If you want to run your business multi-nationally, you’ll soon discover that your marketing campaigns will need some fine-tuning.
This stands true for social media too, as you need to make your social media profiles attractive enough so that they can capture the attention of the visitors from around the world.
You can set up a social media profile quickly, but creating an effective international social networking profile takes a bit more. A well-crafted profile will get you more online exposure, improve your brand reputation and ultimately- increase leads and sales.
The key to international social media success is in creating localized content that is adapted to appeal to each country’s online audience. But, there are a couple more things to keep in mind when developing a strong global social media marketing strategy.
Let’s take a closer look at How to Create International Social Media Strategy
Get to know your target audience
Since you are building an international presence, it is important to find out what people in different countries like and what they primarily use social media platforms for.
Before launching your international social network campaigns, you will need to identify points of interest for people from various cultures.
In the majority of Asia, social network users find sharing and downloading videos and music the most engaging.
Latin America is the fastest-growing Twitter population globally. Blogging is also popular in these countries.
People in India are fond of social networks based on online gaming and music sharing.
Most of Western Europeans get their news from social media, but also use it for entertainment.
Don’t translate – localize your social media content
Getting your content translated from English to another language isn’t going to cut it. Simply translating an Instagram post or a tweet may not address foreign users in a compelling way.
The best social media content strategy is to hire in-country copywriters and social media managers. It comes with a certain price tag, but it ensures that your profiles are well adapted to the local online population.
When publishing social media content internationally, you need to consider the following:
- Relevance – The content you post needs to be relevant to your target audience. This means that marketing campaigns have to be localized for the countries you operate in.
- Culture-specific references – When Mercedes Benz first entered the Chinese market, their name was rendered Bensi, meaning “rush to die”. A well-known brand giant can survive such a mistake, but a smaller business looking for their place at the foreign market, can’t take such a risk.
- Important cultural factors – In some countries, you need to be extra careful and follow their policies of internet censorship or otherwise, you may face a ban. Some of the keywords are blacklisted, so you will need to make sure your content is not offensive and doesn’t violate their rules.
- Keep current events in mind – You will need to pay close attention to current events in countries you target, especially when there are natural disasters occurring or the acts of terrorism taking place. Your post and ads will have to be particularly sensitive on such occasions. One of the good ways to keep up news is by following relevant portals in those countries. A news website Week in China is a great choice if you’re considering expanding to the Chinese market.
And of course, you have to take into account different measurement systems, different currencies, and local spellings when creating international content.
Choose the right social media platforms
It is of great importance to determine which social media channels the audience you want to reach uses the most. Take into account that in some countries local social networks see heavy usage.
Before setting up your social media profile, it is necessary to do thorough research on the foreign markets to target the networks with the largest share of your potential clients.
Many Chinese users, especially teens and casual users, prefer Qzone, a fast-growing social network. Over 30 per cent of Chinese users use Sina Weibo, a twitter-like microblogging website.
RenRen, a Chinese version of Facebook, is one of the most popular social platforms in this country among university students and the biggest competitor to Qzone.
In Japan, Mixi is the most popular social platform with over 30 million users.
VKontakte, practically a Facebook clone, is the major player in Russia with around 150 million users in 2017. Its popularity isn’t limited to this country alone since there are more than 460 million international visitors.
Orkut, owned by Google, is huge in Latin America.
The highest percentage of Twitter users is located in Saudi Arabia with almost half of the online audiences using Twitter.
Keep Your Audience Engaged
To keep your followers loyal, make sure to post relevant, entertaining and informative content, not too often or too scarcely. Consistency is major when it comes to publishing on social media.
Having local native-speaking marketing experts will ensure the interaction with fans and followers goes smoothly.
Also, an in-country team of professionals knowing the local culture well provides more benefits. The production of videos and other content is more likely to engage the local customer base and respect their social and cultural differences.
For businesses operating multi-nationally, creating a global social media presence is the key to encompass the widest international reach possible.
With careful research and a well-thought-out marketing strategy, your company can reach global audiences and grow into a global leader.Follow us on Social Media