Social media communication is an essential part of global business. Companies operating on multiple continents will often have local social media accounts too, ensuring that relevant content is delivered to each market. Managing so many accounts across countries, languages and cultures presents significant challenges to any business, and in the[…]
Almost every company will suffer a PR crisis at some point, whether it’s a major data security breach, a product recall, or negative media coverage as a result of an employee’s ill-judged tweets. These crises are often shared globally across social media, and quickly.
Most B2B marketers starting their outreach would quickly admit they could use some advice. You don’t know what you don’t know, right? With so many theories and strategies out there, it can be hard to pick an approach and gain momentum.
Online chat is exploding in popularity. But it’s not just people talking to each other. It’s people talking to brands, too.
As your brand grows in this digital-only world, the content you have online explodes as well. It’s your FAQs, product descriptions, customer service content, and user-generated content (UGC) such as product reviews. And since being online means you are inherently doing business globally, the amount of translated content is increasing as well.
In May, Facebook announced plans to roll out chat translation in Messenger.
Around ten years ago, I met the owners of a small chain of hotels, and they expressed both anger and horror at the growing phenomenon that was TripAdvisor—a site that publishes loads of customer reviews. “This is going to destroy our business,” they complained. “We’ve spent years letting people know what we’re good at, and now a few unhappy guests[…]
It’s a hard truth that the KPIs marketers often use to assess localization performance aren’t always relevant or useful. Yeah, it’s nice to know your price per word is going down, or that your deliveries are on schedule 95% of the time, but that data isn’t really showing you how your content performs.
A significant focus of my career has been studying language industry practices in the context of broader world trends.
If you’re online, then you’re already global. But you can’t rely on your home market content to grow your brand. Strategic global digital marketing, then, is your power play.