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Languages And Digital Media- Why are Facebook, Twitter and Instagram Using Translate?

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Title: Languages And Digital Media- Why are Facebook, Twitter and Instagram Using Translate?


1
Languages And Digital Media- Why are Facebook,
Twitter and Instagram Using Translate?
2
Currently, digital media is primarily used as a
platform for brand building, whether you are a
business or a private individual. Digital media
is unique in its ability to target niche audience
and allow for open exchange of ideas,
expectations and propositions. Usage of digital
media is not only cost-effective and time saving
but also allows for global exposure
instantaneously. While digital media provides
global exposure, ensuring that your audience
understands what you convey is a different ball
game altogether. Language is intrinsically linked
to digital media, and as language across the
world is diverse, digital media is poised to
embrace the language diversity on the
Internet. The Internet Language Population As of
2016, the top ten internet languages in the world
are English, Chinese, Spanish, Arabic,
Portuguese, Japanese, Malay, Russian, French and
German. English, Chinese and Spanish represents
26.3, 20.8 and 7.7 of all the internet users
in the world respectively. Given the diversity in
the internet languages used by the world
population, digital media is quickly embracing
the change.
3
The rising trend in Multilingualism on Digital
Media Websites, Blogs and Content Todays
industry leaders have picked up on the mantra
that If it is your intention to create an online
business in another country, you will need a
website in a foreign language. The 2016 Web
Globalization Report, written by John Yuncker of
Byte Level Research provides an interesting
analysis of todays trends in global web content.
In 2006, only around 65 of global leading brands
had a Chinese language version of their websites.
A decade later in 2016, it is 97. The same
applies to other languages as well.
Multilingualism has been growing and is now being
picked up across industries. Social Media There
is an immense rise of multilingualism in
different social media platforms such as
Facebook, Twitter and Instagram. Facebook has
introduced the translation tool which display
texts in different language format as opted by
the user. The author can compose the post or page
in more than one language and the viewer of the
post or page can read the post or page in their
preferred language. For instance if the post is
in English and the viewers native language is
Portuguese, he or she can view the post in
Portuguese, using the Facebook translation tool-
it is that simple.
4
Translation feature on Facebook is allowing
global audience to interact seamlessly with each
other on its platform. Twitter is another social
media platform that has quickly adopted this
translation feature. Twitter is collaborating
with Microsoft Bing to present tweet translations
on both the Twitter website and the Twitter app.
Instagram is also offering a translation option
for different comments and captions. Words are
automatically translated according to the
language setting of the user. The Instagram
platform already supports over a dozen languages
and more will be added soon. The Instagram
community is consistently increasing and the
translation tool presents the Instagram world to
even more potential users, who may subsequently
become active users. Instagram has about 300
million daily users of which 80 percent of are
from outside the U.S. The Need for Going
Multilingual on Digital Platforms Your business
website is a virtual shop and will help you in
reaching out to customers worldwide. But will
your customers spend time on your website or
digital platforms if they do not understand your
content? Reaching out in foreign markets can be
quite challenging.
5
It is important to build a global website with a
local focus. If you wish to succeed in a foreign
market while doing business online, do your best
to act locally however, think globally! Today,
automatic translation features are available but
this can also give contextual errors and hence it
is advised to prefer professional translation to
save your brand from embarrassment. Additionally,
your website should also translate/convert
important details such as prices and currencies,
and shipping information. It is important to give
due acknowledgement to cultural references and
sensitivity. In order to reach out to a global
and local audience it is important that your
website must be search engine optimized (SEO) in
multiple languages as well. Several mid- and
small-size companies are using social media for
brand visualization and to gain brand loyalty,
and they do all the brand promotion in one
language, which is English. In this way they are
unable to reach out to customers who are not
native English speakers. So whether you are a
small- or mid-size business, large corporation,
NGO or individual (author, consultant), there is
no denying the importance of going multilingual.

6
Non-English speaking users are rapidly embracing
the internet, and they respond to information on
social media in their own language. Companies
stand to lose out a vast majority of consumer
base who do not speak English. Companies should
reach out to customers in their own native
language, or else your company stands to miss out
on huge potential markets. Russia, Asia, Latin
America, Eastern Europe and Middle East have
several million users on various social media
platforms. This is the reason why Facebook,
Instagram, Twitter are all going multilingual.
For instance, if the post is in English and my
native language is Portuguese, I will not
understand or respond to the English post. This
is where Facebooks translation feature engages
me in that content. The Translation feature on
Facebook is allowing the global audience to
interact seamlessly on the social media platform
with each other. Facebook has a massive user base
worldwide and the number presently is 1.5 billion
active users. However, only 50 percent of the
Facebook community speaks English, and the rest
of us cannot communicate in each others native
language. Facebooks translation tool is targeted
to help non-English speakers so that they can get
relevant information and participate in
discussions and events. All users on Facebook are
empowered with their own tool for translating
posted text.
7
Leaders in the industry have quickly recognized
and adapted to this trend and are ensuring
multilingual content on their social media
platforms as well. As you get your messages to
potential customers in their native language,
there will be a higher possibility of likes or
retweets and maybe even shares. If you carry out
your business in diverse international markets
and would like to expand in new markets it is
important to diversify with regard to language.
Adopting a multilingual strategy is critical as
it will help your company to stay ahead of the
curve.
Thank You..
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