Singapore, 21 January 2015

Thai companies will be investing heavily in social media marketing during the year ahead, according to research published today.

The State of Social Media in Thailand report, published by Econsultancy in partnership with Thumbsup, has found that over three-quarters (77%) of responding organisations plan to increase their social media investment in 2015, with around half (49%) saying that the increase will be over 50%.

Additionally, the vast majority (92%) indicate they have ‘a great deal of’ or ‘some’ flexibility to change their social media budgets based on return on investment (ROI).

The research looks at the extent to which Thai companies are committed to social media, the channels they are using, and the challenges they face in improving their capabilities in this area. As organisations seek to improve their targeting and provide a more personalised experience to their customers, social media will become a larger focus for investment.

The report is based on responses from more than 200 marketers based in Thailand and was carried out between September and November 2014.

As companies shift more resources towards social media marketing, there is increasing concern regarding their ability to measure the return on investment from these activities. According to the vast majority (88%) of survey respondents, measuring the impact of social media is very important, yet only a fifth describe themselves as ‘good’ when it comes to measuring the ROI from social media marketing.

Marketers are more likely to describe their ROI measurement abilities as ‘poor’ than ‘good’ (26% compared to 21%), which means that many marketers might be struggling to justify further investment.

Jakrapong Kongmalai, Co-founder & Business Development at Thumbsup, said: “I’m sure almost all of you already know that Bangkok is among the leading adopters in the world when it comes to social media. Usage is undoubtedly high, but as a digital marketer I see first-hand that there is still a gap in information about this market.

“There is currently no report of this kind at the moment and I believe that those in APAC want to see this. This is the starting point for our latest report in association with Econsultancy, State of Social Media in Thailand.”

Jefrey Gomez, VP APAC, Econsultancy, added: “Given the exponential growth in social media, it comes to no surprise that Thai companies are increasing their investment and exploring the opportunities social media marketing has to offer. The marketplace will reward organisations that experiment and surprise consumers through this channel, but also those that build the core capabilities necessary to make social a part of their campaigns.

“Considering the current and projected scale of social media adoption, particularly for those in Thailand, there is plenty to be gained from using this channel. It is encouraging to see that brands have taken the leap and are now allocating budgets specifically to experimenting with social, and using it in more innovative ways too.”

Other findings from the report include:

-) Two in five (40%) Thai companies are currently spending at least $10,000 annually on social media.

-) Social media in Thailand is primarily used to increase brand awareness (84%), over more customer-centric reasons such as customer service (36%) and engagement (23%).

-) Engagement with social media in Thailand is quite high, with 60% of marketers indicating their organisations are ‘heavily involved’. Over half (56%) of respondents consider engagement with social networks as one of their key performance indicators.

-) Facebook is the most widely used network (98%), with a vast divide between this and the next most popular social networks, such as Instagram and Twitter.

-) The majority of respondents do not run social media campaigns across multiple countries (69%) or in multiple languages (62%).

-) Two-thirds (67%) of Thai companies integrate social media activity with their search engine optimisation (SEO) efforts.

-) Nearly half (48%) of organisations say they connect all of their social activities together with a single platform.

The full State of Social Media in Thailand report is available for download here:

For more information about the report, contact:

Linus Gregoriadis, Research Director, Econsultancy
linus.gregoriadis AT


Jefrey Gomez, VP, APAC, Econsultancy
jefrey.gomez AT

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About Thumbsup

Thumbsup is a leading tech blog from Bangkok, Thailand. We have been reporting on local technology, social media movement, the digital business and startup movement since early 2011.

Our content has been syndicated in the top publications in Thailand. We are tech professionals who have been in the industry for over a decade, earning our stripes from many leading tech companies.

We decided to call our blog Thumbsup from our experiences of discovering great news, loving it and wanting to share it to all Thai techies. So we gave these experiences the ‘2 thumbs up!’

Published on: 3:30AM on 21st January 2015