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For B2C Marketing Professionals

The Global Social Imperative

Targeting Your Social Media Marketing Programs By Country And Language

March 14, 2011

Primary author headshot


  • By Nate Elliott
  • with Emily Riley,
  • Sarah Glass,
  • James McDavid

Why Read This Report

The groundswell has gone global: The majority of users on sites like Facebook and Twitter now come from outside the US, and if your social media content reaches the wrong audience, you risk alienating your biggest fans. To avoid this problem, interactive marketers can choose from three solutions: 1) global pages that reach all users with a single social profile; 2) country pages that offer a unique social profile for each national audience; or 3) hybrid models that collect global interest on a central page and then distribute users to the appropriate country profile.

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Table of Contents

  • Your Social Media Program Is Global — Whether You Want It To Be Or Not
  • Starting With A Global Page Is The Simplest Solution
  • Country-Specific Pages Work On Any Social Network

  • Find The Global Social Structure — Or Structures — That Best Fit Your Needs
  • Supplemental Material
  • Related Research Documents