On Facebook, we’ve noticed that agencies and dev shops have been building bilingual Facebook applications, but completely going about it in the wrong way.  Let us give you some background on what we mean.For starters, in Canada, when you run a promotion for a big brand, it tends to be for and English and French Speaking audience.  In the US, it’s typically English and Spanish.  In essence, a Facebook application is one that utilizes Facebook’s robust APIs and is then iframed (using HTTPS methods) into the platform.  What people don’t know is that you can actually detect language settings on Facebook and host the same app, in one tab, in one fan page, in two languages or more.  Yes, we’re serious.  If you’ve heard otherwise, check out a few of the Facebook applicationswe’ve created: all bilingual, all in the same fan page, all in the same tab.Here’s what we mean: If you’re language settings are set to French, and you go to the Chevrolet Canada tab titled Sonic, our app will detect that your language settings are set to French, hence, show you the tab in your language settings. Screenshot below:If you stay on the same app, and change your language settings to English, you guessed it…the app will render in English.  Screenshot of the same Facebook Application below:

In the code base, if you architect things properly, you’ll still be able to perform robust analytics.  You’ll still be able to see all the English users and all the French users coming to your app, and if any creative changes are made, it’s only one code base you’ll have to change.

Building an application this was is an elegant, clean solution.  But more importantly, it SHOULD BE THE ONLY SOLUTION.  Here’s why: Which tab do you set as the default when the campaign launches? You can only pick one.  So which will you choose? The English tab?  You do that, then you’re neglicting a full, seamless experience to the French audience.  What if you had to make a creative or copy update?  You have to fix two separate code bases.  It’s better to spend the time building the app right. 

Here are some screenshots below of some apps that have gone about the wrong way of building and strategizing a bilingual Facebook Application:

Duracell Canada:

Honda Canada:

Duracell Canada has 6 tabs instead of 3.  Two of which are hidden below the fold and you have to hit the “More” button to even see them.  Honda has 4 tabs instead of 2.  After reading this article, the right solution looks obvious doesn’t it?  You’d be shocked to see how many big brands fall into this trap: thinking they need separate tabs for a bilingual audience.  You don’t.