All Social Media Is Local 2008 - Edelman
Edelman takes us on a walk around the social networking world:
- Asia: Bulletin boards & forums drive social media. China 120M board users of 250M internet users. Language (2200 languages) + Relevance (gossipy nature) requires in-depth local knowledge.
- Russia: adoption is slow due to lower (25%) broadbrand penetration. Three social network leaders have avg 17M people. Only 30% trust info from other users.
- Continental Europe: Social media is language driven – “No country of Europe”. Local habits v. important. Pan-European strategy, local implementation.
- UK: Language = differentiator. Business need to evolve to language- not country-centric. Focus on storytelling, narratives.
- U.S.: Trends: 1. Peers filter pro content - PR focus on “layer of trust” (social network). 2. Attention crash kills brand sites – Focus on services using OpenSocial, FriendConnect, fbConnect. 3. PR focus on Google as “findability” = key. 4. Internet evolves from info to collab – stakeholder engagement = key. 5. Digital natives dominate influence networks.
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Category: Edelman, FriendConnect, OpenSocial, fbConnect
Tags: fbConnect > open social > pr > social media > social network > web 2.0
Tags: fbConnect > open social > pr > social media > social network > web 2.0
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