How Do Japanese Companies use social media?
I and my seminar students investigated the top 100 Japanese brands and the US brands’ facebook and Twitter activities in January, 2012 (study 2). Our initial analysis has shown that fewer Japanese brands are active both on Twitter and Facebook when compared with the top US brands. We also observed that Japanese brands in general ask fewer questions, post less frequently, don’t address their fans directly, don’t initiate conversations, share less amount of information and don’t allow fans to post on their Facebook walls. The top 100 American brands investigated in this study seemed to be way more active and assertive compared to the top 100 Japanese brands.
|
Social Media Activity |
Top 100 US Brands |
Top 100 Japanese Brands |
| Has a twitter account |
95% |
60% |
| Has a Facebook account |
92% |
37% |
| Tweeted, pst 7 days |
91% |
68% |
| Posted on Facebook, pst 7 days |
83% |
76% |
| Has multiple links in the Facebook profile |
72% |
43% |
| Allows posting on the Facebook wall |
77% |
29% |
| Identifies who is tweeting |
13% |
3% |
| Asked a question on Twitter, pst 7 days |
31% |
5% |
| Asked a question on Facebook, pst 7 days |
50% |
14% |
| Retweeted another user , pst 7 days |
55% |
20% |
| Mentioned another user, pst 7 days |
78% |
28% |
| Used a hashtag , pst 7 days |
71% |
17% |
(Sample Size:200, coded in January, 2012)
The list of the top 100 Japanese brands http://www.slideshare.net/melnikpavel/jpbrand-2011
