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How Google Gets Hyperlocal Social Right

Posted Under: Social Pros Podcast
Hosted By

Daniel Lemin

Convince & Convert

Hannah Tooker


Leanna Pham

Convince & Convert
About Social Pros Podcast:

Social Pros is one of the longest-running marketing podcasts in existence (10 YEARS and counting), and was recently recognized as the #1 Audio/Podcast Series by the Content Marketing Awards.

Our purpose? Making sure that we speak to real people doing real work in social media.

Listeners get inside stories and behind-the-scenes secrets about how teams at companies like Google, Reddit, Glossier, Zillow, Lyft, Marvel, and dozens more, staff, operate, and measure their social media programs.  With 600+ episodes, the Social Pros Podcast brings the humanity of social media to the forefront, while providing incredibly useful marketing strategies that listeners can immediately implement.

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To inquire about becoming a guest or show sponsor, please email our Executive Producer, Leanna Pham, at

Apple Podcast Reviews:

The Social Pros podcast has quickly become a favorite in my feed! I'm consistently impressed by the engaging conversations, insightful content, and actionable ideas. I truly learn something every time I listen!

@Arlie K

This is absolutely an awesome listen for anyone in communications or social media!!


This podcast has become one of my staple weekly podcasts for learning about marketing! Love the conversations that they have and it's always enjoyable and educational!


Love the podcast - informative, in depth and spot on for any business size.


Tiara Christian, Head of EMEA Social Media, PR at Google, joins the Social Pros Podcast to chat about how Google localizes content worldwide to stay super relevant.

Localizing Content on a Global Scale“When it's hyperlocal, that's when people actually care. That’s when they stop and listen.”

No one quite does “global” like Google. But how does such a mammoth in the online world stay relevant and targeted across different countries, languages, and cultures?
Tiara Christian, Head of EMEA Social Media, PR at Google, explains just how Google pulls it off.
In this episode of the Social Pros Podcast, Tiara discusses how Google approaches local messaging to make content hyperlocal and relevant to all types of audiences. She takes us through what it’s like to work at Google, how collaboration across departments works, and how she manages working as a mighty team of one.
Tiara also reveals details about how Google uses data to understand what users really care about and want to see.

In This Episode:

  • 5:56 – How Tiara balances local messaging with Google’s needs
  • 8:11 – The strategies behind hyperlocal content
  • 9:50 – How Tiara coordinates with a huge company like Google
  • 12:37 – Tiara takes us through one of her biggest campaigns at Milan Fashion Week
  • 15:56 – How Google uses data to understand what people care about
  • 19:35 – How Tiara operates as a mighty team of one
  • 22:33 – One piece of advice for those agencies supporting big clients
  • 24:31 – How Tiara balances content creation with social listening and engagement
  • 27:03 – Advice on working with ambassadors
  • 30:21 – Tiara explains what it’s like working for Google
  • 35:30 – Tiara’s advice for those who want to engage with audiences outside the U.S.
  • 38:16 – Tiara’s top tip for anyone looking to become a social pro
  • 40:01 – Who Tiara would pick for a video call

Quotes From This Episode:

We have to make people stop scrolling by making sure the content is super relevant to them Click To Tweet
“We as Googlers are in a position to make it feel very local because, at the end of the day, we’re still people, and we know what actually gauges our interest and what we would love to experience.” – @the_curiousdoer
“Make sure you’re working with global teams because when you localize content, there are cultural differences in what we say and how we deliver messages.” – @the_curiousdoer


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