Facebook testing global/regional fan pages that share a single Like count

Facebook appears to be testing a way for pages to customize their presence for different regions while maintaining a unified total Like count across all pages.

It seems users who visit a page will be automatically directed to the version specific to their region, but they can access any regional or global page through a drop-down menu. Many pages have amassed large global fan bases, but any given post reaches a small subset of those people. Sharing region-specific content with the right audience can have a big impact on reach and engagement. This latest test allows each page to display the same total fan count, which could encourage brands and organizations to expand their regional efforts without worrying about the perception of having pages with a low number of Likes.

Earlier this year a study found that posts from local branches of a business generate reach five times the percentage of fans as a post from a corporate page. The study also found that local posts see engagement from eight times as many of the fans reached compared to corporate posts. NPR conducted an experiment that used Facebook’s geotargeting feature to post local stories to a smaller, more relevant subset of its fan base, and found that local stories outperformed global stories six-to-one in terms of engagement rate.

We do not yet have details on how regional pages might be created or managed through Facebook, but it seems that these pages can be completely customized with different cover photos, posts, about sections and apps. Although the total Likes will be the same across global and regional pages, each will have its own Talking About This count. We will share more information as it becomes available, but so far this test seems to be limited to Facebook’s own marketing pages, based on what we can tell from our PageData tracking service. See some examples below.

Hat tip to AllFacebook.de, which first wrote about the feature.

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15 Responses to “Facebook testing global/regional fan pages that share a single Like count”

  1. Facebook Testing Region-Specific Versions Of Pages - AllFacebook says:

    [...] blogs allfacebook.de and Inside Facebook reported on the new feature, saying that Facebook users will automatically be directed to the page [...]

  2. Aprire una #pagina #Regionale con #Facebook? « Socialvideoadv.BLOG says:

    [...] dai cui ci colleghiamo, pur mantenendo un conteggio unico di likes .Sui blog allfacebook.de e Inside Facebook hanno fatto riferito alla nuova funzionalità, dicendo che gli utenti di Facebook saranno [...]

  3. Facebook prueba Páginas por regiones para usuarios y administradores says:

    [...] Aunque no se tienen detalles de cómo las Páginas regionales serán creadas o manejadas a través de Facebook al parecer podrán ser completamente customizadas con diferentes fotos de portadas, posteos y apps. Además, tendrían su propio espacio en las Estadísticas, claro. Más info en este post. [...]

  4. Facebook teste les pages localisées says:

    [...] Source : Inside Facebook [...]

  5. Weekly Wrap-up: Social Ad Spend, There’s a Twitter God and More! « « Capture the Conversation Capture the Conversation says:

    [...] Facebook Tests Global/Regional Fan Pages with Shared Like Count: For all the global brands wanting a better way to segment by location or region, Facebook is on it. Here are some key facts from the article: [...]

  6. Godt nyt for administratorer af Facebook-sider | Digital Works says:

    [...] Læs mere om “switch region” funktionen i denne artikel fra Inside Facebook. [...]

  7. Welcome to MyGuestlist – Facebook Changes – The “So Many It Deserves Its Own Blog Post” Edition says:

    [...] Multiple Pages with Single Like Count [...]

  8. 5 Changes To Facebook That Small Business Owners Should Know » gossip ink. social media says:

    [...] 4.  Multiple Pages with Single Like Count [...]

  9. Global Community Management | Edelman Australia Blog says:

    [...] to convey their news, initiatives and perspectives. This growth has led Facebook to test the amalgamation of global and local pages under one brand page. But advancements in social platforms will only take an organization so far. [...]

  10. Friday Five: Global Community Management | Edelman Australia Blog says:

    [...] to convey their news, initiatives and perspectives. This growth has led Facebook to test the amalgamation of global and local pages under one brand page. But advancements in social platforms will only take an organization so far. [...]

  11. Facebook Pages: going global or staying local? | A Source Of Inspiration says:

    [...] all these inconveniences, there is hope. The rumours of Facebook testing the feature to keep local pages, while aggregating the fan count and insights and management on a global level, might just save [...]

  12. Facebook Platform: When will facebook launch region specific fan pages? - Quora says:

    [...] but on their marketing page they have a feature to switch between region specific pages. http://www.insidefacebook.com/20…Share   Add AnswerBIU     @  Close UpdateLink to [...]

  13. Facebook y la internacionalización de páginas says:

    [...] Frima Facebook testing global/regional fan pages that share a single Like count [...]

  14. Facebook page - how dentists stand out on Facebook — Felix Relationship Marketing says:

    [...] With 350 locations in 22 states, I would certainly expect Aspen Dental to go for a global page on Facebook with a single Like count and multiple regional pages accessible via a drop-down menu on the corporate page. For more info on global pages, read Facebook testing global regional fan pages. [...]

  15. Facebook Unleashes Powerful Marketing Tool | Sparklines says:

    [...] especially for B2C marketers. Many of the recent Facebook developments and tests have focused on improving audience segmentation of a single [...]

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