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How to Begin an International Social Media Stratey

Leading international PR partnership in EMEA region sheds light on social media trends across different countries in Eastern and Southern Europe in a seminar ”Going social – internationally”


Helsinki, June 4th 2012.


”Think local with global consistency – not the other way round”, advises Crispin Manners from Kaizo, the independent London-based PR and digital communications agency. Manners presented the strategic choices available to international/global organisations when approaching social media in a seminar organised by three Worldcom Public Relations Group EMEA partners last week in London.


Patrick Schober from PRAM in Prague, delivered an interesting overview of the key social media platforms across Eastern Europe. Schober explained how Facebook dominates in most countries except Russia where local platforms rule the roost.

”Twitter hasn’t really taken off with the public but the media use it for story ideas. Blogging is less popular than in the West – except in Russia. In Hungary TV dominates so it should be built into communication plans”, Schober sums up.

He also referred to differences in cultural behaviour – such as levels of masculinity or the desire to avoid uncertainty – which needs to be taken into account when creating content.


Diego Biasi from Business Press in Milan, provided an insightful view on social media in Italy. Social networks reach 94% of the Italian connected population with Facebook (client) the most popular. 
”Facebook has become so successful because it has aligned itself around openness and sharing of passions which resonates with the Italian way of life. 78% of Internet users visit social networks every day in Italy. The increasing use of mobile devices is a big driver for this”, Biasi tells. "Other topic trends to watch in Italy, beyond social networks and mobile, are the success of video content and the rise of e-commerce."


Crispin Manners suggested to start with a strategy that links to key performance indicators that the business values.

”Pick the right platforms for the territory. It’s not a Facebook world – yet,” he says.

”Resource so you can be active in the conversations. Then turn conversations into relationships – make your presence sticky by adding value and connecting to a topic of interest to your audiences. And above all recognize that you can monetize your investment in social media if you engage correctly.


A summary of the three presentations can be found by clicking on the link below.




About Worldcom PR Group


Established in 1988, Worldcom Public Relations Group is the world’s leading partnership of independently owned public relations counseling firms, with more offices in more cities and countries than any other communications partnership. There are 107 partner agencies worldwide, in 91 markets, in 46 countries, across six continents representing more than 2,100 employees. With revenues exceeding US $260 million, partners collectively serve national, international and multi-national clients seamlessly, while retaining the flexibility and client-service focus inherent in independent local agencies. Through Worldcom, clients have on-demand access to in-depth communications expertise from professionals who understand the language, culture and customs of the geographic arenas in which they do business.


Worldcom EMEA currently comprises 34 agencies with strong expertise in consumer, healthcare, travel & tourism, technology, energy & environment, financial services, investor relations, public affairs and crisis & issues management. Clients include Unilever, Johnson & Johnson, Panasonic, Sony Ericson, LG Electronics, Verbatim and Palm. Visit www.worldcomprgroupemea.com for more information.



Press Office Worldcom PR Group EMEA:

Medita Communication

Tiinu Wuolio

Mobile +358 40 830 1821

Email: tiinu.wuolio@medita.fi


skype: tiinuwuolio

Twitter: @WorldcomEMEA