(28/03/2013)
With the rapidly expanding rate of the
use of new media in the region, the role of social media becomes
increasingly important alongside traditional media in promoting ASEAN
community building. On Facebook alone, more than 130 million of ASEAN
population are active users with Indonesia, the Philippines, Thailand
and Malaysia are among the 20 largest Facebook communities in the world.
There is a need to strengthen the effort in maximising the use of
different platforms strategically aimed at different target audiences.
Social Media experts from ASEAN Member
States, EU Commission, Australia and Germany gathered in Bangkok and had
an intensive discussion during the 2nd Social Media Exchange last week
on 22-24 March 2013. The three-day workshop was supported by Deutsche
Gesellschaft fur Internationale Zusammenarbeit (GIZ). Participants
shared their knowledge and experiences with the ASEAN Secretariat to
define possible strategies for ASEAN to engage citizen more effectively
through the various Social Media platforms. Subjects discussed, among
others, are: Social Trends and Insight 2013, Brand Strategy, ASEAN
Message and Priority, Benchmark campaigning and social programme
planning strategies, and Campaigning concepts and implementation.
Success stories were also shared during
the Exchange including an organic creation of an ASEAN Community page
that is currently managed by a group of 30 youths from all 10 ASEAN
countries working together voluntarily to help promote ASEAN and its 10
Member States. From the past two years since its formation in 2011, this
non-official ASEAN Community page has already reached 146,245 likes
with over 59,000 people talking about the page. Kobchart J. Boon, a
19-year-old university student and one of the administrators of the page
shared his views that “the topics people seem to be most interested in
are places, cultures and food”. The collaboration of 30 administrators
from 10 countries is mostly focusing on these aspects to populate the
page with non-political matters.
For the past two years, the ASEAN Secretariat has also been utilising the use of various social media platforms such as Facebook, Twitter, Flickr and Youtube
in promoting ASEAN, but there is a need to strengthen and maximise this
effort. The ASEAN Secretariat aims to work on a Social Media Campaign
in 2013 to further improve the awareness and reach out to a wider target
audience in ASEAN Member States and beyond.
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