Facebook estimates that 70% of its users are outside of the United States. There are more than 70 translations available on the site already and while Facebook was born and raised in the U.S., it is undeniable that the network’s expansion globally is growing every single day. Global events such as the earthquake in Haiti, the World Cup, and the Chilean miners dominated the list rather than one country alone.
Social networks don’t just revolve around the American market anymore.
It means that the companies that currently use Facebook, especially the global brands, need to keep their eyes open for opportunities abroad. Geotargeting will be a plus but the main question to keep in mind will be: who am I trying to converse with? Who is my brand talking to? Conversing with a middle-aged person in Indonesia will definitely be different than a middle-aged person in Germany. Social media marketers and marketers in general will have to understand that when dealing with social networks, it must be done from the perspective of a global citizen. Localization is a must and more importantly, different cultures and audiences will need to be treated with deference and respect.
In short, the social media scene is bigger than us. It’s not just about Americans and the market in the United States. Although our products and brands appear across the globe, it’s clear that the Internet is a global market and always needs to be treated as such.