Why adapt the social networks of your business to each country?

Guest blog by Sandra Roig of AB Apartment Barcelona

Today, not only 9 out of 10 people use social networks, but each company has its presence on them. Most companies use social networks as a tool to be closer to their consumers, have greater contact with them and observe first-hand the needs and requests of their customers. But … what social networks should companies use to have the best effectiveness of this tool? Do we have to be present in all of them?

In order to get the most out of social networks, the company must be very clear about who it is targeting and how, since this information will reveal which social networks are primarily used by your target. It is not the same to take Instagram for the public in Spain as it is for the Russian public, right?

For this reason, it is not necessary to have an active account in each of them, but to choose the ones that are mainly used by your clients and the competition in their countries of origin.

How do I adapt my social networks to each country?

The easiest is to use social networks that are only used in that area.

For example, the top three of social networks outside Europe are:

China: WeChat, QQ, Miaopai
Russia: Vk (Vkontakte), Ok, Tumblr
South Korea: KakaoTalk, Line, V APP

In this type of case, adapting the content to a specific audience is very easy, but in the case of Instagram or Facebook, these strategies do not work. Some companies tried to solve this problem by creating different Instagram accounts for each country, but this fact all they did was lower the statistics. The strategy of adapting different accounts from the same social network only works in cases where the product or service differs and adapts to this country. In the opposite case, only the positioning is lost.

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Therefore, the best option and the one chosen by most companies are the images. A picture is worth a thousand words. It is a very valid statement today, that is why most of the companies that want to be up to date and in connection with their customers are already starting to go from images to short films. Without a doubt, this is a very creative, fast and visually attractive way of capturing the attention of our clients and transmitting the message we want.

As we have been able to observe during these years, the future of communication between client and company lies in social networks. So don’t miss out on the opportunity to bond between the two and deliver the best content possible. That is why you have to adapt the social networks of your business according to the geographical situation, the new digital trends and your target audience, since only then will you achieve your business objectives. The future of your company depends on you!

Sandra Roig is a marketing professional with more than 20 years’ experience, half of which have been spent working in Digital Marketing.    

During her career, Sandra has worked for companies such as GE, Bayer Healthcare and Siemens as well as provided Digital Marketing classes for some of Barcelona’s Tourism Schools. Sandra also speaks 6 languages including English, German, Russian and Italian. She runs a digital agency in Barcelona, that manages a wide range of projects, including SEO, SEM and SMM, and other digital tools for different types of customers. 

Since founding AB Apartment Barcelona in 2007, the business has been awarded by Google as an example of best practice in E-commerce & featured in a book called “Digital Tourism Marketing” as an example to follow in Content Marketing.  

For the past 3 years, AB Apartment Barcelona’s Blog has been nominated as one of the best blogs about travel in Barcelona.