An estimated 40 percent of Asian companies used branded media channels, compared to 79% globally.
In a recent Wall Street Journal article titled “Asia’s Digital Dilemma,” MarketWatch’s Senior European Correspondent Aude Lagorce attempts to understand the reluctance of Asian companies to embrace the digital age. A recent study shows that only 12 percent of Asia’s top firms have corporate blogs in comparison with 33 percent worldwide. Even more surprising, only 40 percent of Asian companies use branded media channels (think Facebook or Twitter) for corporate marketing purposes compared to 79 percent of companies globally.
It’s typical for Asians to top the list of technology early adopters. So why is this not reflected in corporate social media? It turns out that the gap is cultural. Industry experts point to three main reasons Asian companies shy away from social media: a lack of control, a hierarchical structure that leaves little room for creativity, and the difficulty in measuring a firm’s return on investment in social media.
In addition, “losing face” is a driving factor in Asian culture, and the inability to control comments by the general public on social media sites troubles Asian executives. These same executives, who often preside over social-media decisions, often are the most out-of-touch with the purpose of social media. Coupled with the fact that measuring their return on investment requires time and money, many executives choose to forego social media altogether.
While the recent recession has boosted the digital campaigns in Asia due to cost factors, Asian companies still have a long way to go. These companies need to understand that social media is a tool for opening dialogue with their customers, not a tool for talking at them. But this will require convincing Asian executives to experiment with social media in the first place, and it won’t be until more large corporations celebrate successful campaigns that they will be willing to do so.
