Using Social Media in International Trade

In the past, people used to draw pictures of the animals they hunted on cave walls, now they come to us hunted and cooked, and social media users take a picture of it and share it on Instagramwith a nice filter. Communication has been used and continues to be used by human beings in different ways since the early ages.

The two-way communication model that developed with Web 2.0 technology has become more widespread with the development of social media tools such as Facebook, Twitter, Linkedin and Instagram.

Social media
The rapid increase in the number of internet users has led brands, businesses and e-commerce companies to use social media to reach people. Brands, businesses and e-commerce companies used social media channels to reach more people, promote their companies and products and gain more customers.

When we analyze the use of social media by brands, businesses or e-commerce companies internationally, we see many different usage patterns. As Digibus, there are 5 important topics that we pay attention to in our international studies;

1- The Right Social Media Platform

Different social media sites are used in different parts of the world. Apart from Facebook, Twitter and Youtube, the penetration of mobile networks such as Instagram and Snapchat varies by country. Each country or geography has its own popular social media networks.

For example, instead of focusing on Facebook in your social media promotion or marketing efforts for Russia, it is a more strategic decision to do promotion or marketing efforts through the social network VKontakte, which is very popular in Russia.

Another example is in China, where there are popular social networks like Qzone and Renren. Other social networks such as Tumblr, Pinterest, Meetup, Vine, Snapchat, etc. are used differently in each country.

Therefore, brands, e-commerce companies and businesses that want to use social media in international trade have to work on social networks that are popular in that country. The brand, business or e-commerce site should not think about the social networks that are popular in the country of origin, the important thing is the social networks used in the country where the promotional work will be done.

2- Language Selection

The most widely used languages worldwide are Chinese, English, Spanish and Arabic. When doing social media work in international trade, it is necessary to act according to the language of the target country. Using the native language of the target countries in social media promotion and marketing activities for the Middle East and North Africa ensures success. While English is sufficient in Scandinavian countries, if you are going to do a promotional work for France, you should definitely use French because the French prefer to communicate in their own language.

Many companies prefer to use translation services for language use, but this is contrary to social media. Social media is a two-sided and fast-moving ecosystem. In this ecosystem, working with agencies that can speak these languages within themselves leads to success. As Digibus, we can speak 6 languages and in this way, we provide instant solutions to our customers.

3- Cultural and Sociological Knowledge

Mastering the culture and sociological structure of the target country, which is one of the most important topics to be considered in the use of social media in international trade. Mastering cultural and sociological knowledge ensures the success of what you will do in this field.

If we give an example from Azerbaijan, tea is an energizing drink in Azerbaijan, but in Turkey, tea is a refreshing drink with a relaxing effect. A tea company using social media in Azerbaijan has to use visuals that emphasize energy and movement, but in Turkey, a study can be done on the relaxing effect of tea.

When you share a congratulatory message for your brand operating in a Middle Eastern country on Eid al-Adha, which is celebrated by Muslims all over the world, sharing this message in another branch of your brand operating in India is an insult to the culture and religion of that country.

The anime and manga industry in Japan generates millions of dollars a year and is an important cultural asset for Japan. In Japan, Microsoft uses anime characters on the boxes it sells Windows 8 licenses, while in Europe it uses modern designs.

If you are going to do a social media marketing or promotional work for Japan in the use of social media in international trade, using anime characters makes your job easier.

Social media users in the Middle East and North Africa are more likely to look at pictures. A visual-oriented communication rather than a text-oriented one leads to more success in the Middle East and North Africa. For example, if you are an e-commerce company serving in the field of textiles, this information becomes very important for you. Creating image galleries on your Facebook page triggers your products to become more popular.

4- Following the Agenda

Businesses, brands or e-commerce companies that do social media marketing for any country abroad should follow the agenda of the target country in the best way and act accordingly. Each country has its own cultural values and religious and national holidays. Remembering these special days brings you closer to your target audience and allows you to become one of them.

Yandex search engine’s social media marketing in Turkey is a good example. In Turkey, where Yandex operates, it celebrates important days and gains the sympathy of internet users.

You need to follow the agenda in the country you will be promoting. By following the agenda, you can do real time marketing and deliver your services to more people.

5- Analysis of the Target Audience

In your promotional and marketing activities in the field of social media, it is necessary to determine the target audience and create content and campaign strategies for the target audience.

Analyzing your target audience well in the country where you will do promotion and marketing work in the use of social media in international trade will lead you to success. It is necessary to examine the population pyramid of the relevant country and to know what kind of posts the target audience makes at what times.

For example, in Europe, there is a lot of photo and video sharing, while in the Far East there is more textual sharing.

In traditional media, television has a prime time slot. There is also the concept of prime time on social media. This time of the day when social media users use social media most intensively can vary depending on the country. Having this kind of information will ensure the success of your business, brand or e-commerce site. Thinking globally and acting locally in the use of social media in international trade will lead you to success.