4 Tips for Successfully Managing Global Social Media Channels
Wednesday, September 2nd, 2015
Social media is omnipresent. More than 2 billion people use social media to connect with friends, network, build their careers, and more. If you’re ready to take your business overseas, social media is a great place to start. But it’s important to note that social media marketing tactics you use in your home country may not be as effective in other countries.
Social marketing at an international level is becoming increasingly common. Between 70 and 80 percent of social media users are outside of North America, showing that it’s an extremely lucrative place for social marketing. Thanks to the internet and many other technologies, the globalization of our economy is becoming more wide spread, and for that reason, it’s important to closely examine your local marketing strategy and determine whether or not it’s time to go local.
Local and international social media marketing are largely the same in theory, but with a few key things you’ll need to take into consideration. If you’re interested in moving to the international level with your social marketing, here are a few things to consider.
1. Enable Effective Translations
Translations on the web are often muddled at best. For one thing, automated translators, such as Google Translate and Facebook’s translator often give a direct translation instead of translating your meaning, which can be extremely confusing for global customers.
There is also a certain problem with the lingo that can affect the translation. For example, both Americans and British speak English, but many American slang words and phrases can come off confusing or even offensive to the British, and vice versa.
To get around the language barrier on your social media posts, check the translation before you post it and make edits to your original post so that it translates more clearly. If you are only marketing to one or two different countries, you might also consider hiring a translator to directly translate each individual post.
2. Use the Right Platforms for Your Business
Relying on the right platforms for your business is huge in the international market. It’s pretty common knowledge that the Chinese government blocks access to several social media sites, including Facebook, Twitter, and Google. Finding your way to a lesser-known social site, such as WeChat, or Weibo, can help you to reach this specific audience.
You’ll also want to market your business on social sites that are conducive for marketing your products and services. If you’re looking to market real estate in Mumbai, for example, Facebook is probably your best option because it’s widely used in that area and is most conducive for posting multi-media content.
3. Avoid Offensive Cultural Gaffes
The news is often plastered with stories of how large corporations, celebrities, and big business tycoons have said something hugely offensive to other cultures, whether or not they realized it. It’s easier to make an offensive comment than most realize, and the best way to avoid it is to be freshly updated on the culture of your target audience. Be careful with humor and avoid broaching sensitive subjects, such as discussing political leadership or religious leaders.
4. Time It Just Right
Timing has more pull in the effectiveness of your advertisements and content than you might think, and catering to different time zones can be quite a challenge. The message you send out at 6 p.m. on Tuesday nights may be ideal for people in the United States, but it won’t reach those in Britain until one in the morning. Your posts may be top notch, but if they reach people in the middle of the night, they’re much less likely to be read. Time your messages so that they will reach your audience properly, even if that means sending out multiple posts for multiple time zones.
Creating and sending an appropriate message to your target audience over social media is an excellent way to reach even more customers. If you haven’t yet reached out to your global audience, social media marketing could be the perfect opportunity for your business.