Last month, social media mogul Kylie Jenner was beaten at her own Instagram game when an egg amassed a record-breaking 26 million likes on the social media platform. Whether we admit it or not, many of us are self-confessed social media scrollers, and the benefits of social platforms extend much further than trumping the Kardashians — including helping to consolidate an international PR strategy. Here, Courtney Cowperthwaite, account executive at Stone Junction runs through the social media channels that are trending across the globe. 

Nailing the basics
It’s fair to say that there are certain social networks that have large demographics across the world. Facebook, for example, remains the world’s most popular social media network by a landslide, with over 1.8 billion monthly active users.

However, we can’t always assume that this is consistent across the board. For example, Japan is the only country where Twitter is used more than Facebook. It’s therefore important to not only know about the most popular social channels overall, but whether this information is applicable to your company’s target market.

Getting specific
While the likes of Facebook and Twitter appear to be the giants of social media, it is important to bear in mind that this isn’t the case in every country. In fact, there may be some social channels out there that you didn’t know and, depending on your target market, should be aware of.

Because Facebook is banned in China, a number of regional sites have cropped up over the years in a fight for market share. Amongst these is Sina Weibo, a Chinese microblogging website (similar to Twitter) that is used by over 30 per cent of the country’s internet users. The platform is also heavily adopted by businesses, and is used by over 5,000 companies and 2,700 media organisations.

Closer to home, France has an additional professional networking community called Viadeo, which is similar to LinkedIn and has over six million members. While LinkedIn tops the global charts in terms of popularity, Viadeo’s French-speaking focus means that it is important to consider when targeting professionals and key industry figures locally.

Under the influence
Sometimes, it isn’t what you know, but rather who you know. While an array of top tweets and snappy hashtags make for a great social media campaign, using key influencers to endorse your brand can help to increase the value of your message.

By focusing on key people who have already built an audience you’d like to reach, tapping into the success of an influencer is a fast and effective way of reaching a large pool of people from a source whose opinions they trust. On Sina Weibo, for instance, companies often make use of wanghongs (internet celebrities) to help convert fans into consumers and raise awareness of their businesses.

No matter where you choose to take your company, social media can be a fast, easy and effective way of reaching the masses. By bearing in mind the platforms that are out there, and where they are used, your company may too go on to take a crack at surpassing the Kardashians with social media success.

If you’re looking to take your company’s social media to new waters, get in touch on +44(0)1785 225416 or email me on courtney@stonejunction.co.uk to ask about assessing your international PR strategy.

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