Of those companies that do take a more assertive approach to social media, the study suggests that they are predominantly those most focused on international expansion. Nevertheless, the extent of this engagement is in stark contrast to global companies, particularly in respect of the use of video and multimedia to support digital storytelling.

Only eight per cent of leading companies in Asia have set up dedicated channels on top of video sharing channels such as YouTube, Youku in China or Nico Nico Douga in Japan. This compares to 50 per cent of global companies using such channels.

"Asian companies need to take bolder steps to leverage the exploding use of social media channels in the region," said Bob Pickard, president and CEO of Burson-Marsteller Asia-Pacific. "Few companies are approaching this area strategically; most appear largely driven by short-term marketing considerations, or are hampered by concerns about resourcing, cost or lack of control over message and content."

The study concluded that corporate use of social media in Asia tends to focus on pushing information rather than engaging stakeholders. Only 12 per cent of companies surveyed maintained a corporate blog, compared to 33 per cent of global companies. Social channels are most frequently used to communicate corporate responsibility initiatives.