When you are Creating a social media content plan is easy if you own the customer experience in one country. It’s a whole totally different story if that level of duty included countries in Latin America, Europe, china or Asia. When open into global markets, strictly from a content viewpoint, there are three important things to consider — the establishment of governance policy, a content library and community management.
Establishment of a Governance Policy
Governance can mean a lot of different things. In this context, it uses to be the foundation of the content plan. Not in terms of content creation but in terms of test and processes for expanding into a positive market. For example, Company A wants to launch a Facebook page and Twitter channel in Latin America to support its operations into that land.
A governance model will establish that the regional marketing team has the following lined up before launch:
• A content plan to include regularity and context of Tweets, Facebook Updates, blog posts (or whatever suitable tools/platforms are used in that region)
• An established fairness policy
• A change communication plan
• An awareness and “buy in” of the measurement philosophy (everyone in the organization SHOULD be measuring social media the same way)
More basically, a smart governance model will have checks and balances to determine if there is even a use to create additional social channels in particular regions. It may be more effective to advantage a Facebook tab for regional, specific content.
Content Library
If it is one thing that marketing teams in other regions lack, it is content. The reality is that most brands do have really good and best content. It’s just sprinkled all across the internet, various internal portals and even within employees’ inboxes. Content can include videos, images, PDFs, spec sheets, FAQ, blog posts, info graphics and the list goes on.
A content library is an internal website property that aggregates, hosts and/or links to branded content. Like the screen shot below, content can be classified by product, language or by a timeline of when the content was created; and it’s very easy for a region (or employee) to share the content with their social graph or branded channel.