your page-specific “likes” through your page insights.

• Even with Global pages activated, the Facebook brand strategy for a regional page is not affected as you are still responsible for creating content tailored to your region.

• Facebook strategy for a global page may require you to change your content strategy such that you are now entertaining communities from potentially different locations.

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How do Global Pages Work?

What It Is:

• Global pages is a system that creates one main brand entity on Facebook that automatically redirects users to their most relevant local page.

How It Works:

• When a user wishes to follow a brand page, they simply search for the brand and are automatically redirected to the regional page based on their IP address and Facebook profile geographical location.

• If a regional page does not exist for that location, the user is redirected to whichever page is considered the brand’s default page (This is assigned by the global page brand admin)

Implications:

• Page “likes” and “people talking about this (PTAT)” will encompass the entire brand versus just your regional page. Page-specific data can still be viewed in insights.

• Content strategy for regional pages shouldn’t be affected as you’re continuing to create content tailored towards that specific region.

Without Global Pages

With Global Pages

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The Good and the Bad

Advantages:

• Ensures that customers are following the appropriate local page while providing them with an easy search tool.

• Promote your page with either the brand vanity URL or your page specific URL.

• Learn about all customers through one set of global insights.

• One global page name, “Like” count and PTAT across all Pages.

• Better organized brand entity online.

Disadvantages:

• Although a user can choose to view different regional pages at any time, a user cannot receive information from multiple regional pages simultaneously. For example, a user from Canada wouldn’t be able to get updates from both Nissan US and Nissan Canada.

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Brands are able to take advantage of Facebook’s Global pages setting. This allows a brand to setup a more organized entity online, providing users with simple search and redirecting to them

to the appropriate regional brand page.

For brands who take advantage of this on Facebook, this means that you should have relevant pages set up for the major markets. For those managing the Global page/default page, be

mindful of the content you produce as you may be speaking to multiple markets.

Overall, this seems to be an advantageous system to organize your brand entity on Facebook. The only disadvantage is that this setting denies a user with the option to receive updates from

multiple regional brand pages simultaneously.

Conclusion

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Thank YouCapital C Strategy & Insights