The global market is now far easier to access due to advances in technology. With this has come the need to translate businesses into the various popular languages of the internet. Social media is important here as one of the largest devices companies use to keep a dialogue with customers.
However a quick go on Google translate won’t cut it when translating a tweet or post into your target language. Localisation (something google translate cannot provide) is key to any social media campaign – but especially when it comes to translating.
Do not alienate your audience with bad translations
This is simple and perhaps obvious, but you’d be surprised how often companies mistranslate on social media. By using free translation services, errors often slip through the cracks. It has been suggested that bilingual businesses may actually be more approachable, so it’s incredibly important not to alienate your audience in the attempt.
If potential customers see posts with disconnected wording or terrible grammar they will be instantly alienated and turned off by your social media presence. It looks unprofessional.
It is always better to use a professional translation service for any kind of business translation. A good translation company will use translators whose first language is the target language and thus they will have the best grasp on how to translate.
The little things DO matter
From popular acronyms to emojis, it is important to make sure you have them just right. Professional business translation service London Translations show how things like emojis can get lost in translation. In one culture an emoji may mean something entirely different to another culture.
It is also important to get things just so. Using popular acronyms and slang can make the difference in making your social media presence feel authentic in another language.
Know your demographic
Leading on from the last point, localisation cannot be stressed enough in business translations, especially when it comes to marketing. The only real way to get things entirely right is to know your demographic incredibly well. Research is key.
Social media presence in translation does not just rely on your target language but also on your target audience. What may be the correct language to use for a Spanish translation aimed at middle aged SMB owners will likely be very different to something aimed at young professionals in the tech industry. It’s also incredibly important to get the right social platform – both for your industry and your target country, for example in many countries Instagram is the go-to platform for food related social marketing.
The best way to integrate your social media presence effortlessly is to work with a translator that knows your industry and your target audiences, as well as being from the country of your target language.