Global Content — when is a language one too many?

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One of the most important decisions to be made is how many languages your Global Content should be translated into. Of course, you’ll want your collateral to be localized for your organization’s most important markets, but the more languages, the higher the costs.

You also need to take into account the fact that some languages are more expensive to translate, while others will require additional website/asset development to support them. For example: Arabic and Hebrew are read from right to left, so the page layout would have to change to accommodate this.

 

Policing language on the world’s biggest social platform

A current flashpoint in the digital sphere is the Facebook data scandal and how it underscores the strategic value of content worldwide. We all know the story by now, but what’s truly interesting is the aftermath and how Facebook and CEO Mark Zuckerberg are attempting to solve the rather large Global Content problem they have on their hands.

Right now, there are plans to develop a global model that utilizes “sophisticated artificial intelligence (AI) tools to identify and remove offending and dangerous entries” while avoiding censorship. Zuckerberg and his cohorts are essentially retrofitting Facebook’s Global Content processes on an unprecedented scale using multitudinous, real-time data entries from different language-speaking users in almost every country of the world. Thanks to Common Sense Advisory, we’ve got a pretty good idea of what this large-scale endeavour will (and should) involve:

  • Using algorithms as stand-in editors to decide which content users can access
  • Training the AI engines, which Zuckerberg projects will take 5 to 10 years to achieve success across varying categories of material
  • Recruiting and training thousands of reviewers to vet offending content
  • A Chief Content Officer to oversee the efforts to strike the right balance around the world

It’s mind-boggling, really, and also a pretty convincing argument that sometimes less is more when it comes to languages. However, in Facebook’s case, the company would have never experienced such exponential global growth had they not adapted their platform to the many different countries of the world. So while their Global Content Strategy was strong enough to get them where they are today, the regulation thereof let them down, resulting in the platform’s deterioration into something of a stream-of-consciousness free-for-all. Here’s hoping they can employ the right advisors to get them back on track.

Choose the right Global Content Partner to make the right decisions for your business

With statistics as your friend, business strategy as your guide, and a Global Content Partner to pull all of your collateral threads together, your Global Content Strategy will cater to your respective markets using the dominant spoken languages for unparalleled brand communication.

Rubric is the trusted Global Content Partner you’ve been looking for. Get in touch with a specialist today.

Françoise Henderson

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