This article was published on November 30, 2010

Anheuser-Busch taking local and multilingual approach to Facebook pages

Anheuser-Busch taking local and multilingual approach to Facebook pages

Wednesday in a blog post, Facebook announced “New Targeted Publishing Capabilities,” stating:

“We’ve added location and language targeting for Page publishing using the Graph API. This enables developers to send more relevant posts to users and brings these APIs to parity with the targeting options accessible from the Pages publisher.”

One prominent brand, Anheuser-Busch InBev, is set to put the new capabilities to the test by establishing local and multilingual Facebook Pages.

According to a report, the company will test geographic and language targeting features on its Facebook pages starting this week.  Some of the pages managed by the company include: Budwesier, Bud Light, and regional brands such as Becks, Chelada, Stella Artois and Harp.

Brands can use the new features through Facebook page’s backend dashboard, allowing them to post targeted offers to those who “like” a brand in a certain country, state/region, or city.  Moreover, brands can target by language on their pages.

The company will use Syncapse‘s platform to test the new features according to the report. Based in Toronto, Syncapse can store data on geo-targeted posts, making it possible for marketers to compare engagements and test messaging tactics.

Anheuser-Busch InBev’s use of Facebook’s new capabilities is a deft move and should extend their brand presence.  According to the company’s most recent annual report, the company generated revenues of 36.8 billion USD, with strong growth worldwide.

North America saw sales-to-retailers increase 55 percent,  Latin America North enjoyed 70 percent market share growth,  with similar stellar growth in both the European and Asia/Pacific regions.

What are your thoughts on new local and multilingual targeting options on Facebook?  Do you think more brands will adopt similar strategies and will they prove effective?

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