The Twitter study that we recently conducted showed us that 20% of all tweets by Dutch speaking people are in English. English seems to become the common social media language. It makes sense of course: our followers are speaking different languages, so if they need to understand us, there is only one way: tweet in English!
It’s learning for brands and companies, I think. Even your brand is only operating in the Dutch/Flemish market, it becomes important to follow English conversations as well from people living in your market. Next to that: Twitter has no geographical boundaries. We should start to question the regional organizational structure of many companies. Still, a lot of companies try to control communication flows between different markets. Well…good luck!