80 Percent of Asia to Optimize Social Media Company

The study was initiated by global communications consultancy Burson-Marsteller, "2011 Asia Pacific Corporate Social Media Study" states, as much as 80 percent of Asian companies listed in The Wall Street Journal's Asia 200 Index has had an account on social media. This figure increased by 40 percent compared to 2010.
However this is still difficult to apply in a culture that still adhered to the belief, that directly face to face is far more important than interaction with Facebook.
- Bob Pickard

Today, with significant growth according to the data, leading companies in Asia that are in positions that do not differ much with the companies included in the Fortune 100 list. Recorded, 84 percent of these companies are using social media channels for marketing and corporate communications.

"The fact, that the use of social media in Asia multinational company that has more than doubled compared to last year highlights an opportunity for global corporate communications on the digital platform based in Asia," said Bob Pickard, president and CEO of Burson-Marsteller Asia Pacific.

"Companies in Asia are now adopting the approach of the West, but it is still difficult to apply in a culture that still adhered to the belief, that directly face to face is far more important than interaction with Facebook," he said.

The main finding of this study found that 81 percent of leading companies in Asia that have social media accounts, has doubled the number in 2010 and in line with 84 percent of global companies listed in Fortune 100 list.

As many as 31 percent of the company's use of social media at least three channels, which increased three percent from a year ago. Some 30 percent of companies use social networking for marketing and corporate communications and increased 20 percent from a year ago. Another fact is, 28 percent of companies use micro-blogs (Twitter) for marketing and corporate communications, increased 18 percent from a year ago.

Overall, companies in Asia continue to use social media to promote news and information to users, rather than engage in a discussion. As many as 33 percent of activity throughout the Asia Pacific region focusing on media and influencer outreach, compared to interactions involving topics such as CSR or corporate Thought Leadership. Only nine percent of companies surveyed use blogs for marketing and communications company, although blogs can really help to explain complex topics.

"Companies in Asia at present have an inadequate perspective and resources to develop and protect their brands in ways that strategic, structured, and measurable in social media," said Charlie Pownall, Lead Digital Strategist for Burson-Marsteller Asia the Pacific.

"The decision makers in companies in Asia anticipate the crisis that developed from a web-based crisis and the impact on their business within the next 12 months. Therefore, we are aware of a sharper focus in a proactive reputation management and higher participation in online discussions in the future, "he added.

Video channel

Meanwhile, the percentage of the leading companies in Asia that memanfaatka video channel increased by 50 percent from 12 percent last year. This is still below the global average, namely 57 percent, as stated by Fortune 100 Social Media Check-ups.

Today, video has become very popular on the internet and can easily create a conversation. However, most of the company's video channel is used for means of marketing the product.

"To reach the current stakeholders, necessary evolution in the use of words and rhythm of marketing or corporate communications," said Bob Pickard.

"What's more, the company should be able to adopt a mindset that prioritizes the activity of listening and acting in a transparent manner. And, they also must understand how to respond to negative comments that can be expressed openly and increased spread more widely," he said.

The Social Media Study Burson-Marsteller to review and analyze social media activities are carried out 120 large companies in 12 markets in Asia Pacific: Australia, China, Hong Kong, India, Indonesia, Japan, Malaysia, Philippines, Singapore, South Korea, Taiwan and Thailand . A survey of these companies including 10 large companies from each country as listed in the Wall Street Journal Asia 200 Index in 2010.

Burson-Marsteller Asia Pacific is a consulting firm for communications in the Asia Pacific region and internationally. The company operates in the Asia-Pacific region since 1973, Burson-Marsteller Asia Pacific today has 35 offices and affiliates in 16 countries are integrated into a network of global operations in 98 countries.