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 - the online networks are becoming more and more popular. Many former work and school colleagues keep the uncomplicated contact so easily 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.
Around 24 million members count Facebook in Germany alone. Well, 845 million subscribers are even worldwide. After all, 225 million accounts are assigned to Twitter. LinkedIn has 135 million members worldwide. The numbers document the change of 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.
Whether a Twitter or Facebook account, a profile should be set up for each country. Finally, the spoken Canadian French can not be equated with the French in France. And the Spanish speaking Americans should be kept in mind.
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 though 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.
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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