Facebook Global Pages allow businesses to create local versions of their Facebook presence using the same brand name and URL. This is intended for businesses with different regions or languages. Local sites allow meaningful audience-specific content to be communicated in the local language. Yet the structure of global pages allow total fan count to be shared across pages – so two people who like the UK and US pages respectively will still see a total fan count calculated across all pages of the brand.
Pages within the Facebook Global Pages structure
There are three types of Pages in the Global Pages structure:
- Root Page: This conceptual page aggregates of insights across all Global Pages, but is not a visible or accessible page to anyone (admins or the public).
Default Page: The default page acts as the main username and vanity URL (e.g. www.facebook.com/brand) for the Global Pages structure. When users navigate to the URL, they will be redirected to a local market page if they meet the criteria. Otherwise, they will remain on the default page.
Market Pages: Market pages allow you to target local pages at different location and language demographics, even down to a level such as Switzerland (French-speaking) and Switzerland (German-speaking). Each market page is independent with its own inbox, admins, posts, profile, and apps.
Prior to the Facebook Global Pages, businesses had to use different Page names for different markets, e.g. Brand (UK) and Brand (US). Facebook Global Pages allow country qualifiers to be removed and for the brand to be promoted under one universal name, and for insights to be combined across Pages under Global Page Insights. Global Pages also allow users to be automatically redirected to their relevant market Page based on location and language.
Structuring Global Pages for multilingual countries
For countries like Switzerland with four main languages (German, French, Italian, Romansh), there are a few options available:
- Create one English language Market page for the country, and use Audience Optimisation (language targeting) for each post. Or post in multiple languages using the Multilingual Composer.
- Create multiple Market pages for the country, one for each language targeted.
- Redirect certain languages to another Market page, e.g. redirecting French-speaking Swiss users to the France Page.
The choice of options really depends on your unique business circumstances, and the specific market that you target.
Should I move to Facebook Global Pages?
Moving to Facebook Global Pages is an irreversible process. Therefore you need to be 100% sure that this is the right solution for your company.
What to consider:
- Do you genuinely have a brand that needs to communicate differently across regions and languages?
- Do you have sufficient content to be published across the various pages?
- Do you have the time and resources to manage the quantity and quality of content across various pages? As a crude rule of thumb based on my experience, businesses with an annual turnover of under £1 million should not have a Global Pages structure. Businesses with an annual turnover of more than £3 million can start considering a Global Pages structure.
- Do you have a proper governance process to determine which content gets published on which page?
- Could you consider the alternative of using Audience Optimisation on Facebook posts on an individual page? This is currently only available to English language Pages.
- Could you consider the alternative of having 2 or 3 separate pages instead of under the Global Pages structure – or would that be too confusing to users?
In general, I would suggest you manage separate pages initially before deciding whether to migrate to the Global Pages structure.
How to create or migrate to Facebook Global Pages
Creating or migrating to Global Pages is a relatively simple process. Once you’re sure that Global Pages is right for you:
- Submit a request to create a locations structure for your Page.
- If you do not already have them, create individual Facebook pages for each local market.
- Provide your assigned Facebook account manager (who will also be reaching out to you) with the IDs of your Pages, identifying a page to serve as the Default Page.
The merging of pages and migration of fans onto the right Market Page will take several hours. In the first few days, Market Page-level insights may be inaccurate or experience swings, before stabilising.
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