Social networks in International Digital Marketing

When I am teaching International Digital Marketing are two questions that will undoubtedly arise my students:

1. What I have to position myself seekers to reach customers in a particular country.
2. In what social networks should I appear for reaching customers a particular country.

The answer to the first question and explained in the post titled: How do you know which browser is most popular in a country?

In today's post, we will try the second question.

Unfortunately we had to know what social network is popular in a particular country, we do not have a tool to facilitate our work and tell us, just by pressing a button (as was the case with search engines http://gs.statcounter.com ) Which social network we are interested.

To find the most popular social networks in each country must use deductive tools or a 2008 report published by Ethority. Here are the two options:

Deductive tools to learn what social network dominates in a particular country

For me, the best tool to know which websites dominate the Internet of a particular country is Alexa.com (www.alexa.com), With all its limitations and all its detractors. There are few tools that show us very useful information like this. Compete.com It would be another one of these tools, but only uses data from the US users so their results are highly biased and unhelpful when it comes to International Digital Marketing outside US

Alexa.com, apart from pointing out the world ranking of web pages according to their visits and page views, we also give this information by country (http://www.alexa.com/topsites/countries) So if for example we want to know what social networks residents of Saudi Arabia move us simply click on the name of this country in the list of Alexa (http://www.alexa.com/topsites/countries/SA) And we can see that the first social network found in ranked No. 5 (Facebook) and the second social network is found at No. 6 (Maktoob.com, which is a social network created especially for the Arab community).

The Ethority 2008 Report

Ethority in 2008 published a study that analyzed the major social networks according to the languages ​​in which people express themselves. In presenting the study they published this article (Ethority report) And with it, a magnificent map of social networks worldwide (which is what I use for my presentations at this point, see image).

We not indicate the information by country, but we sample by language, in the case of social networks is an important fact because globalization leads to more people join the common language not nationality.

When we conduct International Digital Marketing tasks and plan actions in social networks ideally take into account the two sources (Alexa and the Ethority report). And based on this information we will decide what actions to take place and where we will.

As with any Digital Marketing action you will require us to monitor the results of the action. To do this, we can count on the invaluable help of our web analytics program that Google Analytics whether it is as if Omniture or other advanced programs should indicate the access data to our web page according to their origin (referrer) And according to the language settings of your browser. With these two facts, we can perform analysis on why international social networks we have worked best to attack a particular country, and we can focus our efforts and our budget in what works best.

Peñarroya Montserrat

Especialista en estrategia en Marketing Digital. Impartiendo conferencias, formación y consultoría desde hace más de 20 años.