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ew leading Asian companies are using blogs for corporate marketing and communications, activity being limited principally to firms in South Korea, China and India, though a few companies in Japan, Hong Kong, India, the Philippines and Thailand are also blogging.
Many of these blogs are not proactively maintained, though companies in Japan, South Korea and the Philippines are making a greater effort to update these channels on a regular basis, sometimes posting content several times a day. Generally speaking, companies updating their blogs more frequently also see greater interaction with their users. This is particularly true of South Korea and China, where corporate blogs attract a high volume of user comments. In Japan, where corporate blogs are widely used by companies of all sizes, levels of user interaction tend to be lower. This may be explained by the reluctance of Japanese enterprises and people to get involved in public conversations, or to question something openly. It is also notable that many Japanese firms prefer to use blog platforms principally to distribute messages and content - the ability for users to post comments is sometimes limited or turned off. Similar to other social media channels, companies are using them chiefly to talk about corporate social responsibility-related topics. There appears little evidence of companies using blogs to extend and deepen their media and influencer relations, for CEO/leadership communications and other corporate activities.
CORPORATE SOCIAL MEDIA REPORT 2010
17