Local attitudes to disclosure

As the need for global companies to coordinate their social media engagement activity increases, the ethics debate on disclosure comes into shaper focus. Take a look at this snippet from the latest eMarketer study.

It’s clear (from these results as well as through our own experience in markets like Russia and China) there are different attitudes across the world to disclosure. It raises the question whether global brands might be better rolling out engagement in different ways because of this variance in consumer attitudes. After all, aren’t we as an industry always talking about the consumer being in control? 

The more we engage in pan-continental, multi-region projects for clients, the more we see consistency being the only sustainable model. Most advocates have a shared passion for the brand and this, combined with the continent striding power of social media means they are often far better glocally networked than a country marketing manager  thinks. Rule of thumb seems to be ‘do it loosely region by region and you risk being called out’.

Over the coming weeks we are running some working sessions in different regions with the help of our partners and friends on local attitudes to brands, WOM and social engagement and will be fascinating to dig into this area in more detail. Ping us if you fancy contributing your thoughts…

Brought into the world on Friday, August 28th, 2009 and filed under Uncategorized.