I'm an international brand: How many Facebook pages do I have? October 14, 2013
Posted: Sat Apr 05, 2025 6:34 am
One or several pages? In one language or several? With segmented or global messages? These are some of the questions a brand asks when considering using Facebook as an international communications and marketing platform. And no, there's no single answer: the multinational communications and marketing strategy on Facebook will be determined by the brand's international management strategy . And it must answer, among others, the following questions:
Is it centrally managed from the parent company, or localized by market?
Have you established a predominant language of communication for all countries, or do you use the language of each market?
Do you run seasonal campaigns … which therefore vary depending on the buy bulk sms service geographic hemisphere of the country in which you operate?
Do you “glocalize” messages , or just translate them?
Is your target audience and the way you engage with them the same in every market, or does it vary?
Here are four possible options (depending on the result of the mini-test):
1. One page, in one language
For brands with a strong global presence and presence, with global campaign management . This is the case, for example, of Camper: although it is a Spanish company, the common language for its advertising is English: “Lifelovers” is its global slogan, and one of its current campaigns is: “Camper by Camper. It is, and it is not, a sports shoe.” On its Facebook page, which has more than 115,000 fans, all messages are in English, with images set in different cities (London, New York, Amsterdam, etc.). Only occasionally does it publish in Spanish (and with highly localized content in those cases), although it responds in that language to comments received in Spanish.
Pros and cons. The main advantage is the ability to gather a larger number of fans on a single page, potentially generating greater engagement. Management is centralized and therefore simpler. However, there are fewer options for segmenting and adapting content.
Is it centrally managed from the parent company, or localized by market?
Have you established a predominant language of communication for all countries, or do you use the language of each market?
Do you run seasonal campaigns … which therefore vary depending on the buy bulk sms service geographic hemisphere of the country in which you operate?
Do you “glocalize” messages , or just translate them?
Is your target audience and the way you engage with them the same in every market, or does it vary?
Here are four possible options (depending on the result of the mini-test):
1. One page, in one language
For brands with a strong global presence and presence, with global campaign management . This is the case, for example, of Camper: although it is a Spanish company, the common language for its advertising is English: “Lifelovers” is its global slogan, and one of its current campaigns is: “Camper by Camper. It is, and it is not, a sports shoe.” On its Facebook page, which has more than 115,000 fans, all messages are in English, with images set in different cities (London, New York, Amsterdam, etc.). Only occasionally does it publish in Spanish (and with highly localized content in those cases), although it responds in that language to comments received in Spanish.
Pros and cons. The main advantage is the ability to gather a larger number of fans on a single page, potentially generating greater engagement. Management is centralized and therefore simpler. However, there are fewer options for segmenting and adapting content.