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Business trends

Tweets by Asian CEOs help to anchor employees amid COVID

Over 90% of India, Singapore workers expect top execs to engage on social media

As the pandemic stretches into 2021, social media may grow more critical to business leaders looking to attract and retain talent and customers. (Source photos by Getty Images and Reuters)

TOKYO -- When Apurva Purohit joined Twitter in 2012, it was mainly a market research tool. As president of Jagran Prakashan, one of India's largest media companies and publisher of the Times of India, she wanted to understand the new generation of digital consumers.

But as India entered a monthslong lockdown last March, Purohit turned to social media to connect with employees and investors she could no longer see in person. On LinkedIn, she shared books and articles that guided her thinking on her company's shift to telework, as well as columns she wrote on managing cash flow and investing in human resources.

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