Facebook Global Pages: Schalke set new standards

FC Schalke 04 has become the first German football club to adopt Facebook's Global Pages structure, enabling it to offer content tailored to a specific country or region.

Following the expansion of the existing club channels through additional language versions of the website, a Japanese Twitter account, and official presences on the three largest social networks in China, Sina Weibo, Tencent Weibo and WeChat, the evolution of the club's Facebook activities into a Global Pages structure is another core component of the Royal Blues' club media strategy.

"Facebook's Global Pages structure is an extremely innovative tool that allows us as the first Bundesliga club to communicate with our many international fans on the social web in an even more specific way," said marketing director Alexander Jobst. "The expansion and yet rapid localisation of our global Facebook presence is another important step in our internationalisation measures in the club media area. Global Pages not only ensures we can provide improved opportunities for our supporters to interact with FC Schalke 04, it also offers our many loyal partners and sponsors additional attractive platforms for targeted marketing activities."

Japan is the first country within the Global Pages structure to have a region-specific page, which means fans there can now obtain club information in their own language on Facebook, too. Additional regions and languages such as English and Spanish are set to be added in the near future. FC Schalke 04's official Facebook page has more than two million fans at present.