English being the de facto standard of today’s communication, building a multilingual presence is quite challenging, particularly in the social media landscape. It takes time, resources and budget to ensure excellent quality.
Traditionally, a company is able to control its online presence by driving its customers and prospects to its corporate website. For over 15 years, companies have been able to host a website, build a community in the form of a message board and customize the online experience for visitors to the max. Personalization actually has become quite sophisticated. Content can be adjusted to a particular audience and language preference is a given – language is determined from the visitor’s browser or selected by users and saved in cookies for future access. Visitors tend to expect the same behaviour on these new platforms.