"The fact, that the use of social media in Asia multinational companies that have more than doubled compared to last year highlighted 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 direct face to face is far more important than interaction with Facebook," he said.
The main finding of this study found the fact, that 81 percent of leading companies in Asia that have social media accounts, doubling of the number in 2010 and in line with the 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 networks 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 the 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 surveyed companies 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 brand by means of strategic, structured, and measurable in social media," said Charlie Pownall, Lead Digital Strategist for Burson-Marsteller Asia Pacific.
"The decision makers in companies in Asia in anticipation of the crisis that developed web-based crisis and the impact on their business within the next 12 months. Therefore, we focus more sharply aware of the reputation of a proactive management and participation in higher online discussions in the future, "he added.
Video channel
Meanwhile, the percentage of 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-up.
Currently, the 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, need to be evolution in the use of words and rhythms of marketing or corporate communications," said Bob Pickard.
"What's more, companies need to adopt a mindset that prioritizes activities and act in a transparent hearing. 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 conducted 120 major companies in 12 markets in Asia Pacific: Australia, China, Hong Kong, India, Indonesia, Japan, Malaysia, Philippines, Singapore, South Korea, Taiwan and Thailand . 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 Asia-Pacific region since 1973, Burson-Marsteller Asia Pacific region until today has 35 offices and affiliates in 16 countries are integrated into a network of global operations in 98 countries
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