Being a discussion leader this week, I am granted the opportunity to post something of my own choice. I personally am interested in what steps organizations can take to successfully integrate social media into an international campaign. According to an article posted on Search Engine Watch, there is an increased interest by organizations within the United States to expand their social media presence internationally. Unfortunately, some are going about it in the wrong way, i.e. taking for granted the amount of work and dedication, as well as research, it can take to have a successful social media presence abroad.
One great point that this article brings up that might seem obvious is establishing a global page where people have the "ability to interact with a local country page where they can engage in their native language". One of the merchants that Cormier mentions in his article is Starbucks, which does a good job of engaging international consumers using the global page method. The image below illustrates their method.
In most instances it would make sense for a organization to ensure that they have the proper contacts in place within the regions they are targeting to ensure that the content on their global pages is up to date and relevant (Cormier). Clearly understanding cultural differences is a major factor when forming an international social media plan. This can make the difference between a failed attempt and a flourishing campaign. When attempting to connect with different cultures via social media it would be wise to do the proper research to find out what topics are relative to the cultures being targeted and to leave stereotypes at the door. There is no faster way to "discredit a brand and compromise its authenticity among large and growing populations" than to discuss inappropriate topics or take for granted that all cultures that speak the same language are the same (Cormier).
Another article I found especially helpful when considering international social media expansion is one i found on Mashable. Similar to Cormier's article, Eric Swallow mentions important tips to think about prior to expanding social media abroad, including understanding regional laws.
Overall it seems that 5 main points transcend both articles:
1. Research the potential cultures to ensure a comprehensive understanding
2. Make sure there is a clear understanding of regional law
3. Ensure the social media site can be readily converted into as many languages as possible
4. Use recognizable colors and symbols for the various cultures being targeted to ensure it is familiar and welcoming
5. Ensure your social media site can be found by utilizing the proper local search engines
Using these steps can help to ensure that moving your social media presence abroad is done in a responsible and respectful way.
