Written by Emily Gordon, input from Yorke Communications
Social media platforms are unlike any form of communication our world has been faced with as it allows for constant global communication. Thanks to the usage of social media, users are now able to share content across the globe in seconds. This is beneficial as it allows for inherited unity amongst all nations, and gives citizens insight into what life is like across the ocean. Additionally, expanding digital markets efforts “provides a great opportunity for global marketers and creates a community of customers across the world.”
When spreading social media content on a global scale users must take into account language barriers and cultural differences that may impact the original intent of the post. There are certain methods users should incorporate in order to maximize their global message.
Consider these 5 tips to successfully engage with a global audience:
1. Time Zone:
Time is the biggest challenge when reaching a global audience. Differing time zones alter one’s posting schedule as they now need to take into consideration the appropriate time to maximize engagement. Therefore, it is imperative to understand your audience and where the majority of them are based.
Tools such as Tweriod and Followerwonk will allow you to review analytics and identify the most engaging time for your brand.
2. Language- Multilingual Content:
To date English remains the most commonly used language. However, this is not to be taken for granted as other languages are still heavily incorporated on social media. It would be a shame to miss an market due to the fact your post was not in their native tongue. Therefore, be sure to translate your posts into various languages so they are
readily accessible for followers. Additionally, make sure your posts are not “text” heavy and be sure to include photos, videos, and various infographics in the event of someone not understanding the vernacular.
Be sure to check out fiver.come and elance.come where posts can be translated in various languages by professional translators who are skilled in the field.
3. Cross-Cultural Competency:
Cross- cultural competence is defined as “knowledge, skills, and motivation that enables interacting with cross-cultural environments.” The first step to reaching a global audience is understanding your own culture, so that you are eligible to pin-point differences between your native land and different countries. Additionally, it is vital to have an open mind and understand that differences make us unique. Becoming well versed on stereotypes within other countries will be beneficial as this will help you stay away from offending anyone. Finally, it will serve to your advantage to consistently interact with people who come from a multicultural background as you will get a more holistic approach when it comes to understanding your audience.
4. Geo Targeting:
According to Yorke Communication, there are two approaches to localizing engagements and reaching a global social media audience. The first approach is considering your global audience as one large community. This means treating all followers as equals by creating one line of content that is interchangeable no matter what one’s background is.
The second approach is creating a collection of smaller communities. Obviously, this approach is significantly more “hands on” as it requires a certain level of both research and background knowledge.
In addition to the 4 helpful tips above be sure to always double check before you post anything online. Never take anything for granted or make assumptions. It is better to be safe than sorry!
Headquartered in New York City, Bao Communications is a full-service bilingual PR Agency specializing in social media, media relations, content creation, and influencer marketing. We serve local, national, and global clients in the United States and China.