Using Social to Go Global

LONDON – British companies growing overseas learned about using social as a way to connect to potential clients and partners at Google’s campus in Tech City during Social Media Week London.  The very well-connected and new-to-social crowd had the opportunity to engage with experts from government and industry.  I had the opportunity to speak on the panel about using social to enter the US market, and have recapped some of the ideas discussed.

• Companies looking to grow internationally should consider a social strategy that encompasses the platforms, language, timing and content to allow them to connect to the right individuals.
• Developing a strategy appropriate for a company’s business model is key.  The major platforms in the US including Twitter, Facebook, LinkedIn, Foursquare are generally the same as in the UK, so B2B companies can tailor their current strategies on those platforms to the US market.
• B2C companies may target more niche platforms which engage the particular user type they are looking to identify.  There are differences between which niche platforms are popular in the US and the UK, so companies should research which platforms have users most in line with their needs.
• When selling to the US market, UK companies might also want to consider using their social media to promote micro-sites created with US pricing and language during US business hours to encourage sales.
• Companies looking at hiring in the US can also use social to identify the right talent, using micro blogging sites as an avenue for disrupting traditional recruitment models.
• Companies interested in learning more about going global can apply to UKTI’s Digital Mission 2012 to NYC.