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Social Media Strategy: The Pros and Cons of Global vs. Local

GlobalLocal_blogEvery social media strategy – local or global – has pros and cons. Understanding these tradeoffs will help your brand decide which type of presence you need, or whether you want something in between: a “global-local” presence. Choosing a direction can be tricky. Lets take a look at some of the options you have.

Local Presence

Many small companies start with a local social media strategy simply because their product’s audience lives in their local community. As they grow and move into other areas of the world, they often switch to a global social media strategy because they don’t have the resources to support a local approach for multiple locations.

(Download our new guide: Building a Global & Local Social Media Strategy for free!)

Screenshot 2014-08-19 10.10.14Local strategies have the benefit of relevance in their target market. Marketers in local markets can easily build campaigns around products that are appropriate to factors like seasons and holidays. These marketers also benefit from cultural and linguistic knowledge, such as nicknames for neighborhoods or news about local celebrities.

Maintaining local social media presences, however, becomes more challenging as a brand expands outside its original market. Brands with multiple physical locations may find themselves struggling to produce a message that is both cohesive and relevant in many geographies.

Brands can stick with a local approach, setting up teams in new locations that know the culture of their new locations. Or, they can move to a global approach, keeping a single location the source of their social media messaging strategy.

Global Presence


Having a global social media strategy helps ensure messaging is consistent across markets and channels because the brand’s centralized marketing team produces the messages. This approach works for brands with many different branches that want a consistent voice. These companies might be marketing to businesses and need a more polished image.

An example of a global marketing strategy occurred when Manchester City Football Club in the UK translated their website into 13 different languages. This made it easier for fans outside the UK to access team news, shop, and connect, but kept the messaging consistent.

Despite these benefits, building a global presence is sometimes a difficult task. Brands can spend large amounts of time trying to craft campaigns and messages that will speak to an international audience. What seems normal in one culture may hold a different meaning in another.

Global-Local Presence

There may be occasions where your brand decides a hybrid approach is needed. This approach isn’t right for every brand, but can be very successful in the right situation. In our new guide “Building a Global & Local Social Media Strategy” we walk through:

  • The process of determining the best course of action.
  • The questions to ask about a global-local strategy.
  • What measuring, optimizing, and organizing a global-local strategy will entail.

Download this free guide today to get started developing your own global-local strategy by clicking the button below.


Kevin Shively

I lead marketing for Simply Measured. Recovering journalist. My team is embarrassed of my hilarious jokes. Firm believer that the best marketers are the best storytellers and the best storytellers use the best data.

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