Some time ago, in a meeting with the COM counselor, we struggled in finding new ideas for our next web strategy. Our main problem was the shortage of information related to our business in the language we are working in here, which is French. We were once advised that it may cause some discomfort in our community if we decided to share the information in any other language than French. It is, sometimes, a sensitive subject (we are in Québec, Canada), they say. But the lack of themes was so real and we were searching for some other ways of get a grip of those special topics that were only for specialists, and are vulgarised and sometimes only available in English. So we decided, after an analysis of our target, to go ahead with sharing those contents, even if they were not in French.
We noticed a change in our «target», where young users interact more, are always connected and have the asset of a second language.
If you believe that applies to you or if you wish to improve your timeline, you must pay attention to the following:
- Language: Does your target live in a bilingual country? Does it use another language? (Example: language learners, immigrant communities, etc.)
- Target’s age range: Baby boomers or Millennials? Some groups use better a foreign or second language.
- Exclusivity: Are you absolutely sure that you cannot find the information in the language in use? Sometimes you find good info before your competitor and you really want to be the first one in sharing it. (Example: special presentations or events, breaking news, etc.)
- Popularize: Is the information easy to read? Will your target find it interesting?
- Periodicity: How often are you considering sharing this information? Once a day? Once a week?
- Comments at sharing: Only if you are able to write it correctly in that other language. If not, you may share it with comments in your own language.
This is not my first multilingual experience. I started sharing special content in different languages in social media at UCSS in Peru, where students were able to read contents in Spanish, English and also Italian! (founders were Italians and this culture is so present there). At first some users were surprised but they later saw it as a nice improvement and a helpful way for them to keep practicing their foreign language reading skills. Now I’m also doing it on my fan page and another fan page to which I collaborate, Silla Ecléctica (The Eclectic Chair). So check it out: your target will thank your capacity finding and sharing the information in time.