March 1, 2022

Social Media for Business Growth in South Korea

Veronica Lind · 2 minute read

Are you on SNS?

There aren’t many places where you can challenge Google's dominance, but in South Korea, a local language search engine, Naver, has done just that, clinching over 75% of the market (Google holds just under 12%).

SNS A key proponent of its success is how the engine is built around the Korean syntax, which is significantly different to that of English, delivering better results for their users, as well as its “portal” layout, delivering a host of content to the user in one glance.

But that is not all to consider, social media is regarded differently as well. If you’re a fan of K-pop or K-dramas, you may have heard of the term “SNS”, which stands for “Social Network Service”. This refers to social media in general, including Facebook, Instagram, Twitter, Pinterest, etc – and it is just more convenient to ask, “Do you SNS?”

And while the examples just mentioned are known globally, there are social media platforms that are more popular locally as well, such as KakaoTalk (a WhatsApp style messaging service, used by 97% of all smartphone users), Naver Band, and KakaoStory.

In a country where 85% of the population uses social media (compared to 79% in Singapore, 72% in Australia, 70% in the United States, and 67% in the United Kingdom and Canada) , it only makes sense that social media is being used for more than just daily chitchat.

Already SNS has played a key role in changing the face of how businesses are planning their marketing and communications strategies in Korea, becoming a vital factor in how they do their customer outreach, build community engagement and strengthen brand loyalty.

How SNS played a vital role in communicating updates on the Covid-19 virus

This new importance of SNS has become even more significant as the Covid-19 virus and its consequences are top of mind for many people. In very unusual and sensitive times such as these, there are three key points businesses need to keep in mind to best utilise SNS for B2B marketing.

1. Using SNS to Educate

Unfortunately, as soon as news updates about the Covid-19 virus were available, numerous fake articles ran rampant across social media, creating unnecessary panic. Very quickly, South Korean authorities stepped in to stop the spread of misinformation regarding the disease, with telecommunications authorities asked to block and delete false information and announcing strict sanctions to those who spread the news. Additionally, Seoul City announced an update service across various services, including phone, online, and KakaoTalk.

2. Customer outreach using SNS

In such times where people are extra cautious and preferring to stay away from crowds, organisations have needed to resort to new methods to remain as “business as usual” as they can. For example, Pohang University of Science and Technology announced that students can receive their diplomas digitally via email or KakaoTalk instead of at a graduation ceremony.

3. Business Thrive with SNS

So far, we’ve talked about how to effectively communicate your message using social media, but it is very important to note that those aren't blanket one-size-fits all approaches to use in any situation. You need to know the cultural nuances, and we don't mean just peppering in some local lingo. It's important to be in touch with your customer base, and communicate your business message, in a way that resonates with your customers. For businesses in South Korea, it is important to incorporate SNS into an integrated sales, communications and marketing strategy to create stronger relationships with customers and ensure businesses thrive.

We work closely with our partners around the region, including South Korea, to ensure businesses have the best mix of communications and marketing strategies for them to help you thrive.