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Global social management

  • 21 March 2023
  • 3 replies
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H
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Userlevel 1

Hi everyone,

Right now I lead the social program for a global company. Our strategy and focus is mostly North America focused, but we have some content sprinkled throughout for other regions in Latin America and EMEA. The content comes from team members in those regions and geotargeted to those specific regions in their language. But those regions also see the English version of our content that goes out globally.

We’ve been getting requests to create pages dedicated to each of the regions (ex: ABC Company - Europe, ABC Company - Italy, ABC Company - Brazil) vs. using a global profile. I’ve seen this done before but haven’t done it myself, and I’m not sure what the pros/cons are.

Does anybody manage a global social program? If so, what’s your approach and what have been the benefits and challenges of that approach?

Thanks!

Hannah Jean

https://www.linkedin.com/in/hannahajean/

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Best answer bylisa.frame21 March 2023, 21:27

That\u2019s \u2026\u00a0complicated. While I have seen it done, do you have a team the size it would take to develop original content for each of those regions based on what\u2019s popular, complete with translations? I realize team members from those regions provide you with content, but is it enough to develop an individual social program for each area - and are those areas part of the greater focus of the company you work for for growth?\u00a0My concern is that without the appropriate team to manage each region in alignment with your strategy, it will cause you to water down the content you\u2019re already publishing on your North American channels (due to lack of time)\u00a0and your social program will suffer across the board.\u00a0<\/p>","className":"post__content__best_answer"}">
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Hi everyone,<\/p>

Right now I lead the social program for a global company. Our strategy and focus is mostly North America focused, but we have some content sprinkled throughout for other regions in Latin America and EMEA. The content comes from team members in those regions and geotargeted to those specific regions in their language. But those regions also see the English version of our content that goes out globally.<\/p>

We\u2019ve been getting requests to create pages dedicated to each of the regions (ex: ABC Company - Europe, ABC Company - Italy, ABC Company - Brazil) vs. using a global profile. I\u2019ve seen this done before but haven\u2019t done it myself, and I\u2019m not sure what the pros\/cons are.<\/p>

Does anybody manage a global social program? If so, what\u2019s your approach and what have been the benefits and challenges of that approach?<\/p>

Thanks!<\/p>

Hannah Jean<\/p>

https:\/\/www.linkedin.com\/in\/hannahajean\/<\/a><\/p>","quoteUsername":"hannah.jean","translations":{"Common":{"like":"Like","unlike":"Unlike"},"Forum":{"Quote":"Quote","Share":"Share"}}}">

3 replies

H
Rank
Userlevel 1

Oh - and if you are from a region outside of North America, I’dLOVEyour input on what really works best with your company/culture/region!

Oh - and if you are from a region outside of North America, I\u2019d LOVE <\/strong>your input on what really works best with your company\/culture\/region!\u00a0<\/p>","quoteUsername":"hannah.jean","translations":{"Common":{"like":"Like","unlike":"Unlike"},"Forum":{"Quote":"Quote","Share":"Share"}}}">
lisa.frame
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Userlevel 1
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That’s … complicated. While I have seen it done, do you have a team the size it would take to develop original content for each of those regions based on what’s popular, complete with translations? I realize team members from those regions provide you with content, but is it enough to develop an individual social program for each area - and are those areas part of the greater focus of the company you work for for growth? My concern is that without the appropriate team to manage each region in alignment with your strategy, it will cause you to water down the content you’re already publishing on your North American channels (due to lack of time) and your social program will suffer across the board.

Lisa M. Frame / Writer. Reader. Coffee Drinker.
That\u2019s \u2026\u00a0complicated. While I have seen it done, do you have a team the size it would take to develop original content for each of those regions based on what\u2019s popular, complete with translations? I realize team members from those regions provide you with content, but is it enough to develop an individual social program for each area - and are those areas part of the greater focus of the company you work for for growth?\u00a0My concern is that without the appropriate team to manage each region in alignment with your strategy, it will cause you to water down the content you\u2019re already publishing on your North American channels (due to lack of time)\u00a0and your social program will suffer across the board.\u00a0<\/p>","quoteUsername":"lisa.frame","translations":{"Common":{"like":"Like","unlike":"Unlike"},"Forum":{"Quote":"Quote","Share":"Share"}}}">
H
Rank
Userlevel 1

That’s … complicated. While I have seen it done, do you have a team the size it would take to develop original content for each of those regions based on what’s popular, complete with translations? I realize team members from those regions provide you with content, but is it enough to develop an individual social program for each area - and are those areas part of the greater focus of the company you work for for growth? My concern is that without the appropriate team to manage each region in alignment with your strategy, it will cause you to water down the content you’re already publishing on your North American channels (due to lack of time) and your social program will suffer across the board.

It’s definitely complicated and for all the reasons you listed! It’s just me, so I worry about exactly what you said with our main part of the program suffering. We’ve started to develop an intake process for this content, but again, it takes up extra time too. One thing that grounds me is our organization’s overall focus - if it ever shifts to one of those regions, it’ll give me the angle I need to direct my resources there. Trying to please everyone and provide content in regions’ native languages and all that jazz is difficult.

Thanks for your input!

\t

That\u2019s \u2026\u00a0complicated. While I have seen it done, do you have a team the size it would take to develop original content for each of those regions based on what\u2019s popular, complete with translations? I realize team members from those regions provide you with content, but is it enough to develop an individual social program for each area - and are those areas part of the greater focus of the company you work for for growth?\u00a0My concern is that without the appropriate team to manage each region in alignment with your strategy, it will cause you to water down the content you\u2019re already publishing on your North American channels (due to lack of time)\u00a0and your social program will suffer across the board.\u00a0<\/p>\t<\/div><\/content-quote>

It\u2019s definitely complicated and for all the reasons you listed! It\u2019s just me, so I worry about exactly what you said with our main part of the program suffering. We\u2019ve started to develop an intake process for this content, but again, it takes up extra time too. One thing that grounds me is our organization\u2019s overall focus - if it ever shifts to one of those regions, it\u2019ll give me the angle I need to direct my resources there. Trying to please everyone and provide content in regions\u2019 native languages and all that jazz is difficult.\u00a0\ud83d\ude01\u00a0<\/p>

Thanks for your input!\u00a0<\/p>","quoteUsername":"hannah.jean","translations":{"Common":{"like":"Like","unlike":"Unlike"},"Forum":{"Quote":"Quote","Share":"Share"}}}">

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