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Managing social media for international marketing [infographic]

New research shows social media use maturing in large companies

International brands who have a presence in many countries have a bigger challenge in managing social media marketing than companies who focus on a single market.

The Third Annual Burson-Marsteller Global Social Media Check-up reviewed 100 companies in the Fortune Global 100 for their use of popular social networking platforms including: Twitter, Facebook, YouTube and, for the first time, Google Plus and Pinterest.

Companies were located as follows:

  • U.S. = 29 companies
  • Europe = 45 companies,
  • Asia-Pacific = 23 companies
  • Latin America = 3 companies

Here's what I took from the infographic:

  • Section 1. c 10 million social mentions a month. That's around 100,000 mentions per brand per month.
  • Section 2. Branded YouTube content is increasing with 79% having a branded YouTube channel with an average of 2 million views.
  • Section 3. A relatively good level of engagement (79%), response (70%) and updating (93%).
  • Section 4. Multiple accounts target audiences by geography, topic or service - this has doubled in a year, but still only around 10 for Facebook and Twitter.
  • Section 5. Slower response to Google+ with 48% having a Google+ Page and 25% a Pinterest page.

Full details on this research available here:

Burson-Marsteller Global Social Media Check-Up 2012 from Burson-Marsteller

By Dave Chaffey

Dave is CEO and co-founder of Smart Insights. He is editor of the 100 templates, ebooks and courses in the digital marketing resource library created by our team of 25+ Digital Marketing experts. Our resources used by our Expert members in more than 80 countries to Map, Plan and Manage their digital marketing. For my full profile, or to connect on LinkedIn or other social networks, see the About Dave Chaffey profile page on Smart Insights. Dave is author of 5 bestselling books on digital marketing including Emarketing Excellence and Digital Marketing: Strategy, Implementation and Practice. In 2004 he was recognised by the Chartered Institute of Marketing as one of 50 marketing ‘gurus’ worldwide who have helped shape the future of marketing.

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