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:

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