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This blog post was updated on 30 January 2025.
Technology is the biggest story of the 21st century. It is embedded so much into our lives that its narratives sometimes feel too familiar to us. People see these stories so often that they are no longer swayed by them, but roll their eyes and quickly click that “skip” button. So, where can the technology sector go from here when it comes to storytelling on social media?
One major mistake that many technology companies make is assuming that everyone in the world is at the same technological stage. However, that is not the truth. The use of the same technology can be as diverse as the communities that use it. It is these cultural differences that constitute the storytelling gap that technology companies have yet to fill.
The following tips come from my own personal experience of working with technology companies, but also from best practices when it comes to local content and storytelling, whether on social media or elsewhere.
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1. Admit not everyone is at the same technological moment in time
Technology does not work the same for everyone around the world. Different countries are at different stages of technological advancement. There are countries like Japan and South Korea that are extremely technologically advanced, countries like Canada and France that are catching up with them, countries like Belgium and Norway on the next step, and so on.
Furthermore, different countries are in need of different uses of technology. In some countries, public interactions with governments take place mostly online, whereas in others they are mostly offline. In some countries, online payment methods for e-commerce purchases are popular, whereas in others they prefer to pay cash-on-delivery. In some countries, social commerce is commonplace, whereas in others it is viewed with more caution.
Find one thing that makes the markets you are in different and create content and social media posts around it.
2. Put your company’s values into local perspective
Creating social media content around your company values is a great way to show what drives you and why people should affiliate themselves with your brand. However, some of your values might mean different things to different countries. Inclusion sounds like it would be the same everywhere, but it is not. For some places, equality between the sexes is the biggest issue, but multicultural countries might put more emphasis on including certain ethnic groups and in other places, the first thing people think about when they mention inclusion is ensuring everyone in the LGBTQ+ community has the same rights as those outside of it.
Knowing what matters most and how you can aid each country you are in can help you make fans, not just customers.
Your local teams can be of great help with this. Your Corporate Responsibility (CR) team, if you have one, or your Human Resources team, if you do not, should also be involved. Get a list of all the charity or CR activities you will have during the year and ensure they appear somewhere on your social media pages – the lighter networks like Facebook and Instagram are preferable for this, but X (formerly known as Twitter) is also great for events.
3. Talk about ethics
Ethics should be an important part of any technology company’s social media content calendar.
One example of a relevant ethical concern could be the use of customers’ data. In Germany, users are extremely protective of their data, so educating them with social media content about your approach to data privacy can encourage them to fill in your registration forms.
Conclusion
So, where can technology companies go from here with their storytelling on social media? On a trip around the world! There is a gap of local content that is not easy to fill, but that can do wonders for getting international fans. Show your local customers that you understand them and that you want to help their community. The greatest way of doing this is by getting your own local teams in on the plan.
Want to learn more?
I hope this blog post has given you a useful introduction to how to approach storytelling on social media in the technology sector. For more in-depth information, read my free, full-length guide here. The guide covers the following ten tips:
- admit not everyone is at the same technological moment in time
- create local customer stories
- don’t just be catchy, be informative too
- focus on local issues your software can fix
- admit your flaws
- put your company’s values into local perspective
- talk about ethics
- make sure your image library covers all locations
- create (flexible) guidelines for your local social media teams
- unite all your social media teams
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