Facebook has announced Global Pages, a new structure that provides localized experiences for a brand’s customers, which is immediately available to all brands working with Facebook.
Facebook users will be directed to the best version of a Page based on where they are, which enables them to see localized cover photos, profile photos, Page apps, milestones, "about" information, and news feed stories from Pages.
Each brand's Global Pages structure will include a default Page, plus local Pages for specific markets (single- or multi-country regions).
- 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 (not available until before the new year).
The Global Pages structure works for brands that have managed a single Page with geo-targeted page posts, as well as for brands that have managed multiple, country-specific Pages. The Walt Disney Studios team, for example, created country-specific pages to promote the film "Frankenweenie," and brought those pages under the Global Pages framework. Holiday Inn and Kit Kat too have migrated their localized Pages to the new model.