International Social Media Marketing – Influence of Culture (maximum length of title too small)

In Germany many companies have developed a strategy to use the potential of social networks. In foreign countries they get to know very fast that not everything works like they’ve thought. Often it’s because of the missing understanding for the culture in the target country. But even banal factors can decide over victory or defeat in international social media marketing.

What does “cultural aspect” mean in the context of social media marketing?

• ·         The culture of a country decides everything, what the inhabitants of the target country do, how they do it and what they associate with those acts – and that’s where the company should begin, if it regards international social media marketing.
• ·         Before taking the step in foreign countries it’s necessary to investigate to get to know the country and especially the target group.
• ·         Cooperation with local employees is just the right thing to reveal “insider information”, which helps the company in modelling their measures for the target country.

Translations shouldn’t be carried out on their own, but by native speakers, to perfect the content.

The basis is derived out of the information of the market investigation. To that counts information about the market, the customers, the competitor and of course the answer to the question if there is a demand. Already at that point they have to decide if it’s practical to approach the planned market. If there is demand, they have to start the realization of the enterprise, where the following points are important.

Language is not the same as language

Translation of their own content or rather the creation of new content in the target language are the central point in social media marketing – but only if the content appeals to the target group (and the message is conveyed), the enterprise can become successful. It’s getting problematic, when cultural aspects of the national language aren’t taken into consideration. Therefore translations should always be carried out by native speakers, because they know the language.

• ·         Important slang phrases whose use provides for authenticity of the international social media appearance
• ·         Diverse dialects and where which dialect is spoken to perfect the targeting of the measures
• ·         Different word meanings that can cause confusion or embarrassing situations. A simple example: if the companies name is in the native country a fantasy word but in the foreign country it has a meaning – that’s what happened during the introduction of the Mitsubishi Paiero in Spain: Paiero is in Spanish a swear word.

Especially in social networks such faux pas can easily turn into a wildfire of embarrassment.

Which platform is the right one?

In the region of Germany, Austria and Switzerland Facebook, Twitter and Google+ are commonly used for social media marketing. In the international context it shouldn’t be assumed that also those platforms are promising. That’s why it’s also important to know the right network to provide for success, because: If there is no target group, nobody listens to the message.

China is the perfect example for that: Because the government has built up a strong firewall around the country and several websites can’t be accessed by the user (because they are inhibited), it doesn’t make sense to focus with international social media marketing on known networks. Another important cultural aspect is also the user behaviour – in the country of smiling other social networks have established. Instead of Facebook Chinese use 51.com, instead of Twitter the access occurs on Weibo, Zuosa or Digu. The ones who don’t take that into consideration have lost from the beginning on, because the basis misses.

What here in this area is normal can be misunderstood in foreign countries

If the perfect platforms are identified; the responsible persons can at last start with their contributions. But also here care must be taken because of the different cultures. Many that has the meaning X in the native country, has the meaning Y in the target country. And in the worst case that can mean exactly the contrary, so that the message is interpreted completely wrong. To put this point in international social media marketing into perspective, here are some examples:

• ·         “thumbs up” is the ultimate sign for “well done”, ”everything’s OK” or “great” – although not in every country. If we look above our countries borders, it get’s clear very fast that thumbs up can also have very negative meanings. In some Muslim countries it equates with the extended middle finger in our country. And that was probably not what the responsible person wanted to convey with this contribution.
• ·         Also colours can diminish the perception of the undertaking – primarily when it comes to black and white. The colour is in western countries a sign of sorrow or death. However in China it means Power or money. White is there a sign of sorrow, whereas white means in western countries means purity or virtue.
• ·         “Rate our product on a scales from 1 to 5” – the grading system functions in the native country undoubtedly good. However in foreign countries the 1 not always is the best grade. On the contrary!

·         There is above all special confusion during shaking of the head and nodding – the one doesn`t always means no. And the other one not always yes. In China e.g. they mean the exact contrary. Especially in video games it can create big confusion.

It quickly becomes clear that international social media marketing also the culture of the target country has to be factored in to get success, because the culture decides over the acting of the people. If that’s done and also things like the time zone (to time the contributions optimal) are considered, the international social marketing can play an important role in the global success of a company.

Sources:

·         Bikramjit Rishi,Subir Bandyopadhyay: Contemporary Issues in Social Media Marketing

·         Tracy L. Tuten, Michael R. Solomon: Social Media Marketing