Since its inception in 2008, Facebook has been the world?s most visited social network. Now more than ever, companies and consumers are making Facebook a part of the purchasing cycle. Once the social network became a publicly traded company, it began pumping more resources into it?s Brand Pages, demonstrating the value of Facebook marketing. The results to come out of the last few months are a good sign for any company looking to streamline their presence or take their brand page global.
Introducing Global Pages
Until recently, if your company wanted to have a global presence on Facebook, you needed to create a separate page for every language/country you wished to target. Global Pages eliminates this problem. Facebook Studio, the platform?s own blog, describes Global Pages as a new structure that provides the best, localized experiences for a brand?s customers.
?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,? Karen Winters, product marketing manager at Facebook, wrote for Facebook Studio when announcing Global Pages.
Facebook?s blog post announcement detailed several newly accessible features for companies who adopt Global Pages, such as brands needing to promote just one URL in all of their off-Facebook campaigns, as well as providing marketers with a ?global insights? page. The One URL feature works with Facebook?s pre-existing geo-locating features in order to redirect global users to the page that works best for them.
The ?global insights? feature will allow marketers looking to gather insights about about all their global users by arranging it all in ?one easy-to-view dashboard,? according to Winters. These two features are just part of Global Pages? greater plan to provide brands with ?one global identity?. That is to say that while a page in China will look different than one from the US, things such as fan count, and People Talking About This (PTAT) will remain uniform globally.
What does this mean for my brand?
These new offerings from Facebook can mean many things. For companies that already possess proper market translation abilities, Global Pages provides the opportunity to streamline or ?clean-up? your Facebook presence. By being able to localize things such as page appearance or geotargeting from one central hub, global marketers should be pleased with the new level of efficiency they encounter.
For companies that are just about to enter the global market, Global Pages also presents a great deal of opportunity. Most notably, Facebook will machine translate your web page, which is a good temporary solution until you possess the resources to leverage human translators.
Drawbacks
While Facebook claims to have had success with global brands such as Disney and Unilever, commenters have voiced several concerns for the new platform.
One notable drawback of Global Pages is that it fails to meet the complexity of certain markets. For example, questions brought up on Facebook?s blog included how the feature will work in markets such as Belgium, Luxembourg or Canada where there are multiple languages present. Additionally, some blog commenters have issued complaints about less than stellar translation on their non-native pages. These are important questions waiting to be answered before any company other than one with a pre-established global presence on Facebook makes the jump to Global Pages.
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