It’s true that developing a social media strategy for a global brand tends to be more complicated than that of a local business. While your reach creates a lot of opportunities, it can also result in unique challenges. Fortunately, social networks have adapted by releasing features for business users with an international audience in mind.
We’ve already seen how services like Facebook, Pinterest and Twitter can help give your brand international reach with features like Global Pages, localized displays, and geo-targeting support. Now, thanks to some new capabilities, you can add LinkedIn to your list of global resources.
According to company, 67 percent of its 300 million members are located outside of the U.S. For many of the brands using Company Pages and Showcase Pages, your top priority should be ensuring that the content you’re sharing is highly relevant to international audiences.
Let’s take a closer look at how LinkedIn can help you become more effective through localized content and conversation.
Speak Their Language
While some companies create separate online identities for different regions, others operate from a single account. There’s no right or wrong approach to interacting with a global audience, but there are ways that you can make it easier on them as well as yourself.
Through language preference targeting on LinkedIn, you can reach an audience around the world by targeting your Company Updates based on members’ selected language. This means that a U.S.-based company targeting Portuguese-speaking professionals in Brazil can now share updates in Portuguese with followers who have selected it as their preferred language on LinkedIn.
You can also use Sponsored Updates, which allow you to pay to promote your message to a much broader audience. Accessed through LinkedIn’s self-serve advertising platform, they’re available in 20 languages across more than 200 countries and territories. We encourage you to read more about how you can incorporate Sponsored Updates into your outreach strategy.
Create Localized Experiences
Even without ads, the LinkedIn experience can still be tailored to specific regions. The personalized page feed ensures that members who visit your Company Page will only see updates that were intended for them. For example, if your company targets an update to members in France and another to members in Brazil, each group will only see the region-specific update.
It’s the perfect way to create a highly personalized experience for a global audience; members see only the messages meant for them, written in the language they prefer. Additionally, you can apply other targeting filters to personalized page feeds, including company size, industry, function, seniority, geography, and language preference.
Should you choose to go the multiple identity route, LinkedIn can help with that as well. By creating Affiliated Company Pages, which are similar to Facebook Global Pages, you can maintain separate identities for local markets. To do this, you must use a unique email domain. If a subsidiary doesn’t have its own email domain, you can include its name and relevant information as part of the Description section on the parent company’s Company Page.
Keep in mind that this method can make coordination between teams more challenging. We recommend talking to your teams, both local and global, before moving forward. If you’d rather not maintain several different Company Pages, you could also add other admins from regional offices to the parent Company Page and have them post updates targeted to local audiences.
Regardless of how you choose to move forward, make sure that clear communication standards are set in place and that team members are given the resources necessary to succeed. This includes specifying roles, assigning tasks, and understanding how to utilize global features on other social networks.
Jennifer Beese: Jennifer Beese has worked as a community manager and social media strategist. When she’s not writing, you can find her studying anatomy and physiology—she literally has a skeleton in her closet—or under the stars with her telescope.