Japanese Brands on Facebook and Twitter

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

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This entry was posted in facebook, facebook in Japan, facebook penetration, facebook users in Japan, japan, japan social media reach, japan social media research, social media, twitter and tagged , , , . Bookmark the permalink.

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