Missed opportunities; international audiences
How big has Facebook become within marketing circles? So big that some might argue it's the No. 1 channel associated with social media marketing in general. Bigger than Twitter, bigger than YouTube, bigger than blogging (and much bigger than Google+ -- for now), it would seem that every self-respecting marketer is already squeezing everything he or she can out of the Facebook platform.
Yet I'm amazed to see that many brands are still failing to leverage all that Facebook has to offer. In this article, I'll examine six particular facets of Facebook that are often overlooked -- but shouldn't be.
Facebook is a truly global entity, with more than 70 percent of its users residing outside of the United States. Yet surprisingly, many global brands have failed to create even the most basic of Facebook pages that cater specifically to the countries and languages that are representative of their global consumer bases.
Moreover, the few brands that have taken a step in this direction fail to create intuitive navigation on their main Facebook landing pages and tabs that makes it easy for international consumers to find the content that was specifically created for them.