One of the most interesting functionalities Facebook has to offer is the possibility to geolocalise your posts.
As you already know, RareConnect is available in 8 languages. Analysing our Facebook page statistics we therefore noticed that we have fans from a number of different countries. We do not wish to marginalise page fans who do not speak English, therefore when we find interesting information in other languages we use this geolocalisation.
Sometimes it is difficult to find scientific articles, patients’ guidelines, interesting and useful web pages that are not in English, but when we do find something, the ideal thing to do would be to share it through this Facebook functionality.
How does it work? It’s very easy; Facebook allows you to publish a post which will only be visible to the fans of a specific country or to those who speak a specific language.
For example,we have found a page in Italian which brings together all the italian doctors specialised in Porphyria. We know this is a very useful resource, but would it be interesting to fans that are not from Italy? Surely not. We therefore change some settings under the post, noting that we only want people from Italy to see it. And that was it.
Another example: We need some stories of Spanish-speaking patients or we need Spanish-speaking patients to respond to a survey. Instead of geolocalising the post for every Spanish-speaking country, we choose for it to be localised per language. Thus, everyone in the world who speaks Spanish will see this post. Easier.
Let’s have a look at the steps.
1. We go to our Facebook page and write a post as we normally do. We write the text. Next to the “Post” button, there is another one similar to a sight icon. We click on it.
2. We go to Audience restriction because we specify what we want to target it per localisation/language.
3. You can choose a country or even a city or language if you prefer. And that’s it, you have a targeted post.
Who can benefit the most from geolocalisation posts?
All the pages have this functionality, but we suppose it will be more useful for more “global” Facebook pages. EURORDIS is an example, since it is an umbrella organisation and it is in contact with people from many countries. Another example would be the Federations or Alliances of patients’ associations who gather organisations from several countries together.
A greater impact is achieved although the audience is smaller. We would say that it is more of a quality impact. For example when we publish a post in Spanish here at RareConnect, it generally reaches between 100 and 250 people. That’s not a lot considering the total number of fans the page has +(1600), but what we do notice is that it receives comparatively more “likes” and “shares”.
To sum things up, using geolocalisation one is able to reach a wider public with the page attracting more fans because they know that you will publish posts that they will be able to understand.