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Understanding the role of social media for Pinoys

What is the role of the expanding social media to modern Filipinos?
By International Institute of Digital Marketing |

understanding_role_of_social_media_full.JPGSocial media is a game of perception. We are creating perception about how other people feel and think about our lives--the same thing with brands,” says Jason Cruz, Social Products Director at MRM/McCann.


Speaking before students of the Certified Digital Marketer (CDM) Acceleration Program by The International Institute of Digital Marketing (IIDM) at the Asian Institute of Management in Makati City, Jason emphasized there’s never been a greater time to get into social media marketing than now.



“Fact number one:  Filipinos are great consumers of social media which eventually leads to fact number two: Facebook is the topmost website in the Philippines,” Jason revealed.


Filipinos as social media users


In a recent global study from Wave7, reported that Filipinos are using social media platforms 53 hours a week—11 hours more than the global average of 42 hours. 


Aside from Facebook, Twitter, Instagram, and Pinterest, the social media platforms also include chat apps like Facebook Messenger, Line, Skype, and WeChat. 


The study revealed that around 74% of the Filipinos use social media platform to stay in touch with family and friends. Credit goes to Filipino diaspora, which placed around 11 million Filipinos working and living outside the Philippines. 


The study further listed down the following reasons why Filipinos are in the social media: to meet new people-70%, to have fun-65%, to share new experiences to friends and followers-63%, and to keep company-62%.



Why jump into the bandwagon?


Hence, Jason recommended that brands should be in social media to do social listening through monitoring, an act of actively watching online conversations based on predetermined keywords and/or phrases to spot possible trends or prevent social media crisis.


“What is the world saying about my product?” said Jason. ”If yours is a big brand like airlines and telcos, you may want to listen to what your immediate neighborhood is saying about you,”


Social media listening has the power to avert social media crisis but Jason cautioned that marketers should be very careful on acting on impulses: “the kneejerk reaction is what will kill brand for.”



Don’t subject yourself to knee jerking reactions, learn how to effectively manage your social media marketing and turn them into great opportunities in the CDM Acceleration Program of the Certified Digital Marketer Program.

Learn only from the best digital game changers of the industry like Jason Cruz, Social Products Director from McCann Worldgroup, Jonas De los Reyes, Co-founder & Managing Director of Socialytics, and more!


To join the 4-week digital marketing lectures, register at or call 426-6001 (loc. 5679).


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