How to lead and manage International Social Media strategy and campaigns ?
International & Social Media
According to Wikipedia the old “think globally, act locally” phrase has been around for about 100 years. Wikipedia attributes the term to Patrick Geddes, a Scottish biologist, sociologist, philanthropist and pioneering town planner. Interestingly, Wikipedia also attribute the maxim to René Dubos, a French Microbiologist, famed for his “analysis of the environmental and social factors that affect the welfare of humans”.
How relevant is “Think Globally Act Locally” in the digital age?
Impact on social media campaigns
Most campaigns with a large budget have an international dimension. Executing international social campaigns requires both centralised management and local language, knowledge and production.
Combining global thinking with regional knowledge and action involves lots of travelling and coordinated actions. While local events still need to be undertaken and managed, and local challenges overcome, a truly international social media campaign must have a global context. Seeding a social media campaign in a market can prove costly, consuming lots of resources. It would be unwise to skip good research opportunities before starting local operations.
Cultural mistakes in campaigns can be avoided with familiarity of both local language and society. Your local conversation must accommodate cultural nuances, obviously misunderstanding your audience will hurt your brand. In France, for example, Ireland is commonly perceived as Anglo-Saxon but the term carries a different connotation in Ireland. One shouldn’t assume a brand story carries the same message between regions.
Theory such as Geert Hofstede‘s Cultural Dimensions Theory contribute to the smooth execution of all international communication campaigns.
Conversations are pretty much real time so campaign managers need to be trusted to react to the conversation correctly. Knowing when and how one should act locally is an important skill. One should be alert to cultural bias. Correctly tracking the regional context of a social media conversation is important when attending to the brands story. An agile social media campaign enables one to promote a local story to a global audience or to contain bad buzz.
International social media Strategy
A Chief Digital Offer needs to have a strategic approach to international social media campaigns and to be aware of options and consider quick wins. The comparison between boiling water and social media might be odd but it explains one strategy. Spending more of ones budget in a smaller market has a similar effect to applying more heat to a smaller pan of water.
Eureka Time is an digital innovation agency that combines social and technology to meet todays digital marketing and engagement needs. We offer international social media consultancy and production in regional markets and centrally in Barcelona Spain.