Social Media Revolution
We are in process of an unprecedented change in media consumption worldwide. No longer is traditional media the sole source of news and information for the public. Social media, and social networking in particular, has changed the balance of power. Now anyone can create content, promote ideas and influence opinion.
“People are talking about brands online everyday,” says Thomas Crampton, Asia Pacific director of 360 digital influence at Ogilvy. “The sooner companies realise this, the sooner they can understand, follow and engage in the conversation.”
Digital Opportunity
The impact of online conversations has changed too. Relationships within social networks, such as Facebook and Hi5, are personal, giving the content of conversations the potential to be more trusted and influential than any advert, press release or newspaper article.
The result is a massive shift in the way businesses must manage their reputations online and yet a minority of companies in Thailand engage in social media. Crampton, who is responsible for Ogilvy’s digital portfolio across Asia, believes businesses opting out are missing a massive opportunity.
“To not be involved in social media is the modern equivalent of a company in the 1960s not monitoring its brand on TV, unthinkable it today’s market.”
Charles Frith, a Bangkok-based independent creative planner, is adamant that old school thinkers and traditionalists will have no choice but to change as the trend of socialising media continues.
“In the long-term, social media will be embraced by Thailand, even if it has to be forced upon the market. Companies will have to follow their target audience.”
It’s not too late for companies to embrace social media according to Drew Benvie, a high profile new media commentator and director at UK PR firm Hotwire. Benvie sees a bonus for Asia-based businesses that have been reluctant to embrace social media.
“The advantage for South East Asia,” he argues, “is that the region can observe the US and Europe experiment in new areas of online marketing. When the time is right, businesses can then roll out initiatives learning from others' successes and mistakes.”
