Social Media in Japan
Unlike in other Asian and Western countries, social network sites in Japan did not commence until in 2003 with Goco as the pioneer. A year later, Mixi came to the limelight, followed by MySpace in 2006, 2nd Life in 2007, and Twitter in 2008. Each of these social networks was successful one way or another. Each also shares common features yet is distinguished from the rest.
Photo upload was among the primordial features of these networks, where account owners and friends are able to view and make comments about photos, and where everyone can connect to others. There is also the community interaction. Blogging is another feat which allows account owners to express emotions and thoughts. Shout-out is a micro-version of blogging.
While at the beginning, the social media sites were patronized mostly by teenagers and college students, the introduction of LinkedIn in 2003 created a new market: professionals, entrepreneurs and corporations. In Japan, the functionality of social media gears towards financial, informative and physical gains. Social networks have become a source of useful information for job applicants, employers, and entrepreneurs.
Communication becomes an integral part of every social network. This communication feature was exemplified in the wake of catastrophes that struck Japan in early 2011. These network sites were the platform of exchanging crucial information between regular Japanese and agents of government for rescue operations, and between Japan and other countries for relief operations.
Facebook and Twitter Give Faces to Media Users
While 58 per cent (based on comScore) of Internet users use social media, the people who engage in social network activities did so anonymously. In a local survey conducted in March 2012, real name usage has increased from 5 to 44 per cent in one year.
The launch of Facebook in 2005 attracted high school students for age-relevant networking. Facebook slowly proved its worth to other markets, especially the corporations and entrepreneurship, both of which realized the need to make changes to reach out to liberal audiences, who dare to reveal their real names online. In 2010, Facebook introduced an interface change plus an office in Tokyo.
As of March 2012, Facebook had 10 million monthly Japanese users, double 2011. These statistics put Facebook as the second most popular social network in Japan after Mixi with 15 million subscribers. Mixi, threatened with the progress of Facebook teamed up with Twitter. The duo has not disappointed their followers and subscribers thus far.
On the other hand, Japanese people are easily drawn to the features of Facebook and Twitter as they are able to connect to the other side of the world, and businesses reach out to their consumers more easily and quickly. Two of the popular social networks that served as a key tool for communications during the last earthquake in Japan were Facebook and Twitter.
Slow but Sure
Despite being a voracious technology consumer, Japan is a late bloomer in social networking. Japanese people are more inclined towards gaming in different consoles including smart phones, and promise a lucrative and competitive market. For example, as Japan is already saturated with mobile gaming platforms, Facebook takes advantage in providing effective tools for local business – an instant success for local entrepreneurs.
Meanwhile, Twitter, available in Japanese language two years ago, supports individualism, a characteristic of Japanese onliners. Best known as a micro-blogging site, Twitter provides an attractive platform for Japanese people from all walks of life.
The impact of social media from the Western world may be slowly surfacing in Japan. But social media in Japan will remain reflective of the local culture: history—rich, dynamic and colorful.
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About the Guest Author:
Rodolfo Lentejas, Jr. is a fulltime freelance writer based in Toronto. He is the founder of the PostSckrippt, a growing online writing business dedicated to producing top quality, original and fresh content. To know more about him, please visit www.postsckrippt.ca. Like him on Facebook or follow him on Twitter, Google+ and Pinterest.
