The presence and significance of social media in the media market is simply unavoidable. Slowly and surely, it is taking over the role of traditional advertising forms such as TV, radio, and billboards. When used wisely and effectively, it can be far more cost-efficient than the aforementioned traditional platforms. We can definitely reach the younger generations in the world of social media. It is also notable that older people are increasingly using these platforms. Influencers, both domestically and abroad, earn well from posts, paid advertisements, and sponsorship materials shared on social platforms. It can be concluded that businesses of any size can profit from having a presence on social media. What should we pay attention to if we have an international target audience or are preparing to enter a foreign market? Why is social media presence important for a business, and why is authentic translation of posts essential?
The Appearance and Role of Social Platforms
Nowadays, it cannot be emphasized enough how important it is to have a presence on social media. But what do we mean by social media? Social media encompasses a collection of interactive technologies that spread through virtual communities and networks. They create and share information, ideas, interests, various forms of expression, and business advertisements in the virtual space. The main and most well-known social media channels include Facebook, Instagram, TikTok, Twitter (most popular in America), YouTube, Snapchat, and the latest, Threads.
Most businesses, depending on their profile and communication strategy, choose one or more social media channels, thus systematically building their social media presence. This naturally depends on the target groups they want to reach. However, above all, it is crucial to develop an effective social media strategy instead of ad hoc posting. This ensures that we reach our target audience. This involves thorough content creation and regular posting, making it essential for our company’s presence to be continuous.
Why is it beneficial to use social media?
Of course, it depends on the target audience, but we can confidently state that the era of classic advertisements is over, or at least relying solely on them is not effective. Using social platforms, we can reach our audience in a much more targeted and cost-effective way. These are faster, more dynamic communication channels, allowing us to get quick feedback from our consumers, whether in the form of comments or even small market research. It provides more precise reach than traditional media platforms. Thanks to its algorithms, it can measure more accurately how effectively our messages reached the target audience. We can also measure consumer needs, ideas, and suggestions effectively and surprisingly efficiently.
Translation of Social Media Posts
For companies with an international target audience or those looking to expand abroad, it’s not just about social media presence but also translation and foreign appearances. A separate strategy must be built for foreign markets, as the composition of the target audience consuming social platforms differs from country to country. It is advisable to conduct thorough market research beforehand. Once this is done, the translation of texts and posts can begin, which also requires careful attention. Since these are communication and marketing texts, it is particularly important that the translation is precise and authentic. Specialized marketing translation plays a crucial role here, as conveying the message is not about literal translation but rather creatively presenting the content in the given foreign language. This requires a thorough understanding of the target audience and the culture of the country.
To give an example, the hashtag function, widely used on Instagram, is universal, but the hashtags must also be translated and adapted to find the most effective linguistic version for reach in the given language.
But what is a hashtag?
A hashtag consists of two components: the hash symbol (#) and the word or phrase following it. The hashtag is not just a punctuation mark but a whole expression used to label content in social media searches. The hashtag is most popular and widespread on Twitter and Instagram, and can be used as a tool for viral marketing. With the use of hashtags, certain news, messages, interests, and popular social media programs and events spread much faster. Hashtags are an important online marketing tool and can even help with search engine optimization. Though hashtags might seem like small details, they are perfect examples of how the devil is in the details. A poorly used or mistranslated hashtag can easily ruin or mislead your campaign.
Thus, it is evident that attention must be paid to every small detail! Therefore, it is good to use every emoji, symbol, and icon in social media according to the culture and customs of the given country. Proper preparation can save us from many unpleasant surprises and feedback when entering a foreign market!
