Metadata connecting language to the big picture
Welcome to part 6 of my series, “Globalization Motivation,” where I oversimplify in order to evangelize localization, globalization and above all collaboration. Let’s talk metadata.
Metadata is everywhere. Stamped on our assets, in our CRMs, and our CMS’s, even our spreadsheets. It’s completely devoid of emotion and bias. Pure facts. Metadata travels around the world and should live forever. How does this pertain to language?
I would like you to imagine metadata as the important information that needs to travel with your assets. Assets themselves have complex relationships and they usually live in a content management system (CMS). Assets are the components of CONTENT. Content can be a physical product or marketing deliverable (the outcome). We have parts of a whole and can dissect the project by the pieces and a final result.
Language is an asset
We can look at language in a variety of ways. Translation is broken up into sections, strings. The translation management system supports everything: translation, budgeting, project management, and communication. Translation management technology is unique from any other content management system in that text has data and relationships such as language, vertical, wordcount, and assigning tasks. The complexity of text has made it something that cannot be managed in an ordinary content management tool and it needs to integrate into a multitude of projects. However, text, as with any other type of asset, travels, and needs to be supported with background and context.
When working with one propriety enterprise platform some years back, I actually needed to relate pieces of legal text with marketing deliverables (web pages, posters, video, etc.). Believe it or not, I actually took screen grabs of the copy as it needed to appear (and not translated), keep track of it with the respective metadata (time window, country availability, deliverable, usage). It sounds crazy, but in my mind, this was an asset that needed to be tracked in addition to the images because I was responsible for the delivery and execution of that text. This was, of course, years before I was exposed to CAT tools and the translation management process.
I’m assuming that my brain is wired differently because I managed assets and I look at text as a vital component that has a relationship to a larger outcome. A creative looks at a web page and sees images and copy. The engineer looks at that same webpage and sees code. We’re all viewing projects differently based on our function and tasks. But it’s all for the SAME web page.
As an international creative producer, I look at the big picture and all of the little pieces needed to achieve the end goal. This includes strategy, stakeholders, user experience, digital assets, code, copy, schedule, and of course the versioning, as the end result needs to travel globally.
Text requires translating, transcreation, or new copy written completely in another language. Graphics will require re-creating, layouts, and user experience adjustments. I want to be able to track, dissect, and report on the performance, budgets, expiration, and legal issues. Oh yeah, can I access all of this information in one place? Not if I want to avoid engineers crying.
The overall content production process is evolving. When we look at a final project and break down the components, what do we have? Text, imagery, code, physical assets, etc. These are all part of a project and projects can be connected to each other, as well.
The context for language
What sort of metadata should travel with text? That depends on the function of the person who works on a project. If you are a translator or a linguist, you need information - or what is referred to as CONTEXT - to do a great job with the least amount of versioning. What is this text being used for exactly? Who is the user or customer? What action do we want to be taken? How much information can we give the PEOPLE who work on the language component?
Projects were not always so complex. However today, we live in a digital world. The competitive global marketplace has increased the demand for language and additional adaptation for various international locales. The result is that we are seeing not only the increased demands on language service providers but also the real strategy behind what is the best OUTCOME for the end user. I believe that translators and linguists should have everything they need to do the best job possible. This includes current glossaries, style guides, even buyer personas, and ideally the final outcome where the language will appear.
There is a saying, “It takes a village.” This refers to the many people and supporting technology required to get to a successful result. Normally, metadata is something we don’t think about unless there is a problem. However, my experience has taught me about complex projects with moving pieces in a wide variety of global markets. We can empower our teams and partners with everything they need to be set up for success.
Language strategy and metadata should be top of mind
I don’t believe that a single enterprise system would work for every function. However, I see the benefits of metadata for the language industry, which would be any information that would aid a language professional. This includes not only current documentation but also any pertinent information that would be beneficial. This can be anything that would impact the final result. I also want to be able to relate the linguistic strategy to specific projects, globalization strategy, and the overall brand.
Collaboration to replace garbage in garbage out
Garbage in, garbage out is a phrase that you may hear in engineering circles. It means, it’s just data, or for this discussion, the metadata that needs to travel with an asset. It is all simply code. This is a very siloed approach because if we collaborate as users and engineers with a common language, we can come to a better understanding of what the smartest way to work should be. If you look at the current localization technology landscape and think about the complexity of content, what adjustments would you like to see as a localization specialist? Are you getting enough CONTEXT?
Metadata is context
Metadata can be seen as utilizing our supportive technology to communicate and collaborate with our team members and partners by sharing useful context so everyone can do a great job. Again, since my goal is to oversimplify in order to evangelize, I’m looking to find exactly where functions overlap and where they are truly unique. Localization remains a very complicated and important function that is necessary to reach a global audience. As a creative producer, I may not view the function of localization the same way as a linguist, but I definitely see the importance for clear communication and bringing every team member and partner together to create incredible things to delight even the most remote customer. Metadata and context empower localization.