Vol.43 – How to Leverage Facebook to Reach and Engage Glocal Audience

The previous article Vol.42 – How to Leverage Twitter to Reach and Engage Glocal Audience was about effectively reaching and engaging global and local (glocal) audience and managing online reputation for business success leveraging Twitter. The article was based on the live experience of the author, who was recently mentioned in a guest blog article by Kathy Meyer (@2cre8 on Twitter) Top 10 Twitter Revelations  as someone on Twitter who tweets in English and in her native language.




The focus of this article is Facebook, especially on the difference from Twitter. This article is also based on the live experience of the author.



1. Create an account



Unlike Twitter, Facebook does not allow a person to create multiple accounts, so a single account needs to be created for both global and local audience. In doing so following points need to be carefully considered after self branding/identity concept is established.



1) Bio content and language



Unlike Twitter with multiple accounts meaning bio can be created separately in different languages, only one bio can be created for Facebook, so the content and language need to target both global and local audience. There are three possible options.



(1) Local language bio



This is probably the most ineffective because this is the same option as targeting local audience and would not attract global audience because they would believe the target is local audience.



Possible solution in choosing this option is mentioning such things as English speaking friends are welcome in English at the end of the bio.



(2) Bilingual bio



Since Facebook allows us to create longer bio than Twitter, it is possible to create bilingual bio. As effective targeting, the content of the bio in each language is better if tailored to meet the needs of each customer segment of the language (English and local language). Which language comes first depends on the expected volume of the customer segment (English/global and local).



Bilingual bio is good to cover both global and local audience but with restriction of the total length of the bio the content volume would be extremely restricted. As a result the author did not choose this option, and she has not yet met online friends with bilingual bio although she has bilingual friends.



(3) English bio



If the main target is global audience and/or if local audience is expected to understand some English, English bio is acceptable. Such things as the fact that local language speaking friends are welcome could be added at the end in the local language.



The author chose this option and then filled basic information in English and Japanese because the main objectives of starting Facebook (when Facebook was still not so popular in Japan) included global networking, getting back in touch with her friends from the U.K. and AIESEC, and her Japanese friends from university and AIESEC were mostly bilingual. In choosing this option she conveyed the message that she is Japanese but her main objective of leveraging Facebook is networking and sharing information with global audience, not only local audience.



2. Leverage multiple languages with one account



Managing one account leveraging multiple languages targeting both global and local audience is probably the toughest challenge and issue in leveraging Facebook to reach and engage glocal audience. However, it is not impossible.



1) Choose and use the language for each interaction and updates




Choosing which language to use depends on the target and content of the interaction and updates.



(1) Interaction (sending message and writing on walls of friends)



In this kind of case, apply one-to-one marketing concept and use the language of the target, i.e. the language used by the recipient of the message or by the owner of the wall. If it is English native speaker and/or global audience use English, and if it is local language speaker use the local language.



(2) Updates



This is case by case, depending on the content and target of the update, based on targeting. If the update is of something global targeting global audience, it would be in English. If the update is of something local targeting local audience, it would be in local language. This kind of mixture of language is no problem but appropriate as long as the content is of value to each audience based on appropriate targeting.



2) Bilingual update is a solution in some updates



In some cases when the content is of glocal bilingual update might be better, rationale and effective because compared to Twitter longer updates are possible and less frequent updates are usually made on Facebook, and the introduction/lead part of the link is shown. The author came up with this methodology and now utilizes it quite often, which seems to be working well and effective.



This methodology would deliver the message that the content is targeting glocal audience and that the message is delivered equally and fairly to both global and local audience.



(1) Update without a link



If the update is of glocal without a link (e.g. busy so inactive, attended global meeting), it can a bilingual update instead of two updates in different languages of the same content. This methodology seems to be used in many global companies in sending an e-mail to inform important messages and facts to employees.



(2) Update with a link



The fact that the introduction/lead part of the link is shown in Facebook can be leveraged when the update includes a link, such as sharing a link.



For example, if it is sharing a link in English of information about social media that Japanese people (especially social media experts like many of the author’s friends) might also be interested in, update can be a brief explanation and the author’s thoughts about the link in Japanese then the author’s thoughts in English with the link at the end.



The same concept and methodology can be applied when sharing the link of a new blog written by the author. If it is the English blog posts the author adopts the same methodology as mentioned above. If it is the Japanese blog posts based on her recent experiences, she first writes updates in English with sufficient explanation and background of the link then extremely brief Japanese update, with the link at the end.



The above methodologies seem to be one of the most rationale and effective ways to deliver maximum value and information with minimum volume of updates, with smooth flow and navigation to the link.



3. The author’s final thoughts



There is no one-fits-for-all solution to effectively reaching and engaging glocal audience leveraging multi-languages. Concrete methodology needs to be developed leveraging the characteristics of each social media vehicles, based on basics of marketing such as concept making, customer segmentation, positioning and targeting. Vital requirements in successful reach and engagement include constant yet appropriate frequency updates of content that delivers value to target audience, being social for engagement with the audience, all with customer-focused philosophy.