Why is Facebook Global Page becoming a big deal?

We all know what a Facebook Page is, right? It’s one of those things we’ve given our ‘like’. We constantly like a new page, if not every day it’s every week. They are part of our daily interactions. In them we either find information about certain products of our favorite brands, or, we find memes that help us relax after a stressful day.

You’ve probably noticed that when you look for a page of a global brand it might have the verified sign, but have you noticed that sometimes the page’s username says the country or the region you are in? Take Disney’s page in Portugal as example. The page will be in Portuguese and the username is @DisneyPortugal. On the other hand, in Spain, the username is @DisneySpain and even the profile picture and the cover photo are different. But, you can search simply as Disney and it will take to the right place.

The same goes for countries that have pages built specifically for their region, like @DisneyLatinAmerica. However, when the Facebook user is in a country that doesn’t have a specific page assigned to it, he/her is directed to the default page. In this case the username is @Disney. This page has all the information and everything that is needed from a brand.

To switch from one region to another is very easy, all you need to do is press the 3 dots under the cover photo, which will give you more options, and then select ‘switch region’. There you’ll see which countries have a specific page. Those that don’t show up on the list are part of the default page.

Breaking down Global Pages

Global Pages have a root page, a default page and a market page.

When a country/region has a brand with a specific page for them it is called, Market Page. This allows the brand to have a more targeted audience and post information that is specific to its geographical area. Disney’s page for Portugal has the posts in the country’s official language and all promotions or advertisements for Portugal or done globally will be found there.

The Default Page, on the other hand, is exactly what the name suggests. This is the page where the brand is able to post more generic things that apply to anyone that is outside the predetermined regions. All the important and global news of the brand will be posted in this page.

The Root Page is the where all is built. It’s invisible, so the only options for a user are: market page and default page. This page allows the admin of the root page to oversee the whole structure, from the default page to each market page.

But you may be asking why is a Global Page necessary? And what is its use?

Global pages are mostly recommended to brands that are global or that are planning to become global. Having a global page would allow a brand to have some control over what is being posted and reach a larger audience. This page also allows reaching the global audience of the brand while at the same it allows you to create directed content to a specific target through the market page.

Even though Facebook Pages allows normal pages to post in various languages the same publication and allows to have customized targeted audience, when it comes to a Globalized brand, the features included in a Global Page allows the brand to reach their target in a better and more structured way.

You’ll be able to have profile and cover photos that suit your audience, posts that meet your audience’s need, about information that is specific to the country/region and you’ll be able to have different page roles. So, for example, an administrator from one region won’t be an administrator on another region.

When different local pages of a brand come together to become one Global Page the likes and follows from every page with converge into one and all repeated users will count only as one. So, you’ll have a more accurate view of your reach!

Facebook doesn’t allow any brand to change to Global Page very easily. To switch from a normal Company Page to a Global Page you need to have at least 1-2 pages and be absolutely sure it’s what you want (there is not turning back). Facebook also suggests to start small, so the those managing learn to manage a Global Page and then start adding new pages little by little.

To start, all you need to do is follow the steps as show in Facebook’s help page: https://www.facebook.com/business/help/493925434117312