Core Insights - The report by Kearney Consulting highlights the "social media bias" phenomenon among Chinese automotive brands in Southeast Asia, focusing heavily on Facebook while neglecting TikTok, which has 400 million users in the region [1][3] Group 1: Social Media Strategy - Chinese brands exhibit a significant platform bias, primarily utilizing Facebook and Instagram, while underutilizing video platforms like TikTok and YouTube, missing out on growth opportunities among younger users [3][4] - The research identifies four major challenges in social media operations: platform adaptation imbalance, emotional engagement in localized narratives, shortcomings in public opinion management, and insufficient synergy in communication matrices [3][4][5] Group 2: Localization and User Engagement - Current localized communication strategies are often superficial, focusing on "posters and promotions," with successful examples showing deeper emotional engagement through culturally relevant narratives [4][5] - Closing comment sections on social media can lead to negative public sentiment and missed opportunities for user-generated content (UGC), which is crucial for product improvement and service optimization [5][6] Group 3: Recommendations for Improvement - The report suggests that Chinese brands need to develop a multi-platform strategy, deeply integrate local cultural symbols, and leverage local KOLs to enhance their network influence in Southeast Asia [5] - Key actions include optimizing positioning, adjusting resource allocation dynamically, and enhancing user interaction through refined operations [4][5]