A New Theory of Social Media Management Localization - Page 2
The problem with this approach is that it’s complicated and—so far as I know—there’s not yet a system in place to provide it. After all, a domestic/localized approach would need:
- A network of small, local social media management firms: Small firms at each population center could ensure that an approach would be specific to each locale. The members of that firm would be familiar with that population and the demographics. What makes this difficult is that each firm is proprietary, and as protective as a pit bull over their clients.
- An integrated approach to messaging and the flexibility to change the message as needed: Many large brands don’t want to spend the extra money to shape a message that they’ve already spent a ton of money creating in the first place. Yet, this is unavoidable. Cultural preferences and different cultural characteristics demand that messages be sensitive to these differences. Without taking culture into consideration, any message will fail.
As you can imagine, the approach becomes more complex (not to mention more expensive) as more and more management firms enter the campaign. However, I firmly believe that the payoff is going to include a number of very positive elements, including a local customer base that is engaged at a grass-roots level and ready to evangelize on your behalf, a community of followers that follow your localized engagement efforts, and an overall positive brand image among a variety (not single) of consumer/customer types and profiles throughout the country.