Facebook has introduced Global Pages, a large update providing multinational brands with greater control over its social presence and content.

The new structure was announced in a Facebook Studio blog post, the company’s marketing website, and it is available worldwide.

Regional and global

With Global Pages brands can now have one global identity, while users will still see localised stories, photos, apps and information.

With a single page comes a number of enhancements, including one URL address, a worldwide fan count and translations into local languages.

Importantly for page administrators, global insights will also be available with the updated framework.

Kelly Winters, a product marketing manager at Facebook, also announced in the blog post that the company will soon open up country-level fan counts for all pages, regardless of whether they're using the new global system.

“This will enable your internal teams to track how each market is performing, as well as compare your fan base on a country-by-country level with other Pages on Facebook,” Winters said.

Geo-targeting markets

Facebook has been testing the new structure before this week’s rollout, and some brands have already moved over to the new system.

Visiting facebook.com/HolidayInn automatically redirects to Holiday Inn Australasia, a page designed and updated specifically for the region.

Personal care company Dove, who previously updated one global page, now use the geo-targeting feature for localised Pages, however it does not yet have an Australian page.

For their new movie Frankenweenie, Walt Disney Studios have localised pages for larger markets such as the USA and the UK, while Australian users see the global page with some geo-targeted posts.

Problem solving

The primary benefits to users are that they will only have to like a single page to ensure they get the correct updates, while brands will be able to better understand and target specific regions.

While Global Pages is open worldwide, brands will need to contact Facebook marketing solutions to get started.

To read the full blog post introducing the new features, visit Facebook Studio.

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