Twitter's rockin' Asia #DBI
The most glaring result from the recent Edelman Asia Pacific Digital Brand Index (DBI) is how fast Twitter has grown in Asia. In most of the markets surveyed, Twitter was the buzziest channel, including Australia, Hong Kong, India, Indonesia, Malaysia and Singapore. In China, where Twitter is not available, Sina Weibo (the local microblogging platform) topped the charts.
This is consistent with many of the other studies on twitter's growth. One by Semiocast, done in July 2010, found that "Asia is now the first and fastest growing region" for Twitter with Japan, Indonesia and South Korea leading the way.
For brands this presents an opportunity and a challenge. While Twitter allows brands another platform to engage with stakeholders, the conversation needs to be very local. Community managers will require deep knowledge in local trends, understanding in how to trigger local buzz and the ability to communicate in local languages to really leverage the opportunity Twitter presents. For some companies, the brand communication has to be done consistently, while differently, across multiple markets.
Australia
China
India
Malaysia
Singapore
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