A few days ago I came across an interesting whitepaper by LEWIS PR about the social media challenges brands and organisations are facing globally. The main emphasis is on the fact that nowadays “every brand is a global brand”.
Thanks to the internet and social media buyers can easily learn about companies and their products, they can interact with them as well as with other customers and most importantly they can express their own opinions. Organisations on the other hand have to listen to these multicultural, multilingual voices and correspondingly respond. The paper looks at the challenges of a multinational social media strategy, that works across borders, but also suggests some ideas how to cope with them, so I thought I should briefly present these to you.
Here it goes:
Challenges:
- Organisational challenges
How do you effectively organize your social media marketing efforts - do you need multiple blogs, Facebook pages and Twitter profiles for each country or is just one global presence enough; which country is responsible for which region in the case of a crisis; how can you assess your global audience etc?
