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22/10/2012 by

Facebook’s Page Structure For Global Brands

Facebook has announced the biggest development for brands since timeline: Global Pages for brands that want to reach out to consumers in other countries.

The new system will allow localised photos, apps, milestones, ‘about’ information and news feed stories by country, while the page remains part of the global brand community.

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.

Brands will be able to maintain control over a global presence as a default for markets where no localised effort has been launched, while also being able to localise the page for single- or multi-country regions.

Global Pages in a nutshell:

  • 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 (PTAT).
  • One URL. 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.
  • Global insights. Admins of the main Page will see insights for all global users in one easy-to-view dashboard.

Users can easily switch to other regions using the page menu, as seen below:

Kelly Winter, responsible for product marketing on Facebook, mentioned that Global Pages will be available for all brands, for those who have managed the only one Facebook page with geo-targeting, and for those who have had multiple pages adjusted for separate countries. Brands of the second type will easily transit the existing set of pages into their Global Pages.

Some examples of Global Pages:

Facebook is planning to develop additional counts for each local Page later in 2012. Brands that want to start using this new Facebook feature, can contact the Facebook sales department.

With this new feature, Facebook is facilitating brands on its platform more than ever, so a pretty smart move in my opinion.

So what dou you think of Global Pages? Do you think it will help your brands’ international reach?

About the author

Laurens Bianchi is an online marketing professional from the Netherlands and has been blogging on ViralBlog since 2008. Currently Laurens is a Managing Partner and Commercial Director at ICON&Co and Social Media Consultant for the Royal Dutch Football Association.


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Comments (2)

  • Igor Beuker 22/10/2012, 21:43

    Might be smart. And looks like the FB CMS companies (Buddy Media etc) offered a few years ago?

    Hopefully FB will think about their newsfeed… not everyone is happy with current updates.

  • Paul van Veenendaal 23/10/2012, 11:27

    Econsultancy has some interesting questions (and answers), like:
    1. Does this mean they can shut them all down and just operate a single Facebook account?
    2. Facebook already allowed brands to send geo-targeted posts. How does the global account differ?
    3. How will this impact how brands communicate with a global audience? Will it make a difference to the content that brands produce?
    4. Facebook says that page admins “will see insights for all global users in one easy-to-view dashboard.” How is this an improvement on the previous insights from the previous dashboard?

    See the answers at: