Within the realm of global companies, a natural dichotomy arises between the global and local social media teams. The local teams are driven by the immediate objective of generating revenue to meet short-term sales goals and ensure a healthy profit and loss statement. In contrast, the global teams are focused on safeguarding the brand's long-term image to guarantee sustained success. Balancing these two objectives, both of which propel the business forward, can at times present challenges and conflicts.
To achieve their objectives, local markets may sometimes adopt an independent approach by launching their own social media accounts without prior consultation with the global team. However, this approach carries the risk of diluting the brand's messaging in the absence of a well-crafted glocal (global-local) social media strategy. Deploying such a strategy does not necessitate a top-down approach, where the global team dictates all local communications. Rather, it calls for fostering a healthy and collaborative relationship between both parties. When expanding a brand's social media presence internationally, it is more efficient to launch new accounts with insights from both the global and local perspectives rather than attempting to overhaul existing satellite pages.
Managing international social media endeavors need not be an overwhelming challenge. With our unwavering support, we can help you establish a highly efficient and seamlessly integrated system that will enable you to effectively meet your company's goals. Together, we can create a well-oiled machine that orchestrates the power of social media across borders.
"Working through these difficulties with our clients has allowed us to develop a method for planning, deploying and organising “glocal” social media strategies and aligning them with overall communications objectives (PR, Influence, Corporate)."Madeleine Blumgart, international Social Media Strategy Expert at JIN