Soundbite: balancing global social media strategy with local market input

Posted on: December 9, 2011

One thing that many brands are getting their heads around, is how to effectively implement a strategy that will support regional markets’ efforts on social media while also allowing them to be autonomous. Guillaume gave an insight into how they manage this process. Each market has as much autonomy as possible, with their own Facebook Page, but they are also given access to the main Ferrero or brand Page, to target updates through the wall specifically. This is no doubt a huge resource issue, particularly given that as well as running across different countries, Ferrero also has 25 individual brands to manage. It seems that is very much a collaborative approach between countries, allowing local knowledge to proliferate in the strategy

Guillaume du Gardier via Lauren Fisher


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