Business Times

Social networks; Large Asian corporations increase exposure but engagement remains low: New study

Asian companies listed in the Fortune Global 100 show the greatest year-on-year increase in official Facebook presence, though many are still reluctant to engage stakeholders through this platform, according to the Burson-Marsteller Global Social Media Check-up 2011.

The study examines the Fortune Global 100’s use of popular social networking platforms such as: Twitter, Facebook, YouTube, corporate blogs and local and language-specific social media, according to a statement released in Singapore and issued locally by the agency’s Sri Lanka unit, Bates.

While a global increase of 18% in Facebook engagement was driven by a 25% increase in Asian companies on the list building a presence on the social network, Asian companies continue to miss opportunities for engagement with online stakeholders. While Asian corporate Facebook pages saw a 406% increase in stakeholder ‘Likes’ and 60% of Asian companies in the study allow fan posts to their pages, only 28% of these pages routinely responded to fan posts.

“While the increase in social media adoption in Asia is in part due to greater investment in this area for local marketing, much of the growth is driven by established Asian multinationals using social media to reach new audiences abroad,” said Bob Pickard, president and CEO of Burson-Marsteller Asia-Pacific. “We expect to see this trend continue as other Asian companies become more comfortable with the interactive nature of social networks and take the opportunity engage their stakeholders directly on these platforms.”

On Facebook, 74 % of companies allow users who ‘like’ their page to post on their page ‘walls’, and more than one-half (57 %) of companies are responding to these posts and comments. The US companies lead the way on Facebook interaction with 89 % of companies allowing posts and 72 % of companies responding back.

In terms of growth of adoption, 67 % of Asian companies in the Fortune Global 100 are now using at least one social media platform, up from 50 % 12 months earlier, while the number of US and European companies using social media remained virtually flat at 89 and 84 %, respectively.

“Global companies are now demonstrating greater comfort with the interactive nature of social networks and are more willing to engage their stakeholders directly on these platforms,” said Burson-Marsteller Worldwide CEO Mark Penn.

Top to the page  |  E-mail  |  views[1]
SocialTwist Tell-a-Friend
Other Business Times Articles
No strikes, unrest at Sri Lanka’s model university in Badulla
SEC mulls regulating bank guarantees to stop casino culture
Seylan to shed 250 jobs in April
Ashok Leyland Colombo bourse trades to be probed
Lankan firm builds Uganda’s largest hydro power plant
Army grounds clears for Shangri-La
Lanka’s ‘Achcharu’ education system
Today’s complicated education system creates misfits in society
Increase fuel prices, pleads LIOC
Lankan tea veteran Bryan Baptist trains Turks in tea-tasting
SLT Group records Rs. 50 bln revenue, Rs. 5.96 bln pre-tax profit
Now an effective non-toxic wood preservative from Sri Lanka’s premier scientific research agency
Raigam looks for its salt’s worth with confectionary firm
Social networks; Large Asian corporations increase exposure but engagement remains low: New study
Lankan ambassador Jayatilleka on Global Advisory Council on Climate Change
Clutch-free motorcycle now in Sri Lanka
Nokia outlines new strategy, broad strategic partnership with Microsoft
FITIS, IISEIE launch Sri Lanka ‘High-Tech Economy Survey’
Beating the high cost of living at a ‘Food Mart’
Eight banks to disburse World Bank $57.4 mln facility for small enterprises
Prof. Uditha Liyanage on the ‘New Mod-tradi Consumer’
Commercial Bank breaks Rs 5 bln PAT barrier in 2010
UN Global Compact picking up across the world
HSBC joins IUCN to restore the Warawewa Tank
Free Lanka launches Rs 1.5 bln IPO
Sri Lankan exporters again advised of the US GSP lapsing
Dubai's pearl heritage makes a comeback with trade
Call for political support to build green buildings in Sri Lanka
The Finance Company makes structural changes
Commercial Bank helps families displaced by conflict
Citrus' two hotels to go public
IFC, Sanasa Development Bank to help micro entrepreneurs
United Motors unit sells stake to Janashakthi group firm
World Cup: Many Sri Lankan stakeholders set to benefit
SEC to announce rules on cross border listings in March
IPOs galore with another - Union Bank IPO oversubscribed
Sri Lanka promotes renewable energy to face the depletion of fossil fuel
76% YoY consolidated revenue growth for Carson’s-owned Bukit Darah
Bartleet TransCapital reports sharp hike in growth and profits
Fitch upholds SLT's 'AAA(lka)' / Stable
NDB says core banking profits up 34% in 2010


Reproduction of articles permitted when used without any alterations to contents and a link to the source page.
© Copyright 1996 - 2011 | Wijeya Newspapers Ltd.Colombo. Sri Lanka. All Rights Reserved | Site best viewed in IE ver 8.0 @ 1024 x 768 resolution