The world wide web is indeed worldwide, but it is a big mistake to assume that all countries use it in the same way. The differences that make humankind such an interesting species are reflected on the internet, and woe to those who fail to notice this.

“We tend to find that people don’t think about differences when putting together a web strategy,” says Ciaran Norris, social media director of Altogether Digital, a London-based agency. “They assume that what works in their country works everywhere.”