1 Customer engagement strategies in Social Media: The case of Malaysian Automotive Industry Kamisah Kormin, Rohaizat Baharun Faculty of Management, Universiti Teknologi Malaysia, Skudai, Johor Bahru Email: kamisah.kormin@gmail.com, m-rohaizat@utm.my Social media technology offers a new way of modern and powerful marketing strategy due to its interactivity, popularity and audience reach. Industry managers are getting aware the importance of social media adoption to engage their customers as the process to deliver value and strenghten relationship. However, to what extant Malaysian industries engage with social media is still not known. Therefore, this paper aimed to provide an overview of the use of social media for customer engagement among Malaysian Automotive Industry and analysis of their success. Data collected through content analysis method to the top 20 Malaysian automotive companie’s website and Facebook found that all Malaysian automotive companies have at least one social media presence and Facebook is the most popular platfrom among others. It indicated that the companies have begun to fully embrace the enormous benefits that social media offers. However, despite their presence in multiple platforms and highly responsive of their customer service, most of the company fails to attract sufficient customer engagement that leads to the failure of their Facebook campaign. Lastly, suggestions to Malaysian managers are also provided. Keywords; social media, Malaysian companies, customer engagement, content anaysis, Facebook 1.0 Introduction The growth of social media has dramatically reshaped the entire process of customer engagement. The old way tactics of offline engagement such as inviting customers in company’s events and telemarketing are still practical and relevant, however, its popularity is now replaced by new tactic of engagement through online medium such as social media. Social media has changed how companies communicate with stakeholders; therefore it is important that companies learn how to take advantage of this new media, especially for communication purposes. Social network sites seem to provide tremendous opportunities for organizations to engage stakeholders in a dialogic communication (Rybalko and Seltzer, 2010), discuss, share, listen to their opinion and respond quickly to their critism. With the growing emphasis on social media, how to effectively utilize this new media environment has become one of the most important topics in public relations and marketing research. Kaplan and Haenlein (2010) defined social media as a group of Internet-based applications that build on the ideological and technological foundations of Web 2.0, and that allow the creation and exchange of user-generated content. From this definition, social media can be divided into few categories such as business network (eg; LinkedIn), Collaborative project (eg; Wikipedia), Microblog (eg; Twitter), Photo sharing (eg; Flickr, Instagram), Video sharing (eg; YouTube, Vimeo), product review (eg; Ebay, Amazon) and social network (eg; Facebook, Myspace). Facebook has gained the highest popularity among Malaysian, especially for socialising purpose, with almost half of Malaysian Internet users identifying it as their favourite social platform (48%) and 88% visiting the site weekly. WhatsApp is not far behind for weekly use, at 72% of Malaysian Internet users, however it’s the favourite platform for