Rethinking Your Global Brand’s Social Media Setup

One Brand. Many Markets. One Big Decision.

There’s no one-size-fits-all answer. But there is a framework for deciding what works best and more importantly, what performs.

Too many brands launch 10+ country handles without the resources to maintain them. Others run one global page that fails to connect locally. Either way, it leads to missed reach, diluted messaging, and poor performance tracking.

Let’s Break It Down

Option 1: One Global Handle
✅ Easier to manage
✅ Unified brand voice
✅ Centralised analytics
❌ Can miss cultural nuance
❌ Content may underperform locally
❌ Limits influencer and community engagement

Option 2: Local Handles by Market
✅ Enables localised content that resonates
✅ Stronger community building and creator partnerships
✅ Local KPIs and campaigns
❌ Resource-heavy (content, moderation, reporting)
❌ Risk of brand inconsistency
❌ Difficult to scale with quality

The Real Question: What’s Your Operating Model?

Your handle strategy shouldn’t be based on what your competitors do — it should be based on your internal structure and goals:

• Do you have local teams and budget to support regional pages?

• Are you launching country-specific campaigns or global ones?

• How unified is your brand voice across regions?

• Can you manage performance tracking across markets without silos?

Without these answers, your structure will collapse under its own complexity.

The Pulse Approach

At Pulse, we build scalable content strategies that balance global brand equity with local relevance. Sometimes that’s one global handle with geo-targeted posts. Sometimes it’s a hub-and-spoke model: one global page plus a few key regional accounts.

What matters is that your teams work from one playbook, with shared KPIs, predictive performance tools, and cross-functional alignment across influencer, content, and paid.

Because structure without strategy is just noise.

What Needs to Happen Next

• Audit your existing handle setup. Are pages delivering ROI, or draining resources?

• Align global creative with local media and influencer teams. The content should work across formats, not just across regions.

• Build one dashboard for social media KPIs by market. Centralise performance, decentralise creation.

• Decide based on business goals, not just audience growth. This is about scalable operations, not vanity metrics.