social media in japan
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Social Media in Japanby
@adamacar
Assoc. Professor of Communication at KCUFS
2011 Published the first academic study about the Tohoku earthquake
2008 Published antecedents of social networking behavior, cited more than 40 times
2006 Conducted one of the earliest studies about facebook
History of Social Networks
Source: Boyd & Ellison, 2007
Social CapitalWe have a natural tendency to build functioning networks which usually
result in physical, informational, financial or other forms of gains.
Communication ImperativeWe are born to communicate and we are driven to maximize
our communication satisfaction and interaction.
.7= Correlation between perceived social support and happiness
– RESEARCH• Efficient and convenient communication• Curiosity• Desire for popularity• Relationship building • relationship maintenance. (Urista et al. (2009)
• a) social network surfing • b) social investigation • c) social connection • d) shared identities • e) content and status updating. (Joinson, 2008)
• diversion (pass time, break, escapism), • personal motives (self presentation, impression
management)• informational motives (information seeking, information
sharing, surveillance, social investigation, social sneaking). (Sejrup, 2009)
Surveillance(information gathering)
Connection(social bonding)
My Study
• Conducted in 2006, published in 2008• The size of online social networks is larger
than real life social networks• Females spend more time social networking• People with high self esteem don’t add
strangers to their network and might even have smaller circles.
How about Japan?
History of Social Networks in Japan
GOCO 2003
GREE & MIXI 2004
MYSPACE 2006
2nd Life
2007
Twitter 2008
Facebook 2010 (Interface change & Toky
o Offic
e)
March, 2012, N:1000
To kill time To have fun Get info about my interest area Contact w. friends Easily communicate w. friends To find out about the news To get relaxed To tell others what I am up to To check what my friends are up toTo relieve stress
March, 2012, N:1000
March, 2012, N:1000
Because of the earthquake?...no
Unique Japan #1
Secure twitter accountsAlmost nonexistent anywhere else in the world
In Japan around 8%
Unique Japan #2
Twitter core usersAre actually more
introvert than other fb or Mixi users
Unique Japan #3
Facebook is seen more like social
MEDIARather than a
social network
Unique Japan #4
It’s RUDE if you post a photo on Facebook and then do not respond to every single comment on that photo
Unique Japan #5
People post
individual messages more than community related messages
on Twitter
Unique Japan #6
Compared to the US People post more
about TV and less about sports/news/politics on Twitter
Unique Japan #7
Twitter core users usually have lower self esteem and don’t easily trust others.Similar to the 2channel crowd.
Unique Japan #8
Most brands
don’t allow fans to post on their brand pages on Facebook.
Unique Japan #9
Traditionally the
highest blogger per capita in the world and has the world largest nickname based Forum: 2channel.
Unique Japan #10
Location based services (even though promoted by Mixi, Facebook and of course Foursquare) are not likely to pick up because of security concerns…
Last thing…Japan is Hard to predict.
The power of social conformity is higher than perhaps any other country in the world.
Thank you…
Did you know?Yesterday, 250 million photos were uploaded to Facebook, 864,000 hours of video were uploaded to YouTube, and 294 billion emails were sent.
No one saw it was coming, including…
• Facebook wanted to spend a huge chunk of its resources to found a separate P2P sharing site in 2004 instead of focusing of basic sns functions.
• Google, the worlds richest and biggest website didn’t care much about and invest in Orkut.
• 6 Degrees.com was not discovered by many of us and just went out of business.
• People thought Friendster was a dating site even though its features were pretty much the same with Facebook.
• Better communication skills• Better English Skills• Better Presentation Skills• Better business Skills• Better leadership skills
MARKETING COMPETITION JAPANTwitter:@mcJapan
Facebook: search marketing competition Japan
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