Translating and generating content is nothing new for language service providers. From press releases to brand campaigns, this genre of written material comprises a significant portion of the jobs that land on a translator’s or editor’s desk. So why should a new format for marketing copy pose such a hurdle?
Industry veterans have steered clear of social media for too long, brushing it off as a “passing fad” or “not relevant to this line of work,” when in fact the medium holds huge opportunity for lovers of language. The heightened challenge of localizing witty turns of phrase within strict character limits and almost instantaneous turnaround times demands new levels of creativity, but not without merit.
Translators and editors of social media content have to don many hats: language professional, copywriting guru, company insider and industry expert. The job requires a deep insight into the target groups, whether customers in a geographically small area or business partners across industries and across the globe. After all, in social media more than any other medium, it’s all about authenticity.