Facebook launches new global brand pages structure

Facebook has announced a new brand page structure for global brands that localises content under the one page name and URL depending on the viewer’s location.

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.

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.

Users from all countries will see the same page name (translated into their local language), fan count, and people talking about this (PTAT) numbers.

Brands using a multi-page strategy will be able to transition their existing pages to the new global pages framework. Walt Disney Studios’ Frankenweenie, The Holiday Inn and Kit Kat were involved in a pilot of the new page structure and have already transitioned over.

Later this year Facebook will make country-level fan counts for pages that have transitioned to the new Global Pages framework as well as those that haven’t publicly available in its API. This will enable teams to track how each market is performing.