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Dear Gracie,

We're about to launch one of our products in a new region. Do you have any tips for how we can manage our social media accounts accordingly? Is there anything we should know about having an international online presence in terms of language and culture? Should we use our tried-and-true ways of communicating, or find new ways?

Product Pioneer

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Dear Product Pioneer,

Here is advice from four ProfNet experts:

"It all starts with a big idea," says David Abehsera, president and chief strategic officer of The Woo Agency. "When creating and implementing an international campaign, that big idea has to appeal to different countries in their voice and on their terms."

To accomplish this objective, work with a network of teams within different regions who understand the local customs and culture, says Abehsera. "You need to come up with a global idea that can translate on a local level -- an idea that resonates and engages with each country's targeted audience."

"You can't speak to a global audience in a global way," Abehsera explains. "You need to communicate with local audiences in their voice and in their dialect."

"Brands need to gather insights into local culture, traditions and customs to have international success," agrees William J. Ward, social media professor at Syracuse University's S.I. Newhouse School of Public Communications. "Language translation and knowing what social media platforms are used internationally are necessary, but it is even more important to have local knowledge to understand how marketing ideas will translate internationally and if they have cultural relevance."

Language

"Social media, geo-location, and mobile allow brands to connect with their international customers locally and socially. This direct social engagement means language and cultural insights are critical for local communication," says Ward.

Campaigns need to translate differently within different countries, Abehsera concurs. His team members speak the local language and are extremely familiar with the customs, culture and community of each region, including local dialects and slang.

Abehsera's teams are also constantly developing new opportunities and partnerships in countries utilizing local guerrilla teams to upgrade street tactics that resonate with the region's audience. By localizing coverage, Abehsera and his teams are able to keep updates relevant.

"For example, if we were hired to create a Brazilian Facebook page for a client, we would work with an actual team of Brazilian residents," Abehsera says. "This enables us to keep the campaign authentic. We need to know what's hot and happening in Brazil."

"Each campaign and program we devise and implement targets a specific lifestyle across a broad spectrum of countries," continues Abehsera. "We never assume we know a culture. We rely on our extended teams to take a deep dive into that culture and interact with that audience, so we can communicate with them in a relevant and engaging way."

"Using local language and local talent around a global idea can help it better connect," agrees Ward. For instance, McDonald's "I'm Lovin' It" global campaign was created by a German ad agency, but was translated to international cultures using regional talent and language, he says.

Subject Matter

"Social media is both local and global, so some ideas can transcend national and cultural borders, while others remain extremely localized," says Ward. "Social media fundamentals of connecting people, sharing ideas, engaging and providing entertainment or utility are important. However, ideas that have emotional appeal are more likely to translate internationally."

So, for example, don't observe any particular holiday from a global social media channel, but instead focus on calling out dates that are meaningful to fans worldwide, like Universal Children's Day, World Teacher's Day or International Day for the Eradication of Poverty, says Michael Edwards, director of digital and consumer marketing at Amway, a company that conducts business in nearly 90 countries and territories.

Amway also celebrates milestones in the company's history with all of their customers. For example, Amway will share information like the anniversary dates that Amway branches opened in various countries, says Edwards.

Furthermore, think through what outcomes you want from each specific audience, says Philippa Gamse, social media strategist and author of "42 Rules for a Web Presence That Wins." If you want your audience to do something specific when they see your message, then include appropriate calls to action that will work in each different country.

"For example, if your products are available in countries other than your home base, tell people in those places how to get them," says Gamse. "And make sure that your terms of payment and service will work for that culture." For instance, customers in some regions prefer to use credit cards, while customers in other regions still largely rely on cash on delivery.

Managing Social Media Accounts

Abehsera recommends creating multiple Facebook pages and Twitter accounts to cater to different regions.

For example, Amway has global pages and accounts for their brand, but they have localized pages too, says Edwards. These localized pages are in-language and provide relevant information on products and promotions for that region. To accomplish this, Amway relies on community managers to help decide what messages to post and when.

"Facebook gives you the opportunity to geo-target by country and language to ensure the right people are receiving the right message," says Abehsera.

But remember, you need to know who you're communicating with at all times. "Just because something is of interest, or a trend in one country, doesn't mean it's important or relevant to another country," says Abehsera.

In particular, Abehsera notes that many agencies take an ethnocentric "U.S. dictates the world" approach to international campaigns, which he says is a "recipe for failure."

"We're not blasting global-marketing messages. We're connecting on a one-to-one level -- but on a mass scale," Abehsera says. "You have to break it down so it resonates and rings true." It's about creating meaningful conversations.

When you show your social media following that you understand and identify with them, they'll want to follow you or share your posts and messages, says Abehsera.

Gracie