All Social Media Is Local

A Guide to Global Stakeholder Engagement

October 07, 2008, around the world, literally — As companies work to build their brands and reputations, many are falling into the trap of thinking that blogs and social networks are the most influential and most used sites and social media platforms everywhere in the world. The fact is that social media tools differ significantly based on culture, Internet access and online behavior. For example:

• In China, there are 60 million active blogs, but more than 80 million people log on to bulletin boards at least three times a week
• In Germany, users prefer Wikipedia over blogging
• In Russia, influential bloggers use Live Journal, which is viewed in the U.S. as a platform for teenagers.

Leaders of Edelman’s Digital team from around the world discussed:

• How to create online engagement programs that are effective in the world’s largest markets, including the U.S., China, E.U. and Russia
• Which social networks are most influential with various demographics and cultures
• Lessons from online communications programs that have worked and that have failed (and why)

For further information contact:

 

Jacqueline Price 212-704-4549 jacqueline.price@edelman.com