Facebook Global Pages – Why Adopt It?
Facebook global pages enables a brand to service customers depending on their language or location, without having to set up separate pages for each country or market.
Should you adopt the Facebook global pages structure? What are the pain points? What tips can I give you based on me adopting it for over 40+ pages?
Tips To Get Started
I have just recovered from being involved in a project to migrate the local market pages of my company to the global pages structure.
From my experience it really helps to know who your Facebook client solutions manager is (Client Partner). You will also need this if you formally submit your request via the Facebook client support portal.
What I found odd was that the client support portal link worked perfectly OK for me on any browser but failed for my colleague on any device she used. If you get a “not available” warning, try using another person in your team to have a try.
Obtain the Facebook template configuration spreadsheet and fill in your selected default page (parent) and local market/country pages (child pages).
Manage Your Local Teams
In my project we migrated over 40 pages into the structure. That means a lot of local people to co-ordinate with. I saw this as one of the most important factors to manage.
I made regular announcements of the coming change over a period of months, and my colleague created a handy guide of all the implications, advantages etc.
We created a central copy of the Facebook configuration spreadsheet so that they could all edit the selection of country and language settings we had chosen. I decided to fill in as much as possible centrally so the effort needed from the local team would be minimal.
Go LIVE
Going live was the fun part and took much less time than Facebook had told us. In a matter of hours, the structure had gone live. The first sign I received was a notification that the page I personally managed (the default) had been verified, so I knew things were moving along.
We had a test done in a country where we have no existing page live. We were delighted to see that they were redirected quickly to the local page that we had configured for people from that country to see.
In Summary, From Our Experience
Advantages for the customer;
- New people will be redirected
to the most suitable “version” of the global Facebook page. - View the most relevant content based on their IP
location, and the language setting in their Facebook profile. - If desired, a customer can select another Facebook
page version by using the “switch region” button (option located in the
“…” menu) and then save the preferences.
Advantages for the marketing and brand teams;
- One web address.
- The same “like count” on all the Facebook pages
(total count of all the individual pages) - The brand name is the same on all the pages
(great for brand consistency).
Advantages for the administrators;
- View the metrics of any local version in one centralized view via the settings section.
- The default page is where a person will be redirected to if they do not meet any of the location and language settings selected for the individual pages in the group structure. The admin team can adjust these at any time and add any new Facebook pages.
- To edit the countries or languages associated with an existing page within the global structure:
Step 1: Edit the countries setting via the default page “settings” button, then click “Edit Targeting”.
Step 2: Edit the language setting from the same menu.
In summary, well worth the effort if you have a large number of branded local market/country pages and suffer from the odd “not approved” naming convention that pops up now and again.
What could be next on your hit list once this structure is in place?
– Social commerce? Opening a few more Facebook shops?
– Improving customer service, maybe using A.I. or chatbots?
– Or simply finding cute simple ways to delight your customers even more?
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