How big brands use social media globally

When you're communicating globally, it helps to think of social media not as a set of multilingual platforms to master, but as a bar where your fans pull up a stool and chat over a beer. In Russia and Ukraine, Facebook is an upstart against the established local Vkontakte . China is an ecosystem of its own featuring Facebook and Twitter knockoffs. But in every market, "the trends are all the same," says Maarten Albarda, vice president for global consumer c read more...