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Twitter Business Guide: Marketing and Communication (2012 edition)


We said it all before why you need to have a Twitter presence. So without further ado we want to share our revised and updated 2012 “Twitter Business Guide: Communication and Marketing” with you:

Download the Twitter Business Guide: Communication and Marketing (2012 edition)

While you are on it, you might also want to check out our Social Media Monitoring Guide and our Study on the usage of the Facebook Like button across countries.

Yes, it is free. No strings attached. If you like, help spread the word and click on the Like button. Thanks!

Yes, you can share it with anyone. Just be kind and mention the source.

And yes, we have a Twitter account: @babla

Helle, Jean and Andreas

Like, Me gusta, Gefällt mir, Mi piace: A cross-language comparison on the use of the Facebook Like button

We all know what an integral part social media has become on the web. And the Like button is probably the most prominent example of how easy it is to “integrate” social media activities in your website. So after our last two introductory guides on online marketing (a Twitter guide and a Social Media Monitoring guide) we decided to crunch some numbers and share some statistics on the use of the Facebook Like button across languages with you. As our language portal is available (and used) in 19 different languages we are in the unique position to compare the exact same offering across languages.

Before we dig into the numbers, some points to consider:

  • We gathered the Facebook Likes of our online dictionaries since adding the functionality in spring this year until August 31. Like Buttons are gathered by language (bab.la operates by language subdomains).
  • The number of Internet users per country and Facebook users per country were taken from Internetworldstats. These are snapshots and quite recent numbers (March and June 2011 respectively) but they are not 100% accurate (we are comparing longitudinal Like button data with one-time user numbers). Nonetheless, we feel that the time frame considered is short enough to do this kind of comparison.
  • Our visitor numbers are based on Google Analytics. As we gathered the Like buttons by language we grouped the bab.la users this way as well. In some countries (such as Switzerland) many languages are spoken so we needed to make a choice which language group the country belonged to. We checked on the country level which language subdomain was used most and then added the country accordingly.

Now, let’s take a look at the numbers. This first graph shows us raw data – how many Likes we have per language. As we can see, Spanish, Portuguese and English each have over 700 Likes: they are the largest communities. At the far end, Japanese and Dutch have less than 50 Likes. However, these figures, albeit necessary, are limited in relevance, as they do not take into consideration the percentage of Facebook users in each language community.

Graph 1: Number of Likes per dictionaries according to language

The second graph is essential to find out the results this study is looking to find out. What we can read here is the percentage of Internet users registered to Facebook per language community. Among the most interesting results, it is to be noticed that the Turkish speaking Internet users have been widely seduced by Facebook – close the 85% of them are registered to it. Among Spanish, Italian and English speakers, nearly two thirds are on Facebook. Among the weaker markets, Russia and Japan are lagging behind as only ~8% and ~4% of the respective amount of Internet users have signed up to Facebook. The Japanese most successful social medium is Mixi while Russian speakers used widely VK; hence the weaker Facebook share in these languages.

Graph 2: Percentage of Facebook users per language (as of June 2011)

So which language has the most engaged users?
These are the first exclusive results we can analyse from our study. While we previously determined that the percentage of Russian Internet users registered at Facebook is very weak compared to other languages, that small amount is very active and inclined to like a page: every 377 visitor will like one of our dictionaries. The next most liking language community is already quite far behind with one like every 1,452 visitor and it is Polish. Third comes Japanese, which like Russian is a small yet dynamic Facebook community. Among the most reluctant language communities to like pages are the Italians, the Swedes and finally the Dutch. They respectively give one like every 4,795, 5,583 and 6,109 visitor, even though Facebook is widely used in these countries. This is especially true for Italy where over 65% of Internet users are Facebook members.

Graph 3: Number of visitors required per Like

How do Likes compare across languages?
As we have a very specific service offering we “restructured” the data a bit. This way it’s easier to interpret the results for your business:
Taking Russian as reference for the level of difficulty to get Likes, we obtain the following results:

Table 1: Levels of difficulty to obtain Likes per language

We have divided the language communities into three categories: spontaneous Likers (3-7 points), cool-headed Likers (8-11 points) and reluctant Likers (12 points and more).

As mentioned, the Russian speaking community is by far the most inclined to like a lot, in spite of the limited influence of Facebook. Similarly, Polish, Japanese and Portuguese click on the Like button quite willingly, although less than a third of the Internet users are Facebook registered members. At the bottom of the table Swedish and Italian are major users of Facebook (over 50% of Internet users), however it they are quite reluctant to click on the Like button. Similarly, Spanish, French and Turkish communities have numerous registered Facebook users, especially Turkish and Spanish, respectively ranking 1st and 2nd. Nonetheless, these are cool-headed Likers and it takes an extra effort to have them liking on Facebook, in spite of the craze the social medium has been. Dutch is the only exception to this trend – they do give very few clicks per page; however Facebook is not as widely used in the Netherlands (barely 30%of Internet users).

How do Likes compare across languages?
The result of this analysis is that the more Facebook is used in a country, the harder it is to get the users to click on Facebook Like button. Smaller communities, on the other hand, do it significantly more spontaneously. We see three possible explanations:

1. The usage of the Like button is different across countries and languages.
2. Early adopters are more likely to click on Like, the late majority more hesitant.
3. As Russia, Japan and Brazil have strong national social networks, people with an interest in foreign countries and languages are more likely to use Facebook as their international social network. And those people are more likely to “like” a language portal.

We have plotted the number of Facebook users (as a percentage of total Internet users) against the difficulty level. If one takes out Russia, Japan and Brazil, there is no apparent pattern. Further taking out Dutch and Turkish (as outliers) there seems to be a slight upwards trend in the difficulty level the more Facebook users there are. So explanation 2 seems to get some (albeit mixed) support. Explanation 1 seems to be most likely. We therefore conclude that the engagement with the Like button is different amongst languages and countries.

Graph 4: Facebook user penetration (% of total Internet users) compared to Like difficulty level

We hope you enjoyed our little analysis. We’d gladly hear your thoughts. Maybe you even did your own analysis? Share your feedback in the comments below!

John Barré

Twitter Business Guide: Communication and Marketing

UPDATE: We have updated the Twitter Business Guide. Check out the completely revised 2012 edition here.

Having an online presence has become indispensable in most, if not all industries. Since everyone seems to be connected, having an online presence is not enough and standing out from the crowd demands an extra effort. Your company and your products need to be seen and talked about. You cannot expect your clients to come to you, you must reach out to them. To start, there is no better place to do so than Twitter.
Even the most hermetic of social media businesses have heard about Twitter. You may not know what it looks like, how to use it and what benefits you may derive from it, but the name should probably ring a bell. Twitter is one of the most popular and fastest growing means of communication and your company cannot afford to ignore it any longer. The hardest step is always the first one and the good news is, we can show you the right tool to help you make the best of Twitter, step-by-step.

Our Twitter Business Guide: Communication and Marketing explains how to set and optimally use Twitter and related applications for your company at zero costs. It consists of a four-step process:

1. Starting on Twitter
Even if you have no background knowledge in social media, you can set up a Twitter account in a few minutes. This chapter explains how to lay the ground works of your profile, interact with other users and use basic commands.

2. Using Twitter as a communication tool
As Twitter is not like every other means of communication, there are tricks and gadgets to optimise communication on Twitter.

3. Using Twitter as a marketing tool
Ultimately, your Twitter account is here to bring you some attention. How to be read, how to create a large network and how to best reach your users – this section answers all these questions.

4. Linking Twitter to your Business
Bridging your Twitter account to your business is essential and must be done smoothly. All the key ingredients of how to do so are depicted in this last chapter.

All you can do with Twitter is listed in this easy step-by-step guide. The ultimate handbook for online marketing rookies and veterans alike to become a successful Twitterer can be downloaded for free by clicking on the link below:

Download the Twitter Business Guide: Communication and Marketing

Also make sure to check out our free Social Media Monitoring Guide on how to monitor what people on the web say about you and your company.

Jean and Andreas

Follow the authors: @babla (corporate), @JohnBarre (Jean) and @schroetera (Andreas)

Image: Copyright Twitter.

You are welcome to copy, distribute and use this guide as long as you mention the original source (Creative Commons Attribution-NonCommercial-ShareAlike 3.0 Unported License): http://bab.la/

Social Media Monitoring at Zero Costs

Publishing your own opinion on the web is done within minutes, sometimes seconds (for example by clicking the Facebook like button). Many companies still fail to realize that this is not only a threat (“People say bad things about my company that are not true (or true but I don’t want them to share this)”) but also an opportunity. An opportunity to learn what people like and don’t like about your product, service or company. We at bab.la have developed many features based on user feedback, be it the keyboard feature in our dictionaries or the development of an entire new product such as the phrasebook. If you are really lucky, users will use your contact form or write you an email about what they like or don’t like. But most often you are not (or have you won the lottery lately?). Still, people talk about you, you just need to listen carefully. In their own blogs, on twitter, on Facebook, in videos, as comments and so forth. It’s up to you whether you want to listen to them. Why is it so important?

1. You learn a lot.
This is unfiltered feedback, the most valuable of all. Don’t take everything for granted as the people who voice their opinion might not be a good sample of your target audience. But take it into consideration.

2. You can find your ambassadors.
Believe it or not some people are very enthusiastic about your product / service / company without you having to pay for it. They promote you even though they get nothing out of it (moneywise). Reach out to them, let them know that you are listening, share updates with them, ask for their opinion and you will gain ambassadors for life.

3. Your response will be valued highly.
It’s not only about listening but also about joining the conversation. Joining – not steering. Have your say, be open-minded, talk on eye-level, even agree to disagree sometimes. Your users will value your opinion. You are going to be surprised how surprised your users are going to be when you comment on their blog posts, tweets etc. Don’t let the few trolls out there (who always try to get into an argument) scare you away. Let them have their rumble – focus on the majority of users who really value you.

So by now you are hopefully convinced that it is good to know what’s going on out there on those social media platforms. I know how tight budgets can be so I put together a detailed Social Media Monitoring Guide which helps you set up your social media monitoring at zero costs. You’ll find a compact version for the more experienced user on Kirsten Winkler’s blog.

Download here: Free Social Media Monitoring Guide

Also check out our free Twitter business guide.

Enjoy and share!

Andreas