Podcast: Establishing a social media strategy to succeed in emerging markets

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MNCs focused on emerging markets are investing money in social media activities, which is no longer seen as the latest fad. There is good reason for this type of investment. Last year Internet usage grew 8% YOY to 2.4 billion users, led by emerging markets like China, Indonesia, and Russia. Among emerging markets, more than 80% of Internet users are active on social media sites in Brazil, Egypt, Mexico, Russia, and Turkey. New technologies are making it possibly for billions of low-income GSM phone users to access Facebook and Twitter, particularly in Asia, Latin America, and Sub-Saharan Africa.

This shifting dynamic is on the corporate radar because it represents generational opportunities, but also new types of risks across sectors. So why do so many companies lack a clearly defined strategy that ties social media activities to achieving business objectives? The answers vary by organization, but typically include a combination of factors, such as fear, inexperience, and a lack of corporate buy-in.

Establishing a social media strategy is especially critical for senior executives overseeing regional or international businesses for their companies. These executives represent the critical link between development of a social media strategy globally and undertaking social media activities locally. A poorly-conceived global strategy exposes regional executives to new types of risk management crises, a waste of precious resources, and the prospect of falling behind competition. In contrast, a global strategy that can be mapped to support business objectives in the regions can help senior executives deepen customer relationships, find new customers, and build sustainable business growth.

For more on why emerging-markets focused companies cannot live without a social media strategy, listen as FSG CEO Rich Leggett moderates a discussion with Practice Leader Matthew Spivack. Topics covered include how companies use social media to support business objectives, measuring ROI, and social media’s relevance to B2B and B2G companies.

The full podcast is available for download here.