How Should Global Companies Use Facebook?

12 Oct

According to Advertising Age, there is a dispute about whether global companies should have only one global Facebook page or multiple pages geared toward local content. Well, if you think about it, the main question that is meant to be answered in accordance to this dispute is, “How can my company reach the most people?” Well duh. But how should a global company go about this using Facebook. According to Ad Age, “local Facebook pages drive 36% higher engagement than does a single global page.” Why does this happen? Well, the most obvious response to me is that people are more willing to look at and interact with pages that pertain to them. Also, by having locally geared content, brand awareness and goodwill will spread faster than if simply centered on a global page. The simple truth is that people tend to focus more on what relates to their own lives. With a narrow focus on the local atmosphere, companies are able to play off the fact that people want to know and are excited about what the brand is doing for them and their lives. So, back to the question at hand. Should global companies stink with one global page or branch off to local pages. Well, I tend to agree with Michael Scissons who was the author of the Ad Age article. He thinks companies should take a “Glocal” stance in which they have one global page that has tags that allows a consumer to find their local page. Not only is the consumer getting the information and brand presence on the global setting, but on a more personal level as well. If companies stick to this ideology, I think that Facebook will have a powerful hand in establishing brand presence.

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