Consumers are becoming increasingly connected through various sorts of social networks. Decision makers no longer act independently of one another. They are increasingly connected with other consumers from all over the world and with other brands via social media platforms. The development of social media has changed global digital marketing by shifting the scalability of influence and the ways in which consumers share, evaluate and act on information.
Social media as a business-to-business marketing tool has been rapidly growing and social media marketing has become an essential part of online marketing strategies among global businesses. According to Statistica, 10% of marketers spend 16 to 20 hours per week on social media marketing. By 2025, it is estimated that 75% of the workforce will be millennials (those born after 1990), who have grown up living and breathing social media, digital marketing, mobile technology and the Internet. Localization of user generated and social media shared digital media content is essential for global targeting success.
As organizations use social media to reach consumers in a wider audience, marketing, sales and localization departments must work closer together to drive global campaigns and learn to speak each other’s language. For example, your business may be growing fast through Twitter; however, if you wish to enter the Asian market, Twitter is a poor social media platform. Essentially, it is blocked in China. The most commonly used platform in Asia is Weibo and content is in Chinese.
There many terms relating to social media that are used on a daily basis. By understanding some of the most used terms, all departments, especially localization professionals, will be in a better place to understand and work with their global marketing teams. Here are some of the most common phrases used in the social media marketing world:
Hashtag #: This is referred to a word or phrase preceded by the “#” sign. They are a great way to mark a topic or keyword and make them discoverable. Twitter use hashtags for searching and for trending topics. It is important to note that hashtags are also used on the platform Weibo in Asia; however, when using a hashtag the symbol must be at the start and end of the word or phrase. If it is not used at the end it will have lost its meaning and will confuse the targeted audience.
Analytics: Most social media platforms allow the user a basic level access to their accounts analytics, showing data on engagement, audience, followers, likes, shares, posts and other data bits. Analytics helps you track your follower audience so you can see how your social media platform is growing, breaking down information such as demographics and geographic location so that you can see which posts perform better in different locations. Analytics can also help you to understand if there are any key demographics that are engaging with your post which you did not expect or target.
Engagement: It is the act of talking to, messaging, liking, sharing and interacting with other people and posts on social media. It is a broad term and encompasses different types of actions. It is a core part of any social media strategy. You want to engage with your target audiences to generate interest and drive action. By evaluating the engagement you can identify, which posts perform better than others and obtain data to see from which country your key “engagers” are located. Different cultures respond and engage in different ways on social. If something interests you, you are inclined to share it. This may be inappropriate in some countries and cultures and a simple like may be the best engagement you will receive. Countries that “Like” the most on Facebook are Germany, France, Philippines, United Kingdom, Turkey, Mexico, Indonesia, India, Brazil, and the United States.
Feed: The social media data format (depending upon which network) that provides users with a steady stream of updates and information is the feed. This can also be found and referred to as your homepage.
Handle: also known or referred to as your account name, for example Welocalize’s is @Welocalize. It’s important to keep your handles consistent as it helps with discover-ability across platforms.
Impressions: This is the number of times a tweet or post on any social media platform is promoted or displayed and how many times it has been seen.
Influencer: A social media user who has a significant audience or following that can help promote and drive awareness about specific topics, trends, brands or products is an influencer. It is important to identify the different influencers that you may or wish to engage with in different countries. Different content types are more preferable within certain countries than others. It’s important to know what your market wants and send the right message in the right format to the right audience. For example, in high-context cultures (for example Japan, China, France, Latin America), individuals respond better to graphics and images with implied meaning. In low-context cultures (England, Germany, United States, Australia), individuals respond better to clear and explicit communication.
Organic Reach: This is the number of unique people who have viewed your content without the use of paid promotion such as Facebook Ads or Twitter Cards.
Trending: This refers to a topic or trend that is popular on social media at a given moment. When on Twitter, you can narrow this by entering a specific location into the Trends section on the homepage, this will then allow you to see what is popular in different regions throughout the world. It’s a great way to see local news and trends and can help you to adapt your message in the right country. You cannot search within Twitter for Germany in order to view all tweets. If you wish to view or see what’s trending in Germany you can search within the German language. It is important to consider this when promoting or producing content on this platform.
Knowing common social media terms and phrases can help localization professionals and divisions succeed on many levels. Not only can localization teams use social media to extract important data on target audiences and the performance of each marketing campaign, it means that internal teams can understand and work towards the same business goals.
Marketing and Sales Support Manager