Dr Aleksej Heinze@AleksejHeinze

helping your organisation to develop international networksbusinessculture.org

This project has been funded with support from the European Commission. This publication reflects the views only of the author, and the Commission cannot be held responsible for any use which may be made of the information contained therein.

Are there any cultural differences for business done online?

Source: internet-map.net

Source: internet-map.net

Where are your prospects?

Survey of 31 European countries

Most popular social networks amongst Enterprises (SMEs)

Base: 245 responses

In which of the following social media is your company present? (you can select more than one option)

SME Cultural differences - humour

“I know that when "joking" or using slang your message (or the right message) may not come across appropriately.”

SME Cultural differences - trust

“I find people from Scandinavia to be more open in purchasing over the internet and more trusting than Italians for example”

SME Cultural differences - personal qualities

“…you couldn't easily learn Finnish personal qualities (e.g. reserved, humility, straight talking; and others…) which are hugely significant in face-to-face business, just from using e.g. LinkedIn where I feel those personal qualities are largely invisible.”

SME Cultural differences – professional view

“In Bulgaria there seems to be a tendency of mixed usage of social media for business and private purposes. That often looks awkward and could even be damaging for a company's business in given cases.”

SME Cultural differences – customers’ views

“ In Bulgaria some companies occasionally show lack of tolerance for customers' concerns and complaints communicated through social media networks.”

Survey of 31 European countries

Most popular social networks amongst students

Base: 1347 responses

Which of the following social media do you frequently use? (you can select more than one answer)

Cultural differences – no difference?

“I think they are not so important when using social media because social media is simply a way to exchange information”

Cultural differences – no difference?

“social media and communicating with people abroad makes you realize that there are more common things across different countries than you expected.”

Cultural differences – speed of reply

“I generally expect to have a reply to a request sent via SM or email in 24 hours; Instant messaging should be replied ASAP max after a couple of hours after posting.”

Cultural differences – all good!

“My FaceBook is full of Chinese, French, Finnish, English and even Spanish updates. I find it very nice that this modern world connects me to people around the world.”

Are we increasingly globally aware ‘netizens’ and national boarders don’t make any difference?

www.facebook.com/passporttotrade2 twitter.com/Passport2Trade

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