  We present in this paper a multicultural approach to social media marketing
analytics, applied in two Facebook brand pages: French (individualistic
culture, the country home of the brand) versus Saudi Arabian (collectivistic
culture, one of its country hosts), which are published by an
internationalbeauty \& cosmetics firm. Using social network analysis and
content analysis, we identify the most popular posts and the most influential
users within these two brand pages and highlight the different communities
emerging from brand and users interactions. These communities seem to be
culture oriented when they are constructed around socialization branded posts
and product-line oriented when advertising branded posts are concerned.
