Facebook Beyond Borders


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Facebook Beyond Borders

  1. 1. Facebook Beyond BordersThis article was originally published on the Acclaro blog.Category: Marketing, Global TrendsFacebooks global user base hit the 500 millionmark last month, the company reported, leavingmarketers and advertisers in the U.S. and abroadwondering, how can I get a piece of thataudience?It makes sense: The purpose of social networkingis to share information about yourself in an onlineprofile, connect with others and communicate.Theoretically, fan pages on Facebook should bethe perfect method for increasing brandawareness, and ads served to Facebook usersshould be highly targeted and relevant. At the beginning of the year, eMarketereven predicted a near-40% increase in Facebook advertising spend.But what happens when youre dealing with an audience that is not entirely native Englishspeakers? How do you adapt and expand your Facebook strategy to make sure youre not losingout on consumers in key language markets?Granted, English-speaking users on Facebook outnumber the next group of language users byover 3:1. But the North American and Western European markets are nearing high saturationlevels, while those countries that speak Portuguese, Arabic, and Spanish are still growing fast.In fact, some of Facebook’s fastest-growing languages aren’t yet even part of the site’s top fiveoverall, InsideFacebook notes.Page 1: Facebook Beyond Borders Copyright © Acclaro 2012
  2. 2. Unlike users in the Facebook-saturated markets, users in these fast-growing areas are lesssavvy in their attitudes and receptiveness towards ads, applications and fan page marketingcampaigns. This leaves a big wide open space for Facebook marketing on localized ads,applications and fan pages.As a global business, should you incorporate localized Facebook content in your social mediastrategy? Absolutely. If you are a smaller operation and dont have the resources to build outFacebook pages for each language market, keep a global fan page and set up a filter for postsso that your foreign language content doesnt clutter up your main feed. However, know thatusers will likely respond in their own language, which might confuse English-only readers.The best way is to set up a dedicated fan page for each language market. Nike, for instance,has Nike Football France, with nearly a half million fans. They write posts in French, includelinks to local Twitter and YouTube channels, and most importantly, share highly localizedinformation that is relevant to their French-speaking audience. (Region-specific giveaways,cultural events and so on.) 7-Eleven pays homage to its large presence and following in Asiawith a Facebook fan page in Chinese.How do you centralize your brands Facebook presence and make sure visitors know that all ofthese pages are connected? Simply create a tab on your global English page and list all of thelocalized pages and groups, much like you would do for a website via a language selector onyour homepage.Page 2: Facebook Beyond Borders Copyright © Acclaro 2012
  3. 3. About Acclaro: Acclaro is an international translation and localization company thathelps the world’s leading brands succeed across cultures. We specialize inwebsitetranslation, marketing campaigns, documents and software localization to give clientsan authentic voice in key language markets. North America: 1-866-468-5106 Worldwide: +1-914-468-0222 www.acclaro.comsales@acclaro.comPage 3: Facebook Beyond Borders Copyright © Acclaro 2012