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    Posts Tagged ‘social media’

    Some Turkey Hotlines Go Social, Speak Spanish

    Monday, November 21st, 2011

    My XM radio switched to “Sounds of the Season” yesterday. I couldn’t believe it. It’s official, the holiday season is in full swing.

    Many of us are busy preparing Thanksgiving menus – from how much stuffing to make to how big of a turkey you need, there is a lot involved in a traditional Thanksgiving feast!

    As a special pre-Thanksgiving-themed post, we have compiled some contacts you can call in those frantic last moments of food preparation. Happen to forget how long it takes to thaw your 18 pound turkey? No problem. Call the experts at Butterball Turkey Talk-Line (800-288-8372) or Foster Farms Turkey Help line (800-255-7227) – even on Thanksgiving Day. Concerned about how to safely store your leftovers? The USDA Meat and Poultry Hotline is also open (888-674-6854).

    Here is an interesting fact: The professionals at Butterball’s Turkey Talk-Line assist more than 100,000 callers each year in the United States and Canada during the holiday season. It has 50+ staff members and the resources to answer questions from either English- or Spanish-speaking callers, as well as respond to questions via e-mail.

    Butterball also uses several social media platforms. Connect with other Thanksgiving cooks on the Butterball Facebook page, or follow Butterball on twitter to get quick questions answered or post your own recipes/advice. Text the word “TURKEY” to 36888 from your mobile phone to receive information at your fingertips on topics such as how much turkey to buy, thawing reminders, and cooking temperatures. It doesn’t appear that Foster Farms’ social media or translation teams have caught up to Butterball, however. If you need information from them, it will have to be in English and either via a contact form or a phone call.

    Happy Thanksgiving / Feliz Día de Acción de Gracias!

    Tackling the Social Media Language Barrier

    Thursday, March 24th, 2011

    When surfing the social media pages for various brands and products (maybe even your own) it is not uncommon to see commentary from people based all over the world. In capturing this feedback, language can sometimes serve as a barrier if your organization does not have in-house resources to read and effectively interpret these comments in other languages.

    There are various online applications that will assist you in translating content for free using machine translation, e.g. Google Translate. While these are fine for simply getting the gist of what others are saying for internal purposes, please note that we have found on average that most applications are only 60% accurate and thus, should never be used to construct your marketing messages, lest you be left sounding like a babbling fool. Caution should be exercised even when casually responding to feedback. The best approach is to rely on an experienced agency or language services partner that can assist you in translating feedback and guide you in trans-creating messages that would be appropriate for your specific target markets.

    In short, there is no need to get washed up by a social media swell. With some careful forethought, active listening and experienced partners to assist you, capturing the global voice through these channels is very doable, if not a must if you aim to keep up.

    Read more on this topic, including how major brands are tackling the social media language barrier, in an article Global Language Solutions contributed to Chief Marketer, “Going Global With Your Social Media Strategy.”


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