Despite new Facebook format for global pages, global communication challenges persist
Facebook recently unveiled their new format for global pages, allowing companies to unite and maintain separate, local pages under one global page with a single fan count and URL. Previously, companies had to choose whether to have individual localized pages (making it difficult to maintain brand consistency and voice), or have a single global page, despite differences in language, culture and products among global markets.
Despite the change, Robin Grant explains in a recent AdAge blog post that global companies still need to think carefully about how they balance localized engagement with global brand consistency. Grant notes that since fans are automatically directed to their local market page under this new format, it is difficult to share global content and doesn’t solve many of the previous brand consistency problems. And, with Facebook’s new algorithm–which causes only the most engaging content to appear in fans’ newsfeeds–Grant points out that companies will now have to share engaging content on each of their local pages, not just on their global page. He suggests using tools like Buddy Media to share global content across local pages, and content calendars to help ensure that local markets are able to consistently provide engaging content.
Does your company use Facebook to engage with a global audience, and if so, do you think this new format will allow for easier global brand engagement?