Nothing new there.
The term has been around for decades now. Whether it be the different blend of Coke in Mexico to the US; the way Nescafe instant coffee tastes different in France than the UK, the fact that The Big Mac is replaced with the Chicken Maharaja Mac in India
In fact, in 2012, MacDonalds announced(1) that with the fact that 40% of Indians being vegetarians, they would also be setting up vegetarian outlets there as well
Of course, this Thinking Global and Acting Local ( sometimes shortened to being Glocal), also applies to advertising
A Ford Focus is launched like this in the UK
But like this in Italy
A Starbucks looks different in York to one in Tokyo
So why on earth do some global Brands think Social should be any different?
If you are one of those brands, then here are 9 reasons why you should focus your Facebook activity locally
(1) MacDonalds to beef up in India with meatless menu