Here’s a quick tip for social media managers who are wrestling with the question, “How do we deal with our target audience which compose of individuals that speaks more than one language on Facebook?”
With a proper content strategy in place, a multilingual Facebook Brand Page is possible. Mott’s Fruitsations Canada, a food and beverage company has a bilingual Facebook Brand Page.
Due to the nature of their target market being English and French, Mott’s has to be able to engage in two languages as seen on their cover page in Figure 1.
Figure 1: Fruitsations Canada's Cover Page
In order to see the evident of their bilingual content strategy, Figure 2 and 3 are screenshots of a recent poll with the same question; however it received different replies on the same day.
Figure 2: Mott's Fruitsations Canada Facebook Survey Poll In English
Figure 3: Mott's Fruitsations Canada Facebook Survey Poll in French
Not only is Mott’s engaging via a “point and click” survey interface, the brand is interacting via the written word as seen in Figure 4 with posts regarding health snacks that mothers can give to their kids. The each post includes a link to the Mott’s Fruitsations blog where recipes in both languages can be found.
Figure 4: Bilingual Posts Pushing Fans To The Mott's Blog
The only aspect that is lacking from the timeline is bilingual content from the beginning where the image in Figure 5 was posted to document the launch of the company back in 1876.
Figure 5: Post Documenting The Launch of Motts in 1876
Looking to enhance your content strategy for social media presence? Contact Isabelle Poirier to discuss your needs!!!
Want To Know More?
Please read our past posts:
- 4 Tips To Learn From Top Brands Using Facebook
- Burberry: A Lesson In Brand Affinity and Content Strategy
About The Author:
Ian is a content strategist and the competitive intelligence researcher at Intelegia. With his knowledge of social media tools and an understanding of branding on the web, Ian formulates content marketing strategies for clients’ needs. As co-author of the Canadian Cities Online Marketing Index© and chief blogger at Intelegia, Ian documents and assesses global best practices of organizations’ approaches to social media marketing in terms of integrating their branding and communications strategies to obtain their marketing objectives. Follow Ian on Twitter @citweetz. __________________________________________________________________
About Intelegia
Intelegia is a boutique consulting firm in Montreal, Canada that understands the need to be innovative and strategic in a business landscape that’s evolving at an incredible pace. The firm delivers social media strategies to efficiently engage with stakeholders in economic development, business to business and business to consumer segments. It assists clients by defining and executing sustainable social web strategies that will allow their brand message to stand out in a competitive environment where target audience engagement is a must.
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