My congratulations to you for launching your products in another country. Now, you are operating as a global company.

But with the expansion of your business in a foreign country comes many marketing challenges, especially when the new country has a different language than your native one.

Social media, with around 2.46 billion users around the globe in 2017, is a powerful tool to build your brand and promote your products in the foreign country.

Like content marketing in foreign languages, your social media marketing in the new country will have many hurdles because of cultural, social, and language differences.

But the truth is you cannot ignore it even if creating an effective social media marketing plan in a foreign language is an arduous task.

In today’s article, I am going to discuss some key steps to ensure the success of your social media marketing in a foreign language.

After reading this article, you can improve the effectiveness of your social media marketing campaigns overseas.

Without further ado, let us dive in:

1- Building Social Media Brand Persona

Can you shoot in the dark and hit the target every time? Of course you cannot. And nobody can.

Launching a social media plan in a foreign language without building a social media brand persona is the same thing. You will be flying in the dark and firing randomly, hoping to hit the target.

Defining a social media brand persona is necessary to secure success in a foreign country through social media marketing.

Here are four things that you should find about your audience:

  • Average age
  • Main occupation
  • Interests
  • Values

Don’t you think it will be easier for you to create your social media messages if you have the above details about your audience?

The analytics provided by leading social media platforms, especially Twitter and Facebook, are good resources to profile your audience. Open Twitter Analytics and click on Audiences Tab, you will get rich data about your audience.

By clicking on the different tabs – Overview, Demographics, LifeStyle, Consumer Behavior, and Mobile Footprint, you can know everything you need to know to create a social media persona for Twitter.

You can get similar kind of data by Facebook Audience Insights to create a social media buyer persona for your business.

Facebook and Twitter, being the leading social media platforms, can provide you with enough data to build a buyer persona for social media.

If the country you are going to target has other social media platform where most people hang out, you should check its Analytics if it provides.

Free or paid, you can always find ways to segment and profile your audience for social media marketing.

2- Choosing the Right Social Platforms

Here are the world’s top fifteen most popular social media platforms, according to DreamGrow.

Though Facebook is the most popular social media platform based on the monthly active users, many countries have their local social platforms.

Vincenzo Cosenza has created a world map of social media networks.

For example, QZone is the most popular social media platform in China, and (V Kontakte) is by far the most popular social networking app in Russia.

The point here is you should look for popular social media in a foreign country.

Choosing the right social media platform is imperative to ensure the success of your social media marketing campaign in a foreign country.

How can you find the most popular social media platforms in any foreign country?

The only way is to do research. Asking people there, conducting online surveys, and checking social media statistics for that country are some good ways to figure out popular social networking sites in any foreign country.

3- Setting Social Media Marketing Goals

After creating a social media persona, the next step is to set social media marketing goals for the foreign country. Why?

People who write down goals are more successful.

Needless to say, your social media marketing goals for the foreign country can be different from social media marketing goals in your native country.

People might know you in your home country and lead generation can be the primary objective of social media marketing in your home country while you might want to create only brand awareness initially through social media marketing in a foreign language.

Here are some common social media marketing goals that brands often consider:

  • Increase brand awareness
  • Creating a loyal fan base
  • Share discount coupons
  • Content distribution
  • Drive traffic to your website
  • Generate leads
  • Build community and offer customer support

You can set social media marketing goals, according to the present need of your business.

If you have just launched your business in a foreign country, it will be better that you set your goals to increase brand awareness and build a loyal community around your brand.

4- Fixing Key Performance Metrics (KPIs)

There is no point in setting social media marketing goals for a foreign country if you cannot track the progress.

And to track how much you are progressing to achieve your goals, you will have to fix key performance meters (KPIs).

Different social media marketing goals require you to track different KPIs.

I have created an excel sheet to help you fix KPIs for your social marketing goals in a foreign country.

5- Measuring Success of Social Efforts

Regularly measuring the success of your content marketing in a foreign language is a must to improve social media marketing ROI.

However, it is not easy to know how well your social marketing campaign in a foreign language is performing.

In fact, 60% of marketers find measuring ROI as one of their top three social media marketing challenges.

Is there any practical way to measure the success of your social media marketing campaign in a foreign country?

The answer is – check key performance indicators that you attracted to your social media marketing goals.

As each social media marketing goal has a different key performance indicator (KPI) to track and each KPI might need a different tool to measure the success, you may need more than one tool to gauge the progress of your social media efforts.

Here are tools that you can use to track KPIs:

Brand awareness– Most social media platforms have native analytics that make tracking of brand awareness metrics easy. You can use the third-party tools, such as Buffer, Sprout Social, Hubspot, to track brand awareness.

Traffic to Your Website– Google Analytics (GA) is the best and free tool to track to your website through social media.

Lead Generation– By setting conversion goals in Google Analytics, you can easily track social media lead generation using GA. Here is a comprehensive guide.

Revenue Growth – Use Google Analytics Ecommerce tracking to check revenue growth.

Brand Engagement– Native analytics of social media platforms.

Community Building- For Facebook groups, you can use Grytics, and Hashtracking is ideal for Twitter

With almost every social media platform having native analytics, you can track track important KPIs attached to your social media marketing goals.

Also, you can opt for third party tools if you find more elaborated data.

6- Integrating Social Media with Other Digital Strategies

To maximize the success of your social media marketing campaigns in a foreign country, you should make sure to successfully integrate social media marketing with other digital strategies.

Social media marketing, if combined with content marketing and inbound marketing, offers a synergistic effect.

And the best part is you won’t have to spend huge extra money to integrate social media marketing with other digital strategies.

Be it content marketing or inbound marketing, you will need to create content to educate your audience.

And by sharing that content on social media, you not only run your social wheel, but also ensure the success of content marketing and inbound marketing as content reaches a large audience.

It will not require much of your efforts to maximize synergy with social media marketing and content marketing.


Creating a social media plan in a foreign language is not an easy task due to language and cultural differences. However, if you follow the above pointers, you can make the process easier.

What about you? Have you ever run a social media marketing campaign in a foreign language?

Do you want to share any tip or trick to optimize the success? Please leave it in the comment section. I would love to know about it.