Not every market is checking their Facebook on their smartphones hundreds of times a day, however, most are active on some sort of social networking site that you should be a part of.
Marketers are getting it right; social media is fast becoming the most important digital asset when distributing content, promoting new initiatives or improving customer acquisition. But there is one thing they are getting wrong. Social media outreach is not one-size-fits-all; you can't use the same strategy everywhere or for everyone.
Consider this, Facebook and Twitter are two of the top three most used social networks in the United States yet both are banned in China, which also happens to be the home of the highest number of active social media users in the world. Translation: Limiting yourself to this strategy could mean alienating existing and potential consumers, closing yourself off from one of the most important emerging economies in 2014.
As the number of social media platforms increase, it's become increasingly difficult to find talent who understands all of them, let alone who can man them all at once. So what do you do in this scenario? Understand which platforms are likely to have the greatest impact in your target market and how those consumers respond to them.
Middle East and North Africa: Content needs context