Of the 139 communicators we’ve surveyed, 54% report that their company has a presence on social media. Only a handful of these companies, however, are using Facebook’s 600 million person-plus reach to create a globally unified, but regionally relevant experience successfully.

As we’ve trolled Facebook for good examples, Deloitte’s Facebook page stands out. Facebook is often used as a corporate tool to promote specific products, services, and events. By “liking” or “friending” a company on Facebook, a customer is likely to reap some benefit whether it be exclusive access to content or free product samples. Deloitte’s Global Corporate Page on Facebook does a nice job of branding the company as the leader in professional services and an employer of choice. The page is in line with the Global Collective Leadership approach of the firm – “As One”. Deloitte’s built a strong 50,000+ fan following and acclaim from the industry for their work on Facebook. Not too shabby for a company selling professional services, not music, soda, or sneakers!

Here are Deloitte’s 4 steps for creating a global corporate communications pages on Facebook:

1. Build a resource pool
   Deloitte has developed a central Facebook team of experts who aid and assist smaller local teams with content ideas.
2. Combine globally and locally relevant content in one place
   Deloitte weaves in content from regional pages and provides links to regional websites from its global corporate page.
3. Develop brand guidelines
   Deloitte ensures that similar branding elements exist across all of its global and regional Facebook pages.
4. Create dialogue
   Employees and senior leaders are encouraged to actively participate on the page by sharing their views on current topics and responding to questions that require their expertise.

We’ve summed up the process in the graphic, below:

Visit our CEC Insight page on Deloitte’s Global Facebook Page to learn more about what the company is getting right on Facebook and the potential risks its up against, including:

• Differentiating and countering unofficial pages
• Resourcing for timely response