When in Denmark

May 19th, 2016

Danish Martin Santon is this month’s Local Social Media Manager from the Mindjumpers Network. Get to know Martin a little bit better below.

What’s your background? And when did you start working within social?
I have a Bachelor's degree from CBS in International Business but found that I care much more for branding and social media marketing. I therefore started my Master's at CBS in Brand & Communications Management, and will finish it September 2016.

I started working with social on a hobby level back in 2013 where I made a music blog that I've been having fun with ever since.

How long have you been collaborating with Mindjumpers?
I've been with Mindjumpers since May 2014.

Which social network do you use the most yourself?
I use Facebook and Reddit all the time to stay updated on my friends' activites, get my daily laughs, and to find and read news. As many in my age group do, I too use Snapchat a lot, and occasionally Instagram and Twitter. I personally don't use much more than that, but I stay more active with my blog on Twitter, and also use YouTube and SoundCloud.

Which social network is the most popular in your country?
Facebook is by far the most popular social network in Denmark with more that 60% of the population using it compared to Instagram and LinkedIn with only a little more than 20% according to Statistics Denmark. But if we only look at the younger part of the population Snapchat and Instagram are definitely catching on. Also YouTube is very popular, while Twitter, Tumblr and others are not really catching on.

Which brand do you enjoy to follow and why do you think they are doing an excellent job on social?
I've been following quite a lot of politicians and political parties lately, firstly because of the Danish general election, but mainly because it is interesting to see how they are handling some of the most important communication channels right now. Our Prime Minister is doing a good job, I believe, while some of the left- and right-wing parties are more "real".

For companies, I find Business Insider to tap into online videos with great success. As for Danish examples, Fernet Branca and Tuborg is really good at real-time marketing and newsjacking - a few things I believe is really important for fast-moving consumer goods on social.

What makes you most excited about social media?
That it changes so quickly. It's never the same and there are tons of opportunities, challenges, and ways to go about it.

Are there any dos or don’ts for communicating on social in your country?
There have been a lot of "shitstorms" lately here in Denmark, and it seems some brands don't think a second time before they do something. Therefore, definitely do have a social strategy plan which is communicated all through the company, and do test it internally before posting something. Also don't be slow to react, as Danes (and everyone else?) don't like to be "left hanging”. Also don't just expect to sell your product right from the beginning; building up trust is important in Denmark, as people are often very skeptical.