Felix Heinimann Group Managing Directior
MAlAYSIA Despite the rapid adoption of social media channels by the Malaysian general public - social networks now have almost 75% reach in the country, and Malays are amongst the heaviest users of online video in Asia-Pacific ' - Malaysian companies tend to see social media as a double-edged sword. For some it is a direct, dynamic and interactive avenue for stakeholder communication, for others it is an all too easy way to get exposed to negative feedback.
Essence Communications Email: felix@my-essence.com Twitter: @TechatEssence _Active Accounts
_Inactive Accounts
30%
20%
10%
An essentially conservative and non-confrontational culture, the most trusted form of communication in Malaysia is through face-to-face interaction and word of mouth. Accordingly, top companies are mainly using social media to distribute company news and facts, rather than as a tool to connect and engage with their stakeholders. For example, Malaysia's Employee's Provident Fund (not covered in this study) recently launched new Facebook and Twitter channels, though the company has stated that both platforms will only be used for announcements. A similar approach is practiced by the majority of companies surveyed, who are using social media as additional channels for product promotions and to announce corporate updates. Almost all companies shy away from the core purpose of these platforms - direct interaction with their users. It is striking that no companies in the study are using blogs, at least for corporate purposes. Neither are local companies exploiting Malaysians' appetite for online video. This appears to be a missed
DiGi • Corporate Social Responsibility
DiGi
DiGi's Deep Green programme set out the company's goals and activities to reduce its carbon footprint. Unlike most CSR programmes, set out in brochure format, online and in print, DiGi is encouraging users to share and vote on green ideas and is running Challenge for Change, in which contestants submit c1eantech and social enterprise ideas online and via video.
28
BURSON-MARSTELLER ASIA-PACIFIC
Microblogs
Socia! Networks
~ Corporate Blogs
Video Sharing
opportunity, as video can be a highly engaging way to tell one's corporate story, whether it is to bring management closer to the customer, to explain the background and meaning of key corporate to illustrate corporate announcements, or responsibility and community programmes. Nevertheless, both corporations and government institutions are starting to realise that the benefits of a direct and interactive approach outweigh the challenges and risks. This is especially true of consumer-focused sectors, such as telecommunications, consumer technology, and tourism and travel. DiGi Amongst the companies surveyed, Telecommunications showed the highest level of activity, using Facebook and Twitter to make announcements and as channels to address consumer complaints quickly. While DiGi's Twitter-stream is fast becoming an avenue for customers to air their grievances publicly, the company moves fast to respond, with its posts also shared on Facebook. This provides transparency whilst building good corporate image by depicting itself as a company that cares. Though not covered by this study, the proactive use of Facebook, Twitter and corporate blogging by Tony Fernandes, CEO of Air Asia, as well as by Malaysia's Prime Minister and a large number of other politicians (of all persuasions), have brought them closer to the public and are clearing a path for those unsure how to move forward.
1. State of the Internet with a Focus on Asia-Pacific, comScore, July 2010