"Part One" of this series provided the foundation required to determine whether or not you should expand your integrated marketing and social directives on a global scale. Now ask yourself whether it makes sense to hire an external vendor or service to speak on your behalf in a given language. If the answer is yes, then what are the necessary steps to ensure they meet brand guidelines and gain a deep understanding of your businesses culture?
My online career began way back when Sony DiscMans still roamed the Earth – in 1994. One of many sermons we preached in those days is that by developing a website, you could reach a <shouts> "GLOBAL CUSTOMER BASE." </shouts>. At that time, the world was still very big conceptually. Digital communications was still in its infancy, and large businesses and brands that constructed a digital presence did so in a cautiously optimistic manner.