Do Brazilians use Facebook? Are the Chinese on Flickr? Do Japanese tweet?
There is a whole world out there (pun entirely intended) beyond Facebook, Twitter, LinkedIn and YouTube. As any marketer worth their salt should know, you have to do your research before diving into a new market — especially with social media.
But where do you start? Admittedly, there is a lot to think about, but it’s really not that difficult if you take it one step at a time.
Step 1: Research
This really is the critical step. In each country, look at which social media sites are available, and then which of those are actually being used. There are some great maps, like the one below, that help you in this stage. While Facebook may seem like the answer in most situations, that’s not always the case. For example, if you are launching a campaign in China and Russia, you should use QQ and V Kontakte, respectively. Choosing the right platform will provide visibility for your brand, but how you interact with users needs thought as well.
Step 2: Listen
As with any social media endeavor, you should always listen before you speak. It’s crucial that you understand what people are talking about and how they may be using platforms differently. It’s easy to assume that everyone uses Twitter to share information like we do in the U.S., for example, but in some countries, it’s used much more for conversation. These are the details you need to be aware of in order to stay relevant.
Step 3: Translation
It may sound obvious, but not everyone uses social media in English. There’s no easier way to alienate people than by requiring them to use a language they do not know or are not comfortable using. If you really want to be successful, this isn’t something to do on the cheap — invest in someone who really knows that language to be your translator-in-chief. They’ll be able to pick up on and use the right words, including slang.
And this goes for different countries that use the same language, as well (think U.S./U.K./Canada, France/Haiti/Senegal or Germany/Switzerland/Austria, for example) — one size does not fit all. If you’re able to pick up on these language nuances, your audience will be more likely to interact with you.
This may sound daunting, but starting with your current resources will help. For example, Bader Rutter is part of the Business Branding Network (BBN), which means we’re connected to other agencies around the world that can help us tailor our communications to their local markets. You may have colleagues who speak foreign languages or have lived in other countries who can help with your planning. They are the secret to your success.
Well, there’s the quick and dirty of it. Of course, I should point out that you still need to consider your content strategy for each country (based on what your listening and research shows) and determine how you’ll integrate your branding. However, if you’re able to follow these steps, you can ensure your message will resonate with your audience.
If you really want to dive into this, here are some other great articles about launching social media internationally. Of course, I’m always up for talking about it, too!
SmartBlog on Social Media – “5 Tips for Social Media Success in Other Languages”
SocialFresh – “7 Steps for International Social Media Success”
Converge & Convert – “5 Steps to Launch Your International Social Media”
Monday, March 26, 2012 
The “I’d like to buy the world a Coke” ad created four decades ago turned into a full-length song and quickly became a No. 1 hit single. Last year, I wrote about the 40th anniversary of the ad, noting the power of audio in advertising. The song was a brilliant marketing hug to the world and increased Coke’s presence among consumers.
