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2551   7  
Marketing 4 min read October 20, 2016
Serpstat

About Bilingual Facebook Pages and Us, Who Screwed Up

Obviously, Facebook is a great tool for business. It's surely changed the way things run nowadays, as it easily opens so many possibilities not only for beginners but for experienced businessmen. Facebook each day offers more and more new features: in-depth targeting, the ability to write publications in different languages at the same time, "Pages" app and so on. We could not resist and decided to learn a couple of new features. So, in this post we are going to tell you how we decided to merge two of our pages (one in Russian and one in English) and why it went wrong.
Why We Decided To Merge Our Pages
These pages had different audiences, different content, different timing rules. And were as separate as it can be in general. Upon doing some research and asking around, we thought that merging these two and then using Facebook demographic targeting to reach out to different audiences was a good idea. We'd have had one, but bigger page, with more subscribers and more authority. If you decide or have already decided to act the same, there is something we must say: Keep Calm and Stay Strong!
It's not like we pretending our words to be an ultimate truth, but for us, it appeared better and easier to lead 2 separate profiles. And now we gonna say why.
Reasons Why We Regretted Doing This
  • Targeting can be conducted by language, region and a number of other settings. Lots of our readers from Russian-speaking countries use the English version of Facebook. But if we indicated the Russian language for the post, it wouldn't be seen by those from Russian-speaking countries who use the English version of Facebook. And it's definitely a weighty part of our target audience.
  • Targeting by countries was an option. But there were some setbacks. First of all, a man can travel. And the second – It is very difficult to choose countries as you can't copy the list of the countries separated by a comma. You have choose a country from the drop-down list. Thus each time you need to write by hand in order to select countries. It's not that hard to deal with Russian-speaking countries as it's less than 10 of them. But things with about 80 English-speaking countries were not going that well.
  • Our views decreased by 90% due to the first two points. But it was a good turn for our 2 teams of response, which sometimes experienced difficulties with keeping track and properly responding to the comments in different languages. ;)
How We Decided To Solve The Problem
So, that was our sad story. But we decided not to stay disappointed for too long and start with a clean sheet. Right now we are happy to announce a return of Serpstat Facebook English profile! You are again able to find out all our latest news and freshest articles in the easiest way.

Keep a hand on pulse with Serpstat on Facebook.
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