PR and Social Media in Asia

I stumbled upon this wiki on social media when I was doing random surfing this morning about PR in Asia. It is really quite interesting and I believed it is put together by some university students.

I’ve been invited to a couple of social media events/ gatherings and the discussion topics have always been focused on which tools/ networks/ channels/ methods are best to reach out to the audiences. I realised there is always a tendency to generalise too much and assume that what works in US will work in Asia when we discuss marketing communications, public relations and social media.

The last couple of months, I’ve been traveling to different parts of Asia and spending time, trying to understand the different markets that I am managing in Asia Pacific region. It’s interesting to note how diverse and unique each Asian market is when it comes to managing PR/ communications in each country. It is even tougher to come up with a regional campaign that works across several Asia countries. When we talk about Web 2.0, PR, communications in general, at times we forget that there is the cultural element. Communications in an emerging market versus communications in Latin America will obviously be very different. How consumers in different market consume information is also very different and that should affect the way we plan our communications campaigns. As much as we have all heard that in the Web 2.0 world, it is all about the people, the online communities gathering together, sharing information, contributing to conversations, everything is becoming  more globalised. However, as I’ve observed and agreed with the students who wrote in the wiki, i think we’ve missed several points.

So obviously despite the market’s globalization process, there are differences between countries …because of cultural factors…which are partly responsible for the marketing environment in that market. Asia is a region with many layers: different languages, different cultures, and different technology preferences….all in a region filled with different countries, laws, etc. It does pose a tough challenge, not only for inter but also for Intra-national communication.

These observations are quite accurate. There are a lot of so called “social media experts” out there who sometimes called me up and said, “hey, we can offer you help on regional campaigns using social media….”

My immediate thought is, do you really know how people in India consume information? Have you stepped into Bangalore and understand the language difference? Do you understand the technological great divide between different cities in India or do you know what’s really big in Vietnam right now? Do you know that, web/ PC penetration is so much lower than mobile phone penetration in many Asia countries? So, it makes me wonder at times how companies and agencies hire their “experts” who hardly step out of their own country and hardly understand communciations on the web, let alone the 2.0 or the ability to reach/ engage consumers out there in Asia. Sure, some of us may understand how the web2.0 and how PR works (in general) but to put together some really successful campaigns, it takes much, much, much more than that.

In HK for instance, there are three primary communities in Hong Kong. The expatriates, who favor English, the local Chinese whose first language is Cantonese and the increasing numbers of mainland Chinese immigrants who use Mandarin. These differences are important to businesses as based on their target audience; their medium of advertisement has to change.

While we raved and make a huge fuss about Facebook, nobody really bothers about it in countries in Asia. In China, Korea and Japan and other emerging markets, there are some really big and powerful social networks that are locally relevant to the people.

When it comes to PR, it doesn’t really matter if Techcrunch or New York Times are raving about a certain product or website, if i’s not locally relevant to ie: Thailand or Vietnam, (that are not even english speaking markets) or big markets like Korea, India and China, honestly, the key media there don’t really care.

I have always hoped to find more great bloggers, influencers and thought leaders in Asia who cover topics on social media and communications, especially those who have not only in-country knowledge but cross-cultural, cross countries expertise. If you are one of them, please do drop me a note. We’ve heard so much from the US and UK folks, I think it is time to hear from Asia’s point of view on the topics of Social Media and new media. (honestly, it’s really not about knowing how to set up a second life account and far more than using facebook to set up an event invite).


28 thoughts on “PR and Social Media in Asia

  1. Pingback: UpComingCamera.Info » Blog Archive » PR and Social Media in Asia

  2. Hi Priscilla,

    Thank you for stopping by the wiki. The site you visited is the on-going class project for my social media course at Singapore Management University. Each semester the students do the research while also studying social media applied to marketing, corporate communication and PR. The students have been great, very enthusiastic about the research, and some bring local-language ability allowing us to begin searching the non-English sites and statistics.

    The site will again be updated on April 7, 2008 and you can expect quite a bit of new information. Once this update is completed, I will be creating and sharing my social media map of Asia, which should help companies better understand the growth of social media in different countries and how the online space can be used more effectively within and across countries.

    Meanwhile, I have a fair number of social media-Asia blogs I follow. You can track the shared feeds on your Google Reader or Feedburner at

    Please feel free to spread the word about the wiki. We are always looking to grow the community and, as you say, move beyond the US/Western Europe centric view of social media. There is an exciting social media world here in Asia and our counterparts in the West have as much to learn from us as we do from them.

    Thanks for the blog post and please let us know if we can ever be of assistance. Many thanks to my student Daryl (UniqueFrequency on WordPress) who picked up on your post.

    Singapore Management University
    CommunicateAsia blog

  3. Pingback: asia news » Islamic Countries In Asia Pacific To Form Travel Association

  4. Thanks for this, Priscilla. I did a lot of guerrilla marketing and Web 2.0 work for my previous company,, that was focused mainly on the US…and I’m only just beginning to focus on the regional scene here in Asia for the digital influence work I’m currently doing at Ogilvy PR. I’ve been toying with the idea of hosting a casual “fireside chat” to talk about these issues and I’m wondering if you, Michael and others here would be interested. I’m hoping to bring in 1-2 bloggers who have a really solid global perspective to join the chat.

  5. Thanks Michael. I really enjoyed your students’ research and thoughts. Will check out the site on 7 April again. The link is going into error page, any other URLs to share?

  6. Tania, great to hear from you. I can’t really say I have solid perspectives, I am exploring and learning alot myself but sure, give me a yell when you guys want to chat. I’ve been talking to one of your colleagues, Brian Koh. 🙂

  7. Hi Pris,

    Just to let you know both Tania and Prof. Michael will be attending Social Media Breakfast: Singapore on Saturday. So you may get the chance to discuss such matters earlier than you think!

    ps thanks for the Tweet. Quite a few of my classmates were thrilled to note that someone is actually reading our wiki!

  8. Hi Daryl, that’s the power of social media. I’ve sent the link to some colleagues and like-minded friends, hopefully those who read this blog pick it up too and able to share more thoughts. Keep up the great stuff you guys are doing.

    I’ve seen the social media breakfast invite on facebook but I am traveling a lot these couple of weeks, will try to make it.

  9. Pingback: About Podcamp Singapore 08 «

  10. Hi Priscilla,

    I’m a little to reply on this one – but then again local style remains the same today, plus I wasn’t an expatriate in Asia when you originally wrote the post.

    A massive bugbear for is people assuming that what works in the west will work in Asia. As you pointed out, the environment is totally different – even across Asia itself – it requires local know-how and knowledge.

  11. You may also cook some hummus, which is quite easy to produce
    and which can be also very delicious and worth each of
    the time it takes. Need ideas of whatever you might utilize a Cuisinart
    – A® hand blender for. Some models are cordless,
    whereas other people are battery operated.

  12. Big steps forward are achieved when the decision is made to undertake a weight loss plan that includes exercise and eating right.

    How Do You Increase The Performance of a Cardio Exercise.
    This will help inhibit excess fat from accumulating on the chin and
    jawline. Aerobic exercise will regenerate them and assist you experience
    greater in times when you aren’t exercising.
    But what about the rest of us who prefer to get rid
    of the double chin once and for all.

  13. Private Label Rights (PLR) With private label resell rights, you may not only resell the product but
    you may also edit the content or product and claim
    it as your own work (meaning, you become its author). One last thing to mention is when items outsource, be sure to send an evergreen site you know you can get long-term economic benefits.

    Providing reliable Linked – In testimonials make it easier for business members
    seeking specific products or services to compare different businesses.

  14. The carafe is left hanging obviously, and you need to be extra careful in securing it to the brewer.
    You can run it longer if you will find lots of
    oil and hard water deposits in your coffee maker. Begin using your coffeemaker now, using different amounts of
    water and occasional beans to find the great taste which
    you desire.

  15. After complying with the process, your account will become phone verified.
    This service also provides the records to go for a flawless decision.
    Loans in Long Beach are primarily designed to
    appeal to short-term borrowers, so they discourage
    long-term borrowers or non-payment.

  16. One of one’s best options would be to purchase all of your respective speakers together, jointly kit.
    The speaker selector will help you to watch a movie inside
    the living room without blasting the movie soundtrack inside kitchen at the identical time.

    How could a real music enthusiast not have a property
    music system in her house.

  17. Before going directly for the jewelry shop and returning the wedding ring, it
    is best to have an idea or background on the current value in the ring inside the market.

    Our love affair with gold will not have to cause further problems for our world.
    Some of the necklaces available from Dogeared are intended to be
    given as “wishing necklaces” – the receiver can come
    up with a wish or several wishes, that ought to all becoming reality once the necklace wears
    through (they’re created from very light material).

  18. Everyone agrees that more tests should be done and that the dangers of this chemical in combination with others has still never been widely studied.
    We have a basic motive of promoting the Eco friendly environment.

    You will also need to consider finding your dishes in alternative places such
    as overstock and close out items as well as thrift store finds.

  19. A timepiece much like the Casio Edifice or Timex Expedition may give your wrist and attire a sophisticated and
    elegant feel and will match well with any kind of formal
    attire. Its functionality was instantly acknowledged,
    and the distinctive appearance, that embodied it’s
    functionality, started to be widely well-liked, bringing about huge sales in the beginning with the 1990s.

    In fact a RISEMAN could sit inside the dark for 20 months without a recharge but still keep accurate time.

  20. Longchamp Bags On Celebrities Small Longchamp Tote DoCsn Perché li aiuta a
    ostentare i loro figli in stile amano indossare scarpe di marca.
    Scarpe di marca per mostrare solo il gusto estetico, ma offre anche la comodità del.
    Longchamps Bags Online Longchamp Purple Backpack tEdxf Questo ha reso Mike capire il potere dei media e così cominciò l’idea di video
    musicali. Ha fatto le parti elefante, e l’esperimento è ormai un cult Con, che
    in seguito ha ispirato la serie live Venerdì notte, la casa di
    comici come Chevy Chase, John Candy, Eddie Murphy e Dan Aykroyd.
    Longchamp Scarves Prices 2013 Longchamp Bags Prices For Longchamp Racecourse CDvlS Perché si acquista una campana con le dimensioni di un’unghia
    n blmerke Hkan acquistare una campana perfetto? Purtroppo, queste
    verdure giusta dimensione chiodo blmerker evacuato.
    Lo stesso vale per tutti gli ingredienti, carne, pesce, ecc ristoranti hanno queste
    restrizioni, e alcune aziende acquisite anche scegliere le colture se non sono all’altezza EH.

    Longchamp Le Pliage Real Or Fake New Longchamp Bag Colors BiAlt Pomeriggio trasferimento della
    città sarebbe stato eliminato e la navetta crosstown sarebbe
    limitato a una razza, ha detto Perez. Il Collegio Terrazzo Biblioteca, che è in fase di ristrutturazione ed è
    prevista l’apertura nel mese di novembre, sarà completato in otto mesi.

    Shop Longchamp Central Longchamp Sale Le Pliage CkYFr Noi Appartamenti Tory Burch (che ho trovato) e io stavamo cercando un leopardo cunei che erano in vendita.
    Così, naturalmente, l’ho comprato.

    Longchamp Sale Price Paris Hippodrome De Longchamp XOepg Abiti senza maniche
    e un sacco di maniche ad aletta avanzate, maniche lunghe e un po
    ‘di spalla moda retrò positivo. Abiti abbinabili
    trend dettagli specifici, corsetto disossamento e schiena tagliate due
    strisce di tessuto o di un perline trasparenti medio
    pesanti. Prices For Longchamp Bags Purse Forum Longchamp Le
    Pliage fNiRc Esso caratterizza la classe e l’umore di una donna.

    Borse fanno parte dello stile di una donna e fare una dichiarazione di moda, che
    è considerata una donna ha bisogno. Longchamp Sales In2013 Longchamp Bags Longchamp Outlet United States2013 Longchamp Bags SKWAn Recenti
    apparizioni televisive di Steve Martin con ripide rangers canyon includono Late Night with David Letterman, The Colbert Report, Austin City Limits.
    Dopo più di quattro decenni di fare musica, McClinton respira liberamente con la fiducia e l’energia di un artista che
    sa che ha imparato il suo gioco.

  21. Magnificent goods from you, man. I have understand your stuff previous to and you’re just too
    fantastic. I really like what you’ve acquired here, really like what you’re saying and the way in which you say it.

    You make it enjoyable and you still care for to keep it smart.
    I cant wait to read much more from you. This is actually a wonderful website.

  22. This is really interesting, You’re a very skilled blogger.
    I’ve joined your rss feed and look forward to seeking more of your excellent post.
    Also, I’ve shared your web site in my social networks!

Leave a Reply

Fill in your details below or click an icon to log in: Logo

You are commenting using your account. Log Out /  Change )

Google photo

You are commenting using your Google account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s