Developing a European social media strategy

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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.

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Social Media ROI: Measuring the unmeasurable?

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Clipart of bills and coinsImage via Wikipedia

On Friday we posted about an experiment running on one of our online communities, comparing paid and organic search strategies. This is just one of the ways that our clients measure the ROI of their online community - by increased traffic from organic search or significant savings on their paid search bills.

Measuring ROI is an important topic in social media, all the communities that we build at FreshNetworks have very clear ROI cases. We spend time during the planning and strategy phases working on the objectives of the online community and how we can measure this. This may be increased sales, a specific number of new ideas generated for the business, increased retention rate, traffic to an ecommerce platform, savings in market and consumer research spending… The areas where online communities can contribute to business objectives can be vast and depend on the specific needs of the business. Time spent working on this is time well spent.

That’s why this week’s Required Reading is a great presentation on Social Media ROI from Egg Co. I particularly like the way that they break down an ROI measure into a Success Metric and then into a Goal. This is very similar to the way we work with clients at FreshNetworks, and the examples in the presentation show how this approach to ROI can show the real impact social media can have.

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