Worldwide Success

One of the most exciting aspects of working on the internet is that it is global.  It gives you the possibility of reaching out to and collaborating with people from many cultures, languages and diverse ethnic backgrounds, in ways that were not possible just a few decades ago.  In order to truly take advantage of this powerful medium you need to learn to be global.  But what exactly does it mean to be global?  It means not only being aware of the differences between cultures and the uniqueness of each country or cultural group, but actually embracing those differences.  This article will discuss some essential elements in your quest to be global.

Language

Language is an intrinsic element of culture.  Although English is the global language of business, if you want to be effective in reaching out to people globally you need to communicate in their language.  The use of languages other than English in the blogosphere keeps rising.  In fact, according to Technorati, English is no longer the most used language for blogs, and accounts for less than a third of all blog posts.   Here is the ranking of the ten most popular languages for blogs:

1. Japanese
2. English
3. Chinese
4. Spanish
5. Italian
6. Russian
7. French
8. Portuguese
9. Dutch
10. German

Technorati warns that there are some caveats that apply to how these languages are tracked and states that they are probably underestimating the use of Korean and French languages.  English and Spanish are used across many countries while Japanese and Chinese seem to be more regional in nature.

As the internet becomes more accessible throughout the world, the tendency is for more people to use their native languages when accessing the internet.  Therefore, if you are looking for the potential to reach the most people via the internet, you may be interested in knowing the 5 languages spoken by most native speakers, according to Wikipedia:

1. Mandarin Chinese
2. English
3. Spanish
4. Hindi
5. Portuguese

Of these five languages, only Hindi is not already in the top 10 languages for blogs.

Multi-Cultural Communication

Another key element of addressing a global audience is to be aware of cultural differences and to perfect multi-cultural communications.  Americans have a clear disadvantage here due to the geographical isolation and homogeneity of the North American continent, when compared to the diversity of cultures and languages in Europe.  However, this disadvantage can be overcome with some training and experience dealing with a global audience.

Being aware of simple rules and sensitive areas to avoid will help you come across as a well-prepared, culturally-aware global citizen, and help prevent the many faux-pas that have resulted in the expression “Ugly Americans”.   A great article that discusses this very topic is “How not to be a cultural knucklehead in a global business world”.  I have take the liberty to expand upon some of the discussion point that started in that article:

1. Use the appropriate level of formality

Calling someone by their first name is not always appropriate.  Nicknames such as Chuck, Bill or Dave, should only be used when the person refers to himself as such.  It is a good idea to find out how you should address people before you do.  You can ask someone you trust or simply watch how locals do it.

2. Learn  the local measurement system

Most of the world uses the metric system.  Take the time to learn basic measurements in metric such as degrees Celcius instead of Farenheit, and meters instead of feet, and use them appropriately.

3. Come up to speed on world news

Watch world news to become aware of what it going on in the world.  Most American news channels do a poor job of reporting on world events.  A good source of world news is BBC.

4. The only sport analogy you are allowed to use is in reference to soccer

Unless you are talking about the most popular sport in the world, soccer, avoid sports analogies altogether.  Expressions such as “Punt”, “Curve Ball” or “Home Run” mean nothing to most people.  By the way, the World Series does not qualify as a global sporting event, and soccer is football anywhere outside the US.  

5. Be aware of body language

Avoid using signs altogether.  The OK sign in Brazil means something totally different and is offensive.  A head shake in certain parts of India could be a sign of agreement.  If you sit with your legs crossed and show the sole of your shoe in an Arabic country, you would be offensive.  Do not assume anything in this arena.

6. Be aware of national holidays

This is especially important when arranging meetings when visiting a foreign country.  A good resource for checking national holidays in other countries is the World Calendar.

7. Avoid discussing war or foreign policy

American foreign policy is not viewed positively in many parts of the world.  Avoid this subject altogether.

8. Be aware of times and dates

Not everyone is familiar with American time zones.  When referring to time with a global audience, it is always good practice to refer to Greenwich Mean Time (GMT) which is a global standard.  The MM-DD-YY date format used in the US is not universally accepted.  Make sure you do not get the month and day mixed up.

9. Speak clearly, avoid slang, and don’t assume anything was understood

Just because someone speaks English, do not assume that they understand everything you say.  Most non-native English speakers learned it in school, and even though they technically know the language well, they may not understand spoken English as well as you would expect.  As a courtesy, speak slowly and clearly, and avoid using slang.  It is not uncommon for non-native English speakers to shake their heads and smile at you even though they have not understood a word of what you said.

10. Be aware of expectations

Commitments may mean different things in different cultures.  Don’t necessarily assume you have a deal closed based on your perceptions of what was agreed upon in a meeting.  Your expectations of what people mean when they make a commitment may be very different than theirs.

 

Culture is a vast, multi-faceted subject.  The more culturally aware you become the better you can deal with the fascinating opportunities that are unfolding in this interconnected world.  Here are a few blogs that discuss cultural issues and other topics of global interest:

Global Culture

The World is Wide

World Citizen

Global Voices Online

I hope these references are helpful to you.   Be Global.

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