Last Friday I spoke on the subject of Social Networking Internationally. The two sessions hosted attendees from over 12 different countries. The presentation went well, however, the feedback I received from a few professionals was that they felt overwhelmed. I certainly can understand this. This shows a healthy respect for the overwhelming scope of Global Social Media.
The professionals who attended the 2012 Global Professionals Conference, an event organized by Professional Convention Management Association (PCMA.org), were primarily interested in learning how to localize Social Media techniques as an attendance building strategy.
In this highly interactive presentation we discussed the following topics:
- Identify the challenges with implementing a broad plan across the globe
- What you need to know about Social Media by global regions – Global adoption and usage, which website the attendees are using
- Best Practices for Global Social reach
- Global Social Media stats around the Globe
What challenges do you face when planning to engage in Global Social Media?
There are a few challenges you will need to work through and plan for when you are about to launch an International Social Media outreach. Here are a few that we discussed.
- Organizational challenges
– How SM strategy maps to your global organization?
– Should each country have its own blog, Twitter?
– Who is responsible to respond on SM in which regions?
– What is your framework, ownership vs. flexibility vs. country needs?
– Local language is important.
– Multiple blogs in multiple languages or single English-language blog?
– “Do you allow mixed-language content on your YouTube channel and Twitter feed or dilute your online equity by creating multiple channels? “– LewisPR
– How do you evaluate and prioritize the local platforms? (Facebook, Twitter, YouTube, etc.)
– Best practice for each platform?
- Culture / Politics / Regulation
– Campaign, brand and naming –is it a translation flop or offensive that language?
- Time zones
– Social Media is about speed.
– Can you respond from your time zone to another in a speedy manner in case of a complaint?
– Do you have local time zone listeners?
- Campaign Messaging
– Key demand drivers may vary across global markets.
– Ensure marketed targets are made clear.
Thanks to LewisPR for these points in the “Global Social Challenge” white paper they published.
Some of the statistics presented were:
Top 3 Networks By Region:
Networks to consult information:
Daily log-on to Social Media through smartphone:
In a future post we will publish more from the presentation – “What you should know about social media around the world.”