Marketing Sunday: Cultural Intelligence and Social Media




One of our clients ask us the following question: “How can cultural intelligence be implemented on social media to attract an audience from diverse cultures?”. Together with our client, we had an interesting and fruitful conversation about cultural intelligence on social media. The outcome was a detailed strategy and a practical action plan for our client to attract more customers from different cultures. 

The following 5 tips provide a brief overview how to reach an audience from diverse cultures on social media:

1. Identify your ideal customer

To identify your ideal customer, you can create a fictional persona of your perfect client. Where is your ideal costumer from? What culture does he belong to? Is he male or female? What is his profession? How many kids does he have? What does he do at his weekends etc.? The more detailed your thoughts are and the clearer your avatar is, the easier it is to find your audience on social media representing your ideal customer.

2. Determine your audience size

Once you have a good sense of who your ideal customer is and what your audience looks like, you should determine the size of your audience. An easy tool to estimate the size of your audience is Facebook Ads Manager. You can not only determine the gender, age and location of your audience, you can also specify your audience’ language, workspace and interests. 

To reach a fair amount of people with specific interests is important. If your audience is too small, you may need to change your offering to expand your audience. On the other hand, if your audience is too large, you might want to target a narrower niche. 

3. Survey your clients

For the purposes of optimizing your social media campaigns, you need to know where your audience hangs out online. A straightforward way to do this, is to survey your current customers.

As part of your survey, ask your current customers the following questions:

• What social media sites do you regularly use?
• What websites do you visit for information on _______?
• Do you listen to podcasts? If so, which ones?
• Do you regularly read blogs? If so, which ones?
• What people do you follow or pay attention to online?

You can also use free tools like SurveyMonkey or Google Forms to collect your answers.

4. Find and connect with your customer

Once you have analyzed the results from your survey, it’s time to put that knowledge to work across different social media and digital marketing platforms. 

It’s important to note that you can upload your email database to almost all social media platforms to find your customers there. Connect with your audience on any social media platform. Provide social proof that you’re well connected and someone worth knowing, but keep in mind the diversity of your audience. 

5. Take video seriously

It could be a clever idea to implement videos. Short movies should range between 30 seconds and 2 minutes. Videos should always provide a certain value to your audience. The best way to produce engaging videos is to combine education and entertainment. By doing a video, keep in mind the culture of your audience to avoid misunderstandings, including appropriate behavior, cloths, food and drinks. 

Bonus tip: Be aware that mobile devices change the landscape of retail sales. Shoppers can compare prices, read reviews and get real-time opinions from their friends through social media channels on their smartphones. It is important to take this into account und find ways to engage customers. Make sure your website is mobile-optimized and the website content is responding to mobile devices.