The most glaring result from the recent Edelman Asia PacificDigital 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.
"This cartoon is about the nature of PR. Unlike most marketing, the game isn’t about writing a check, pulling a lever and waiting for the sales to come in. It’s a wee bit more subtle and long-term than that. And educating the client about the long-term view is probably the hardest part of the job…"
@steverubel speaks to @scottmonty about how social media is implement and executed within Ford from an organisational point of view. I think Scott makes it very clear that it takes resources and commitment to making social media work.
On his biggest challenges, he says it's time and scale, "it cannot be done or funneled through a single person".
Understand that every company is a media company.Companies can offer a real depth of content from their core knowledge area. A good example is Johnson & Johnson’s Baby Center, the Web’s number one global interactive parenting network.
It’s no longer a shareholder world; it’s a stakeholder world. Companies must create value that extends beyond earnings.
Organizations need to remember that going into social networks, they are equal members with everyone else in the network. Companies and brands are not broadcasters, and can’t set up a profile and walk away. It won’t advance reputation – in fact, it may well harm it. Approach the social media space like a real relationship, and be ready to do the hard work that goes into any good relationship.
Be willing to give up control. One of the hallmarks of the Obama campaign was the willingness to give out logos, digital kits, and tools to give up a sense of ownership.
Trust and credibility can’t be assumed. Trust is earned one day at a time by listening attentively, responding quickly, saying what you do and doing what you say. Don’t jump into your online engagement efforts with a “we’re here” pronouncement.
Where social media has gone, mobile is headed. Increased penetration of GPS-enabled smart phones will make location-based targeting a must In the very near-term. We have to find ways to make ourselves relevant to individual consumers at precise points of need and opportunity.
Here's my favorite: Recognize that we are, and have been, social creatures in our lives long before the arrival of digital technology. So we must avoid thinking of social media as a “thing” or a frightening new phenomenon – it’s really just an extension of who we are.
About the New Media Academic SummitIn June 2009. Edelman convened (for the third time) more than 100 professors of communications, journalism, business and public relations from across North America and Europe to discuss how companies, organizations and media effectively engage their stakeholders through social media. The sessions were led by more than 50 practitioners who guide digital communications strategies within leading organizations – including AstraZeneca, CNN, eBay, Environmental Defense Fund, GE, Johnson & Johnson, Microsoft, Starbucks, The Lance Armstrong Foundation, UPS, and Whirlpool, among others. This NWAS white paper provides best practices and actionable insights into how to engage employees, consumers, investors, regulators and media.
