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Top Asian companies have branded corporate social media presence

Anuradha Shukla | Oct. 31, 2011
Companies using social media channels for corporate marketing and communications.

Eighty-one percent of top Asian companies have a branded corporate social media presence, according to the 2011 Asia-Pacific Corporate Social Media Study by Burson-Marsteller.

The study by the global public relations firm indicates that 84 percent of these companies use social media channels for corporate marketing and communications.

The number of companies listed on The Wall Street Journal's Asia 200 Index has increased about 40 percent from 2010 and this increase shows that the gap between top companies in Asia and Fortune 100 companies is slowly decreasing.

About 31 percent of companies use at least three social media channels and only 19 percent of companies still have no official corporate social media presence.

"The fact that twice as many Asian multinationals are using branded social media channels this year compared to last underlines the opportunity for global corporate communications on digital platforms based in Asia," said Bob Pickard, president and CEO of Burson-Marsteller Asia-Pacific. "Companies in Asia are approaching Western levels of adoption but there's a long way to go when it comes to community engagement in cultures where 'face' remains more important than Facebook."

Micro-blogging

The Burson-Marsteller Asia-Pacific Social Media Study reviews and analyses social media activity by 120 major companies across 12 markets in Asia Pacific -- Australia, China, Hong Kong, India, Indonesia, Japan, Malaysia, Philippines, Singapore, South Korea, Taiwan and Thailand. 

Findings of the study show that 28 percent of companies use micro-blogs for corporate marketing and communications, and overall, companies in Asia continue to use social media to 'push' news and information at users, rather than engage in discussions.

Only nine percent of firms surveyed use corporate blogs for corporate marketing and communications.

"Companies in Asia currently lack the perspective and resources to develop and protect their brands in a strategic, structured and measurable manner using social media", said Charlie Pownall, Burson-Marsteller's lead digital strategist for Asia-Pacific. "Asia-based corporate decision-makers expect Web-based crises to impact their businesses in the next 12 months; hence we expect a much sharper focus on proactive reputation management and greater participation in online conversations going forward."

 

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