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Asia's most popular bloggers polled

New research indicates that brands need to modify their approach to the region's bloggers if they want better results interacting with this community.

The study, by Text 100, polled more than 150 of Asia's most popular bloggers.

It was found that 58 per cent of bloggers named e-mail as their preferred medium of contact. Commenting on their blog came in at 23 per cent, with only 11 per cent wanting to be called. "This is partially because bloggers tend to trust and respect other members of the blogging community," said Jeremy Woolf (pictured), managing consultant at Text 100.

According to the survey, two thirds of bloggers spend less than eight hours blogging per week. "They have other jobs so calling them during the day, or inviting them to events during work hours tends not to be a good idea," he added.

"The world of corporate communications have to be less tech-shy," added Michael Netzley, assistant professor of corporate communications at Singapore Management University.

This is supported by the research, which indicates that while 84 per cent of Asian bloggers would welcome being approached by PR professionals, 34 per cent have not heard from PR firms in the last six months.

Bloggers in Asia demand the modes of communication to be geared toward their interests. 52 per cent indicate video content as their preferred medium.

This is at odds with the usual press release approach favoured by PR agencies.

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