Are there any cultural differences for business done online? Passport to Trade 2.0 European Project surveyed over 1500 individuals in 31 European countries and suggests that increasingly social media is making our into global citizens. The online survey respondents highlighted cultural differences in issues such as attitudes to Humor, Trust, ability to learn about the individual, mixing of personal and professional identity as well as different approaches to customer feedback online. However, students did not see any major cultural differences which suggests that the new generation of consumers is will less concerned about the national boarders and cultures. Two other findings are in relation to the most popular social networks used – Facebook is the dominant platform but business users prefer to use LinkeIn and students use YouTube as the second most popular network. Share your views about your social media experience with us – do you agree that there are any cultural differences? www.facebook.com/passporttotrade2 twitter.com/Passport2Trade businessculture.org

1. helping your organisation to
develop international networks
businessculture.org
Dr Aleksej Heinze
@AleksejHeinze
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.

3. Are there any cultural
differences for business done
online?

4. Source: internet-map.net

5. Where are your prospects?
Source: internet-map.net

6. Survey of 31 European countries
Most popular social
networks amongst
Enterprises (SMEs)

7. In which of the following social media is your company
present? (you can select more than one option)
Base: 245 responses

8. SME Cultural differences - humour
“I know that when "joking" or using
slang your message (or the right
message) may not come across
appropriately.”

9. 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”

10. 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.”

11. 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.”

12. SME Cultural differences – customers’ views
“ In Bulgaria some companies occasionally
show lack of tolerance for customers'
concerns and complaints communicated
through social media networks.”

13. Survey of 31 European countries
Most popular social
networks amongst
students

14. Which of the following social media do you frequently
use? (you can select more than one answer)
Base: 1347 responses

15. 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”

16. Cultural differences – no difference?
“socialmedia and communicating
with people abroad makes you
realize that there are more
common things across different
countries than you expected.”

17. 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.”

18. 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.”

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

20. www.facebook.com/passporttotrade2
twitter.com/Passport2Trade
businessculture.org