This is a big deal for many brands where product offerings and regulatory restrictions differ tremendously: Auto, pharma, consumer goods – they all have this issue.

Social media marketing campaigns are a uniquely equipped to handle the nuances of today’s cross-border brand leakage. Because social media conversations are authentic, one-on-one conversations, you have the luxury of pointing individuals to the information (or messaging) that is most appropriate for them. For example, you could direct a young Canadian to US sources of Scion info in advance of the Canadian Scion launch, and notify them of the Canadian offerings when they occur. You could facilitate conversations between passionate brand Molson drinkers on both sides of the border (does it taste different, really?) to spark debate. Same for Gatorade – does Gatorade taste better in Canada because it is served colder?

It is with this opportunity in mind that today I’m excited to announce the launch of com.motion USA. And to make sure we tap the brightest minds we are setting up shop in Boulder, Colorado – the heart of Social Media USA.

com.motion USA’s goal will be to offer global brands the opportunity to embrace social media and inspire authentic conversations between real people. This is marketing in the 21st century.

I’ve been kicking around the social media industry for a few years, and have helped some of the largest global brands think about their social media strategies. (MicroSoft, Pfizer & Chrysler, to name a few.) I’m looking forward to talking with you.