Text100 has announced the results of its APAC Blogger Survey, which is aimed at helping the PR industry and its clients better understand bloggers in the Asia Pacific region. In what is believed to be the first survey of its kind conducted in Asia Pacific, this survey highlights the similarities and differences between bloggers across APAC and their preferences for working with corporations and PR agencies.
In a positive sign for the communications industry, 84 per cent of respondents welcomed contact from PR practitioners and the corporations they represent. Electronic communication is king for APAC bloggers: 58 per cent preferred email, followed by online comments on their blogs, as the preferred means of contacting them. Similarly, emailing of press releases and interviews or discussions ranked in the top two as the preferred formats for receiving content (67 per cent and 60 per cent, respectively). APAC bloggers are not particular about who they engage with, but prefer to talk with active bloggers and whoever is closest to the story – not necessarily the traditional spokespeople.
Two-thirds (67 per cent) of respondents spend less than eight hours of their working week on blogging. Bloggers concerns included receiving unsolicited spam from PR agencies, and were frequently critical of the content they received, feeling it was inappropriate and unusable. While most bloggers ignore traditional press releases, 88 per cent were aware of so-called Social Media Releases and indicated they were in favour of using elements such as videos, quotes, pictures and links from these releases in their posts.
Text100 surveyed bloggers it knew and those referred by friendly bloggers, not wanting to spam people it didn’t have a relationship with. Text100 feels the views of the survey’s sample pool are a fair reflection of influential news, technology and bloggers across Asia Pacific. Text100 intends to conduct this survey annually across Asia Pacific and to potentially involve other regions over time.
153 mainly business, news and technology bloggers from nine countries across Asia Pacific responded to the survey. 125 bloggers completed the full online survey, and results were analysed by Hong Kong-based research company, Aha! Research.
The survey showed that effective PR agencies need to make social media part of their DNA. Understanding the nuances of bloggers, for example, should be part of every PR person’s toolkit, and not simply relegated to a ‘digital group’ or ‘online team’. To succeed, PR professionals must increasingly become grounded in social media.
It was also interesting to see two quite distinct ‘flavours’ of bloggers across Asia: those who took a commercial, publisher-like mindset to their blogging, and those who proudly retain their amateur status.