The comforting phrase "social is local" has echoed through marketing departments for a while now. Comforting because it suggests it's enough to have experienced, tech-savvy people, who know their own community backyard, representing the brand on the ground. No question, local intelligence is vitally important. But as this year unfolds, we're going to see some shifts in how social-media marketing operates around the globe. Call it a new form of "social migration" that global marketers, in particular, should pay attention to. In what ways do you think cultural consideration an important element in global marketing communication in relation to social migration in the new digital world?