Social networks have grown dramatically in recent years. Many European consumers now want to establish an interaction with their favorite brands, and social networks are proving to be an ideal tool for this. Yet, too often, we see that companies seeking to build a global presence on social networks do not implement relevant strategies.
Companies quite often use the same tactics in different countries to communicate via social networks, which can lead to a failure. Indeed, a common mistake would be to assume that what works in one market may be implemented with no changes in another country. For example, a campaign that performed well in Italy with Facebook could turn out to be a failure in other markets. Our experience showed us that it is difficult to use the same approach at an international level. This is due to the simple reason that social network usage may vary from one country to another. Also, the relationships between the brand and the consumer, which is core to any communication campaign on social networks, may also depends heavily on culture, and therefore may change on a country basis.
The first step, when designing the strategy, should be to analyze the local culture and consumer behavior in each of the targeted country. Other issues, such as translation and localization, should also be taken into account so as to produce content really adapted to the country, that therefore bolster consumer confidence.
Then, to develop an effective European or international strategy, we will have to evaluate variations in social network usage in each of the targeted country. We have to wonder why an approach that works in one country may not work in another. Each country has its characteristics, and these differences will influence the overall strategy. Twitter and Facebook are not always the most appropriate networks, and we need to assess which are the most relevant networks for each of the different target markets. We will also have to consider the brand or company positioning, which may vary from one country to another, and modify the strategy accordingly.
Hence, so as to create a winning strategy on social networks at an international or European level, instead of applying the same tactics indiscriminately, we need to set a common direction guiding the overall strategy. But tactics should vary depending on each country, using a specific approach in order to achieve the objectives of the strategy. We will also have to create common indicators so as to measure the success of the strategy on a country basis,and modify it to meet the overall objectives.
Develop an SMO strategy
Define your objectives and set goals. Be completely conscious of what your desired outcome is as a result of performing these tactics in terms of Reputation, sales, traffic/page views, influence, credibility, etc. Each country requires a different approach to create content, engage with customers, and strategize monthly campaigns, both on a regional basis and global level.
Select your SMO tactics wisely
Be aware of what actions will influence the desired outcome with the most impact. Trying to create a viral marketing campaign using Facebook to promote ball bearings is not necessarily the best choice. Also, be aware than tactics vary from one country to another. You will have to use country specific social networks. It’s important to know the numbers for your key markets. A good example is China, an emerging social media market in its own right, which has its own rules inside the country and often owns social networks that most people here would not ever think of. Russia, India, and Brazil are also emerging socially-enabled territories. Facebook is not the only property where people are engaging with each other. Understand other properties and plan out a proper plan of attack for each.
Make SMO part of your best practices and process
As with good Search Engine Optimization, SMO tactics should become part of your organization’s best practices. Find easy ways to incorporate SMO tactics throughout your organization and as part of information distribution. Small things like encouraging social interaction and rewarding incoming links as a standard practice across the organization can give significant results.
Understand the Benefits of a Global Approach
The benefits of implementing a global strategy are numerous. Beyond just expanding your fans globally, you are able to engage given territories with content that suits their needs and serves them in a way that will make them want to convert in some manner with your brand.
In addition, you’re creating multiple profiles that engage users globally and seeding more of your brand’s content throughout the web, outside of your home country. This draws on the benefit of global search engines, with content that could include editorial, videos, photos, or any other continuous social content you are creating globally.
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