Marketing in different cultures: social media worldwide

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Can one recommend to entrepreneurs the use of Social Media unrestricted? The answer is in principle yes. But anyone who works internationally should definitely know the regionally important forums, communities and channels.

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Here writes for you:


Christian Arno is the founder and CEO of the British translation company Lingo24.


Social media worldwide as marketing channel for Company

More and more entrepreneurs are already relying on the social exchange on the Internet. And that's good. Finally, a lot can be learned about the target groups and their own image in public. However, you should not limit yourself to social media.

Whether Facebook, Xing, Twitter, LinkedIn, Myspace or the VZ networks - online networks are becoming increasingly popular. Many former work and school colleagues can easily maintain uncomplicated contact over long distances.

Social media - a global phenomenon

And because more and more subscribers are registering, the pressure is increasing to be there. The social networks have now become a global phenomenon.

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Fac has around 24 million membersebook alone in Germany. There are a good 845 million participants worldwide. After all, 225 million accounts are assigned on Twitter. LinkedIn has 135 million members worldwide. The numbers document the change in our world - away from letters and eMails, chats, tweets and online comments.

Choose the right language

Even though entrepreneurs and private individuals are increasingly internationally active, many neglect the regional and cultural characteristics of social exchange. English-speaking companies often rely on the fact that they use the world language.

However, users prefer to exchange ideas in their native language. So it is also advisable to address the users in their own language. Especially communities that speak Spanish, Russian, Portuguese and also Arabic are growing rapidly. Chinese could soon become the most widely used language on the Internet.

Multilingualism - more than just translating

To act multilingual, however, is by no means to translate your own messages and tweets into other languages. Research is important in order to address users in a targeted way. Cultural preferences play an important role.

Regardless of whether Twitter or FacebookAccount, a separate profile should be set up for each country. After all, the spoken Canadian French is not to be equated with the standard French in France. And also keep an eye on the Spanish-speaking Americans.

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Rules for international social exchange - an overview

  • Research local trends and incorporate culture
  • Understand the target groups and communicate with them on the same level
  • Staying local and addressing people personally
  • Native speakers should consult with international users
  • Interact with participants and respond to comments
  • Google Global Market Finder as a useful tool

Global Market finder

A helpful tool is the so-called Google Global Market Finder. When entering your own product and a region, the tool shows how often the language and services are searched for.

Legal advisors also provide information on the restrictions on advertising in the target countries. This is how sales can adjust.

Include cultural differences

Even if LinkedIn, Twitter and Facebook are known worldwide, they do not have the same dominance in every country. The Dutch love Hyves. Mixi is particularly popular in Japan, while South Koreans use Cyworld.

In China, Qzone and Renren are among the leaders. Vkontakte and Odnoklassiki report high user numbers and orkut in Brazil in Northern Europe. On the other hand, Europeans prefer the Xing business network.

Each culture uses different channels

In addition, Google+ and Yandex are in the shortlist. Google+ has made tremendous popularity in recent months. Here, the users share their contacts in circles and distinguish between family members, friends, acquaintances and work colleagues.

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Cultures use social channels quite differently. Brazilians like to blog. In Indonesia, tweets and retweets are prevalent. So they share the preference for Twitter with the Germans, but rather share information than to exchange with followers.

Trends in social networks are constantly changing. We can see how the priorities of the users will change in the future.

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