Facebook’s own Marketing page as seen above, has had this structure for many months – we’ve known it’s been coming but yesterday it was finally announced to the masses.
Quite possibly one of the biggest developments for brands since timeline was introduced, global pages now allows brands that have one page or multiple country-based pages to have a universal, yet localised, presence. Based on a user’s location (determined by IP address and other unspecified inputs), the user will be directed to the ‘local’ version of a page, letting them see localised cover photos, profile photos, applications, milestones, “about” information, and news feed stories. The global page structure will include localised pages for specific markets (single or multicountry regions) but also allow for a default ‘global’ presence for any markets that do not have their own Facebook presence.
Importantly, it means that brands can promote one global page name, one global vanity URL, and one global Like count. This allows for more effective searches that should return the correct, official global page rather than simply the biggest market page.