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The key challenges2Multiculturalism is at the core of the link between the European Union and democracy and is the fruit of the formation of the internal market. While distance is slowly being vanquished by electronic communication, turning those situated far apart in to neighbors, more and more information is being shared every day without necessarily taking in to account different national audiences. Communication needs to address the question of one-size fits all. Does it?

The greatest challenge in my view when speaking of a communications campaign, particularly within the fusion of cultures that is Europe, is understanding the target audience in each individual country. Identifying whom our content is targeted to is the very first step we need to take before planning the content for a campaign – but it doesn’t end there. Our marketing activity needs to be approachable, personalised, culturally sensitive and original all at the same time. It is therefore necessary to adapt the tone of the campaign according to the platform and the language being used.

The EU has noticed these issues. In 2013, it launched a project for a ‘New Narrative for Europe’. Beyond creating an active online space addressed to young Europeans from across all EU 28 countries, one of the key goals is to develop a cohesive communication package that coordinates multicultural events. This meant more than just using social media to promote campaigns, it meant bringing people together.

On the top of that, I still would like to bring up how important is monitoring multiple accounts on social media and evaluating them. Luckily, we can underpin many tools such as Buffer, Topsy, Hootsuite and Brandwatch among others. Not forgetting to mention the standards like Facebook insights, Twitter and Google Analytics among others.