BlackBerry uses Facebook embeds tool to reflect global metrics
BlackBerry is the most popular brand among Indian users, boasting of 23.3 million Facebook ’likes’ which is more than double that of second-placed Tata DoCoMo and three times more than Vodafone ZooZoos.
If you check out the BlackBerry Facebook page in Brazil, Afghanistan or New Zealand – they all show 23.3 million likes and say more than half a million people are talking about it.
It turns out that Research in Motion has tweaked its Facebook page in different countries to reflect its endorsements or ‘likes’ from all over the world.
Varghese Thomas, director of corporate communications, India & Greater China, at RIM, said the firm used a page-structuring tool embedded on Facebook
The tool called Global Pages allows brands to create individual localised versions of their pages while maintaining the same page name and global metrics across all pages. In reality, BlackBerry has only 1.6 m Facebook likes in India.
BlackBerry adopted the feature in the third week of December, and bingo, the ‘likes’ on its Facebook page shot up 20 times to 21.6 million from 1.4 million!
Most other multinationals have not yet adopted this strategy.
Social Media Push
RIM said the Facebook brand unification feature has been integrated in its effort to build a strong presence in social media, which will play an integral part during the launch of BlackBerry10 devices later this month.
In India, however, RIM was the third largest smartphone player with a market share of 12.1% as of June 2012, according to Cybermedia Research.