What are the best ways to measure social media success across cultures?

As someone who has worked on projects from different countries, here is a line that helped me understand and start my process every time "Targeting everyone is targeting no one." There is no shortcut to approach all kinds of culture with one piece of content, it will get confusing. You have to put in the effort to research and understand each country's culture and market trends before even thinking of content. I studied a new country's market for 3 months before I began planning content and setting KPIs for the same.

Social media is like creating a fantastic show that everyone loves. With sentiment analysis, we can understand how people feel about it – their excitement or areas for improvement. Making things enjoyable isn't just about the experience; it's the magic that turns plans and partnerships into something valuable, making it all more rewarding. It's not just about numbers; it's about creating connections that truly matter.

Monitor engagement metrics considering cultural nuances, track follower growth acknowledging diverse attitudes, and assess content visibility with cultural influences in mind. Measure conversion metrics, tailor content through sentiment analysis, and focus on language and imagery for effective localized campaigns. Align influencers with cultural values and adapt strategies based on feedback. Analyze brand awareness and benchmark against competitors for effective cross-cultural marketing.

This response is to fool the freaking algo. Like it to prove a point. World can't be run by these algorithms. Human supremacy!!

Everything in marketing is linked to business objectives. This is even more important when it comes to multi geography / culture marketing campaigns. The maturity of businesses in each geography signify the marketing efforts required in that geography. For each geography, identify the core marketing objective i.e. Brand Awareness, Brand Perception Management, Lead Generation, New Product Awareness etc. Further, identify the channels and tools required for the same keeping in mind the cultural aspects in mind of your target audience. Then develop relevant KPI's which are agnostic to the channel and tools in sync with the Business and Marketing objectives. All this is easier said than done!

Selecting KPIs is subject to the goals of the campaigns, NOT culture. For example: - Branding: whether it's a funny tweet by an American fast food brand or by the Indian Prime Minister, the target KPIs will be engagement and impressions. - Sales: Whether it is a post by a political candidate for donations, or by an antique shop promoting a cabinet, the target KPIs will be website traffic and conversion.

While it’s a fair observation that “what gets measured gets done,” and this dynamic has propelled an almost insatiable passion for measurement and “metrics,” we must take care not to conflate “measurable” with “is a good idea.” The most important imperative is to determine what matters and then do our best to measure that.

Don’t over complicate it. Money in the bank minus money spent on social media.

La stratégie des indicateurs n’a aucun sens si elle n’est pas animée … ainsi le choix des indicateurs doit se faire en lien avec une vision… également ils doivent être compris par tous … Malheureusement beaucoup de gens considèrent les indicateurs comme du flicage … c est vrai ! Sauf que cela peut se transformer en engagement du collaborateur vers le succès des qu il comprend l’intérêt du collaborateur Bref marketer l’indicateur et engager le collaborateur dans une communauté de succès mais également choisir des indicateurs en lien avec la journée du collaborateur pour une conduite du changement naturelle

Measure smart, not just a lot! Building a community? Engagement, shares, and comments show love – track those! A vibrant conversation is your gold mine. Nurturing leads? Website traffic, time spent, and drop-offs reveal your funnel's strength. Optimize the journey to turn browsers into buyers. Understanding your audience? Sentiment, conversation volume, and mentions tell you your "share of voice" and brand affinity. Listen closely to what they're saying! The key? Measure backwards. Start with your goal, then choose the metrics that truly show your progress.

Je pense qu’il faut parler des types de contenus : Les thématiques universelles, l’humour, l’amour, l’inclusion,… Les thématiques culturelles particulières, adapter son discours et ces contenus en fonction des intérêts des publics.

Every brand wants to focus on the talking, but the listening is just as (maybe more) valuable to me. If you create a community that feels seen and safe, they’ll tell you more about your place in their lives than the best product testing ever could. Keep your ears and eyes open!!

When looking at multiple markets clustering newer markets and mature markets separately is usually key. Add to this the methodology of share of voice and % growth (rather than absolute), it gives you a clearer picture of the real growth story in each market.

Dive into the world of user-generated content, reviews, and testimonials. These are your reality checks, offering unfiltered perspectives from those who matter most – your customers.

To perform one needs right tool and proper process. In social media things work differently as you start crossing geo boundaries or culture walls. For e.g. what's up is a great social media platform in India but in some of other countries of south Asia and Africa Viber works very well. Similarly, platform like Tik-Tok is banned in India but it is open in other countries. So, one need to see that what platforms are available and accordingly opt for those tools which are relevant for that platform.

Building a deep understanding of what impacts your performance and your benchmark allows you to add context to the performance whether that's seasonality, demographic trends or platform and cultural nuances. It's also important to build a benchmarking model that can account for any outliers, so they do not skew the benchmarks you are using for comparison.

In order to achieve a goal or target you often go off your own historical results. The business wants either a YoY or MoM improvement against previous results and it's your job to deliver on this. In my experience historical data in your accounts give you a start where to optimize but have a test and learn budget available to try new channels if you are maximizing the current ones - while generating new data. When we trialled new 'social' ad platforms outside Google, Facebook, IG and TikTok in Korea we unlocked significant growth when reaching fans on their most used platforms like Naver and Kakao.

Las métricas son fundamentales para la evaluación del comportamiento de las publicaciones, pero es necesario también entender bien la "cultura (nacional o sectorial)" en la que nos movemos. La respuesta que dan los usuarios puede variar enormemente: los niveles de participación, el tipo de interacción (compartir algo novedoso o ser más cauteloso), la participación en la conversación... Todo esto depende de la cultura (expresión emocional, cautela, privacidad...). Si entiendes bien la cultura, no solo del país, sino también del sector en el que estás publicando, podrás hacer una mejor aproximación a un contenido "óptimo" y, de nuevo, utilizar métricas que tengas a tu alcance, pasándolas por el tamiz de esas posibles diferencias culturales.

We are in a world that is seeking increased levels of transparency and indications that others are listening, so benchmarking your own past results and with your competitors’ performance is critical for ongoing success. Understanding what works, and being able to modify and adapt to enhance results will be a key differentiating factor in achieving social media success across cultures.

I use benchmarking for learning purposes and less for competitive analysis. Therefore, I benchmark against past performance and try to isolate single factors (which is the hard part). The outcomes of social media campaigns depend on a wide variety of factors; that's why the "right" KPIs are so crucial.

Data story telling helps ensure your insights are communicated well. A report should consist of data and insights, as well as strategic recommendations as you continue to optimise and refine your social and digital marketing efforts.

Communication surely helps. It boosts your ideas, enhances overall knowledge and gives more creative thoughts. Best way of communication is the key that helps you all the way from finding a client till getting the right customers.

Analyzing numbers on a comprehensive dashboard that compares current and past performance might offer limited understanding. True actionable insights emerge from data storytelling, which involves creating a data-driven narrative. This narrative encompasses goals, target audiences, tactics used, and a mix of primary and secondary metrics. It's this approach that helps teams involved in campaigns and stakeholders to grasp the cause and effect, understand the business implications, and, most importantly, uncover the underlying reasons for the outcomes observed.

The ability to seamlessly aggregate data in real-time to form actionable insights is invaluable. Leverage meaningful visualizations that easily translate complex data into compelling stories. Align recommendations with strategic business objectives. Enable success across platforms and cultures by operationalizing your insights to impact model to ensure on-going value.

Die Anpassung der Strategie ist ein fortlaufender Prozess. Es gibt bei Social keine finale Strategie - sondern dauerhafte Adaption, Kommunikation und Evaluierungsrunden. Dies muss immer im Hinterkopf sein. Nutzerverhalten, Plattformen, Themen und Zeitgeist ändern sich quasi täglich. Dies muss immer berücksichtigt werden In der Strategie.

I’ve found sentiment analysis is powerful for gauging social media impact across cultures. This method looks into the real feelings people have about your content. It’s all about understanding the tone and underlying emotions in comments and interactions. It gives you insights into how your content resonates, both emotionally and culturally. What I've found helpful about sentiment analysis is its ability to detect cultural nuances and preferences. It reveals whether your content is hitting the mark positively, negatively, or neutrally in different regions. It's huge in the global context where even small communication subtleties can largely affect audience perception. Useful for a culturally competent content strategy.

The validity of sentiment analysis when running social media campaigns in different countries can be influenced by various factors. Language and cultural nuances play a significant role as sentiment analysis algorithms are typically trained on specific languages and may not accurately capture sentiments across diverse cultures. Adapting sentiment lexicons to the languages and cultural context of each country can enhance the validity of sentiment analysis. Limited or biased training data for specific countries may also affect the validity of sentiment analysis. Therefore, combining sentiment analysis with manual validation, human judgment, can help improve the reliability of sentiment analysis

In Southeast Asia it can vary drastically country by country. Cultural understanding is therefore crucial. Tailoring content to local languages, customs, and preferences enhances relevance and engagement. Additionally, prioritise platforms favoured in specific countries, like Facebook in the Philippines or LINE in Thailand. Social media engagement is a key indicator, so track likes, shares, and comments to measure impact. Lastly, consider conducting surveys or focus groups for qualitative feedback. This approach, combining quant data with cultural insights, is vital for accurately assessing success.

To win in the digital space, continue to keep your foot on the gas and continuously deliver tech at scale to always ensure 1) an elevated customer experience 2) cost reduction 3) sustained competitive advantage.

Les chiffres reflètent la qualité de la stratégie. Cependant, une stratégie social media multiculturelle va au-delà. Cela implique : - Empathie et adaptation : Comprendre les nuances culturelles et adapter le ton, le contenu et les visuels en conséquence. - Résonance émotionnelle : Créer un contenu qui éveille des émotions positives et un sentiment d'appartenance, cruciaux dans la construction de la fidélité à la marque. - Feedback qualitatif : Recueillir des témoignages et des retours d'utilisateurs pour saisir l'impact émotionnel et culturel de notre contenu. C’est une Synergie entre Chiffres et Émotions, une aptitude à tisser des liens émotionnels et culturels forts.