For a brand to gain credibility in foreign markets, a global social media plan is vital. A business has to ensure effective communication with the international consumers of every market destination it operates in. In most cases, a corporate company would have a global social media page in the company’s native language and have local social media pages for each foreign market they are targeting. However, for small businesses that want to increase their online exposure, the idea of having multiple social media pages, both at a local and global level in each foreign language, is very daunting.
Interaction and engagement with international consumers is a must
The key for a global social media plan is not to launch until you are 100% ready. A global social media plan requires effort and commitment from content marketing managers and subsequent teams. It’s important to have a well-detailed calendar. Include the topic of the post, the scheduled date. Who is it targeting? What do you want to get out of this post? How can it be linked to your company and its values?
Online content has to be created way in advance, so that you can translate social media posts into the native languages of each foreign market you communicate with. This allows enough time not only for translation, but the creation of multilingual content that has been adaptedinto the way in which your market destination speak, so that your international consumers can relate to what your brand is saying on your local social media pages.
Which social media platforms should you use?
For a business that has just launched into a new foreign market and is new to the internationalisation process, sticking to just one social media page is the best bet. Start little and then set up more social media pages as your capabilities grow and develop. Facebook is the preferred platform for businesses that want to sell abroad and make their company well known in new market destinations. It allows you to develop a friendly and personal relationship with your international consumers. However, do your research first, Facebook may not be the most popular social media platform in your foreign market. If you want to maximise your online exposure and attract more potential clients then maintaining strong communications on the market destinations preferred platform is essential.
How often should you post?
A content marketing manager has to decide whether the business is capable at keeping up with each social media page. Businesses that want to enhance their international expansion need to be posting at least three times a day, otherwise their brand message at a global level could be damaged. In order to maintain a high level of online exposure, posts need to be consistent. A brand cannot go a couple of days without posting or international consumers will become disengaged. So as we’ve mentioned before, plan all of your posts before you send them so that you can stick to the schedule and maintain constant communication for all social media pages at a global level. There are free tools out there to help you manage your online content across multiple social media pages. Just upload all of your multilingual content onto their website and schedule the dates to post for the month and voila! It’s easy to forget to post on social media pages if you a backlog of tasks to complete, so by loading up all your multilingual content online, you don’t have to remember to post them, it will do it for you!
Make sure you reply to online users’ comments too! If you have a response from a local social media page in a foreign language, don’t give in and use google translate to master up a response quickly. These translation tools should not be the voice of your company when you decide to internationalise. It’s not only the posts that builds your brand’s’ image at a global level, it’s also its personal messages on social media pages. Have a professional translator or a native speaker in your content management team so that you can translate a response in a professional and accurate way.
Optimise sending time
Each social media platform has different optimal send times in order to maximise online exposure and reach as many potential clients as possible. Deciding what times to post on your social media pages all depends on the type of product you offer and your target market audience. Generally, 8am on weekdays is a good time to communicate with potential clients and increase online visibility. Most potential clients will be commuting to work and scrolling through their social media updates so you want your post to reach them while they’re engaged.
Align your online content calendar with each market destination time zone. It’s pointless to post on social media pages at 9am in the UK if your target market audience are in Mexico where it would be 3am. Have a different time schedule for each foreign market you want to target, keep all posts separate and organised so that everything is clear to see. Do your research through trial and error. Post at different times of the day and monitor the performance of your local social media posts for each market destination. How do the reactions and engagements differ? Learning through trial and error gives you a clear idea of the direction your business should take to grow at a global level through social networks.
So if you’re just embarking on the internationalisation process and want to boost the online exposure of your business, don’t try and do too much at once! Do your research, find out which social media platform would attract the most potential clients and suit your needs, keep on top of your multilingual content generation and stay in touch with professional translators to ensure effective communication with international consumers throughout this journey!