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Social media is an excellent vehicle for international brands to achieve recognition worldwide, however, how can businesses ensure a consistent brand message while engaging with local audiences? When managing multiple social media accounts, brands need to consider the various cultures and behaviours that impact local news and events in order to shape online conversations. A global strategy, therefore, has to take into account the local dimension to deliver both a unified brand message and engaging personalised content which is adapted to the culture and context of each market. In this White Paper filled with business cases, expert interviews, an action plan and useful tools, we look at the difficulties international brands face online and how these can be overcome with a coordinated “global-local” social media strategy. |
