Social media can help businesses widen reach in Japan

Question: What types of social media are Japan residents familiar with?

Answer: The most commonly used social media in Japan are Facebook, Mixi, Twitter and Google+. However, a number of mobile gaming sites also account for a sizable part of the social networks in Japan, especially with the ever-growing presence of the affluent otaku market (whose members would be considered geeks in the United States, but are specifically fans of a particular hobby or topic such as anime fans, avid video game players or ramen fanatics).

Q: What is the difference between social media in the U.S. and in Japan?

A: Japan’s acceptance of Facebook and Twitter was relatively sluggish until the Tohoku earthquake in 2011.  Since the tragedy, Japanese used social media in lieu of more traditional communication vehicles to keep in touch with the world and, on a more domestic level, sharing news updates on topics such as regional blackouts. However, people are now moving toward the American trend of using social media for more recreational purposes, sharing photos of their meals, pets and other personal information. For companies such as Mixi, LinkedIn and Google+ that wish to gain sizable market share in this competitive landscape, partnerships with other firms or even musical bands are common.

Q: Which types of social media do you think are most effective now in broadening a company’s reach in Japan? What types of social media should companies who want to reach Japan clients be watching as the next big thing?

A: Because the marketplace is so volatile and Japan’s consumers are somewhat capricious, trends change frequently.  Facebook has allegedly overtaken a market once dominated by Mixi, causing Mixi to announce a partnership with Twitter. Facebook still seems to reign strong, but one thing to keep an eye out for is any progressive business partnerships that may thrust a new social medium to the top.

Q: How much more important have tools like Facebook and Twitter become for businesses in Japan since they were used to communicate following the Japan earthquake and tsunami?

A: Since the Tohoku earthquake in 2011, businesses realize the importance of communicating via social media. Many individuals have retained their accounts after the tragedy’s aftershocks have subsided. This phenomena, coupled with the launch of Facebook Navi, which helped educate the marketplace on the various functions of its namesake medium, has resulted in many businesses shifting their strategic focus on their media mix. Even magazines,  in an ever-competitive media industry, are focusing greater efforts on Twitter and other social media to communicate with readers while branding their original printed products.

Q: Give some examples of how you have used social media to help clients grow their reach with the Japan market.

A: For some of our clients, who have no corporate directive to initiate social media pages, we have established and maintained a few on their behalf. In another client’s case, we simply add posts to an already established page. However, in either case, the steady promotion of general information relevant to the client has spurred an increase in following. Regular interaction with the customers from simple comments to responses to questions stimulated more to follow the pages. Seizing opportunities to engage with users, who ask questions, opens the door for a virtual relationship with the customer base. In the case of Hawaii Tourism Japan in which I specifically handle their gourmet/food posts, part of the rapid growth of the overall Facebook page has to do with the viral nature of the photo and article shares with users’ friends and families. Furthermore, positive comments from others about any particular restaurant or food item serve as effective free customer testimonials, coaxing more people to express their desire or intent on traveling to Hawaii.

Q: What behaviors should companies avoid when using social media to court the Japan market?

A: When making a post, be sure to place a picture.  While Japanese read everything, they are attracted to photos, be they of food or an attractive scenic shot. The viral component of any photo or video is important to generate greater success. Also, as a business, it is important to maintain a professional image while avoiding being too formal. Finally, try not to post irrelevant topics. Japan is a land of advertising clutter. Stay true to form to please the followers you have and to attract greater numbers of qualified customers without inundating them with unnecessary posts or updates.

Q: When should social media be used to market to Japan versus more traditional types of marketing?

A: Social media has several benefits — immediacy and interactivity. Unlike the more traditional modes of advertising, this form of media is able to communicate a message almost instantly. Thus, any immediate promotions or interactive games/contests are best promoted to the public via these media. In addition, to soften the more rigid corporate image, adding the “human” component with whom the public may interact makes that business more approachable and better accepted.