Any brands using Facebook to engage with a global audience must now consider the geographical implications of the content they publish, should Facebook opt to extend the features it is currently testing onto all Facebook pages.
Online PR News – 07-June-2012 – London, UK – geographical implications of the content they publish, should Facebook opt to extend the features it is currently testing onto all Facebook pages.
The geographical change – one of many seemingly being tested and in some cases rolled out by Facebook – allows Facebook users to specify exactly which country they are located in. This will in turn customise a page’s news feed and show content that is relevant to that specific region and its residents.
Whilst this isn’t too dissimilar to apps that can be built with the sole purpose of linking a global Facebook page to its local markets, it is now set to be an integral aspect of Facebook pages. As such, the change may force the hand of many brands who currently only market on Facebook at a global level, incentivising them to develop slightly more personalised approaches for their local fans.
Alex Smith, account manager at integrated PR, search and social media agency Punch Communications, said: “The functionality Facebook is testing will be a huge advantage for brands that currently use the platform to engage with consumers on a global scale. It will add a great deal more coherency between global and local pages, making it both easier to manage for the brand and easier to navigate for the consumer.
“On the other hand, any brands that currently only use a global page on Facebook may be forced to consider investing in local presences too, in order to maximise the opportunity presented by these new geographical features. Facebook users are likely to find content more engaging if it has the added value of being relevant to their locale.”
Punch Communications offers online PR, social media and SEO agency services to its clients. Established in 2003, it has evolved from its roots as a traditional PR agency. Punch firmly believes that PR, search and social media should be integrated as much as possible, as a means of maximising the effectiveness and ROI of campaigns.
For more information, please visit www.punchcomms.com, or call 01858 411 600.