The following is a guest blog by Sandie Vieten, a freelance webdesigner and brand creator, who recently graduated from the IT University in Copenhagen. Today we are happy to share her thoughts on Digital Glocalization, based on her master thesis in the field.
In December 2013 I started writing my master thesis and teamed up with Mindjumpers because I was curious about glocalization on social media. My thesis, with the title ‘Digital Glocalization – Strategic Communication on Social Media’, investigates how global brands communicate locally on social media and which challenges glocalization on social media causes. Furthermore my thesis investigates how the glocal challenges could be converted into best practices for global brands.
My initial research leads to a focus on Facebook and especially global pages with the switch region function, which allows for brands to have one global fan page and countless regional pages under the same digital umbrella.
Glocalization on social media ensures that your brand communicates directly to the consumer in a local and relevant context, which strengthens the consumer relationship and raises the brand credibility. One of the challenges with glocalization is to find the balance between being local, relevant and close to the consumer, while at the same time being globally consistent.
I find that when you want to communicate glocally on social media, it’s important that you ask yourself a certain set of questions, and that the answers to these questions are consistent with the resources, priorities and capabilities of your brand.
Try to ask yourself the following questions in the following order to structure glocal communication on social media for your brand:
1. How do you organize and manage glocal communication?
2. How do you plan and manage your global and local content?
3. Which tools are necessary to create, manage and publish content?
4. Which guidelines are relevant and significant for your brand?
5. How do you control the local and global communication?
6. How do you structure the local and global content?
7. What kind of relationship exists with the consumers?
8. What brand perceptions exist globally and locally?
9. How do you create relevance among the consumers?
10. How do you engage the consumers in your brand?
Like our guest blogger Sandie, we believe that localization is crucial if a global brand is to succeed in producing valuable and engaging Social Media content. Therefore we have a network of local Social Media Managers in more than 25 countries with knowledge of the local context.