• Today is: Thursday, March 22, 2018

Going Global on Facebook – Should You or Shouldn’t You?

Illustration depicting a roadsign with a going global concept. Sky background.
Martina Mercer
May18/ 2015

Facebook launched its global pages for businesses, public figures and brands consolidating all analytical information into one stream, allowing you to target the entire world from one designated Facebook URL.

There has been a lot of discussion regarding this move as many brands weigh up the pros and cons, trying to decide if embracing this shift would be right for driving growth and likes. At Locowise, we’re not overly concerned with the Facebook analytics, as our platform exceeds it and allows you to view data you can act on through a variety of ways. For example even if you did go global with one worldwide page, we can still separate your stats so you can see where your target audience are coming from, and more importantly in what time zone. We can also make sure you do increase your exposure and likes, no matter what country you target.

So putting the analytics aside what else does going global on Facebook mean for your page?

Would it be easier and more sensible to appeal to everyone at once or could this blanket approach damage the national reputation you’ve worked hard to build?

What are Global Pages?

Global pages allow you to use just one URL for your brand. On the face of it, it seems like a single page to cover the entire world but delve deeper and you’ll see it’s much more than this. The global pages have subpages for localised areas, so your fans and customers can choose to communicate locally or globally. The aim is for the content to be consistent across all subsequent pages, allowing the country specific managers to maintain control of their pages but bringing it together to deliver a seamless experience to the user.

Here are the pros and cons to consider:

  • Pro: Global Coverage with a Localised Theme

One central place for all of your global endeavours is appealing and it can streamline your approach to marketing while ensuring you keep it local too.

  • Con: A Huge Commitment

The global pages will only be effective if utilised to their full potential. This means giving your social media manager a lot more work, building content strategies to attract target audiences for numerous destinations and keeping on top of every page so one country never feels left behind.

  • Pro: Massive Marketing at Its Best

If done right, once set up and a great content strategy is in place along with good analytics that enable you to grow your popularity as you market your brand, the marketing potential is massive. Suddenly you have the ability to reach billions of people all through one URL.

  • Con: Massive Overheads

There’s a reason Global pages have so far only been offered to huge companies such as Dove. This is because Facebook recognises that to succeed, a brand must have already decided to fork out substantial amounts on their Facebook campaigns – and be open to increasing the budget. Global pages take time, resources, and are not for those who may have trouble managing more than one page. To capitalize on this development, it has to be done right.

You have time to think about this, as it’s not yet available to everyone. In the meantime, make sure you’re happy with your current campaign so you’re ready for the extra work when it arrives.


Martina Mercer

Martina Mercer is an award winning copywriter and digital marketer. She specialises in psychology delivering marketing that identifies consumer profiles and connects customers with brands. As an expert in proximity marketing, Martina is one of the only experienced beacon marketers in the UK highlighting her commitment to developing her skills in an ever changing consumer focused world.