Working on a Facebook campaign for a European brand with a number of outlets in various countries, targeting reasonably hip, affluent urbanites in UK, Germany, Russia, France and Italy, my colleagues and I had a debate around what would be best practice for a Facebook infrastructure. Do you have a European Facebook Page? Or individual country Pages? Or individual outlet Pages Or all?
We agreed that it all depends on the behaviour of customers. We came up with a few 'rules':
- If, for example, the UK customers will be travelling to outlets in other countries, then a European Page that provides information on the outlets in other countries, would make sense.
- If the customers mainly go to their domestic outlets then individual country Pages would be the best option.
- If customers are visiting their local outlets and tend not to travel more than 20 miles, then local Pages would be best to serve their needs.
- If customers are domestic and international, then it would depend on the number of outlets in each country. If there is less than 5 in each country, then a European Page, in English, with translated and geo targeted status updates, would be the most cost effective away to serve the customers needs. When the number of outlets increases to above 5 per country, then we would start thinking about having additional country specific Pages.