[Card News] Companies Embracing Open Communication via SNS Gain More Attention in the Untact Era Thirsty for Interaction!

[Asia Economy Reporter Jin-kyung Lee]

The ‘Facebook Marketing Summit Seoul 2020,’ a gathering where corporate marketing managers share the latest Facebook marketing trends, was held online for the first time since its inception. At the conference, it was reported that as the world shifts from offline-centered to online and digital after COVID-19, corporate behaviors are also rapidly changing. In particular, with the increased importance of contactless communication due to COVID-19, companies’ efforts to communicate with customers through SNS have become prominent. For example, food company Daesang launched the global SNS channel ‘Ask Savorista’ on YouTube and Instagram to spread the taste and value of K-Food and to engage in two-way communication with consumers. LG Uplus is promoting digital innovation by introducing new format content through SNS channels that allow interactive communication with consumers. These SNS marketing activities are eliciting strong responses from the MZ generation. KT&G, which has supported young creativity through ‘Sangsangmadang’ and ‘Sangsang Univ,’ has been actively operating its corporate Facebook page since 2012. Breaking away from the standardized image typical of corporate SNS, KT&G strives to become a genuine communication channel for young generations by providing original content as well as diverse and casual content that resonates with its target audience. As a result, KT&G’s corporate Facebook won the Social Media Marketing Innovation Award at the ‘Asia-Pacific Stevie Awards,’ known as the ‘Oscars of the business world,’ in both 2019 and 2020. We look forward to active participation from companies in ‘wise SNS communication life,’ which practices social distancing while bringing them closer to their customers.