Don’t Get Lost In Translation. If you’ve ever been abroad before, you’ll find that it is much easier to get lost and stay lost than it would be anywhere else in your home country. One minute you’re at a popular tourist attraction and the next you’re down some narrow city street, vaguely recalling why you wandered from the tour group in the first place. Trying to establish a social media presence in another country can often feel like navigating through a foreign city’s streets; you don’t speak the language and even with a map, you’re still not familiar with the area.
If you’re looking to garner some attention for your business through social networking, whether you’re a domestic company interested in branching internationally or a foreign company looking to invest in the U.S. market, there are a three things you should know:
1. Not all platforms are created equal. While Facebook and Twitter are the largest social networks in the world, there are other platforms that can be more popular in the targeted region. An example Weibo and Qzone in China. The preference for specific platforms is a reflection of the country’s culture and online practices. Some countries prefer to use platforms that are more visual-based while others may lean towards usability, so it is imperative that your business understands how people like to talk to each other.
2. It takes more than translation. You don’t want your audience to just get the gist of what you’re trying to say. Having a distinguishable voice and a clear message conveyed through your social network requires a lot of primary research and preparation. In order to speak to a potential market, you need to understand the social nuances in their online behaviors and what drives the cultural preference. Doing so will allow you to select the right keywords or tag in your social media account and increase your visibility.
3. It isn’t a one way conversation. To establish or maintain engagement, a business needs to be able to answer questions and concerns their targeted audience may have. Your targeted market may be hesitant towards a foreign business. Being accessible and responding to their needs through social media will give your audience a better idea of who you are and what services or products you are trying to sell.
Even if you are multilingual or incredibly knowledgeable about the culture of your targeted market, it is still beneficial to consult native-speakers and social media experts to ensure that your voice and message is not getting lost in translation.
ReachOut is committed to offering effective marketing strategies and providing avenues your business can explore to further distinguish your product. As a business consulting firm that assists Brazilian companies achieve success entering the US market, ReachOut is an expert in the areas of sales and marketing, technology, e-commerce, operations, distribution, accounting and human resources.
