International Social Media Management


As a recent innovation within the field of public relations and corporate-customer interaction, social media has been heralded as a revolutionary method for brand creation and management. Corporate social media accounts have become the industry standard, as companies seek to closely communicate and interact with their target demographic. However, corporate management of social media has frequently resulted in outrage and embarrassment, as companies are wary about investing significant capital into maintaining their social media accounts. Despite this reluctance, it is critical for companies to properly manage these profiles, since improper management can lead to significant fallout with the brand.

International Social Media

Social media management is a much more difficult endeavor than previously thought, as social media websites are not divided into markets. More specifically, there is no ability to censor social media content based on region or time zone, which creates problems when dealing with time sensitive information.

For example, when attempting to reach out to TV viewers through social media, many brands do not realize that not all episodes are shown and syndicated at the same time across markets. When the How I Met Your Mother Facebook page revealed a photo of the mother at the conclusion of the episode in the United States, many international viewers were outraged, as the episode had not yet aired in their country.

Language Barriers

Although English is a predominant language for commerce, education, and culture throughout the world, there are many social media outlets and locales that do not use English as a first language. This proves a challenge to marketers, as it is difficult to tailor language-specific content for demographics without alienating speakers of a different language. As such, social media marketers must decide whether to create specific social media accounts for language markets or to fold the audience into a general brand account that is dominated by a single language.

Viral Expansion

Social media is viral by nature, and this phenomenon makes information management for brands difficult. Due to the time zone differences between markets, complaints within specific markets may spread virally and spiral to become a much bigger problem, as company representatives may be unable to respond due to time differences. This can create controversy out of mundane occurrences, and can significantly damage the brand if not properly controlled.

Cultural Differences

Although many cultures have a similar basis for interaction, there are significant differences between cultures that must be addressed for social media marketing efforts to be effective. Marketers must learn these differences, as otherwise they may be unable to communicate effectively with their target audience.

Although social media is beneficial for brand management and company promotion, organizations must undertake measures to ensure that mismanagement of social media accounts does not damage the brand. As such, brands must avoid disclosing time sensitive information in a way that would damage the experience in other markets, and create outrage among fans. Furthermore, proper marketing within specific markets can increase customer satisfaction with the company and generate return business. If properly managed, brands can significantly increase their presence through social media outlets and attract new customers to their product or service.

This article was written by Sheldon Armstrong, a techie who loves writing about the latest in technology and blogging about it online. He writes this on behalf of Hawthorne Global, your number one choice when looking for international freight forwarders for your expanding business. Check out their website today and see what they can do for you!

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