How to Effectively Manage a Multinational Social Media Campaign

Running a successful social media campaign can be quite a challenge. Simply having a social media presence is not necessarily a good thing in and of itself, as BP found out after its oil spill, when its Facebook page quickly became filled with outraged comments from other Facebook users, and McDonalds discovered when Twitter users began to use McDonalds’ #McDStories hashtag to post stories about poor service and bad food. A failed media campaign can do more harm than good, and when using social media sites, where every user can post, a bad media campaign can quickly get out of control.

Implementing a successful social media campaign strategy can be challenging even on a regional or national level. The wider the scope of the campaign, the more complex it is, and multinational campaigns are the most complex of all. So how do you deal with this complexity? While every campaign is different, of course, here are some effective rules of thumb:

1. Limit your scope.

• Don’t spread your resources too thin by trying to establish a presence on every social media site you can think of. Trying to do so would make even a national social media campaign too complex and time-consuming. The best social media campaigns determine the demographic groups they are trying to reach the most, figure out which sites they use the most, and concentrate on those. For example, if you are targeting young adults, you might concentrate your efforts more on Twitter, which 35% of Internet users ages 18 to 29 use.1 Take overlapping user bases into account to help narrow your scope. Twitter and Instagram have a lot of user base overlap2, for example, so if your target demographic uses those sites heavily, you might concentrate your efforts on one or the other.get redirected here for more information.

• Prioritize which regions are the most important to your social media campaign. Social media uses varies widely from nation to nation. In the United States, for example, over 70% of Internet users use social media sites1, whereas in Germany only 37% of Internet users use social media sites.3 Concentrate on the areas where social media campaigns will have the most impact.

2. Decide in advance which languages will be used in your campaign. This may sound obvious, but it is more complex than you think.

• Indigenous languages are not always the best ones to target. In India, for example, there are over 780 different languages4, but it’s also the second largest English-speaking nation in the world.4, see http://allafrica.com/stories/201408250021.html for more additional hints.

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• In some nations, there may be multiple languages languages that are prevalent enough to require targeting. In Canada, for example, some 7.7 million people speak French as a first language5, and in the U.S., 37.6 million people speak Spanish as a first language.6

3. Consider using local social media outlets. In some countries, American social networks like Facebook and Twitter are not the only widely used social networks. In France, for example, Skyrock is the second most popular social media site, and in Holland and Germany, local social networks like Hyvs and StudiVZ are more popular than Facebook.3