Facebook already offered the opportunity for marketers to target their promotional messages by geo-targeting specific areas, but they’ve taken this one step further by offering global brands the opportunity to build globally targeted pages. Previously, brands would have to set up individual pages for each region and manage each page separately, but now they’ll be able to house it all under one page, and centralise the management process to create a unified brand experience.
What does this all mean? Global brands will now be able to manage and maintain several different globally targeted pages under one URL, and they’ll be able to customise everything, from the cover photo to the content. At the moment this option is only available to the big name brands, so even if your small e-commerce business is showing signs of booming in Europe and you want to start marketing to them directly using Facebook, your only option will be to set up individual pages. But as with all new features it’s only a matter of time before they’ll be available to more users.
Why is this good news?
Giving brands the opportunity to manage their global brand in one place offers huge opportunities of advertising, which could see Facebook pulling in some serious money. Brands will have the opportunity to foster more local communities, where people can share their experiences with those who can identify with them. On a very basic level, it’s the difference between sharing a recipe with the measurements in cups or grams, which can easily alienate both US and UK audiences.
It will also hugely improve the social search function, as users will no longer have to look through lots of irrelevant regional pages to find the brand page they’re looking for. They’ll simply click on one page, and be directed to the local branch of that brand.
For users, it also means more relevant content, and better targeting. So rather than hearing about a L’Oreal offer in the US which is of little use to you, you’ll only see the content that is relevant to you, such as a money off L’Oreal voucher you can use at Boots.
How could it backfire?
As identified by Jordan Stone of We Are Social, these changes could have a negative impact on brands. Brands will have to be cautious about only setting up regional brand pages where there is sufficient demand to support the page, as they risk losing out on the benefits of ‘global updates’. By sending out global updates, brands reach more people and will also benefit from an improved EdgeRank. If they over-target, they’ll either miss people, or create more work for their content creators.
What do you think of these changes? Will the create more or less work for global brands?