Facebook recently announced a new Global Pages structure, enabling brands who are present in multiple markets to adapt their branding and messaging to the needs of local markets.
Depending on the country they’re logging in from, a Facebook user who connects to facebook.com/MyGlobalBrand (for example) will see a localized version of the page with different cover photos, profile photos, apps, milestones, “About” information, and News Feed stories shown in the local language.
This is of interest because it allows the creation of content and messaging better aligned to the local market conditions, eliminating the need for corporate marketing departments to maintain multiple and disconnected Facebook Pages. Furthermore, it takes away some of the pains of having to manage and coordinate local pages by centralizing these in a hub and spoke model, with the added benefit of being able to track overall performance in a Global Insights dashboard. This new structure is currently only available to companies who have a direct relationship with Facebook such as Unilever, Holiday Inn, and Nestlé.
Moreover, today’s news validates the approach Hearsay Social has long advocated: there is a tremendous opportunity to establish trust and generate loyalty by facilitating proximity between a brand and its customers. We do, however, take it one giant leap further by enabling field agents and those that are in direct contact with their customers to strengthen their role of trusted adviser. Contact through social media interaction serves to strengthen this relationship even more because these trusted advisers can pick up on signals that someone at the country or corporate level would find difficult to manage.
Overall, this is a positive move for international companies as it reinforces corporate branding in the local market whilst reducing the risk of dispersing marketing efforts. Hearsay Social complements this approach with its “corporate-to-local model” and further activates the person-to-person relationships that are the ultimate proximity lever for establishing brand equity with your customers.
Ed. note: Register now for our 11/13 webinar to learn even more about the power of going local from Hearsay Social’s Head of Data & Analytics, Greg Kroleski: http://bitly.com/Ql4qjc