By Jordan Watkins, NAMA Blogger | 2.22.17
Platforms like Facebook, Instagram, Twitter, and even Snapchat are no longer simply means of staying in touch with friends. A carefully-tailored online presence across various social media platforms is now essential to any successful marketing campaign or branding strategy.
Establishing a social media presence gives your brand a humanly-relatable personality to which users feel they can connect with in the same ways as they do their closest friends. In his article, “The Top 10 Benefits of Social Media Marketing,” Jayson Demers discusses the specifics of how social media marketing leads to increased brand recognition, increased inbound traffic, improved brand loyalty, and better search engine rankings.
In his words, “social media is a place where brands can act like people do…people like doing business with other people; not with companies.”
Last fall, Pew Research Center published its Social Media Update 2016, in which the group states that 86 percent of Americans are Internet users. According to the update, that means 8-in-10 Americans – or 68 percent of all adults in the U.S. – are Facebook users.
Without even taking into consideration global statistics, it’s clear that social media marketing is an undeniable necessity. However, the geographical impact of it is by no means limited to the United States or to any locally-based audience for that matter.
Social media provides marketers with an outlet through which to directly communicate with audiences located in various geographical locations.
These user-based platforms are designed to operate beneath the surface of cultural and societal differences. However, such platforms alone are not enough for a brand’s social media presence to effectively resonate with culturally diverse audiences.
Despite the growing popularity of a mindset focused on a homogenous global identity, society, and culture, societies of the world still function as separately-governed entities that each have uniquely different cultures. This diversity presents a number of challenges that are most effectively addressed by adapting what is popularly known as the “glocal” approach.
The term itself is derived from the concept of “glocalization.”
In his work The Lexus and the Olive Tree, Thomas Friedman defines glocalization as, “the ability of a culture, when it encounters other strong cultures, to absorb influences that naturally fit into and can enrich that culture, to resist those things that are truly alien and compartmentalize those things that, while different, can nevertheless be enjoyed and celebrated as different.”
For this reason, the glocal approach is derived from this same concept.
In “Achieving ‘Glocal’ Success,” authors Michael Czinkota and Ilkka Ronkainen describe it as an approach that “provides clear global strategic direction along with the flexibility to adapt to local opportunities and requirements.”
In short, a glocal social media marketing strategy establishes a global social media presence while focusing a brand’s marketing efforts on resonating with locally diverse audiences.
Facebook’s Global Pages is an ideal platform through which to execute glocalized social media marketing. While not appropriate for every brand, it is ideal for those with an already established global footprint.
Through one URL, Global Pages allows a brand to maintain a singular global presence that is applicable to all culturally diverse audiences. Based on a user’s geographical location and set language preferences, they are automatically directed to one of the brands pages. There, the user can view, share, and interact with content specifically generated to correspond with the locally present cultural and societal differences.
This platform is just one example of the many effective methods of implementing a glocal social media marketing strategy. Once a brand has adapted a glocally-organized social media marketing approach, it has the ability to effectively market to any number of audiences globally.
Whether locally-focused or globally established, implementing a social media marketing strategy is undeniably beneficial to any brand’s marketing success.
If you haven’t yet, take a leaf from the books of today’s youngest generations to whom social media is seemingly necessary for survival. What are you waiting for? Your brand has a unique personality and social media is waiting to help you tell the world its story.