Developing a European social media strategy


An issue for many brands who are developing a social media strategy is how they translate what they do in one country into other markets in which they operate. As a European social media agency, we are very used to helping clients take a US or UK strategy and then roll this out across the rest of Europe. And in doing this we have looked at organisations who have done this well. And those who have done it badly. The usual mistake is to assume that what works in one country can be taken and implemented in another country with no changes. More often than not this is not the case.

In this week’s video post, Matt Rhodes talks about how to approach developing a European social media strategy and why what works in one country might not work in others. Matt discusses how each country in Europe has different ways of using social media, and how these influence the way strategies should be developed. He gives three areas that brands should investigate when launching social media activities across Europe:

  1. The audiences are very different in each country in Europe - they behave in different ways and have different needs
  2. The social media landscape is different in each country - Facebook is not always the right tool, you need to understand what is right in different markets
  3. The position of a brand is different in each market - your brand may be different in different countries and your aims in each might change

As more brands are looking to develop European and even global social media strategies really understanding these issues is becoming critical. It would be great to hear about your experiences in this area so far and how you see the differences across Europe.


For social media agency support get in touch or follow us on Twitter.


  1. Scott Gould:

    Very useful - thanks Matt.

    You clearly have a very indepth knowledge of different cultures, which is so critical. This is why it’s my joy to know you guys!


  2. Malcolm Sleath:

    Leaving the detail of your presentation aside, this video is an excellent example of how to:

    - impart information which is useful to your audience

    - get them to recognise an issue which they need to address (or at the very least take into account)

    - while demonstrating your expertise in a way that signals approachability.

    Turning to the content: I found it very interesting and enlightening, and feel I know where to come when we start to spread our wings into territories other than the UK.

    Thanks for an informative post.

  3. Matt Rhodes:

    Hey Scott - thanks for the comment and glad you found the post useful. Hope you’re enjoying our new move to video posts!


  4. European social media strategy: develop common aims not common tactics | Social media agency London | FreshNetworks blog:

    [...] FreshNetworks we work with many clients to develop and implement their European social media strategy - either for US companies who want to translate the work they do in their domestic market for [...]

  5. Cultural Differences - Developing a European social media strategy [08Jul10] | The Book:

    [...] See more at http://www.freshnetworks.comRead more at   This entry was posted in Uncategorized and tagged branding, difference, europe, influence, strategy. Bookmark the permalink. ← Snoops - Google Spies on Congress? Maybe Congress Should Lock Its Wifi [09Jul10] Counterfeit Clout - How marketers rig the social media machine [08Jul10] → [...]

  6. FreshNetworks Blog: Top five posts in July | Social media agency London | FreshNetworks blog:

    [...] 5. Developing a European social media strategy [...]

Leave a comment