find the latest legal job
Corporate/Commercial Lawyers (2-5 years PAE)
Category: Corporate and Commercial Law | Location: Adelaide SA 5000
· Specialist commercial law firm · Long-term career progression
View details
Graduate Lawyer / Up to 1.5 yr PAE Lawyer
Category: Personal Injury Law | Location: Brisbane CBD & Inner Suburbs Brisbane QLD
· Mentoring Opportunity in Regional QLD · Personal Injury Law
View details
Corporate and Commercial Partner
Category: Corporate and Commercial Law | Location: Adelaide SA 5000
· Full time · Join a leading Adelaide commercial law firm
View details
In-house Legal Counsel & Commercial Lawyers
Category: Corporate and Commercial Law | Location: All Sydney NSW
· Providing lawyers with flexibility and control over when they work, how they work and who they work for.
View details
In-house Legal Counsel & Commercial Lawyers
Category: Corporate and Commercial Law | Location: All Melbourne VIC
· Providing lawyers with flexibility and control over when they work, how they work and who they work for.
View details
Social struggles emerge in Asian markets

Social struggles emerge in Asian markets

The majority of businesses are struggling to use social media effectively in the Southeast Asia market, the head of Baker & McKenzie’s Asia-Pacific IT and communication industry group has said.

“There are very few [companies] that are really getting social media right,” said Anne-Marie Allgrove (pictured), who worked on Bakers’ recently released report, entitled: Social Media: The Opportunities and Constraints in Southeast Asian Emerging Markets.

Southeast Asia has the highest usage of social media in the world but, the report found, only five per cent of the businesses surveyed that had offices in Southeast Asia had a social networking program in place.

“[Social media] is a crucial platform and one that is evolving daily and is here to stay,” said Allgrove, adding that she was astounded by the number of ‘connected’ individuals in the ‘emerging’ Southeast Asia markets (530 million individuals carrying 600 million phones, half of whom are already engaged in social media), and the proliferation of local social media sites.

The report surveyed a range of industries, including airlines, banks and telcos, in six ‘emerging’ nations: Indonesia, Thailand, Singapore, The Philippines, Malaysia and Vietnam.

“There’s clearly a local thinking and a local strategy that needs to be considered [by companies] because these local platforms are gaining strength daily and are very important and crucial to these local markets,” said Allgrove.

Allgrove said there are a number of factors holding businesses back from fully embracing social media, including legal factors, cost implications and the fact that they may have been “burned” when using social media before.

“[Businesses may] put their feet in the [social media] water and think ‘alright this is a cost-effective way to market’ but then get burned because someone complains on the site or they don’t have enough people in place for the relevant servicing and monitoring to ensure that it’s used appropriately,” said Allgrove.

“Reputational damage is a big issue for people.”

Law firm role

Allgrove said that law firms’ primary use of social media in these markets is to assist their clients in understanding the area, rather than using it themselves as a marketing tool.

“Law firms in this region ... have not really engaged [on social media]. It’s been a bit more static; you have your website, you have alerts, but very few active blogs and active presence on Facebook and other sites.”

However, Allgrove added: “I think [law firms’ use of social media] will evolve and will have an important place going forward.”

She said in her practice she is being increasingly consulted by businesses about social media-related issues, and added that the global nature of social media makes it particularly challenging for businesses.

“If I’m sitting in Singapore and my customer who has generated the content is in Kuala Lumpur ... who’s to blame? What laws apply? Those questions are still there and people are still struggling with that.”


Like this story? Read more:

QLS condemns actions of disgraced lawyer as ‘stain on the profession’

NSW proposes big justice reforms to target risk of reoffending

The legal budget breakdown 2017

Social struggles emerge in Asian markets
lawyersweekly logo
Promoted content
Recommended by Spike Native Network
more from lawyers weekly
Scales of Justice
Dec 15 2017
Timing ‘critical’ in unusual contempt of court ruling
A recent case could have interesting implications for contempt of court rulings, according to a Ferr...
Dec 14 2017
International arbitration and business culture
Promoted by Maxwell Chambers. This article discusses the impact of international arbitration on t...
Papua New Guinea flag
Dec 14 2017
World-first mining case launched in PNG
Citizens of Papua New Guinea have launched landmark legal proceedings against the country’s govern...
Allens managing partner Richard Spurio, image courtesy Allens' website
Jun 21 2017
Promo season at Allens
A group of lawyers at Allens have received promotions across its PNG and Australian offices. ...
May 11 2017
Partner exits for in-house role
A Victorian lawyer has left the partnership of a national firm to start a new gig with state governm...
Esteban Gomez
May 11 2017
National firm recruits ‘major asset’
A national law firm has announced it has appointed a new corporate partner who brings over 15 years'...
Nicole Rich
May 16 2017
Access to justice for young transgender Australians
Reform is looming for the process that young transgender Australians and their families must current...
Geoff Roberson
May 11 2017
The lighter side of the law: when law and comedy collide
On the face of it, there doesn’t seem to be much that is amusing about the law, writes Geoff Rober...
May 10 2017
Advocate’s immunity – without fear or without favour but not both
On 29 March 2017, the High Court handed down its decision in David Kendirjian v Eugene Lepore & ...