Customization. When you manage a company's social media pages, the hardest part is creating authentic, relevant, and valuable information for your audience. It becomes more difficult to create these types of messages that resonate with your audience having a global scale.
But there are a few things that you can focus on:
Pay attention to each of your customers or audience segments.
Have multiple personas and create content directed at them.
Make sure to engage with each segment in a meaningful way; AKA, jump into conversations with them.
Value, value, value! If you are a global brand, you probably have something valuable to a lot of people. Use that as an advantage.