Customization. When you are managing a companies social media pages, the hardest part is creating authentic, relevant and valuable information to your audience. By having a global scale, it becomes more difficult to create these types of messages that resonate with your audience.
But there are a few things that you can focus on:
This means you have to really pay attention to each of your customer or audience segmentation.
Have multiple personas and create content directed at them.
Make sure to engage with each segmentation in a meaningful way, Aka jump into conversations with them.
Value, value, value! If you are a global brand, you probably have something that is valuable to a lot of people, use that as an advantage.