Regional social media strategy

Serving social media marketing messages to different countries across a region isn't easy.

Here's how I'm delivering product marketing messages which route different geographical audiences to the most appropriate landing destination for them.

Smart URLs - Regional posts with country targeted destinations

These "Smart links" are quite labour intensive to set up so I'm focusing on product messaging.

You can find the tweet pictured below which uses a smart link as a Twitter card here, to try out how it works for your location. 

If you are in the UK you'll be directed here, Germany here, France here, Italy here, Spain here and so forth.

Each smart link has a default URL destination defined, which users outside of a defined list of countries will arrive at, but when a user from a country within Europe clicks on the Twitter card the smart link routes them to a national landing page for the related product.

My next challenge is to persuade market channels within Europe to also adopt usage of these "European Smart Links".

Logically they should be wholly focused on users within their country and it would actually benefit users not located in their country who clink on their product links to be directed to what should, in most instances, be a more user relevant landing page.

Below is a spreadsheet of the smart urls which details the default URLs as well as the smart URLs so you can see in practice where users outside of the defined region would be routed to.



Thanks for reading. Let me know if you have any comments.

You might like to read how a couple of smart-links were used in Twitter's conversational card format.

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