Ensuring consistent social engagement across geographies through automation

Jatin Garg

April 24, 20235 min read

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Social media has become an increasingly popular means for brands to connect with customers worldwide. However, as customer databases become more dispersed across different regions, it's critical for brands to listen to and address customer complaints quickly and effectively.

With customers using a variety of social media channels across different regions, managing multiple pages and channels can be challenging. To overcome this, brands often expand their social teams to include representatives in each region. However, this can be costly and may not always guarantee consistent customer engagement. As a result, many brands are turning to automation as a solution to ensure consistent social engagement across geographies.

Table of Contents

Why social engagement matters

Social media can significantly impact customer buying decisions and brand loyalty. Customers often follow brands on social media, read reviews and engage with brand content, which can influence their purchase decisions.

Moreover, customers increasingly use social media to share feedback about products and services. A negative review or post about a brand can quickly reach a large audience and potentially harm the brand's reputation. Therefore, it's crucial for your brand to have a strong presence on social media and actively listen to and address customer demands to prevent negative impacts.

To manage social engagement effectively, many brands now have dedicated social media management teams tasked with providing timely feedback and resolving customer complaints. However, given the scale and complexity of social media management across different regions and channels, automation is becoming an increasingly popular solution to ensure consistent engagement and provide timely resolution to customer demands.

Challenges of social engagement with a global customer base

Managing social engagement across different regions and channels can be challenging for brands and may lead to decreased customer satisfaction and buying intent. Some of the most common challenges include:

  • Inefficient communication: With a large number of customers and channels, manually routing messages to the right team can increase response times and lead to unsatisfied customers

  • Language barriers: Customers may post content in their regional languages, making it difficult for social media teams to understand and respond in a timely manner

  • Fragmented conversations: Customers may reach out on multiple channels, making it difficult for brands to have a complete overview of the conversation under one screen

  • Compliance and tone: With multiple teams answering customer questions, brands may find it challenging to ensure that compliant terms and the right tone are used consistently

  • Agent training and performance: It can be challenging for brands to ensure that every agent is trained to the same standard and performs at a high level consistently

  • Redundant queries: Brands may receive redundant queries, which can be time-consuming to answer and impact overall performance

If you're experiencing these issues with your brand's social engagement, consider connecting with the Sprinklr sales team to explore potential solutions.

What is conversation automation, and how can it benefit your brand?

Conversation automation involves using automation tools to automatically reply to messages or apply actions based on user intent and keywords, without human intervention. This approach can help your brand reduce hiring costs, decrease human effort and streamline repetitive tasks. As a result, you can become more efficient, compliant and provide better customer service at a reduced cost.Conversation automation provides several benefits, including:

1. Centralized conversation management: view all conversations in one place, thereby optimizing user flow and providing a seamless customer experience

2. Sentiment analysis: analyze the sentiment of messages and prioritize responses based on their importance

3. Efficient routing of messages: automate the routing of messages to the appropriate team, reducing response times and improving customer satisfaction

4. Standardized responses: automate the creation of standard responses for frequently asked questions, helping to reduce the workload on human agents

5. Translation: translate inbound messages for agents and ensure that their responses are translated into user-friendly language

Some industry-specific problems and workflows that can improve customer conversations and experiences

Issue #1: With customers scattered across the globe, language barriers can create delays and frustration in communication. It's common for messages to reach the wrong team, causing high response times and decreased customer satisfaction.

Solution: Brands can implement automation and leverage online translation services to overcome language barriers.

By setting up keyword and intent recognition, messages can be routed to the appropriate team. Using translation services, customer messages can be accurately translated into the agent's language, and the agent can respond in their native language. This allows for efficient and effective communication with customers, improving satisfaction levels.

How to use Sprinklr’s translation tool for better engagement?

Social Engagement Img 001

With global conversations happening in multiple languages, agents using traditional tools like Google Translate can face difficulties in selecting the right content to publish.

Sprinklr provides a solution that streamlines global conversations, eliminating the need for agents to use external translation tools.

Using Sprinklr, inbound streams are automatically translated, and outbound streams are controlled to simplify the agent's handling of global conversations. With this solution, agents can respond with ease in the customer's preferred language, without the need for manual translations. By simplifying global conversations, agents can provide the best possible support to customers worldwide.

Issue #2: Even when messages are routed to the right team, agents may struggle with tone and compliance, potentially impacting customer buying intent and brand reputation.

Solution: To ensure compliance and maintain brand reputation, it's crucial to vet messages before they are published online.

Brands can establish clear approval processes within their team, requiring junior agents to seek manager approval before publishing. Additionally, models within tools can be utilized to check compliance, tone, grammar and spelling, providing an extra layer of assurance before messages are published. By implementing these safeguards, brands can maintain their reputation and ensure messaging aligns with brand standards.


Today social media has become a crucial tool for businesses to connect with their customers worldwide. However, managing social engagement across different regions and channels can be complex and challenging. Brands must ensure consistent customer engagement and address customer complaints quickly and effectively to prevent negative impacts on their reputation.

While expanding social media teams in each region is a solution, it can be costly and may not guarantee consistent customer engagement. As a result, many brands are turning to conversation automation to ensure a centralized conversation management system, efficient routing of messages, sentiment analysis, standardized responses and translation.

As a social media manager, you must understand the challenges and benefits of using automation to optimize social engagement across geographies. Adopting conversation automation can improve efficiency, compliance and customer service at a reduced cost while providing a seamless customer experience across different regions and channels, driving business growth.

Supercharge your growth with the most advanced social media management solution today.

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