[ Youth Awareness ] - Localize Your Social Media Campaign While Still Being Global
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The other day I was explaining the concept of globalization to my students in our International Business class. We were discussing how today's competitive environment is pressurizing businesses to standardize their products or services in order to reap the low-cost benefits of globalization. In fact, the basic purpose of globalization, we said, is to have one customer in every market. Yet, companies like McDonald's have successfully achieved a standardized strategy in parallel with a localized one. And it got me thinking: how can businesses adopt a localized social media strategy without increasing their cost?
It' s pretty straightforward, if you come to think of it. Successful brands are the ones you can relate to, even if they're international – such as McDonalds.
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