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.
“People love to connect. People spend large amounts of time on [social media]. People like to share things.”