Creating Multilingual Content on Facebook

English being the de facto standard of today’s communication, building a multilingual presence is quite challenging, particularly in the social media landscape. It takes time, resources and budget to ensure excellent quality.

Traditionally, a company is able to control its online presence by driving its customers and prospects to its corporate website. For over 15 years, companies have been able to host a website, build a community in the form of a message board and customize the online experience for visitors to the max. Personalization actually has become quite sophisticated. Content can be adjusted to a particular audience and language preference is a given – language is determined from the visitor’s browser or selected by users and saved in cookies for future access. Visitors tend to expect the same behaviour on these new platforms.

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The Fuzzy Space Between Vision and Focus

Far too often, somewhere between the visions we conjure and the stuff necessary to realize our game-changing dreams, the magnificent work of the imagination becomes blurry and unrecognizable.

You know the drill. There is buy-in for a vision; goals and objectives are identified; planning completed and resources have been ear-marked.  Then something insidious happens: it comes disguised as a too-good-to-pass-up “opportunity” that demands immediate attention, or (often the case) as an even bigger, better manifestation of the original vision. And once this vicious cycle is set in motion the grandest of visions is almost always relegated to dreams of what might have been.

When it comes to focus, it is an unfortunate and problematic catch-22 that many entrepreneurs, innovators and yes, marketers, by nature see opportunity at every turn. For the glass-half-full leader, the reality is that conceiving a vision plays to a strength; maintaining focus often accentuates weakness.

Add to this the fact that in today’s marketplace good ideas are rarely enough to carry the day, and you’ve spelled Trouble (with a capital “T”) for many endeavors. Better mousetraps and newer/faster/more cost effective solutions are conceived on a regular basis. The few that make it to the market and win are either the byproduct of tenacious focus or pure luck. Ether one is good, but only one is conducive to planning.

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