How To Become Locally Relevant On Social Media? Twitter Shows The Way

At 16 million users and rapidly growing, India is one of Twitter’s top growth markets. According to Webcertain’s Global Search & Social Report 2012, India is the world’s by distance fastest growing online market when it comes to both internet- and social media adoption. It was bound to happen sooner or later really, and with internet penetration currently standing at a mere 10% of its massive 1.17 billion population, exponential growth is projected for years to come.

Acknowledging this huge potential, Twitter pays homage these days to local traditions by celebrating Diwali with its Indian Twitterers through a dedicated page for the festival via the hashtag #Diwali. In the true spirit of the Festival of Lights, as Diwali is popularly known, the page is adorned with clay diyas (lights) and also contains an image slider with selected user generated Twitter pics. Users can upload their photos to Twitter with the #MyLights and potentially get them displayed on the exclusive page for the festival.

If the people at Twitter shouldn’t understand social dynamics, who should? In the eyes of the great number of people who celebrate Diwali, Twitter will likely be perceived as:

1. Someone who cares.

2. Someone who makes them feel special.

3. Someone who contributes in a relevant manner and puts the user experience above all else.

When creating your global social strategy, turn the above into questions and answer them separately for each market you target. Then leverage that information to craft content that is tailored to the different social platforms where you’re planning to engage with your audience. By doing so, you’ll end up with a highly potent and locally relevant presence across all markets and social media platforms.

Want to turbocharge your global social strategy? Attend the International Social Media Summit @ SMX Social in Las Vegas, December 4th. Book now.

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Immanuel Simonsen

Research Manager at Webcertain

As the Research Manager of multilingual web marketing agency Webcertain, Immanuel heads up the company’s global market research activities and large content marketing projects. He is the author of several reports and guides, including ‘The Essential Guide to Rel-Alternate-Hreflang’ and ‘The Webcertain Global Search and Social Report 2013’. Apart from being a tutor at the International Marketing School -- teaching online marketing professionals on business opportunities around the globe -- Immanuel is a regular speaker at the International Search Summit, a leading event series dedicated to multilingual search and social media marketing.

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