The Reality and Promise of Social Media for South Korean Financial Institutions

by KyongSun Kong, March 19, 2012
Industry Trends


Social media and social networking services have set the world abuzz, and businesses and financial institutions in South Korea are no exception. Last year saw a surge in use of social media in South Korea, which included financial institutions rushing to tame the beast and trying to better communicate with customers.

In this new report, The Reality and Promise of Social Media for South Korean Financial Institutions, Celent examines this phenomenon. The rapid proliferation of smartphones has helped fuel the popularity of social networking and social media in the market. This is not a fleeting trend. Institutions in South Korea are seeking ways to parlay it into a business opportunity.

Many South Korean financial institutions have introduced social networking services to complement their businesses. However, the scope of use remains limited, with the bulk of firms primarily using social media as a tool to communicate with customers or for public relations. As such, social networking services are being underutilized, and firms can do more to realize the full potential of social media.

“Financial institutions should not limit their perception of social media to merely being a communication tool. Rather they should view it as a powerful tool that can enable new business opportunities,” says KyongSun Kong, Analyst with Celent's Asian Financial Services group and author of the report. “This makes a strategic approach all the more critical.”

This report examines the results of a Celent survey of financial institutions focusing on the proliferation and use of social media in South Korea. Based on these survey results, Celent suggests methods for financial institutions to best leverage the power of social media.

A Korean version of the report is also available.

Celent is a research and advisory firm dedicated to helping financial institutions formulate comprehensive business and technology strategies. Celent publishes reports identifying trends and best practices in financial services technology and conducts consulting engagements for financial institutions looking to use technology to enhance existing business processes or launch new business strategies. With a team of internationally based analysts, Celent is uniquely positioned to offer strategic advice and market insights on a global basis. Celent is a member of the Oliver Wyman Group, which is a wholly-owned operating unit of Marsh & McLennan Companies [NYSE: MMC].

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Table of Contents

Executive Summary


SNS Usage in South Korea


Smartphones: Fanning the Flames of SNS


Social Media Use by South Korean Financial Institutions


The Possibilities of Social Media for South Korea’s Financial Institutions




Leveraging Celent’s Expertise



Support for Financial Institutions



Support for Vendors


Related Celent Research


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