Ever wonder why big brands who have presences in various countries have different social media accounts for different countries? Have you ever thought it’d be more convenient if there was just one global account for those big brands? Well, it’s not quite that simple.
First, let’s talk about hotel towels.
In an effort to get more people to reuse their bathroom towels, researchers experimented with cards letting hotel guests know that most people in this hotel reused their towels, which saw a 26% increase in people handing their towel up. However, when the card got more specific, saying most people who stay in room 1108 reuse their towels, there was a 33% increase.
What we can learn from this is that the more specific our messages are the better.
And this makes sense, right, if you saw an ad saying, “Michelle, call your mother, her knee is playing up again.” or “Marcus, here’s our 7 dairy free recipes you can make tonight in under 22 minutes with things you already have in the fridge because Jackson is about to be home soon” – you’d click on it right? Well, I would.
The more relevant your social media content is to your audience, the better.
We also know that testimonials work better when the person giving them looks most like your target audience. So, if you want to convince someone to attend more classes at school, you shouldn’t use a teacher, you should use a student.
Anyway – does my organization need local social media content?
Well, first up, it’s spelt organisation here, not organization in Australia.
And because, the more relevant your social media content is to your audience, the better.
Yes, you do.