Nowadays, machine translation is one of the most important factors in businesses. Companies must provide information to customers, staff and their partners in different languages as soon as possible, preferably in real-time. The impact of social media on a global communication can cause the development of the next evolution of machine translation. Platforms such as Facebook or Twitter are increasingly used by companies to communicate with customers to understand their needs. Companies wanting to enable customers speaking in different languages to communicate with them online should pay particular attention to social media.

The ability to translate conversations and comments in real time will enable companies to interact with a huge crowd of users. If the customer cannot find the information on the website of the corporation, will look for it anywhere. Since at the present time employees of companies can be found in every corner of the world, it is essential that the flow of information within the company and external interaction should be possible in a wide range of languages. Corporations constantly seeking new ways to increase revenue decide to enter new global markets. This can be done in the traditional way or modern using the Internet and the so-called Web 2.0. Daniel Marcu (pictured), who is the chef science officer in machine translation company SDL, said that “Global businesses must provide digital content and self-service processes in the language the customer speaks. Without the content being localised, a company risks offering a poor customer experience and eliminates their chances of repeat users. Additionally, it limits entry in some countries or markets altogether”.

Marcu said that: "What should not be overlooked, as companies expand globally, is the need to communicate and collaborate internally across languages and cultures". In the survey, which was carried out recently, was attended by over 5700 participants from the USA, UK, Australia, France, Italy and Germany. The aim of the survey was to find out what the client wants entering the website of the company. It found that 71% of them are in need of help for 5 minutes. 48% of them will leave a website if you do not receive the items of information. Marcu said that: “In a traditional translation framework, it can be difficult to deliver global content to meet these expectations”. Companies that will work in social media will have the opportunity to acquire additional customers because they can watch their existing customers talking with friends, suggesting their ideas and expectations about the topic. Translation Management Automation is the section that should be a part of each enterprise.

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