Today, every brand is a global brand. Every company operates on a global stage. So, every marketer faces the challenge of navigating multiple languages, timezones, cultures and market nuances to build their brand.
Social media has simply accentuated that challenge. Customers from around the world can now access your content, discover and interact with other customers and add their own voice to the conversation about your brand. And if you fail to listen or meet their needs, your error will be all the more public.
That’s why we’re launching a white paper on international social media marketing. After managing over 100 local and international social media marketing campaigns for many brands, we have seen these challenges first hand. We figured out, sometimes through trial and error, what worked and what didn’t. So, together with the team from LEWIS Pulse, we decided to distill some of our findings into this paper as a guide for marketers wanting to leverage social media to build or support a global brand.
The Global Social Media Challenge tackles some of the issues social marketers face day-in, day-out. How do you meet the needs of an audience that speaks multiple languages? How do you appear responsive to customers in different timezones? How do you organize your social media efforts when it seems every market has different needs and priorities? Sometimes, ownership of social media marketing can be a tug of war. Our goal is to provide a framework for making decisions and allocating resources.
- Learn how to organize your social channels, whether you’re a start-up or an established brand
- Use the issue escalation and response template to build a global process for your company
- Discover how to prioritize evaluation metrics for international social media marketing campaigns
- Find out what works (and what definitely doesn’t!) in markets around the world with the Social Media Map
Too often brands fall into one of two camps: the group that stamps out all social media marketing efforts except for those run by ‘corporate’; and the group that lets social media responsibility become an unchecked free-for-all that confuses, dilutes and potentially damages the brand. Luckily, it is possible to achieve a balance. We hope the Global Social Media Challenge helps marketers achieve just that.
Download a copy of our global social media marketing guidelines here.