Globetrotting Social Media Strategy – 3 Tips for Going Global
Whether your brand is already a global powerhouse or you’re taking tentative steps in the international direction, it’s time to include a social media strategy as part of your overall global initiative. Here are three tips that allow you to engage international clients and nurture online influencers, from China to Chile.
Tap into international social networks
As popular as social networks like Facebook are, they aren’t always the go-to social sites in other cultures. Here’s a sampling of some popular social networks abroad:
- ibibo – Popular in India, this site offers users a host of applications, from photo and video sharing to mail and games.
- hi5 – This multilingual social network, which is popular in Latin America, allows users to share information, create photo albums, and, most recently, participate in social gaming.
- studiVZ – Used by more than 15 million German college students, the network is reported to be one of the most frequented social sites in Europe. It allows users to post profiles, form groups, and search for fellow students or former classmates.
There are likely hundreds of social network sites worldwide. And while it might take some homework to find the right one, rest assured that, whatever the site is, your customers are just waiting to be engaged.
Recognize global nuances
In addition to interacting on different social networks, an article in DMNews points out that nuances exist in every country—and it has to do with more than simple language differences. For instance, software company ThoughtFarmer learned that Asian customers felt their Canadian-designed interface appeared too “North American” (in other words, foreign). The result was a do-over that featured muted pastel colors and culturally attractive anime-style design. Recognizing these types of differences can help you design a social media campaign that’s acceptable in the target region.
Cross-cultural interaction will expose you and your team to diversity. Perhaps the consumers don’t rely on video as much as you’d expected or maybe clients avoid posting personal photos and favor avatars instead. That’s why social media blogger Nadja Specht writes that you’ll need to be ready to make mid-course corrections. Set up checkpoints along the way so you can assess the strategy and make necessary adjustments.
When it’s time to go global with your social media strategy, invest in the team with the tools and expertise to guide your journey. Contact Social Strategy1 today.