Many brands face the challenge of interacting with a global audience on Facebook. This involves communicating in multiple languages, across times zones and dealing with highly diverse markets. Ideally, a brand has its own Facebook page for each country that can be managed by local representatives that speak the language, work on the right time zone and know the local culture. In reality, many companies don’t have the capacity to handle more than one or two Facebook pages.
Luckily, Facebook allows page administrators to select for each post in which countries it will be visible. With this function brands can address multiple local audiences separately on just one page. The feature comes in especially handy when brands have news to share that is only relevant to individual markets. For example, a new product might be only available in North America but not in Europe. By only communicating this to fans in the region where the product actually is available, companies can avoid to spam their fans with news that is not relevant to them. (To access the function, just hit the little button left to the share button that says “Everyone” and select “Customize”.)
Unfortunately, Facebook only allows to select individual countries and not broader regions (Europe as a whole for example) when sharing content. It is also not possible to save settings of a post for future use. This means that if you’d like to share news with all your fans, for example in Europe, you have to select each individual country and repeat this process every time you’d like to share something. This is extremely time-consuming and annoying. Hopefully, Facebook will change this soon; it would make global Facebook communication much easier!