As the worldwide social network audience soars well past 1 billion people, marketers are tackling the difficult task of coordinating their social media marketing efforts on a global scale.
A grassroots, organic approach may have worked in the early days, but many marketers now have dozens or even hundreds of social media profiles to manage worldwide. This requires a delicate combination of corporate oversight, to keep brand messaging consistent, and flexibility, to empower local managers who know their markets best.