The Facts Social Media has provided a worldwide phenomenon, otherwise not attainable: the opportunity to connect with people on a global scale and effectively communicate a brand’s message across cultural boundaries. Social means open and public though – and businesses have reputations to withstand. While there is endless opportunity, there is a lot of risk associated with corporate Social Media in terms of customer engagement, company policies and crisis management.  Jessica Faye Carter from Mashable.com wrote: It’s common practice to “fill in the blanks” when you have an incomplete understanding of a subject, but when dealing with cultural issues, a lack of understanding can be disastrous. Avoid relying on stereotypes when developing your campaign. Instead, base your understanding of cultural matters on consumer research, focus groups, and your internal marketing resources.  Research, Research, Research. The key to starting out your cross-cultural social media campaign is Research. If you don’t have a strategic process planned out, you’re bound to fail. Social Media does have the power to make or break a business, or at least create sufficient damage, when used improperly. Always holding onto the knowledge that a company’s message is public is vital. Careful research of your audience is required,

About Lauren Formalarie

Lauren Formalarie is a Project Manager and Trainer at SayItSocial, focusing on digital marketing strategy and project development as well as live, virtual and eLearning training initiatives.

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