Watch this 4:21 video by IBM’s Vice President of Social Business, Sandy Carter. She cites recent studies from both GlobalWebIndex and eMarketer and discusses social media/social networking trends in China, India and Russia.
My key takeaways are the following, especially if you work for a global firm:
- Be prepared to scale content. You cannot recycle content from the US. Content should be culturally relevant
- Identify local community managers. A community manager for Russia who sits in the US is not effective
- Establish a consistent measurement plan with the rest of the organization
- Know the social media policies and rules of engagement
Once you have these in place, then (and only then) should you consider expanding your external social media efforts into new countries and regions.