Why Global Brands Have Multiple Social Media Accounts
With global connectivity, businesses are leveraging social media to connect with their audience, build brand identity, and drive engagement. However, a trend that has emerged in recent years is the practice of maintaining separate social media accounts for different company locations. While it might seem counterintuitive to fragment an online presence, there are valid reasons behind this strategy. In this blog, we will dive into the rationale behind why different company locations opt for separate social media accounts.
Local Relevance and Personalization
One of the primary reasons for maintaining separate social media accounts for different company locations is to cater to the unique tastes, preferences, and cultural nuances of each local audience. What resonates with an audience in one region might not be as effective in another. By tailoring content to the specific interests of a local demographic, businesses can establish a deeper connection, ultimately driving higher engagement and brand loyalty.
Language and Communication
Language plays a crucial role in effective communication. While English might be a global language, local audiences often prefer to engage in their native languages. Having separate social media accounts allows businesses to communicate directly in the local language, eliminating any potential barriers and ensuring that the message is clear and relatable.
Incorporating location-specific ‘lingo’ or ‘slang’ is also relevant in this case. Using specific terms that resonate with a certain demographic or location allows brands to connect with consumers on a more personal level, thus increasing consumer-brand relationships.
Geographic Relevance & Time Zone Considerations
Certain information, promotions, or events might be specific to a particular location. Separate accounts enable companies to share location-specific content without inundating followers from other regions with irrelevant information. This ensures that the content remains geographically relevant and valuable to the audience.
The world operates in different time zones, and posting content at the right time is crucial for maximizing engagement. Having separate social media accounts allows companies to schedule posts at optimal times for each region, increasing the likelihood of reaching users when they are most active.
Local Marketing Strategies
Marketing strategies must often be tailored to the local market's competitive landscape and customer behaviour. Separate social media accounts provide the flexibility to design and implement location-specific marketing campaigns that resonate with the unique needs of each region.
Enhanced Analytics and Insights
Separate social media accounts allow companies to gather more accurate data and insights for each location. This granular data can help businesses understand the performance of their content, engagement levels, and customer behaviour on a regional basis. This, in turn, aids in refining strategies and making informed decisions.
From catering to local preferences to ensuring effective communication and cultural sensitivity, separate accounts enable businesses to connect with their audience on a deeper level. By acknowledging the unique characteristics of each location, companies can craft a cohesive yet tailored social media strategy that resonates with diverse audiences, fostering stronger brand connections and driving better results. If you are looking for professional advice on social media best practices, contact us today at [email protected].