Social Media in International context: what a challenge!

Insights FB Languages

Your company is on many different markets, with people speaking several languages?
This is a highly challenging situation faced by social media/communication/marketing – name them as you want – strategists.
If you add to this that you are a small company , aka with limited ressources, I bet that you have to be very creative to overcome some obstacles!
Let’s assume that the objectives have already been set (and shared), some of the challenges will be:

  • What kind of information for what market on what social platform?
  • Content production:
  • think languages/translations before creating content
  • Share and (try to) avoid redundance (between languages, personal and company’s profiles, for instance)
  • Centralized/decentralized content creation? Both? How? by whom? How to allocate resulting costs?
  • Who’ll be responsible? With what margin of freedom? (to be outlined in the guidelines)
  • Guidelines: anticipate a maximum of mistakes, unpleasant, akward things that might happen. Clearly set the objectives. Translate them. Yes, it might seem anecdotic, but to translate 10-15 pages PPT into at least 2 languages, is a bit of a pain (and a hidden cost)! Plenty of things don’t need to be translated, but the guidelines are strategical and must be understood. (in my opinion). How to give directions, instructions, balancing autonomy and restrictive input? Where to set the limits? What kind of control to apply?
  • Training: even if the guidelines are the most thorough possible, training people before they get into social media is necessary. To give them confidence, to help them dive into “it” and to guarantee as much as possible consistency throughout the different media.
  • Keep a track record of results, aggregation, re-distribute for sharing insights-> organize, plan
  • Monitoring: train – with no pain (?)! Control.

I stop here, my purpose wasn’t to do a how to or “do’s and don’t’s”, but it was just to share a challenging situation I’m facing right now.
If you already went through that kind of problems, I would love to know how you handled them, if you found some tricks to make it smoother, maybe?
If you faced unforeseen difficulties, or, on the contrary, good suprises or unexpected positive results, it would be great if you could share them :-)
For the fun, I share with you an extract of our guidelines (still in process), for our Italian partners: it’s in Italian, and you’ll understand why ;-)

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