The great thing about social media is that whether you are a small shop or a multi-national conglomerate, you can advertise yourself to the 3.5 billion active internet users with as much or little investment as you want. Accompanied with social media, it is a great sales and customer service tool.
The global appeal of social media means that your business is not limited by physical proximity of premises. However, before venturing out into the global marketplace, there are a few hurdles when devising an international social media strategy.
The size of the budget available will be able to determine many things. A larger budget means better response times, ability to engage on a local level, provide meaningful content and the number of different countries you can target.
A lower budget will have to compromise on some of these, most likely the number of countries you can target. If you have a lower budget, try aiming for a territory that is similar to your current territory as this will lower research, content creation costs along with the reduce cost of not using a translator.
It is best to do your research into which platform is best to use in each territory (while also looking at their core demographics) and ensure they fit your target audience.
People use different social media networks for a variety of different reasons. In the UK, entertaining or informative content does best on most platforms in terms of engagement, impressions or ROI.
Other countries will use social media for different purposes too. For example, many social network users will share music or videos with friends. South America will like to share opinions and blog about their lives/interests. Research into the uses of social media in your target territories will help in the adapting and curating of the content relevant to the country.
Creating content that is relevant for people will receive the most amount of attention and ROI. Irrelevant content will simply be ignored and result in wasted money and time. If you are talking about a TV show that is only shown in the UK, why will a Chinese audience be interested? You will need to find a way to make it relevant for that territory.
When posting content, it is always good to do research before proceeding:
Continue to Do What You Do Best: Be Proactive and Engage with Your Audience
Once you have devised your strategy for a particular market, it is time to keep take action and engage your audience. Being proactive and engaging with your audience is what turns a brand alive. Offering posts that are dull or irrelevant is counter-productive and will just result in wasted time and money.
It is this engagement that transcends borders and language and when combined with these tips, will result in international social media marketing success.