Over the weekend Facebook announced it is expanding further onto the Continent, launching a French-language version to join recent German- and Spanish-language editions. Reuters’ Eric Auchard reports the translation was conducted by Facebook members, as was the case with the Spanish and German sites previously. With such an eager user base at its disposal, you can bet we’ll be seeing new non-English versions launch one after another. (Evidently, Facebook is more popular in Turkey than it is in France. No doubt the young Turks could be next).

As Facebook goes polyglot, its non-English speaking audience is sure to grow larger and larger, some day challenge English as the lingua principale. This will impact globe-spanning brands profoundly. Facebook has become an active forum for brand advocates and critics alike to mobilise and discuss virtually every aspect of the brands in their lives, from their carbon footprint to customer service. In the best case scenarios, this translates into great buzz and priceless PR for a brand. An example would be the Primark Appreciation Society (‘FOR THOSE WHO LOVE A BARGAIN," the explanation reads) with nearly 95,000 members! In the worst case, it can get pretty nasty.  Think boycotts. Wal-Mart is but one target.

The French, who have revolution and street protests in their blood, should spice up the pages of Facebook with some pointed critiques on very visible politicians, celebs and brands. You’ve been warned.

– Bernhard