Global social media in its many forms represent powerful marketing tools for both business-to-business and business-to-consumer companies. This second article in the series addresses how to use social media for helping qualify international sales and partnership leads, as well as how to manage your social media brand.

 

First, for any readers still under the impression that social media is a passing fad or a diversion for the young, please consider the following:

Social media is the number one online activity worldwide, including in the United States.

There are more Facebook comments and messages written than emails.

95% of marketing professionals in the U.S. engage in social media for business.

The fastest growing segments in social media are men and people over 55 years old.

Here is advice for making the most out of a social media program focused on international leads: 

 

Have a Plan to Qualify Leads 

 

Whether you meet a potential client on Twitter, Facebook, LinkedIn, Xing or RenRen, you can use your sales team's current list of qualifying questions and ask them as a Twitter Direct Message, a Facebook Message, etc. After asking the two most important questions, it's time to ask for more direct contact information. For instance, if your company sells specialized air filters to bioscience companies needing a sterile environment then the two qualifying questions are: 1) is this company a bioscience company and 2) do they need a sterile laboratory for product development and production?

 

Question two may seem like an obvious requirement of any bioscience company, but in international markets this is not always the case. You may want to make a little conversation that builds rapport, but you can ask for a phone number, email or Skype address for further introductions after only a short exchange of messages. Always be polite and, for most markets, keep a more formal tone to your messages.

 

While the international business language is English, you will meet some potential clients who prefer to communicate in their native language only. If one language market is especially important to your company (e.g. Spanish for Latin American markets), then it may make sense to outsource social media for that market to a local social media firm. If you do this, you will want to be very specific about your business goals in the market and how you want the social media to be conducted. 

 

Managing Your International Social Media Brand 

 

Social media branding will continue to grow in importance over the next several years, so it is worth spending time and resources to set it up right. First, never give this job to your company's marketing intern or other inexperienced business staff member. Social media is a powerful tool. It is counterproductive to put social media in the hands of someone who would have trouble identifying a business opportunity.

 

Second, NOT having a social media presence currently sends the message both here and abroad that your company is not forward thinking and may be out of business in five to 10 years. Third, no matter how much social media activity your company chooses to undertake it needs to be consistent over time. If there is a monthly blog or article, the readers need to come to depend on when that article is published each month.

 

For international markets, social media interactions need to come from a global perspective and make it clear that you are open for business opportunities outside of your home market. To avoid alienating potential clients, avoid domestic and international political topics except for government policies related directly to your industry.