International Social Needs to Be Managed Well
One of the greatest things about marketing online is that you can reach out to the entire world.
Wherever an online presence exists, your brand can be searched for and shared.
But, while we can reach out to the world, that doesn't mean that we all share the same language.
This is where marketing internationally becomes a challenge.
Languages, as well as cultures and interests, differ.
If you're planning to market internationally, there are a few points to consider while constructing your marketing strategy.
4 Important Points to Consider When Managing an International Social Account 1.
You need to know your audience.
Where do you want your message to go? What culture group, language, country, and specific group are you targeting? Who are you speaking to? Like any marketing strategy, you must understand the audience you're targeting.
But, keep in mind that your interests may not be the same as those in another country.
These interests could be the topic of conversation, comments, posted material, or shareable links.
While social sites do present an environment for us all, it is the interests of the participants that bring them together to network.
What is the interest that you and your international audience do share? If you're going to present your brand as something an international audience can appreciate, you'll need to be able to relate it to them through your social strategy.
Do keep in mind that cultural differences can inhibit your ability to share content that is potentially valuable to your audience.
2.
Language itself is one of the most profound barriers in communication.
It can be difficult to master the multiple languages needed if you're targeting different countries using different languages or dialects.
For this reason, many of today's more powerful social sites like Facebook can translate your posts and comments.
But, of course, they can't alter the material (videos and infographs) you are generating.
Additionally, translation converters don't always provide a true translation.
Words and phrases do not always mean the same thing when translated.
This problem arises when translators convert (what you say) word-for-word.
Because language is always open to interpretation, what might seem friendly or professional to you in one language may sound comical, rude or strange to others when "robotically" translated.
You want to deliver the right message to the right audience, regardless of language barriers.
In this case, expert human translation may be required - and will often prove far more effective at reaching an audience abroad.
When considering the value that accurate translation can provide for your brand, the cost of a professional translation service could well prove to be a great investment.
3.
You must be where your audiences are.
Social sites often state that they are international.
However, it doesn't necessarily mean that your target audience is actually present or active on them.
So, you may need to consider other options if you're targeting an international crowd.
At times, you may not even be able to reach out to some audiences since they may not be on the social networks you're working on.
What social networks are available in other counties? China's Renren network, formerly Xiaonei network, is much like Facebook.
But, it is culturally and linguistically specific to China.
Using sites like this can be advantageous and at the same time difficult to handle.
It is, however, an option to keep in mind and consider if you're specifically targeting a regional audience.
Do keep in mind that whatever language or social site you use, you need to take time to discuss with your audience and get to know them.
You need to share and listen, and not bore your audience or sound like you're preaching.
Remember that communication (and networking) is a two-way street.
4.
Content does matter.
The big question is: What is going to get the attention of the audience? While you might be accustomed to targeting content that is appreciated within your own culture, an international audience may like or even dislike that content.
It is often best to visit sites that are local to the target region to view what type of content interests the audience.
Are there certain formats that they enjoy most? Do they prefer videos over photos? What do they consider as eye-catching content? Remember that translated materials, such as subtitles and information should target the audience appropriately.
Finding a platform on which your brand and the international audience can meet is your biggest goal.
While we may not share the same language or general interests, there is probably something about your brand that everyone is interested in.
You will be able to generate brand content that will build your word of mouth marketing strategy on an international level when you can present that to them.
Wherever an online presence exists, your brand can be searched for and shared.
But, while we can reach out to the world, that doesn't mean that we all share the same language.
This is where marketing internationally becomes a challenge.
Languages, as well as cultures and interests, differ.
If you're planning to market internationally, there are a few points to consider while constructing your marketing strategy.
4 Important Points to Consider When Managing an International Social Account 1.
You need to know your audience.
Where do you want your message to go? What culture group, language, country, and specific group are you targeting? Who are you speaking to? Like any marketing strategy, you must understand the audience you're targeting.
But, keep in mind that your interests may not be the same as those in another country.
These interests could be the topic of conversation, comments, posted material, or shareable links.
While social sites do present an environment for us all, it is the interests of the participants that bring them together to network.
What is the interest that you and your international audience do share? If you're going to present your brand as something an international audience can appreciate, you'll need to be able to relate it to them through your social strategy.
Do keep in mind that cultural differences can inhibit your ability to share content that is potentially valuable to your audience.
2.
Language itself is one of the most profound barriers in communication.
It can be difficult to master the multiple languages needed if you're targeting different countries using different languages or dialects.
For this reason, many of today's more powerful social sites like Facebook can translate your posts and comments.
But, of course, they can't alter the material (videos and infographs) you are generating.
Additionally, translation converters don't always provide a true translation.
Words and phrases do not always mean the same thing when translated.
This problem arises when translators convert (what you say) word-for-word.
Because language is always open to interpretation, what might seem friendly or professional to you in one language may sound comical, rude or strange to others when "robotically" translated.
You want to deliver the right message to the right audience, regardless of language barriers.
In this case, expert human translation may be required - and will often prove far more effective at reaching an audience abroad.
When considering the value that accurate translation can provide for your brand, the cost of a professional translation service could well prove to be a great investment.
3.
You must be where your audiences are.
Social sites often state that they are international.
However, it doesn't necessarily mean that your target audience is actually present or active on them.
So, you may need to consider other options if you're targeting an international crowd.
At times, you may not even be able to reach out to some audiences since they may not be on the social networks you're working on.
What social networks are available in other counties? China's Renren network, formerly Xiaonei network, is much like Facebook.
But, it is culturally and linguistically specific to China.
Using sites like this can be advantageous and at the same time difficult to handle.
It is, however, an option to keep in mind and consider if you're specifically targeting a regional audience.
Do keep in mind that whatever language or social site you use, you need to take time to discuss with your audience and get to know them.
You need to share and listen, and not bore your audience or sound like you're preaching.
Remember that communication (and networking) is a two-way street.
4.
Content does matter.
The big question is: What is going to get the attention of the audience? While you might be accustomed to targeting content that is appreciated within your own culture, an international audience may like or even dislike that content.
It is often best to visit sites that are local to the target region to view what type of content interests the audience.
Are there certain formats that they enjoy most? Do they prefer videos over photos? What do they consider as eye-catching content? Remember that translated materials, such as subtitles and information should target the audience appropriately.
Finding a platform on which your brand and the international audience can meet is your biggest goal.
While we may not share the same language or general interests, there is probably something about your brand that everyone is interested in.
You will be able to generate brand content that will build your word of mouth marketing strategy on an international level when you can present that to them.
